UX Magazine

Defining and Informing the Complex Field of User Experience (UX)
Article No. 241 January 9, 2008

Xerox unveils new brand

Xerox just unveiled its new very web2.0 brand. Not sure I’m all that impressed with the logo overall but I do like the text treatment which kind of reminds me of the Kodak upgrade. It does come across more welcoming and current but I’m not sure the whole ‘x’ in a sphere thing is either clever or distinctive enough.

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Alex is CEO of Sideshow , an award winning creative agency. You can read his blog here.

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11
15

Nice articles, but I am not creplica handbags
replica bagslear about the point you mentioned about how to distinguish fake and real .

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21

Looks like Adobe’s old site / brand.

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don’t know what their last site looked like, but this site is great for them. Corporate white with a slight 3D effect on the container. Love the styling on the 3 central dropdowns. (mental note *look into that one) . Not feeling the sphere either. Overall, I think it fits them well.

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Graphic 3d element is awful. Very lame.
Typo is good. And enough for identity.

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i like the type too. yes, very adobe-deja-vu.

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Xerox’s new logo is not well thought out. They had a very successful image with the digital X. They should have upgraded that image, not gotten away from it entirely. The lower case type face does not remind me of a company with the history and stature of Xerox. As far as the sphere, I wouldn’t be surprised if there is a lawsuit pending from Miscrsoft for ripping-off the X-Box logo.

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Agreed 100% with Chris. Reeks of design-by-committee, and speaks nothing to their brand. Very curious who did it / what xerox paid / how long it took.

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Agreed 100% with Chris. Reeks of design-by-committee, and speaks nothing to their brand. Very curious who did it / what xerox paid / how long it took.

13
13

Xerox’s new logo is not well thought out. They had a very successful image with the digital X. They should have upgraded that image, not gotten away from it entirely. The lower case type face does not remind me of a company with the history and stature of Xerox. As far as the sphere, I wouldn’t be surprised if there is a lawsuit pending from Miscrsoft for ripping-off the X-Box logo.

16
15

i like the type too. yes, very adobe-deja-vu.

11
20

Graphic 3d element is awful. Very lame.
Typo is good. And enough for identity.

14
19

don’t know what their last site looked like, but this site is great for them. Corporate white with a slight 3D effect on the container. Love the styling on the 3 central dropdowns. (mental note *look into that one) . Not feeling the sphere either. Overall, I think it fits them well.

13
19

Looks like Adobe’s old site / brand.