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January 10, 2008
Branding: New Xerox Brand Identity
Xerox 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.”
Some have observed, however, that the X on the globe of Xerox logo is surprisingly similar to Microsoft's Xbox logo.
Technorati Tags: Xerox, Brand Identity, Wordmark, Google
Posted by William Lozito at January 10, 2008 7:52 AM
Posted to Branding
| Consumer Electronics
| Marketing
| Technology
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