This is not an example of outstanding design. I stumbled upon xerox's new logo and was quite puzzled. While I think the new treatment of the wordmark is actually an improvement and quite lovely, I just don't understand that big red marble sitting beside it. Far from adding meaning or harmony it detracts from the cleanliness of the type and throws the entire composition off-blance.
So, I decided to find out a little more about the logo, and lo and behold, I came across this article in underconsideration.com. They were not complimentary, either.
The design firm responsible for this new logo is Interbrand, and apparently they chose to incorporate a symbol in order to better animate the logo. In their own words:
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 releaseSignaling 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
Here's the much talked-about animation. Wipee! If you didn't click on the link, don't bother. The logo recedes, glints, and has a shadow. In the words of Michael Beirut, who commented on the article (it's no lie, apparently he reads the blog at 1am in the morning):
Michael Bierut’s comment is:
I wish I were dead.
On Jan.08.2008 at 01:10 AM
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