Yesterday, Lexmark introduced their new corporate brand and logo to reflect the evolution of the company as well as its vision for the future. Since 1991 the Lexmark brand has been a recognized leader in imaging and output solutions that help people and organizations improve processes and reduce costs. Lexmark is sold in over 170 countries and is recognized as a leader in managed print services by the tech industries leading market analyst firms. They have continued to grow and evolve with the industry, acquiring and integrating several strategic software companies since 2010, further expanding on the company’s offerings to include new and innovative software solutions.
Lexmark’s rebranding represents its successful and ongoing transition to a company well beyond its hardware heritage; competing in key growth markets that include more than managed print services like intelligent capture, enterprise content management, healthcare content management, and financial process automation. The new logo evolves the traditional Lexmark diamond to more of an aperture which represents the broader offering, while the color pallet is fresh, vibrant and approachable. The new tagline, “Open the possibilities” invites customers to engage with Lexmark to open up greater opportunities for success with broader technology and solutions.
While the tagline and logo have changed to better represent what the company has grown to today, the value proposition remains a constant in the Lexmark brand. “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.”
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