In 1960, the company dropped Haloid from its name and became Xerox. The wordmark was designed by Lippincott.
On January 7, 2008, Xerox unveiled a completely overhauled corporate identity, after 40 years of relatively minor changes. The new logo consists of the name of the company in lowercase with a red sphere which has two lines ("connectors") that cross to form an "X". The rebrand was created with Interbrand.