Oh and I finally got all the Adland Roundup posted. Check it out:
2007 Adland Roundup: A look back ad the year in advertising
2007 Adland Roundup - The Ads - Part 1
2007 Adland Roundup - The Ads - Part 2
2007 Adland Roundup - The Ads - Part 3
2007 Adland Roundup - The Ads - Part 4
Xerox Hopes Its New Logo Doesn’t Say ‘Copier’
This morning, Xerox unveiled what it says is the most sweeping transformation of its corporate identity since it dropped “Haloid” from the Haloid Xerox name in 1961. In a broadcast to employees, it announced that it would retire the staid red capital X that has dominated its logo for 40 years in favor of what Richard Wergan, vice president of advertising, calls “a brand identity that reflects the Xerox of today.”
The new logo consists of a bright red lowercase “xerox” that sits alongside a red sphere sketched with lines that link to form a stylized X. According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation.
Ms. Mulcahy insists that the Xerox brand already stands for all those things already, of course. But clearly she is banking that the new look will, perhaps subliminally, drive home the point that Xerox is, as she put it, “engaging and approachable” as well as “technologically savvy and eager to lead in the 21st century.” That’s a pretty tall task for a ball-and-X to accomplish. But Xerox points to a lot of research that says it is up to it.
Xerox and Interbrand, a brand consultancy that is a unit of Omnicom Group, spent more than 18 months interviewing some 5,000 people across the globe about their associations with the Xerox name. Then they set about figuring how they could best retain the nice things it stands for (dependability and stability), jettison the not-so-nice (formal, somewhat stodgy) — and, most importantly, add in such attributes as modern, innovative and flexible.
They wanted a logo that would work as well on the Internet and on a fast-moving bike as it does in print or on television. (Xerox is a sponsor of the Ducati Xerox World Superbike Team.)
“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.”
The Xerox/Interbrand team settled on lowercase letters because they seemed friendlier, and on a deeper red and a thicker font, to stand out better on the Web and on high-definition television. They chose a ball to suggest forward movement and “a holistic company,” Ms. Stump said. They also devised a series of variously-colored “connectors” — swirled lines, reminiscent of the ribbons used to connote support for AIDS and breast cancer research — that Xerox will etch on conference rooms at its new headquarters in Norwalk, Conn., and that it will use to connect images and text in commercials and advertisements.
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