"Xerox and Interbrand, a brand consultancy that is a unit of Omnicom Group, spent more than 18 months interviewing some 5,000 people across the globe about their associations with the Xerox name. Then they set about figuring how they could best retain the nice things it stands for (dependability and stability), jettison the not-so-nice (formal, somewhat stodgy) — and, most importantly, add in such attributes as modern, innovative and flexible."
Xerox Hopes Its New Logo Doesn’t Say ‘Copier’
Xerox, The Very, Very, Very Shiny Company
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