Incidentally, a decade later, in 2004, Xerox turned to a new, cleaner-looking logo, featuring the Xerox name without the “digital X” over the signature line “Technology. Document Management. Consulting Services.” The highly descriptive capabilities line suggests that “The Document Company” was deemed too limiting for Xerox, and indicates that there is still a tendency for the word document to denote paper in customers’ minds. The company’s product development strategy and marketing activities in the coming years will likely seek to consolidate a brand meaning of document management within the whole life cycle of information flow.