I was flipping through my weekly issue of TIME magazine as I always do and noticed that Xerox had a new corporate identity. So my curiosity took me to the Xerox website to learn more. It’s typically an expensive undertaking when a company changes its brand—especially for someone like Xerox. And according to their website, this happens to be one of the biggest changes to its brand in company history. So why so quiet? Usually there’s a lot of hoopla surrounding an event like this, like when UPS rebranded itself, but since Xerox doesn’t do a lot of broadcast, the change has quietly emerged in print and online. But then again, you can’t change a brand overnight. Think about it. Product name plates. Packaging. Collateral. Signage. According to their website, the transformation is expected to take place on products, facilities and marketing materials over the next 18 months.

The new logo, pictured here, represents Xerox’s connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms.

I encourage everyone to take a few moments to check out how the brand was launched to its 57,000 employees and the world at large. It’s not often that we’re able to witness the transformation of a business icon. There’s a podcast from the Xerox’s Vice President of Global Branding and Marketing, Richard Wergan along with a video from an employee communications meeting, where Xerox CEO Anne Mulcahy and Xerox President Ursula Burns, first revealed Xerox’s new logo.

To hear the podcast and see the launch video, click here: http://www.xerox.com/newsroom and navigate to the CORPORATE link in the News Releases by Subject section, near the bottom of the page. From there, you should be able to find the story under January News.