Logo Design Review: Xerox Logo Revamped For The Future
Xerox, the world’s leading document management enterprise has considered revamping its logo to meet the branding challenges (such as new media & intense competition) in the future. In diversified and dynamic markets, it has become critical to synchronize your brand with your innovations, upcoming products and marketing strategies that you have to introduce to your customers.
First, take a look at the previous logo. You will find it simple, classic red coloured typeface logo which mentions the name of the organization.
When it comes to classic Analogue photocopiers, Xerox has a historical reference as one of the pioneers of Analogue Copiers. Analogue copier works manually and scans one page at a time and makes a copy as per your requirements. In this domain, Xerox has a very strong brand recall in people’s mind. This is very much reflected in their previous logo.
On the other hand, now the photocopiers have digital technology which allows networking possibilities, scanning of multiple documents at a time and the ability to print them in different ways. There is more speed, convenience and flexibility which have redefined the concept of xerox machines.
If you look at the new logo, it defines innovation, flexibility and the dynamic outlook of Xerox as document management Leader in the world.
The new logo has animated feel with spherical icon and casual font. Inspired by the theme of previous logo, the red colour is still dominating the new logo.
This logo carries the modern logo designing perspective as it is quite friendly towards modern media like web 2.0, mobile platforms and interactive screen advertisements as well as traditional print and TV media.
With multimillion-dollar marketing investment and 2 years of hard work; Interbrand has crafted this logo for Xerox. Just to share an interesting fact that a detailed survey was conducted to acquire feedback from 5000 people to create this new logo design.
To explore more about this new logo, let’s take a deeper look:
Concept & Shape: The new Xerox logo has a lower case treatment of the brand name – “xerox” along with a 3 Dimensional sphere with lines sketched over it to illustrate “X” shape. The ball depicts the “moving-forward” and “youthfulness” concept. You will see that there are also prominent lines drawn on the “X” which are “connectors” reflecting the strong bond among customers, partners, industry and innovations. The overall concept looks more expressive, interactive and more convincing.
Colours: The red colour in the logo has become the essential element to build up the strong marketing image of the organization. Research indicates that people strongly associate Xerox with red colour. That is why it has not been changed in the new logo. Being an intense colour, red also has emotional association which also reflects the vitality and strength of the organization. Another reason for this refers to already developed business connections and market share of Xerox in Asia-Pacific region where red colour is regarded for prosperity, good luck and good will. Silver lines represent the concept of a developed and stable corporation. On the ball, the contrast of white colour with red is quite appealing and is able to grab the attention of audience on modern media including blogs, social networks as well as high definition televisions and screens.
Fonts: Bold and stylish font appears in lowercase which looks modern and futuristic. This reflects the brand transformation with the involvement of diversified products and technology to give the entire document management domain a new dimension. The font style looks very friendly in vibrant red and compatible to any sort of media from mobile platforms, internet and even when it appears on motorcycles (Xerox sponsors the Ducati Xerox World Superbike Team).
The officials at Xerox are very excited about this brand new logo and believe it will do an amazing job in terms of complimenting their future marketing and branding strategies. Within two years, this new logo will appear on packaging, marketing material, office stationary and other relevant signs. It is expected that with a very communicating and expressive logo, the brand will be able to promote the “Modern Xerox”.
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Two years and several million dollars? It’s a nice logo, but that’s a high price for a sphere and lower case lettering.