STILL think copier when you hear the name Xerox?

The company knows that you do. And it is sick of it. After all, Xerox doesn’t even make standalone copiers anymore.

These days, Xerox gets most of its revenue from machines that both print and copy and that can be plugged into networks for use in offices and high-speed publishing. It has introduced 100 products in the last three years. But it doesn’t want the Xerox name to conjure them up, either, given that services  like managing a company’s document flow  are a fast-growing part of the product mix, too.

So on Monday, Xerox introduced what it says is the most sweeping transformation of its corporate identity since it dropped “Haloid” from the Haloid Xerox name in 1961. In a presentation to employees, it announced that it would retire the red capital X that has dominated its logo for 40 years in favor of what Richard Wergan, vice president for advertising, calls “a brand identity that reflects the Xerox of today.”

The new logo consists of a bright red lower-case “xerox” that sits alongside a red sphere sketched with lines that link to form a stylized X. According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation.