Xerox Rebranding

Xerox today unveiled the most sweeping changes to its logo and brand in the companyss history. This morning CEO Anne Mulcahy and president Ursula Burns hosted a town hall meeting and live webcast that first revealed the new logo and brand identity to Xerox’s 57,000 global employees.

Developed with Interbrand, the new identity is a big departure from previous changes to the brand. The new logo better reflects Xerox today, a company that has transformed itself in recent years far beyond its roots in copier systems. The new design is meant to make people pause, and take a new look at the iconic brand.

You can see the full press release and the new brand identity, including the new wordmark with symbol at www.xerox.com/news. There you will also get a preview of changes that will take place tonight on the Xerox website, when it goes live. The company’s award-winning advertising will be updated immediately. Xerox will start changing the logo on products, facilities, vehicles and marketing materials over the next 18 months.

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42 responded to this post

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 amanda said on January 7th, 2008

nice similarity the xbox logo, i guess.

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 Goddammit said on January 7th, 2008

What’s the purpose of the red ball? It looks like a christmas ornament. I don’t mind the change in typography, I actually think it’s kind of nice. But the red ball?

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 Emma said on January 7th, 2008

That kind of reminds me of the Xbox logo/ball. But I really like the font. Looks more seamless, less boxy and dated. Love the change to lower case letters too.

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 curious said on January 7th, 2008

I agree. it does look like the holiday version of a xerox logo. i have noticed a trend going on with needless extras (I’m looking at you Payless).

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 Rasmus said on January 7th, 2008

It actually thinks it’s way better now! Love the new typography!

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 Mr. Dave said on January 7th, 2008

Why? I guess I like the type – but the sphere? The seriffed X going to bitmap was the strongest piece of identity for Xerox. I had hoped they would’ve kept going somewhat in that direction. This just looks trendy now. Another missed opportunity.

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 Bud Caddell said on January 7th, 2008

Definitely following the trend of sans-serif modern fonts.

A new publication with the new branding: http://www.xerox-exchange.com

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 joseph said on January 7th, 2008

its updated, but I dont understand the X. it reminds me of a quark logo with a worldlly globe thing. I dunno I guess I wish I understood the rationale behind it. But overall its more modern. 3/5

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 Juan Carlos said on January 7th, 2008

I think this is a terrible idea, trading a logo that’s highly recognizible at a formal level, with just another rounded logo of the bunch, add to that the absolutely uneccesary graphic element.

Terrible.

I would’ve been for a re-working of the old logo, get rid of the pixelation or even ake it MORE apparent.

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 Prescott Perez-Fox said on January 7th, 2008

To summarise, I like the word mark, but the ‘ball’ seems awkward. Frankly, I don’t think Xerox is hip enough to have such an abstract logo. But like I said, the word mark is nice.

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 Chee said on January 7th, 2008

the balll looks a bit to close to the trend micro logo.

does any one agree?

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 captain flummox said on January 7th, 2008

I get kind of reverse Red Cross feel. from the ball Does that make it the symbol of injury?

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 jess said on January 7th, 2008

what is the xerox “ball” supposed to represent?? I think it’s pointless to have it there

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 Joao Lucio said on January 7th, 2008

The Xerox font was timeless. The new one is just like so many other updated brands. The old was introduced before 1960. Lets see how many years before the next update…
And the ball… I’m sure there are a few of those around. Not with stripes, but with the representation of a man. Just like http://www.unimed.pt.

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 Dragos said on January 8th, 2008

Actually, the old logotype was modern. This new one is just trendy. And the symbol…I’m lol about how good the designers at Interbrand are. This is the best they could come up with, for a brand like Xerox? Sad…

Don’t people think anymore? What is the idea behind it? Connections?!!? Be serious!

“The new Exchange is about meaningful connections with our customers, employees, communities and stakeholders. We invite you to join in the dialogue.”

I thought Xerox was a fine manufacturer of printing products…

If you need to re brand, you will need to reposition yourself too. Xerox is repositioning to…what?! Xerox is now a cables manufacturer? Or a bridge builder?
Nokia can sue them because from now on Xerox seems to be connecting people too :)

So I guess another big identity failure.
Keep them coming boys!

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 andrei said on January 8th, 2008

a logo must be more simple. this is not a simple logo. i really dont liked it. the old logo is much much better than this new one.

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 joseph said on January 8th, 2008

Modern: of or pertaining to present and recent time; not ancient or remote: modern city life.

Trendy: of, in, or pertaining to the latest trend or style.

Modern and Trendy aren’t one in the same but the reference you just made was the same as what I said. It’s fitting with the current trends. The other typeface looked like it fit better in the late 80s or early 90s. I am not defending the ball but the overall update is successful in keeping up with the next generation in the same demographic as the prior one. 21-35 I bet.

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 David H. said on January 8th, 2008

From the article in the New York Times about the rebranding, here’s why Xerox included the Red Ball of Awkwardness:

“The new logo consists of a bright red lowercase “xerox” that sits alongside a red sphere sketched with lines that link to form a stylized X. According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation.”

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 ELMANCO / Stefano Ricci said on January 8th, 2008

I like the new font, but not new logo

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 H. Michael Karshis said on January 9th, 2008

It looks like it’s from the same bag of marbles as the .Mac, Sony Ericsson and new AT&T mark…

HMK

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 KeyLime said on January 9th, 2008

Very unsettling. It feels too “scandinavian”

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 Spotanatomy said on January 10th, 2008

[...] Rebranding per Xerox [...]

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 Leilah said on January 10th, 2008

Does that mean that the people who work in our building will look like they’re having more fun? :D

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 Mark said on January 10th, 2008

To me, it looks like the ball is flying by the wordmark at a high rate of speed, as if somebody threw it, it does have that “pulled back skin from high velocity” look to it, LOL

I guess they were trying to emphasize speed. :P

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 Niyaz PK said on January 14th, 2008

It is not a good change. Now xerox looks like a web 2 company. lost all the great legacy. they are making a fool of themselves by copying the xbox logo.

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 Steve said on January 14th, 2008

yuk

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 FredsAD_ck said on January 17th, 2008

http://www.brandsoftheworld.com/search/37432535/137505.html

Interbrand designed both AT&T and Zerox.
Same font as AT&T…Same Beach ball as AT&T.
It also kinda looks like their CCO’s bald head.
Coincidence?

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 Andrew Kelsall said on March 10th, 2008

Is it just me, or does the Xerox logo ‘sphere icon’ look ‘off’ – as in it supposed to be spheretical, but looks kind of flat [and off-putting] at the same time?

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 James Elliott said on April 17th, 2008

I actually quite like the new type – but I have to say the red ball thing is really terrible. Desperately trying to be ‘cool’ but not getting there.

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 Warren said on December 10th, 2008

Go to see they’ve kept some of the Xerox heritage with the use of font and colour. Top job Interbrand

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