Incidentally, a decade later, in 2004, Xerox turned to a new, cleaner-looking logo, featuring the Xerox name without the “digi¬tal 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