New Xerox Logo

[Craig B]

I'm curious what everyone thinks of Xerox jumping on the Web 2.0 bandwagon.

http://i11.tinypic.com/6yxk6kx.jpg

Personally, as a print designer, it makes me cringe a little. I'm sure they have a "print version" somewhere, but it seems Web 2.0 simply for the sake of being Web 2.0 instead of truly being thought out.

I was curious what y'all thought about it.

[morea]

I'm not a fan.

I got a kick out of Von Glitschka's comment about it on the "Brand New (http://www.underconsideration.com/brandnew/archives/xerox_the_very_very_very_shiny.php)" site:


http://i6.tinypic.com/6ylv0yb.gif

Looks like they fudged on this "Marble Brand."

[jonfisher]

I'm not a fan of the shiny "web 2.0" ball thing. I think if the ball was flattened out (ie: solid color) it would look better.

The old logo matched the hard edge look and feel of their machines. I hope they restyle the design of their machines to match the sleeker logo.

[Navian]

oy!

That Xerox ball looks like some left over christmas candy.

I think someone had to much.

Edit:
Their older text logo:
http://www.goldhand.be/pfsweb/gimages/logo/Xerox%20logo.gif

The older "X" symbol:
http://www.inksmartshopping.com/images/xerox-logo.gif

[budafist]

I don't like the ball, but prefer the new type.

Don't you know that a lowercase logo is more friendly and approachable? Capitals are for faceless corporations! The older logo was very epic with it's capitals. Foreboding even.

[pantonedream]

personally, I think the materializing X spoke to what they do much more than this new croquet ball with an extra stripe does.

I also do not believe that every company requires a newer identity. There's something to be said for consistency.

[morea]

the new version made me think of the new Kodak logo as soon as I saw it:

http://i10.tinypic.com/6u7qzp1.gif

[Craig B]

True. the kodak letters are very similar to the xerox. I love the marble thing!

[Jeff Fisher LogoMotives]

I think it's "icky."

- J.

[doubting_thomas]

I don't like it. It makes me think more of Yahoo Pool than anything having
to do with print.

[mojoprime]

i don't undertsand. this feels like somebody used an online logo generator. i mean, the two pieces don't seem to even relate to each other, and the "marble" looks an x-men logo ripoff. the doesn't feel like a smart move by such an established company.

[morea]

I think it's "icky."

- J.


haha, is that the technical term? ;)

At least it's not "fugly". :D

[cjoe]

its a four piece cricket ball made in china. btw, the old kodak look is so much better than the new one.

[morea]

I hadn't even thought of this, but it's a really good point - this is a comment from the Brand New site:

A Case for Capitalization...

Xerox = noun
xerox = verb

From here on out I would expect them to use the lowercase in all correspondence. Every article, press release et al.

While it is certainly the trend to use the lower-case to convey a certain informality, such as at&t, kodak etc...those companies which use it aren't in the same position as Xerox is. Neither one has become synonymous in the vernacular with its core product (Kleenex, Popsicle.)

By using the lower-case in their treatment, they are reinforcing the name as verb, instead of as noun. They may legally own the trademark, they no longer own the meaning.

[budafist]

It seems like quite an American trend to use brand names as verbs. We don't say Kleenex around here, we say tissue.

Then again, we don't say plastic wrap or cling film, we say Glad Wrap. Hmm....maybe not so American after all.

http://images1.buzzillions.com/images_products/08/73/103249_raw.jpg

[Mynock]

You think you could be becoming Americanized?

[budafist]

You think you could be becoming Americanized?

For sure. We watch American TV. Maybe not as much American TV as Americans since we also have TV from NZ, Australia and UK to watch too.

[Drorain]

It seems like quite an American trend to use brand names as verbs. We don't say Kleenex around here, we say tissue.

