Xerox Unveils Conduent's New Global Brand Identity
Tuesday, October 18, 2016
Xerox has 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 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, Conduent. "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 clients' needs, delivery excellence and a set of core values — all in service of creating more consistent experiences and returns for our stakeholders."
The name Conduent is inspired by the company's expertise in managing transactional relationships between its clients and constituents in areas like customer care, transportation solutions, health care 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.