Xerox Brand Re-Design
Xerox’s old and new logo
Xerox, our favourite juggernaut of a global tech company, has debuted a new brand identity. The mark is an evolution of the existing and well-known wordmark, but we’re also treated to a icon, something new for Xerox. Check out a [much] larger version of the above new logo here.
What do I think about this new logo? I’m glad you asked. First off, I like it. It’s certainly more modern, which is important for a technology company, and vague enough to be used across a wide variety of media and products. The new wordmark isn’t symetrical exactly, but feels like it is, which I like. Overall, the geometry of the word Xerox is pleasant to me. I wonder why the decision was made to go with lowercase. Lowercase generally portrays a brand as more human, natural, youthful and friendly. Is that what xerox (notice the lowercase) is trying to become? A lowercase technology company seems more suited to the web than to big, powerful machinery. Is xerox planning a shift in their core business?
While I approve of the typography, I’m not such a fan of the ‘ball’ icon. I feel that placing it to the right of the word is a strange choice, implying the icon is less important than the word, which goes completely against the purpose of an picto mark. Examining the ball up close, I don’t quite understand it. It has three lines crossing the axes within the white stripes. What’s with that. I don’t know how well the ball can stand up on it’s own because it is, after all, very abstract. And it looks like the XBOX logo. Let’s be honest, Xerox is nowhere near as cool as XBOX, inspite of both making use of 2 Xs.
But I’ll give the new Xerox brand, and its creators, Interbrand, the benefit of the doubt. Seeing a logo put into practice is the true challenge of a re-brand, not the logo itself. So we’ll see.
Read more about the new logo from Xerox’s news site. Apparently, you can see screenshots from the website and an animated version of the logo. Of course, their site is hard to use so I couldn’t find it within the alotted 3 seconds. Shame.
Learned of this from AdvertisingGoodness ยป
// a tale of brands & branding
// 3 Comments »
// 07 January 2008, 16:34
Looks like Xerox’s homepage isn’t rebranded, but this site is: http://www.xerox-exchange.com
// 10 January 2008, 01:51
I am not 100% sure about the new logo, but I do like the new site design.. very “now”.
// 14 January 2008, 00:35
[...] Xerox Brand Re-Design [...]