A new logo and a new brand for Xerox

Xerox has come out with a bold new look and I don’t quite know if I like the new brand identity. I will say this: it is an improvement from what they have.

My personal favourite, for what it is worth, was the logo they had in 1994. It was simple, and it described what the company was: The Document Company.

This time around Xerox wants its logo to reflect the customer-centric focus it has. Company CEO Anne Mulcahy has spoken passionately about this and I wrote about it last year. I said that I was truly impressed by her and what she wanted to accomplish given her track record.

Now Xerox is saying that this logo and new brand is the most sweeping transformation of its corporate identity in its history. After taking a look at previous logos I can see why.

Those past logos, except for the one in 1994, were at best sophomoric. They may have been outstanding for their time, but if you look at them today they look dated. And Xerox’s old logo was also dated.

Xerox is an iconic company in my opinion and in the opinion of others. Every company needs an updated look and I do like the type face on Xerox, but what I don’t get is the ball with the wrap around “X” on it. To me it looks like a stress ball. Don’t be surprised to see them at trade shows.

These are just style criticisms. The message behind the brand is more important and Xerox has definitely done that. They are a customer centric company and maybe in a few years, when the logo grows on me, I will see that. Today I don’t.

One quick hit before I go. Cistera Networks named Kurt Krueger its North American senior director of sales. He was formerly with Ericsson Inc.

— Posted by Paolo Del Nibletto, 08/01/08, 11:09 AM, [email protected]

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Jim Love, Chief Content Officer, IT World Canada
Paolo Del Nibletto
Paolo Del Nibletto
Editor of Computer Dealer News, covering Canada's IT channel community.

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