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The Xerox Company used to be known as the Haloid Company almost 100 years ago. But in 1938, Chester Carlson invented a technique called xerography which we today call the photocopy technique. Unfortunately no one was willing to invest in his invention, and many big giants like IBM, GE, RCA and others decided not to finance this invention.
But Haloid Company decided to go with Chester and made the first photocopying machine named Haloid Xerox 14. As can be seen in their logos, the original Haloid word which was prominent in the company’s logo before 1961 was completely replaced by Xerox due to the immense success of this idea.
They retained almost the same logo from 1961 to 2004. But in 2004 there was a problem with the Xerox books and it tried to reinvent itself with a new logo. People associate the company only with photocopy machines, and that has been a major problem for Xerox.
The company changed its logo in 2008 to get away from this stereotyped image, by changing the font of the word. They also added a ball which has a stylish X instead of their ‘boring’ X in earlier times According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation.