Xerox's Slogans & Taglines

Xerox Corporation is an American global corporation that transformed office work and shaped the modern digital age. Founded in 1906 as the Haloid Photographic Company in Rochester, New York, its destiny changed forever in 1944 when President Joseph C. Wilson partnered with inventor Chester Carlson to license his revolutionary electrophotography process. In 1959, the launch of the Xerox 914—the first automatic plain-paper copier—catapulted the company into explosive growth, making "Xerox" a household verb. Beyond copying, the 1970 establishment of Xerox PARC birthed the graphical user interface, computer mouse, and Ethernet, fundamentally shaping personal computing. The brand's philosophy evolved from the iconic 1976 Super Bowl campaign featuring Brother Dominic and the tagline "It's a miracle," to the modern promise "Set the Page Free," reflecting a shift from hardware to digital document solutions. Today, operating in over 160 countries, Xerox remains a symbol of American innovation, the power of visionary risk-taking, and the enduring belief that simplifying how the world shares information can transform every workplace.