Does Xerox's rebranding have the X factor?
Dejana Cvetkovic, creative head, Zaman
It has been interesting to see how the Xerox logo evolved throughout the years. The original logo: was designed in the 1960s by Chermayeff & Geismar. The all caps and the type selection reflect very much the old school/corporate approach of the time. Later Xerox added the company signature to the logo, 'The Document Company,' to emphasize the evolution from its copier heritage to leadership in the document management market.
The introduction of the digital X marketing symbol: in the 90s, was a good branding move. It not only became one of the best known and widely recognized icons of the decade, but is also a great example of brand identity, reflecting the status of a company whose name has become a generic word.
Now we see Xerox going for yet another revision of its brand identity.
The redesign is a departure from the previous changes to the logo, which were variations on a fixed typeface of the Xerox word. The new typography of the word mark is excellent. It has much less edginess and tension then the previous one and is more visually appealing and friendly. From that point of view it achieves the purpose of communicating the message of care and connection with the customer. The chosen font with its organic playfulness, adds the much needed dynamism and freshness to the corporate identity of Xerox. The introduction of slight curves adds to the originality of the font.
The all lowercase definitely does bring about a more modern trend and so does the gradation on the sphere. However the ball looks a bit disassociated and, in terms of design, I would not rank it as top of the range solution.
Xerox wanted its brand identity to reflect the move away from being a company that is all about copying, however the resulting logo revision is not built on a strong graphic concept. In my opinion it doesn't go further than an attempt to make the logo more suitable for animation and use in multi-media. Although it is visually pleasing, it lacks originality and is perceived more as a marketing make-up.
Xerox
This is the first time in 40 years that Xerox has rebranded. In addition to the new logo, Xerox's corporate identity now includes a proprietary font and visual elements of its branding using a palette of eight colors that can be applied across a range of media, from print and Web to broadcast and interactive presentations. The new brand is designed to reflect today's Xerox. The company defines itself as "customer-centric" and "built on a continuing history of innovative ideas, products and services that meet the needs of businesses small and large." How does the new brand represent a 'revitalised' established brand?
© Gulf Marketing Review 2008
