Xerox launched their new brand identity on
Jan 7th 2008. Read more about it
here on there Xerox's (new) website. I have mixed feelings about the rebranding.. One simple reason why I am uncomfortable with the change is the fact that I have grown up seeing Xerox as shown below and am used to it. A company as big as Xerox makes a huge impact on many people when it changes its corporate identity. From the design perspective, I am not sure whether the sphere with the 'x' on it says much. Xerox has just joined the brandwagon of companies with 3D spherical logos..
On the other hand I can understand that a company needs to rebrand to
keep itself alive in the market. As the chairman of Xerox, Anne Mulcahy
says,
"We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace,"
The new Xerox logo however, seems like it comes from the
new Kodak logo family. Interestingly the Kodak logo was launched exactly 2 years ago on
January 6th 2008 !! Hmm.. coincidence or strategy?
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Cheers!