Logo design evolution of famous brands Xerox

Xerox Logo Design Evolution

The Xerox Company used to be known as the Haloid Company almost 100 years ago. But in 1938, Chester Carlson invented a technique called xerography which we today call the photocopy technique. Unfortunately no one was willing to invest in his invention, and many big giants like IBM, GE, RCA and others decided not to finance this invention.

But Haloid Company decided to go with Chester and made the first photocopying machine named Haloid Xerox 14. As can be seen in their logos, the original Haloid word which was prominent in the company’s logo before 1961 was completely replaced by Xerox due to the immense success of this idea.

They retained almost the same logo from 1961 to 2004. But in 2004 there was a problem with the Xerox books and it tried to reinvent itself with a new logo. People associated the company only with photocopy machines, and that has been a major problem for Xerox.

The company changed its logo in 2008 to get away from this stereo typed image, by changing the font of the word. They also added a ball which has a stylish X instead of their ‘boring’ X in earlier times According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation.

Achievements after replacing its stereotyping image :

Xerox today manufactures and sells a wide variety of office and production equipment including LCD Monitors, photo copiers, Xerox Phaser printers, multi-function printers, large-volume digital printers as well as workflow software under the brand strategy of Free Flow. The impact of Xerox Free Flow products on the graphic arts market and the print industry in general has grown exponentially since May 2006, largely as a result of the Xerox presence at IPEX 2006. Xerox also sells scanners and digital presses. On 29 May 2008, Xerox launched the Xerox iGen4 Press.
Xerox sells both color and black and white printers under the Xerox Phaser brand, with the color consumer model starting at US$299; the most expensive color model costs US$6,799.
Xerox also produces fax machines, professional printers, black and white copiers, and several other products.
In addition, Xerox produces many printing and office supplies such aspaper, in many forms; and markets software such as Xerox DocuShare, Xerox MarketPort and FlowPort, offers consulting services, ECM Digital Repository Services and printing outsourcing.