Xerox Unveils Beach Ball As New Logo

xerox_beachball.jpg

Perhaps they haven't seen ATT's logo. Perhaps they don't care their new logo conjures a lazy Saturday afternoon at the beach. No, Xerox and Omnicom' Interbrand, which just unveiled its new logo today, thinks a red beach ball will do just fine conveying its desire to be known as a company that is "engaging and approachable." Yes, "engaging and approachable" just like small child at the beach who wants you to play beach ball with them.

After 20 years of that big red X, 18 months of research and development has yielded...a beach ball. Yup. When we think of a serious document management company, we think of...a beach ball. Don't you?

Anyway, life goes on and after a month or two, no one will even care about this let alone remember the original red X logo.

by Steve Hall    Jan- 7-08   Click to Comment   
Topic: Brands   

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Comments



Comments

Hmmm, or maybe they're in cahoots with XBox 360?
http://xbox.about.com/od/xbox2/ss/xbox360pics_5.htm

Posted by: sg on January 7, 2008 6:54 PM

It's not just a beach ball, it's a beach ball with bandages on it. It says "we're a hugely inflated corporation in need of first aid, please take pity and buy something from us."

Posted by: Charles J on January 7, 2008 11:21 PM

That's the flag of Denmark.
http://www.33ff.com/flags/worldflags/Denmark_flag.html

Posted by: Samppa on January 8, 2008 12:48 AM

XBox? Flag of Denmark? Swiss Army? Ironically, the former copier company is still copying.

Posted by: HighJive on January 8, 2008 1:37 AM

The tried and true sphere. Works for X-box, ATT, Geffen, and dozens more.

Xerox has been for quite a few years in that unique position as a brand where "making a copy" is also widely known as "xeroxing." Much like Google.

You can't fake that, as Zappos tries to do.

Posted by: Jetpacks on January 8, 2008 12:35 PM

Wonder how much Interbrand got paid for this work of inspired genius and originality?

Posted by: Barry on January 8, 2008 2:11 PM

Of course they've seen AT&T's logo. They designed it!
I know what happened...

"It's been 18 months and the Zerox presentation is tomorrow! I have an idea... AT&T bought the idea that an all lower case brandmark is contemporary. We also sold them on the fact that we can effectively animate it for use in multi-media platforms. Pull it off the server and do the exact same thing for Zerox! They'll never know!

Posted by: LaughingAtFred on January 8, 2008 4:25 PM

Steve...
Without wanting to be boring... Who, me? I posted on this on AdScam earlier today, Landor ripped them off for THREE FUCKING MILLION in the eighties for a crappy logo... Now it's deja vue all over again. It makes you realize how fucking dumb corporate America is. Maybe I should start a "Corporate Re-Branding Wank-fest blog" and clean up... But, as Zippy the Pin-head would say... Nahhh!
Cheers/George

Posted by: george parker on January 8, 2008 4:47 PM

What you have here is an "X" on a red ball. You see, most people enjoy ball as they are bouncy and fun. Now as for the "X", sure it stands for Xerox, but "X's" are also edgy and eXtremely cool. You know, like Vanilla Ice is cool. So you combine bouncy fun and edgy (Like Vanilla Ice) and you have yourself one fantastic logo!

Posted by: FREDISTHEMAN on January 8, 2008 4:52 PM

What you have here is an "X" on a red ball. You see, most people enjoy ball as they are bouncy and fun. Now as for the "X", sure it stands for Xerox, but "X's" are also edgy and eXtremely cool. You know, like Vanilla Ice is cool. So you combine bouncy fun and edgy (Like Vanilla Ice) and you have yourself one fantastic logo!

Posted by: FREDISTHEMAN on January 8, 2008 4:52 PM

What you have here is an "X" on a red ball. You see, most people enjoy ball as they are bouncy and fun. Now as for the "X", sure it stands for Xerox, but "X's" are also edgy and eXtremely cool. You know, like Vanilla Ice is cool. So you combine bouncy fun and edgy (Like Vanilla Ice) and you have yourself one fantastic logo!

Posted by: FREDKNOWSDESIGN on January 8, 2008 4:53 PM

What you have here is an "X" on a red ball. You see, most people enjoy ball as they are bouncy and fun. Now as for the "X", sure it stands for Xerox, but "X's" are also edgy and eXtremely cool. You know, like Vanilla Ice is cool. So you combine bouncy fun and edgy (Like Vanilla Ice) and you have yourself one fantastic logo!

Posted by: FREDKNOWSDESIGN on January 8, 2008 4:56 PM

TRUTH IS FUNNIER THAN FICTION:
The new signature incorporates a lowercase treatment of the Xerox name. It is in a vibrant red Pantone 1797 alongside a sphere sketched with lines, called "connectors," that link to form an "X," representing the company's connections to its customers, employees, partners, industry and innovation. The connectors are super-graphics that will appear as reoccurring design elements.
A palette of eight new colors will support the brand. A new illustration style using silhouetted graphics, contemporary photography, and the connectors against a white background add to the brand's new design. The illustration style can adapt to the color palette, and a three-dimensional sphere is used across different forms of media. Xerox will adopt a proprietary font called Xerox Sans. It is a modern style that visually communicates the openness and approachable nature of the company.
"Rarely do companies show the commitment to take on the challenge of a comprehensive brand transformation," says Q. Malandrino, executive director and Xerox team leader at Interbrand. "Xerox embraced this challenge, and now has a brand to match what it is today and can support its strategic vision for the future."

Posted by: ILOVE RED on January 8, 2008 5:22 PM

Amazing rationale!!!!!!!!! "Q" must have stayed up all night writing the night before the presentation.

How inspirational!!!!

Great job Q. Malandrino! Your on your way to the top of the AE food chain!

You are definitely one of Interbrand's finest!!!

Posted by: LaughingAtFred on January 8, 2008 5:34 PM

AT&T plus Saturn = Xerox, apparently.

Posted by: Holly Brockwell on January 10, 2008 7:57 AM




Stanton Optical


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