Lexmark announces rebranding

Lexmark’s evolution into a business information services giant got a boost Tuesday when the company unveiled a rebranding.

The company announced that its Perceptive Software division will switch to the Lexmark name, although its products will remain under the Perceptive banner. The move brings all of Lexmark's recent worldwide acquisitions of business information and software companies under the company's one name.

“The new Lexmark represents the powerful coming together of our enterprise software, hardware and services into a single, universal global technology company brand that conveys Lexmark’s unique combination of key technology ownership, deeper industry expertise and exceptional customer engagement,” Paul Rooke, chairman and CEO of Lexmark, said. “For our Perceptive customers, this means a different name and a new look. But the world-class technologies, support and people you know and trust remain unchanged.”

Lexmark was spun off from IBM in 1991. The company sells its products and services in more than 170 countries.

"Lexmark remains committed to creating 'customers for life', as has been the case for the past 24 years, but 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," Rooke added.