The new logo spells 'Xerox' in red, lower case letters and then has a stylised 'X' with elongated ends, representing the company's connections to its customers, partners, industry and innovation.

The new logo can also be more effectively animated for use in multimedia platforms.

Anne Mulcahy, Xerox chairman and chief executive, said: "We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace.

"Our new brand reflects who we are, the markets we serve and the innovation that differentiates us in our industry."

As well as copying and printing, Xerox has expanded in recent years into software and services.

The new branding was developed by Interbrand and incorporated extensive global research conducted with Xerox employees, customers and partners.

It was unveiled to the company's 57,000 employees in a global webcast yesterday (Monday 7 January).