Lexmark International Inc. is following up it’s blockbuster $1 billion deal to expand its software services division with a major rebranding effort.
The push includes the introduction of a new “aperture” logo, as well as new slogan: “Open the Possibilities.”
“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,” Lexmark CEO Paul Rooke said in a statement.
Lexmark, which was launched in 1991 as an IBM spinoff, is in the midst of transforming itself from a printer and ink company into one focused on “managed print services” and software solutions.
The company late last month announced it had agreed to buy California-based software-maker Kofax Ltd. for about $1 billion. Rooke said the acquisition greatly expanded Lexmark’s scale and holdings in the software solutions sector.
As part of the new effort, Lexmark’s Perceptive Software division will take on Lexmark branding, though the software products themselves will retain the Perceptive name.