Xerox, a powerful brand strongly associated with photo copying, will bid adieu its long-time logo design starting this year as part of its global brand identity overhaul. This major brand makeover marks the first in its 40-year history.
According to BusinessWeek, the new logo unveiled today is a serious effort to break the misconception that Xerox is just a copier company and “get customers to think of Xerox in a different light”. Apparently, the long-time symbol belongs to the era where the IBM logo is the gold standard.
From the current text-based logo or “wordmark”, the new logo features the FS Albert font and a red sphere with an intersecting graphic ribbon to symbolize its global reach. You might see some resemblance with our new logo design wherein we used a gray sphere with an embossed letter “L” on it.
The reason for using lower-case letter and rounded graphic font is to convey a friendlier and more approachable identity as well as hype its key competencies such as forward thinking and innovation.
With the old logo and brand image, Xerox is perceived as a “dependable, traditional, and established” company based on a number of market studies conducted. The new identity will give the company a fighting chance against competing brands like HP, Canon and Toshiba who are all recognized for innovation and modernity.
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