Abstract

On January 7, 2008, Xerox Corporation (Xerox) unveiled its new logo with the aim of creating a new brand identity for itself and to present before its customers the picture of a transformed Xerox. The new animated logo was a refreshing change from the old signature wordmark “Xerox” in terms of design and display features. It justified all the good aspects of Xerox of today - innovative, flexible, approachable, and vibrant. However, a few critics were apprehensive about Xerox’s rebranding initiatives and its efforts to revive its business. However, the company planned to undertake in depth rebranding initiatives in a bid to evolve its brand image as an innovative company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branding
• Rebranding
• and Corporate branding

Keywords

Xerox, rebranding, information management, communication, Haloid Xerox, documentation, brand building, Xerox Sans, brand evolution, innovation, leadership, work culture, marketing strategy, franchise, generic