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of the Week:
All solitary dreamers know that they hear differently when they close their eyes.-Gaston Bachelard
Xerox's new brand: something original, or just a copy?
The New York Times has a summary of today's most interesting branding news: Xerox has changed its look. Long gone are the days where Xerox called itself "The Document Company" (it ended that tagline in 2004); now it's young, plucky, chunky lowercase "xerox"! With a playful little 3-D red "x" ball next to it (to represent the connection of "customers, partners, industry and innovation", according to the article).
Xerox (or is it now "xerox"?) hopes to distance itself from its roots as a document duplication company, even though they still create hardware that is essentially document duplication (printers, imagers, hi-speed publishing devices, etc.) and focus more on this synergistic approach that the X-ball --oops, I mean "x-ball"-- embodies.
I will reserve judgement (mostly) for now, on the new look. An all lowercase name does have some benefits (more approachable, more casual), but it is somewhat of a trend, and don't know if xerox does itself any favors by moving with the pack. The 3-D x-ball is a little too internety, and reminds me of the AT&T death star ball that company just rolled out (designed, by the way, by the same company that just created the new xerox logo). Of course you can expect to see it animated online, and in commercials, too. Which is fine, up to a point. I worry that one can take logo animation too far, and overuse it to the point that it competes for attention when used in practice, taking away from the power of the other information and marketing elements that the brand image will share the stage with.
So what do you think? Is this a good idea for Xerox? Or just good money thrown after bad? And if that's the case, what should they have done instead?Labels: branding, design, typography
posted at 9:04 AM Leave your comments here: 0 comments
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