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January 10, 2008

Branding: New Xerox Brand Identity

new-xerox-logo.gifXerox has refreshed its brand identity in order to get a little distance from simply being perceived as a copier company.

The revised Xerox "wordmark," just like Google, has seen its name used as a noun and a verb and has struggled with “genericide.”

Gone are the imposing high capital letters, replaced by a friendlier rounded lowercase font treatment with a globe icon beside it.

Let’s hope the new logo will help to “disrupt the mental model of Xerox as just a copier company.”

xboxLogo.gifSome have observed, however, that the X on the globe of Xerox logo is surprisingly similar to Microsoft's Xbox logo.

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Posted by William Lozito at January 10, 2008 7:52 AM
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