The Xerox logo evolution

The original logo for Xerox (after the company had dropped its “Haloid” half) was designed by Lippincott in 1961. Seven years later Chermayeff & Geismar updated the wordmark.

In 1994 Landor changed the logo to red and the digitized X was introduced.

When “The Document Company” appeared, employees answered the phone by saying “The Document Company, Xerox”. In 2002, the wordmark became the more prominent visual. Later, in 2004, “The Document Company” disappeared.

The new Xerox logo (designed by Interbrand) is now a lowercase treatment of the Xerox name — in a vibrant red — alongside a sphere-shaped symbol sketched with lines that link to form an illustrative “X,” representing Xerox’s connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms.