Editing Xerox (section)

===1990s===
[[File:Xerox logo 1994.svg|thumb|90px|right|Xerox "Pixelated X" logo used from 1994 to 2008]]
In 1990, [[Paul Allaire]], a Xerox executive since 1966, succeeded David Kearns, who had reached mandatory retirement age.<ref name=":3">{{Cite news |last=Feder |first=Barnaby J. |date=1990-07-02 |title=Leading the Enigma Called Xerox |url=https://www.nytimes.com/1990/07/02/business/leading-the-enigma-called-xerox.html |access-date=2024-06-11 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> Allaire disentangled Xerox from the financial services industry.<ref name=":3" />

The development of digital photocopiers in the 1990s and a revamp of the entire product range again gave Xerox a technical lead over its competitors. In 1990, Xerox released the [[DocuTech]] Production Publisher Model 135, ushering in print-on-demand. Digital photocopiers were essentially high-end laser printers with integrated scanners. Soon, additional features such as network printing and faxing were added to many models, known as multi-function machines, or just MFMs, which were able to be attached to computer networks. Xerox worked to turn its product into a service, providing a complete document service to companies including supply, maintenance, configuration, and user support.

To reinforce this image, the company introduced a corporate signature in 1994, The Document Company, above its main logo and introduced a red digital X. The digital X symbolized the transition of documents between the paper and digital worlds.<ref>{{cite web|url=https://logoreviews.org/xerox-logo-review|title=Xerox Logo Review: History Behind a Legendary Brand Symbol|date=April 4, 2024 |access-date=April 7, 2024|archive-date=April 7, 2024|archive-url=https://web.archive.org/web/20240407131803/https://logoreviews.org/xerox-logo-review|url-status=live}}</ref>

In April 1999, Allaire was succeeded by [[G. Richard Thoman|Richard Thoman]], who had been brought in from [[IBM]] in 1997 as president.<ref>{{Cite news |last=Deutsch |first=Claudia H. |date=1999-04-07 |title=New Chief Is Named at Xerox, Amid Altered Copier Landscape |url=https://www.nytimes.com/1999/04/07/business/new-chief-is-named-at-xerox-amid-altered-copier-landscape.html |access-date=2024-08-09 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> The first "outsider" to head Xerox, Thoman resigned in 2000.<ref>{{Cite web |title=Xerox CEO steps down - May 11, 2000 |url=https://money.cnn.com/2000/05/11/companies/xerox/ |access-date=2024-08-09 |website=money.cnn.com}}</ref>