Today Xerox unveiled their new logo to mixed reviews. "Please by all that's holy don't think copiers when you think the name Xerox!" God forbid. Though the design in itself isn't the worst I've seen ( I like the typography) come down the pike recently, (think London Olympics Logo 2012) it is definitely lackluster and simply leaves me questioning their motivation for change. It seems like large corporations have all jumped on the bandwagon when it comes to brand equity and global position. Step back a moment people and smell the coffee. You're being sold a bill of goods if the advice you're being given destroys close to a 100 years of already established equity.
This particular brand was the work of the people over there at Interbrand.
Here is a good timeline of the Xerox brand over the years and more info about the new logo.
Personally, the first thing that came to mind for me was the big blue marble.
Somebody somewhere is playing marbles with all of these new logos. Edit: It looks like great minds think alike. My friend Von, a fellow designer had the saaaaame idea. Too funny!
There are some great reviews/comments of the new logo over at Brand New.
Hmmmm...suddenly my Laser printer seems unpolished and out of date....
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