Strategic Name development wrote an article that reveals how xerox has refreshed its brand identity in order to get a little distance from simply being perceived as a copier company.
The revised Xerox “wordmark,” just like Google, has seen its name used as a noun and a verb and has struggled with “genericide.â€Â�

Gone are the imposing high capital letters, replaced by a friendlier rounded lowercase font treatment with a globe icon beside it.

Some have observed, that the X on the globe of Xerox logo is surprisingly similar to Microsoft’s Xbox logo.

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