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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