Xerox

A technical name becomes an everyday verb

Xerox grew from the process of xerography and the success of plain-paper copying. As the company’s machines entered offices, the name became so closely associated with copying that protecting its trademark became part of the brand’s work. A strong, consistent wordmark helped distinguish the company from the activity.

The classic wordmark signals engineered precision

The 1960s identity used compact uppercase lettering with distinctive angled cuts and tight spacing. It looked mechanical without illustrating a machine, which allowed it to travel from copiers and manuals to offices and advertising. The red treatment later made the name even more visible.

Digital documents broaden the story

By the 1990s and 2000s, Xerox was no longer explaining only photocopying. Printing, scanning, workflow, and services required an identity that could speak to connections between people and information. The established name remained essential, but the company wanted a warmer, more flexible system.

The 2008 sphere adds motion and connection

Xerox called its 2008 redesign the biggest brand change in company history. A lowercase red wordmark appeared beside a sphere crossed by an X made from linked bands. The symbol was designed for animation and multimedia, representing connections among customers, partners, and ideas.

Simplification restores the name’s authority

The later identity removed the sphere and returned emphasis to the red wordmark. This mirrors a wider shift visible in Canon: when a company name already carries enormous recognition, custom lettering can do more work than an added symbol. Xerox’s story is therefore a cycle—from name, to name plus icon, and back to a clearer name built for contemporary screens.