Wednesday, March 26, 2008

Copy company has major "X" change

Don't be surprised if your copies have you seeing red. Xerox the "document" company released its new identity to the world earlier this year. Xerox wants you to stop thinking of them as a copy machine company (I guess we can do more than just 'copy' with them.) They do offer document management and work flow solutions ( Ahhh the Document Company) Over the years the X has been a dominant element in the company's identity. The new mark has a strong presence in regards to the typography ( thumbs up) but that funky medicine ball does not say 'copy', 'document', 'solution' or even 'hyphy'! "Ummm yes, the lines in the logo are "connecting", we feel they stop upper management from leaving Post-It notes all over the office like those grates in the ground stop cows from wandering onto the highway...ok ok we gave our designer 50 cans of Rockstar and after they stopped Xeroxing themselves this is what they came up with". What was so bad about the old X. It had everything! Strong presence, clever inclusion of the 'digital' aspect of their document solutions. Maybe X is over done these days. Take a look at the sample I created when I was contracted by a staffing company who then placed me with a totally hip.cool.awesome.our.poo.does.not.stink design agency. Can you believe they went with something else?

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