‘The Document Company’ is an intellectual idea, but the brand is an emotional promise that you can get people to rally around,” said Barry Hoffman, executive creative director at Young & Rubicam, Xerox’s longtime ad agency. “Now, it’s time to just let the brand speak for itself.”

From a 2004 article about Xerox’s decision to drop the tagline ”The Document Company” from it’s advertising.  Instead the ads would feature a bold, red, huge digital-looking X, to signify that it would “lead customers into that digital world.”

The photo above is of a 1961 Xerox machine. Happy Valentine’s day.