Lexmark, a global technology leader in the field of print, have introduced a new corporate brand and logo to reflect both the evolution of the company, as well as its vision for the future.
Since launching in 1991, Lexmark has been a recognised and lauded leader in imaging and output solutions, helping individuals and organisations improve processes and reduce their costs. Lexmark's award-winning technology has continued to evolve as the world becomes more digital and connected.
"It has never been a more exciting time than now to be an employee of Lexmark, and this new brand and logo reflect our enthusiasm and focus on connecting our customers' information silos and automating their business processes," said Paul Rooke, Lexmark's chairman and chief executive officer. "Our brand transformation better represents where the company is today and our vision for the future."Lexmark's rebranding represents its successful and ongoing transition to a company well beyond its hardware heritage.
Today, the company competes in key growth markets that include MPS, intelligent capture, enterprise content management, healthcare content management, financial process automation and enterprise search – all focused on helping Lexmark customers connect employees to the most relevant information at the moment they need it.
The new Lexmark logo evokes the clarity, value and durability of the traditional Lexmark diamond, evolving to an aperture, which represents the broader offering – a portal to insight, a means of focus. The green palette is fresh, vibrant and approachable, representing Lexmark's strength, focus on sustainability and growth as well as our commitment to earning "customers for life". The new typeface lends a modern, clean look and features angles that precisely reflect the aperture.
Lexmark's new tagline is "Open the possibilities". This tagline invites customers to engage with Lexmark to open up greater opportunities for success with our broader technology and solutions portfolio.
"Lexmark remains committed to creating 'customers for life', as has been the case for the past 24 years, but this new representation of Lexmark clearly shows that we are changing as a company by expanding our technology offerings, pushing into new markets, and providing a 'true north' for employees as the company continues to evolve and innovate," Rooke added.