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Alex Schleifer

Xerox unveils new brand

Xerox just unveiled its new very web2.0 brand. Not sure I’m all that impressed with the logo overall but I do like the text treatment which kind of reminds me of the Kodak upgrade. It does come across more welcoming and current but I’m not sure the whole ‘x’ in a sphere thing is either clever or distinctive enough.

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6 Comments

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Rob Mason
9 January 2008, 12:50 ( Permalink )

Looks like Adobe’s old site / brand.

Wayne (IDS Agency)
10 January 2008, 14:49 ( Permalink )

don’t know what their last site looked like, but this site is great for them. Corporate white with a slight 3D effect on the container. Love the styling on the 3 central dropdowns. (mental note *look into that one) . Not feeling the sphere either. Overall, I think it fits them well.

Nubizus
15 January 2008, 12:48 ( Permalink )

Graphic 3d element is awful. Very lame.
Typo is good. And enough for identity.

jess
16 January 2008, 18:11 ( Permalink )

i like the type too. yes, very adobe-deja-vu.

Chris
23 January 2008, 18:57 ( Permalink )

Xerox’s new logo is not well thought out. They had a very successful image with the digital X. They should have upgraded that image, not gotten away from it entirely. The lower case type face does not remind me of a company with the history and stature of Xerox. As far as the sphere, I wouldn’t be surprised if there is a lawsuit pending from Miscrsoft for ripping-off the X-Box logo.

Jeff
24 January 2008, 21:05 ( Permalink )

Agreed 100% with Chris. Reeks of design-by-committee, and speaks nothing to their brand. Very curious who did it / what xerox paid / how long it took.

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About the author:
Alex Schleifer
CEO, Sideshow
Alex is CEO of Sideshow , an award winning creative agency. You can read his blog here.
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Xerox unveils new brand

Wednesday January 9, 2008 by Alex Schleifer

Xerox just unveiled its new very web2.0 brand. Not sure I’m all that impressed with the logo overall but I do like the text treatment which kind of reminds me of the Kodak upgrade. It does come across more welcoming and current but I’m not sure the whole ‘x’ in a sphere thing is either clever or distinctive enough.