Xerox: "We love X-Box!"

Xerox recently updated their corporate identity with a completely new, Web 2.0-ish, shiny red orb and complimentary font. Gone is the digitized X, lost are the scrawny awkward letters.

"The new brand is designed to reflect today's Xerox, a customer-centric company built on a continuing history of innovative ideas, products and services that meet the needs of businesses small to large," states Xerox sources. "Our brand is one of our most prized assets..."

Well, I'm not sure they "prized" it too much, because they totally changed it. In this case, I think the logotype looks fantastic, but the mark just leaves me wondering what they were thinking. Did they suddenly merge with AT&T? Does the board of directors at Xerox sit around playing X-Box all day? How does a shiny red orb fit into their culture, their services and their identity. Time will tell I guess.

What do you think? Is it a bust? Is it a masterpiece? Sound-off in the comments.

Xerox

Wed, 01/09/2008 - 22:24 — John Lasruk (not verified)

Well, you know what it is; designer faddism. This year, decorated orbs are in fashion, which is to say that art directors are hiring designers who have decorated orbs in their portfolios. Originality is, and always has been, a scarce commodity. Funny thing is, these boys and girls have themselves (and their clients) convinced that this is the avant garde they are buying into, nothing at all like a twist on something the designers have in their swipe files.

I'd love to know what Xerox paid for this thing. Enough to raise my standard of living in retirement, I'll bet.

I agree that the choice of typeface is good.

Couldn't have said it better, John

Thu, 01/10/2008 - 06:20 — James

I agree completely.

velcro ball wonder of a logo

Thu, 01/10/2008 - 06:23 — suzan

sure, we can deliberate over whether or not Xerox's new logo is an overly inspired rip off of X-box... but the reality is, it is not good design.

there is no symmetry between the typeface and the icon. and the icon hovers in an awkward spot. if they had installed a web-cam at the brainstorming brand development session, we would have had the privilege of seeing them stick a bunch of font options up on a wall and whip a velcro dart board ball around the room to see where it would stick. fortunately, the ball stuck onto a decent type treatment.