Then again, we don't say plastic wrap or cling film, we say Glad Wrap. Hmm....maybe not so American after all.

http://images1.buzzillions.com/images_products/08/73/103249_raw.jpg
Note really an american thing, it's just evidence of good corporate branding. For a while when we were younger all video games were nintendos, currently all cola's are simply cokes. Computers, still called IBM or Mac, when IBM is actually running off hardware they've farmed out.

If you can have your brand become the noun, that's ultimate brand recognition

[Jackimalyn]

ew!

[captain spanky]

new font = like
blob = dislike
biscuits = like

[CurtisS]

I fail to understand why corporations like Xerox, Kodak, AT&T, etc... feel the need to change from an internationally recognized logo. I shudder to think what Xerox paid for that uninspiring new logo...

[Navian]

There is a city here in Utah, Logan. They paid some nut-job $56k to redo the city's logo:

http://www.ci.logan.ut.us/images/citylogo.gif

[budafist]

http://www.aucklandcity.govt.nz/home/images/newlogo.jpg

I like this logo for our city, but I do think the price was a bit excessive. Our city paid $1 million for this new logo. Rate payers money.

[ReneGade2012]

Well, I like the rounded edge font because it just looks cleaner. But, yes, that logo is way too generic.

Also, a million for that logo? You've got to be kidding right? I used to think 1500 for a logo was pricey!

[GraphixNPrint]

http://www.aucklandcity.govt.nz/home/images/newlogo.jpg

I like this logo for our city, but I do think the price was a bit excessive. Our city paid $1 million for this new logo. Rate payers money.
I am moving my baby designers to NZ and make me some CASH! ;)

[budafist]

I am moving my baby designers to NZ and make me some CASH! ;)

How about I let you know when I make my first million and then you come over and I'll give you some tips on how to break into the NZ market?

[John G]

as long as IBM keeps their logo the same the world will be safe.

[SurfPark]

I think its funny that they added the sphere logo. Of course, it has nothing to do with the business their in. Its simply an update of what they had. I think its fair to say that most people won't notice or care. Xerox has a strong enough brand to create any logo they want and have it mentally link with the office supply industry. I vote thumbs down.

[budafist]

as long as IBM keeps their logo the same the world will be safe.

http://img81.imageshack.us/img81/6789/ibmjr6.jpg

Now what? :D

[John G]

http://img81.imageshack.us/img81/6789/ibmjr6.jpg

Now what? :D


/wrists

[PrintDriver]

Round letters and marbles. De-Evolution. It just reinforces my theory that by 2020 every company in America will be represented by a simple circle.

[Jeff Fisher LogoMotives]

haha, is that the technical term? ;)

At least it's not "fugly". :D

Yep - another technical design term. It's doesn't quite live up to "fugly."

- J.

[balou]

Is xerox selling balls of yarn now?

[PrintDriver]

Pretty skimpy ball of yarn...

[balou]

Yeah. I wouldn't buy their yarn. ;)

[Danger_Mouse]

i can't help but notice that most of the people on the Executive Committee (http://www.xerox.com/go/xrx/template/inv_rel_newsroom.jsp?ed_name=Anne_Mulcahy&app=Newsroom&format=biography&view=ExecutiveBiography&Xcntry=USA&Xlang=en_US) for Xerox look like a bunch of old fuddy duddies.

There were probably dozens of great logo/brand concepts on the table, but I cant help but think that these old fogies got dazzled by some filter loving web designer who claimed Web 2.0 is the way of the future. Or did they outsource it? Either way....bluch

Xerox is a big corporation and I fear they are adding to an already snowballing web 2.0 trend...much to any GDer's dismay.

[LeftBrain Artist]

The new signature incorporates a lowercase treatment of the Xerox name — in a vivid red Pantone 1797 — alongside a sphere sketched with lines, called "connectors," that link to form an "X", representing the company's connections to its customers, employees, partners, industry and innovation. The "connectors" are super-graphics that appear as reoccurring design elements.

