Xerox
Xerox
Xerox (XRX) dragged its brand into the Internet age in January 2008, switching from its previous all-caps wordmark to a sleeker, all-lowercase wordmark followed by a red sphere (top). The new logo was designed with the Web in mind—the sphere provides a link to the home page from within Xerox's own Web site. To date, the rebranding doesn't seem to have had much effect. The company's first quarter in 2008 was slightly down from the last quarter of 2007.
