Xerox recently announced that they were changing their corporate logo, dropping the famous ‘X’ icon for the swishy, chromy, X-boxy design seen here. Richard Wergan, vice president of advertising, calls the new design “a brand identity that reflects the Xerox of today.” I don’t mind it, especially when you find out that the new mark was developed with animation in mind, and is an attempt to connect all the various bits and pieces of the giant corporation together. Xerox are no longer just in the copier business, and hope the new brand establishes that. Interbrand, the advertising agency arm of Omnicom Group, spent more than 18 months interviewing some 5,000 people about their attachments with the Xerox name. The new mark was designed to retain the positive aspect Xerox stands for (dependability and stability), while tossing the not-so-positive (formal, somewhat old-school). Most important aspect of the new design was that is scream modern, innovative and flexible. Is the new logo successful? I think so - though only time, and consumer acceptance, will really tell.

Design community reviews have been less kind - likening it to the Microsoft X-Box logo, referring to Xerox as a very, shiny, shiny company, and even complaining that the design is a rip from the new Kyrgyz Republic flag, albeit with a twist (no, I haven’t a clue where it is either). All boils down to can’t please all the people, all the time, I guess. Though I wonder how long before our InstaLogo pals try to sell this one (sorry, couldn’t help myself).

This entry was posted on Monday, January 14th, 2008 at 6:09 pm and is filed under Logo makeovers & rebrands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.