Xerox new shiny look

The Xerox Company has decided that it’s time for a new identity, as so that happen. The new shiny look can make the new name of the company as The Shiny Xerox Company.

The slogan with “The Document Company” has been dropped. The X red spot icon is quite not very common foe the company but is clear that that Xerox is announcing a new era for the company.

The design was made by Interbrand and below you can find some pieces of Xerox press release:

The new Xerox logo is now a lowercase treatment of the Xerox name — in a vibrant red — alongside a sphere-shaped symbol sketched with lines that link to form an illustrative “X,” representing Xerox’s connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms.
— Official press release

Signaling a clear change and evoking a dramatic shift in the world’s perception of this iconic brand, the visual and verbal identity system for Xerox has undergone a massive redesign. 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.
— Interbrand project description

“The Internet, sponsorships, all kinds of 3D icons — none of that existed when Xerox adopted its old logo,” said Maryann J. Stump, senior director of brand strategy for Interbrand. “And you can do animation with a symbol that you just can’t do with a wordmark.”
— Article on The New York Times

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