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Xerox Unveils Conduent’s New Global Brand Identity


NORWALK, Conn. – WEBWIRE
Conduent unveiled the typeface treatment and logo the business process services company will be featuring after it separates from Xerox on January 1, 2017.
Conduent unveiled the typeface treatment and logo the business process services company will be featuring after it separates from Xerox on January 1, 2017.

Xerox (NYSE: XRX) today announced the latest milestone in its plan to separate into two independent, publicly-traded companies – unveiling the global brand identity of Conduent Incorporated, the soon-to-be industry leading business process services company.

“Our brand identity signifies core ideas behind our company and the value we create for our clients,” said Ashok Vemuri, CEO of Conduent following the company’s separation. “Both enterprises and governments are seeking ways to improve and modernize the way they interact with their constituents and clients.  We are forming a company built around an unwavering focus on our client’s needs, delivery excellence and a set of core values – all in service of creating more consistent experiences and returns for our stakeholders.”

Conduent global brand identity
The name Conduent is inspired by the company’s expertise in managing transactional relationships between their clients and their constituents in areas like customer care, transportation solutions, healthcare, and digital payments. Like the name itself, the brand identity reflects the way Conduent will work as an extension of its clients, helping them drive loyalty, retention and customer satisfaction.

A bold typeface conveys stability and complements the symbol while acknowledging a 30-year history supporting the critical operations of businesses and governments. A connection between the “N” and the “T” in the typeface of “Conduent” reinforces that the constituent is at the core of the company’s business model. The connected letters also draw the reader’s eye to this unique pronunciation of the coined name.

The three parallelograms that make up the symbol embody several ideas about the new company. 

  • Collectively, they represent movement and agility and represent the relationship between Conduent, its clients and their end users.
  • Individually, they represent three of Conduent’s major stakeholders: clients, employees and investors. 
  • The arrow in the center of the design signals that Conduent helps organizations advance, transform and improve their end-constituent relationships – whether these are shoppers, commuters, patients, customers, employees, or citizens.

The orange color scheme is unique in the global services sector and naturally conveys energy and frames the enclosed arrow.

With approximately $7 billion in 2015 revenue and 93,000 employees worldwide, Conduent will be a Fortune 500 scale business process services company with expertise in transaction-intensive processing, analytics and automation. Conduent’s differentiated offerings touch millions of lives every day, including two-thirds of all insured patients in the U.S. and nearly 9 million people who travel through toll systems daily. Learn more at www.Conduent.com.

Conduent expects to be separated from Xerox by year-end 2016. The transaction is subject to final approval by Xerox’s board of directors, among other conditions.

About Xerox
Xerox is helping change the way the world works. By applying our expertise in imaging, business process, analytics, automation and user-centric insights, we engineer the flow of work to provide greater productivity, efficiency and personalization. Our employees create meaningful innovations and provide business process services, printing equipment, software and solutions that make a real difference for our clients and their customers in 180 countries. On January 29, 2016, Xerox announced its plans to separate into two independent, publicly traded companies – Xerox Corporation, which will be comprised of the company’s Document Technology and Document Outsourcing businesses, and Conduent Incorporated, a business process services company. 


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