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Xerox undertakes rebranding effort

Xerox Canada of Torontohas unveiled new corporate branding as part of an international rebranding effort by the company. The new elements include a new logo consisting of the company name in red lowercase letters next to a spherical symbol incorporating an "X". Other elements include a new proprietary font, a selection of eight colours and an updated website. "Our brand is one of our most prized assets and the value it brings to our business is immeasurable," said Xerox president Ursula Burns. "Today, we're strengthening all our attributes and giving our brand a contemporary look that is more relevant for business today - a bit less formal, a lot more lively, with links to our heritage and a nod to the future." The rebranding work was done by Interbrand.

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