By now most people in the
branding profession have seen the new
Xerox logo.
Without a real
vision change, a
brand-spanking logo is not the way to go. Xerox says it will spend more on interactive, so the old logo, which says ‘copiers’ according to the company, has to go.
Well, with it goes a heck of a lot of heritage, the days of Xerox PARC and even the memory that the old logo was originally tasked with doing the same thing: tell people that Xerox meant more than copiers.
The best judgement comes from my
Medinge Group colleague
Paulina Borsook: ‘[the
rebranding] mostly consisted of throwing things into all lower case and adding a beach ball’.
Posted by Jack Yan, 08:50
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