New Xerox logo, transforming an iconic brand

The Xerox wordmark was in serious need of an update and this new wordmark does an amazing job. A wise move would have been to simply move forward with the wordmark, placing emphasis and importance on the word Xerox, which has plenty of equity. But instead we also had to be graced with the introduction of a new symbol…

The new ‘web2.0ish’ Xerox symbol got some positive reactions, but mainly has antagonists, calling it: “abominable and meaningless”, “a furious marble”, “an X-Men costume on a cough drop”, “a stupid fake 3D web button”,…

The logo-redesign was done by Interbrand and this is their official project description: Signaling a clear change and evoking a dramatic shift in the world’s perception of this iconic brand, the visual and verbal identity system for Xerox has undergone a massive redesign. The new signature incorporates a lowercase treatment of the Xerox name — in a vivid red Pantone 1797 — alongside a sphere sketched with lines, called “connectors,” that link to form an “X”, representing the company’s connections to its customers, employees, partners, industry and innovation. The “connectors” are super-graphics that appear as reoccurring design elements.