In the past, Xerox simply had a logotype with a simple but contemporary font for its logo; recently the company has chosen to revamp the design. A wise choice, for a company, that has to survive in one of the most competitive industries. The transformation of the logo takes on a new design using not only a new typeface but also incorporates the use of a symbol with the colors red and silver, indicating Xerox is not afraid of the future of technology.

Xerox Corporation was founded in 1906, in Rochester, New York. And since then has become the world’s leading document management enterprises, which manufactures and sells a wide range of color and black-and-white document printers, photocopiers and related supplies.

Features of the new Xerox Logo Design:

New-fangled Xerox logo is believed to be doing an amazing job, as it is extremely communicative and expressive. The current logo, a significant multimillion-dollar marketing investment, has been developed by Interbrand, after conducting 5000 interviews and 24 months of hard work.

The logo is a lowercase treatment of the Xerox name – in vibrant red, a sphere shaped symbol sketched with lines that link to form an illustrative “X”.

These silver stripes can be referred as “connectors” as it represents Xerox’s connection with its customers, partners, industry and innovations. It has been designed to work more effectively for a changing multi-media platform. However, some people think it is going to be a huge task for a ball-and-X to accomplish.

Since 1994, red color of the logo has vastly contributed in building up a strong marketing image of the company. Being an emotional and intense color, it reveals the strength and vitality of Xerox. Red color remains unchanged in the new logo, as the company sells heavily overseas and it is a sign of good luck and prosperity in those regions. The silvery stripes, linked to form a stylized X, reflect the power and authority of the company.

Image of a small globe with intersecting graphic ribbons makes the company look more strong and reliable. It effectively promotes the new brand idea of creating a strong relation between the customers and employees.

Fonts, although not being capitalized, create a lasting and memorable impact on the viewer’s mind. This deep red, thicker font is believed to stand out better on the Web and high-definition television. The over all style of the logo is less formal, more lively and contemporary. The ball has been used, so it can be animated easily for use in multi-media formats.

Proprietary font and visual elements of the logo will be used in a variety of colors for marketing across numerous media, from print and Web to broadcast and interactive presentations.

The new trademark is designed to reflect today’s Xerox, the perceptive, innovative company. With a fortified financial position and expanded global distribution, the new brand makes a bold statement about Xerox’s strength as the world’s leading document management company. The latest logo aims to communicate innovation, forward thinking, flexibility, and enterprise.