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Xerox “The Document Company” No More
January 11, 2008
A few days ago Xerox contacted industry analysts and said they were making the biggest brand change in the company's history. I thought it signaled some huge merger or acquisition. Instead they announced they would retire the red capital X that has dominated its logo for 40 years in favor of what Richard Wergan, vice president for advertising, calls “a brand identity that reflects the Xerox of today.”
The new logo consists of a bright red lower-case “xerox” that sits alongside a red sphere sketched with lines that link to form a stylized X. The reason according to Wergan, "there has been a perception gap in the marketplace." The new logo is part of Xerox’s attempt to change the perception that Xerox makes only copy machines.
According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation. She insists that the Xerox brand stands for all those things already, but she is counting on the new look to drive home the point that Xerox is “engaging and approachable” as well as “technologically savvy and eager to lead in the 21st century.”
That’s a tall task for a ball-and-X to accomplish. But Xerox points to a lot of research that says it is up to it. So if you have a second check it out. Go to
Xerox.com and see what you think of the new logo.
Posted by Howie Fenton on January 11, 2008 | Comments (1)
