Still think copier when you hear the name Xerox?
The company knows that you do. And it is sick of it. Good grief, Xerox doesn’t even make stand-alone copiers any more…
So, Xerox unveiled 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 broadcast to employees, it announced that it would retire the staid red capital X that has dominated its logo for 40 years in favor of what Richard Wergan, vice president of advertising, calls “a brand identity that reflects the Xerox of today.”
What do you think? Is this going to open a whole new world of sales opportunities for Xerox?
So Xerox is now Danish?
What gives there?
I can also see the ‘cross’ over red & of course the Xbox360 logo… How droll.
The of course still make lousy copier/printers for old people that insist on printing their emails in colour and throwing them away.
I ‘predict’ in 20 years when these old dingbats are out of the workplace things like printers will virtually disappear. Who on earth needs to lug around hard copies anyways??
And good luck finding anything with your ‘imaging’ systems, and mountains of papers.. Searchable ASCII is the way to go. With any luck this will be their last logo until all the printer companies try desperately to merge together and kill as many trees as possible for the old hard copy focused crowd.
Die Xerox, already, die.
#2:
Oh how Naive you are. I applaud your little office, but try working for a company like Disney for a while, and you may be convinced that destroying forests is part of the mission statement.
They put in SAP with the promise of paperless work. Trouble was, SAP was so fragile and cranky, you felt you HAD to make a paper copy of anything significant so that you would not lose your work in one of the many system burps!
Progress!
Chris
#17 my thought too, but it’s more like a cricket ball twisted together with a cricket anti-ball. So they CEO will be twis-tete wicked xerox. No drugs (aside from chocolate) were destroyed in the creation of this jingle. Wicket!
Actually, the most recent Xerox product that I own doesn’t have any logo at all, aside from the stylized font in XEROX. The product: Xerox Ventura Publisher 2 from about 1989. And I love it! The twist is that they didn’t develop it themselves. They eventually
let it founder / sold it to Corel.
I have mixed feelings about new logo. The typography of the wordmark is excellent. It has much less edginess and tension then the previous one. Slightly curved X’s add to the originality ща the font. And the accusations of plagiarising the new Kodak logo are far-fetched.
But the ball… it is useless and ugly. How does the ball with a cross conveys a message that Xerox is not a document company anymore? The only thing it conveys is that the logo was made by Interbrand, the branding company strangely addicted to balls in logos (e.g. the AT&T redesign). Do they think that wrapping an old mark around the ball makes a new contemporary mark? And by the way, the wrapping seems to be wrong geometrically, as if the ball has some angles on its surface.
#34 Yury, logo designer –
The Ball so popular in today’s logos is symbolic of global presence with the X being all encompassing.
My opinion and others too is that it is too similar to Xbox 360 logo.
http://www.xbox.com/en-GB/
Using “360” suggests a circle also reinforces this all encompassing and complete image.
Norton 360 is another example aside from Xbox 360.
I would guess that Xerox would have considered Xerox 360 at some point but decided against it as it has been already used in name branding.
Cheers