Industry Heavyweights Re-Brand Corporate Logos

In an effort to strengthen their individual brands, both MAN Roland and Xerox Corporation have introduced new corporate logos.

Press manufacturer MAN Roland introduced its new look, a three-dimensional metallic logo replacing the previous blue arched design, to the North American market in September. According to company officials, the logo is meant to reflect the strength and stability of parent company MAN Group, which recorded $17 billion in sales last year.

"Printers have enough to worry about without looking over their shoulders at their press maker's financial condition," says MAN Roland chief executive Yves Rogivue. "Our new logo represents our strong ties to our parent, the MAN Group, one of the world's largest and most successful capital equipment resources."

For Xerox, a desire to reflect the company's increasing emphasis on the digital arena led to the decision to shed its decade-old "The Document Company" tagline, as well as its digitized "X" marketing symbol. The new logo features a more streamlined "X" in the Xerox name, over the words "Technology/Document Management/Consulting Services."

Company officials explain that Xerox's new "capabilities" line more effectively communicates the myriad services and solutions that the firm offers.

According to Diane McGarry, chief marketing officer for Xerox, "Brand power was a crucial factor in the success of Xerox's turnaround program a few years ago, as we saw time and again that the Xerox brand and what it stands for—innovation, quality, reliability, expertise—contributed to a tremendous amount of loyalty from our customers."