Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Wednesday, February 06, 2008

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?

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Blogger Shama Hyder said...

I commented on this same subject for an eCommerce magazine a while back. I don't like this logo at all. What does it really say?

11:20 AM

Blogger Skip Lineberg said...

Shama- Thanks for sharing your opinion on the new look of Xerox. We appreciate your voice in this community of marketers!


5:05 PM

Anonymous Anonymous said...

Without reading any case studies and such on the new Xerox brand, my first thought was "a new, forward-thinking dimension." For me, it is telling a story that there is more to Xerox than just copiers. I like it.

3:12 PM

Blogger Skip Lineberg said...

Dear anonymous commenter - thanks for sharing your perspective on the new look of Xerox.

4:37 PM

Blogger Todd Thomas said...

As anonymous said, the logo is saying more about Xerox as being more than just copiers. Personally, I favor the new brand.

4:58 PM


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