Xerox New Brand Logo

Fellow Mapleonian Justin Hylbert pointed out to me a few days ago the new branding from Xerox. I think it is a nicely executed, much needed update for this longstanding great American brand. Obviously, the company's business has changed and evolved tremendously, since it became Xerox in 1961.

For those marketing geniuses who like to know the in's and out's of the design strategy, plus some more about the brand essence, check out this info from the Xerox Web site. Here's a nice case study of the rebranding project from the New York Times.
Naturally, some folks are not so crazy about the changes, as posted here and here (see comments).

Now, what do you think?