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01/07/2008: "New logo..."

Xerox Corp. unveiled a new logo Monday intended to scuttle its old image as a photocopier manufacturer and highlight its software, color printers and other technologically updated products.

Replies: 3 Comments

This type of thing always amazes me. As a person in the graphic-design industry, so much thought is put into every little detail. I always like to hear what the reasoning for some of the choices are. Very cool. Thanks for sharing.

Erin said on Tuesday, January 8th @ 11 :25 AM CST

The Xerox/Interbrand team settled on lowercase letters because they seemed friendlier, and on a deeper red and a thicker font, to stand out better on the Web and on high-definition television. They chose a ball to suggest forward movement and “a holistic company,” Not everything about the logo is new. The research showed that people strongly associated Xerox with the color red, so that stayed. There was a bonus reason for keeping the color: Xerox sells heavily overseas, and “in the Asia/Pacific regions, the red resonates as good luck, prosperity and good will.”
And as far as cost...here is a quoate:
Wergan would not say how much the research for the new logo cost, but said it was a “significant multimillion-dollar marketing investment.”

La said on Tuesday, January 8th @ 09 :12 AM CST

Seems like they always have to change something. I always wonder how much money some of these changes ultimately cost. Seems like a lot and in 5 years we will be back to XEROX- in red with no symbol. Oh well, as long as I still get paid what to I care.

Kay said on Tuesday, January 8th @ 06 :57 AM CST