# Xerox new logo (2008)

> Xerox launched a new logo on 7 Jan 2008, designed by Interbrand. 7 Jan 2008 (Interbrand): the red capital 'Xerox' wordmark replaced by a lowercase red 'xerox' next to a red sphere drawn with connecting lines forming an X.

## Key facts

- Brand: Xerox
- Launched: 7 Jan 2008
- Studio: Interbrand
- What changed: 7 Jan 2008 (Interbrand): the red capital 'Xerox' wordmark replaced by a lowercase red 'xerox' next to a red sphere drawn with connecting lines forming an X.
- Why: Xerox said its new brand reflected a company that had moved beyond printing and copying into software and services and connected closely with customers in a digital marketplace.
- Industry: Technology
- Logos: https://rebrandlog.com/logos/xerox-2008/before.gif (before), https://rebrandlog.com/logos/xerox-2008/after.gif (after)

## The rebrand, explained

Few companies have been as trapped by their own success as Xerox. Its name became a verb for photocopying, and Wikipedia notes that the word xerox is still commonly used as a synonym for photocopy. By 2008 the company was keen to be seen differently. Its release on 7 January 2008 called the new identity the most sweeping transformation of its corporate identity in the company's history, designed to reflect a customer-centric business that had moved beyond printing and copying systems with significant investments in software and services.

The executives were explicit about the case. Chairman and chief executive Anne Mulcahy said Xerox had been transformed into a business that connects closely with customers in a content-rich digital marketplace, and that the brand now reflected who it was, the markets it served and the innovation that set it apart. President Ursula Burns called the brand one of the company's most prized assets and said the new look would be a bit less formal, a lot more lively, with links to its heritage and a nod to the future. The release backed this with numbers: services deals had generated about 2.5 billion dollars in annuity revenue through the third quarter of 2007, Xerox was doubling research and development on services, and it had launched more than 100 products in three years.

The design replaced the capitalised Xerox, set in red, with a lowercase treatment of the name in a vibrant red. Beside it sits a sphere sketched with lines that link to form an illustrative X, which Xerox said represented its connections to customers, partners, industry and innovation, and which was designed to be animated more effectively on multimedia platforms.

Not everyone was persuaded. Daring Fireball, responding to the New York Times coverage, said the new mark did say copier to him, in the sense of copied from every other glassy sphere and swoosh logo of recent years, argued that the old logomark had been elegant and distinctive, and predicted the new one would look dated within five years.

That prediction was fair. The 2008 sphere belongs to a specific moment of glossy, Web 2.0 three-dimensionality, and it traded a strong, confident wordmark for something softer and more generic. The strategic intent was sound: a company with a verb for a name needed to show it did more than copy. But a lowercase name and a shiny ball were not enough to change what xerox means in everyday speech, and the wordmark carried far more character than the symbol that joined it.

In short: Less copier, more Web 2.0.

## Other rebrands of Xerox

- [Xerox (1994)](https://rebrandlog.com/rebrand/xerox-1994/) 1994

## Sources

- https://www.nytimes.com/2008/01/07/business/07cnd-adco.html
- https://investors.xerox.com/news-releases/news-release-details/xerox-unveils-biggest-change-its-brand-company-history
- https://www.reuters.com/article/world/xerox-softens-image-in-brand-overhaul-idUSN06449437/

## Cite this

Rebrand Log, "Xerox new logo (2008)", https://rebrandlog.com/rebrand/xerox-2008/, last updated 2026-10-20.