Oh for the Love of God. I can't believe people actually eat this crap up. Vivid red Pantone 1797, huh. I suppose you couldn't describe it as "panic inducing", "stop light", or "danger", or "amsterdam red light district" red - too many negative connotations. But even so, "vivid red" brings to mind the scene from the Shining where the elevator doors open up to admit several thousand gallons of blood. That's a great color choice for a company like xerox.

"Connectors". In quotes? Like someone had to develop that descriptive word especially for this graphic? Correct me if I'm wrong, but I believe that word has been part of the English language for quite some time.

OK, and aside from the fact that someone obviously went through a great deal of time and effort to arrive at "connectors" to describe Wolverine's slash marks without referring to adamantium, we're supposed to believe they symbolize the company's connections to its various peeps?

Here's my interpretation of the graphic symbology:

The red ball represents the ball gag the designer was forced to wear, effectively silencing the protests that would surely have been raised as this design abomination was ushered into existence.

The slashes on the ball called "slash wounds" symbolize the company's severed ties with good taste, originality, and reality. The fact that the inside of the ball is white indicates that the company's innards are bereft of substenance - essentially identifying the company a bloodless, soul-less creature, a.k.a. nosferatu.

[PrintDriver]

LOL.

What a bunch of advertising drivel you've found there LBA. Kinda reminds me of http://www.quark.com/about/presscenter/prview.cfm?idx=633&alap=no

Gives me a whole new outlook on what are called 'super-graphics' these days. Just yesterday a super-graphic was a full building wrap...

[razuel]

I have to be honest, I like their update to the at&t logo, but this one is just plain trash.

[budafist]

I learned how to write drivel like that at GD school. :)

I got really good at it and I think well written drivel helps tutors when marking. Must have been all the Art His I did in high school.

[PrintDriver]

methinks they dost explain to much.

A logo that needs buzzwords to explain it has failed in its purpose.

[razuel]

What's really bad is that it doesn't even look like a sphere to me. They got the angle of the X wrapped around wrong or something.. and the shine ending short makes it look more like a sphere popping off of a flat surface rather than a plain sphere.

[budafist]

Actually, it's not a sphere at all, it's a round button.

[razuel]

Really? Everyone was calling it a ball so I just assumed. I guess it makes a little more sense as a button then.

[budafist]

Really? Everyone was calling it a ball so I just assumed. I guess it makes a little more sense as a button then.

:) It's just my opinion. Sometimes I like to state my opinion as if it were fact. Sorry for any misunderstanding.

[Danger_Mouse]

It's a Gobstopper people....sheesh

[CkretAjint]

I always liked their pixelated 'x' arm from the past. I always thought it was strong and everyone knew what it was right away.... *shrugs* Definitely don't likethe new logo at all!

[razuel]

:) It's just my opinion. Sometimes I like to state my opinion as if it were fact. Sorry for any misunderstanding.

Haha, I like that. But I definitely think it's a button now that you say that. Either that or a very bad sphere.

[BJMRGTIVR6]

i can go with the text but the ball/button must go.
yuk!

I too liked the digitized X as it seemed more like a digitization of how their machines will work.

oh well. another rebranding gone amuck

[xfxzone]

i like it!

[budafist]

i like it!

Explain yourself at once

[LeftBrain Artist]

Explain yourself at once

There's no need. "xfx"? Obviously xfxzone has a fetish for the letter x, and in all likelihood developed the logo in question. You can't diss your own work. I myself tend to favor logos featuring sleestacks.

[budafist]

Makes perfect sense then. I love logos with buddhas on them. Or anything round and smiling in fact.

*scurries off to google sleestacks*

[budafist]

Haha. (http://gabsmash.blogspot.com/2007/08/sleestack-sisters.html)

[Satchel]

LMAO LBA :) that was a pretty good interpretation (http://www.graphicdesignforum.com/forum/showpost.php?p=469993&postcount=37)

[icekitty37]

definitely looks too much like kodak and hte xbox logos combined!