Computerlove™

While the change is always hard to assimilate, I like the typeface used.
Its modern and the fact that is lowercase, may be perceived as more friendly/ less pretentious.
I don't like sphere, and I don't seem to agree (or understand) that an "X" is the best way to represent the brand's customers, partners, industry or innovation.

If it was an "X" to represent the brand itself, then I may see a point.

That being said, I still prefer the previous logo. But It wont really hurt me to see it go since I have no connection with it.

Posted by: Miguex 181 days ago

Gawd, the over-explanation of logos (i.e. "an illustrative 'X,' representing Xerox's connections to its customers, partners, industry and innovation") makes me want to vomit repeatedly.

Posted by: Weebles 181 days ago

the new logo is kinda more web 2.0-ish like, heh
I like it as I like the old one.

Posted by: nrb 181 days ago

Looks like the corp site hasn't rebranded, but this one has: www.xerox-exchange.com

Posted by: budcaddell 181 days ago

the cross in the logo represents the cross on your grave when something goes wrong with the fax machine

no just joking, I like the font,
as for the drop I think this is the wrong choice for a company logo that has to stand for a longer time, is the company field of work so contemporary that they can jump on the web 2.0 bus? I think not.

Posted by: smpl 181 days ago

The new logo wont last longer, apparently there is no strong concept behind it, just a marketing make-up, in many countries the word "xerox" is related to photocopy and printing machines, that could be a good direction to keep the original logo alive and create a worldwide commodity icon, I would say this logo will last 3-5 years, in my opinion the symbol ("X") is too similar the xbox 360 logo which it will be changed within 3-4 years.

I respect the interbrand work but in particularly on this project the result was superficial.

0-10 3

Posted by: maul00 181 days ago

I'd like to see the sphere in a one or two color print job... That might help me decide if I like it or not...

Posted by: touhey 181 days ago

it's sad to see a strong brand fall to the cliche all lowercase type and sphere logo that i agree looks way too close to the xbox sphere. to me xerox just went from having its own presence to being one of many.

why throw it away?

Posted by: subface 181 days ago

People just don't respect good design anymore I guess.
The old logotype was MODERN and it was modern for 50 years. The new logotype is just trendy. And the sphere with an X on it, brilliantly stupid!

Interbrand, Wolff Olins are pushing more and more stupid identities for big clients. The brand managers and marketers of these big companies are plain dumb, stupid people if they chose to throw away timeless identities and A LOT of brand equity just to be trendy for a couple of years.

Quote from the Xerox website:
"Xerox Corporation (NYSE:XRX) is the world's leading document management technology and services enterprise. A $16 billion company, Xerox provides the document industry's broadest portfolio of offerings. Digital systems include color and black-and-white printing and publishing systems, digital presses and "book factories," multifunction devices, laser and solid ink network printers, copiers and fax machines. Xerox's services expertise is unmatched and includes helping businesses develop online document archives, analyzing how employees can most efficiently share documents and knowledge in the office, operating in-house print shops or mailrooms, and building Web-based processes for personalizing direct mail, invoices, brochures and more. Xerox also offers associated software, support and supplies such as toner, paper and ink.
The company's operations are guided by customer-focused and employee-centered core values -- such as social responsibility, diversity and quality -- augmented by a passion for innovation, speed and adaptability."

Do you see all this in the new logo? I don't.

Another BIG re branding failure. Keep them coming boys!

Posted by: grafician 181 days ago

this is a failed brand renewal, falling into all the traps of the web2.0, copy / paste mentality of the marketing machine.

to bad

Posted by: brt 181 days ago

nicely said brt, they do make copy paste machines

Posted by: smpl 181 days ago

xbox !

Posted by: bunker 181 days ago

Xerox 360 anyone? Sadly, not very original.

Posted by: pixelpusher 181 days ago

Same as brt here

Posted by: alexppllmchs 181 days ago

the really bad thing is, a lot of designers get pushed into these traps because of this copy / paste mentality of the marketing peeps.
sad, i hear alot of these story's from unhappy designers forcing to make these kinda average goo- designs, when in fact they are much better.

Posted by: brt 181 days ago

I'm sorry. Am I the only one that think the Xerox previous logo does not look modern? and not that there is anything wrong with it not being modern, Like I said earlier, I still like it better than the new one, but come on.

The xerox logo to me looks as retro as it gets, right up there with the older versions of Atari, Spectrum, Pan Am, Commodore and so many other memorable logos that at their time were modern yes, now (at least to me) evoke nostalgia.

Yes, I personally prefer the logos from the 60-70s era, like many here I think that was a glorious time for design, now everything has a plastic wrap and projects a shadow, its a trend. But I don't think I can call the previous logo modern, if anything "retro-modern".

Posted by: Miguex 180 days ago

I agree also Miguex but maybe a redesign using a "free + creative brain" out of the Web 2.0 style is what we want or what they needed.

Posted by: alexppllmchs 180 days ago

I like the font, but what's the need for that sphere?
And being such a strong company, i also find it weird for them to join the 2.0 style. Very xbox indeed!
Anyway, is it me or does that cross look wrong?

Posted by: tinasmv 180 days ago

The new logo completely ditches the Xerox brand legacy. Maybe they're actually going into the bubble-gum market.

Posted by: Interruptor 180 days ago

he cross means... close?.... fail?...
mummy?... did they took the red pill?... to be continued...

Posted by: alexppllmchs 180 days ago

the font's cool, the sphere sucks farts out of dead seagulls.

Posted by: sabrosa 179 days ago

Hummm...a red ball wrapped in band-aids...what does that branding suggest? I think grafician is onto something: what was wrong with all of the recognition and associations with the OLD logo? Whether it was modern or not isn't necessarily as important as how the business behind it functioned. Ditto for today, in that Xerox has reinvented itself over the past few years in spite of/irrespective of/because of its old logo? So what 'problem' does the new branding 'fix,' other than the branding guru's need for revenue? I've written a bit about what Xerox could have done instead at DIM BULB, if you'd like to check it out: dimbulb.typepad.com/my_weblog/2008/01/of-balls-and-ba.html

Posted by: JonathanSalemBaskin 177 days ago

reminds me of one of my favourite flags: Kyrgyzstan

http://en.wikipedia.org/wiki/Flag_of_Kyrgyzstan

Posted by: diskurs 175 days ago