http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/ Engadget Comments for http://www.engadget.com/media/feedlogo.gif http://www.engadget.com en-us Copyright 2012 Weblogs, Inc. The contents of this feed are available for non-commercial use only. Blogsmith http://www.blogsmith.com/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:35PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:43PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:50PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.hampsteadschool.org.uk/]]>Jan 7th 2008 6:46PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
http://www.aston.ac.uk/]]>Jan 7th 2008 7:45PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 9:25PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/M]]>Jan 7th 2008 6:35PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 8th 2008 2:46AMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
40 years of marketing and mind share wasted ... back to the beginning to get people to recognise it.

i bet it was some young wannabe that put the idea to the big wigs to try and impress using phrases like "the connection to customers, partners, industry and innovation" to which they all went "ooooh, ahhhh "




]]>Jan 7th 2008 6:38PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:12PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:39PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.xerox.com/downloads/usa/en/n/nr_Xerox_Logo_History_2008Jan7.pdf
(sorry - pdf link)]]>Jan 7th 2008 7:29PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:38PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:41PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
And I'd go as far as to say it cost millions of dollars, rather than thousands of dollars. When the BBC changed it's logo it cost £5m ($10m).]]>Jan 7th 2008 6:39PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 10:36PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
seems like everyone wants a flashy new logo. it's sad to see companies drop great classic logos for new trendy ones.

btw : Sony Ericsson's dot is on the other side - it is totally different.]]>Jan 7th 2008 6:46PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:47PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:47PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 11:25PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
http://www.aclevercookie.com/the-best-and-worst-logo-remakes-of-the-century/

squish it, scew it, and turn it all around

]]>Jan 7th 2008 6:47PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:49PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/-Taylor]]>Jan 7th 2008 6:57PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:52PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 8th 2008 10:31AMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 6:59PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:06PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://logoworks.com).

The old design had a certain simple elegance that this glossy Web 2.0-esque thing just lacks.]]>Jan 7th 2008 7:33PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:26PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:26PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://getfreshminds.blogs.com/getfreshminds/images/2007/05/30/xerox_logo_250.jpg]]>Jan 7th 2008 7:30PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:31PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:35PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 7:47PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 8:24PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 10:47PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Feb 17th 2009 9:58PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 9:19PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 8:44PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
What a waste of money ... but could have been worse (London 2012, anyone?).]]>Jan 7th 2008 10:06PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 7th 2008 10:27PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.underconsideration.com/speakup/archives/002478.html


One thing to consider though, as I have seen all the concepts of both the at&t logo and the xerox logos that were presented to clients, is that the client will pick what they like, and have you tweak it, combine it with another concept, and tweak it some more. It is just the way the industry is set up. Not much you can do about it. Personally, I think there were better options for both brandmarks, but I'm just a designer, not the client. ]]>Jan 7th 2008 11:54PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 11th 2008 9:16PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
Point noted. Although, it really wasn't complaining as much as trying to explain the state of client-agency relationships. That logo received a fair amount of internal criticism as well. But, in the end, the updated look is what we (Xerox and Interbrand) both felt would help move Xerox in a better direction. We signed off on it and it is officially part of our body of work.

Cheers.]]>Jan 11th 2008 10:01PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
Ok, so maybe complaining was a little harsh.

I have a couple questions though. Is it the responsibility of the branding agency to make sure that the new branding is unique, relevant and memorable in the marketplace and move the client to this end- remembering that the client is leaning on your expertise and research? Should there be a limit to how many 3D orb logos populate the landscape? Once a trend is in full swing isn't it time to regroup and not bother to present any orb concepts?

Thanks,
Bryan]]>Jan 12th 2008 12:50PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
Good question. I would say that an agency will always want to present a range of executions to the client. A lot of times the client comes in with a brief wanting a complete brand overhaul, and ends up just wanting a brand refresh/update. You would be surprised at how many times the client themselves really don't know what they want, they just want to see options (not saying this is the case with xerox, just talking in general terms).

It is obvious that a mark like this would come out of workshops and sketch sessions. It is expected. I was not involved with the creation of this mark, but I am pretty sure that we did consumer testing of the marks, and usually that kind of data is hard to argue. If you were to pick average Joe off the street and present various marks to them and ask "Which one of these says technology and stability?" It is pretty clear to see why this mark would rise to the top. I would imagine that a brand like this, with all the money behind it, will be coming out with new media ads (tv, web, etc.) and this mark will most likely shine when it is animated (look at at&t, that mark looks great when animated).

Personally, I am sick of the 3D orb look. I always try to create marks that stand the test of time, that will last 20 years or longer. Unless of course the brand has a short shelf life, and requires a treatment based on trends (take men's body sprays and deodorants for example)

Hope that answers your questions.

Cheers.
]]>Jan 12th 2008 1:35PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 8th 2008 2:47AMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/
I'm pissed cause I lost but I'm also pissed because it's not the most responsible thing to do when you're still trying to regain a reasonable share price and channel the right resources to combat the ever increasing competitive threat. So maybe Xerox paid out their first dividend in like a decade (albeit a very small one), that doesn't mean they should drop serious money on phasing out one of the most recognized and known logos in the business world.]]>Jan 8th 2008 12:21PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 8th 2008 12:26PMhttp://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/http://www.engadget.com/2008/01/07/xerox-retires-40-year-old-logo/Jan 8th 2008 1:43PM