Tuesday, January 22, 2008

New Xerox branding

Xerox, which five years ago was close to the brink, has made an amazing recovery, thanks to an impressive stream of fine new products and a streamlined business model. But Xerox’s logo and branding have remained essentially unchanged for decades.

Now Xerox announced a new logo and with it a new brand strategy. As Richard Wergan, director of worldwide brand at Xerox, has said: "The new logo is meant to disrupt the mental model of Xerox as just a copier company."

The new logo has a more rounded, softer font, along with a graphic icon that, it appears, signifies Xerox’s global reach. Brand is an important part of the mix, and Xerox’s had stagnated, in spite of its record of innovation. As a BusinessWeek article (“Xerox Gets a Brand Makeover”, 1/7/08) notes:

Xerox, despite the ubiquity of its brand, operates at a brand-building disadvantage to rivals like Canon, Hewlett-Packard (HPQ), and Toshiba in that those brands have strong consumer franchises to buttress their business-to-business images. "The research shows that this gives our competitors an advantage in communicating innovation and modernity," says Wergan.

1 comment:

AubidadedBallad said...

Art is something that is really completely out of the ordinary for me.. It is the flame that puts out the shame and heartache that my day went through. It is a beautiful thing. Yet at the same time it can mind boggle a soul into thinking something completely different. What I love bout art, is that you envision your own meaning behind the creativity of the art itself. Your imagination can take you many places and only in your imagination can you be in two happy places at once :)
Xerox 8400 ink