One of the most important companies in graphic design business, xerox, unveils biggest change to its brand in company history.

“We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace,” said [1] Anne M. Mulcahy, Xerox chairman and chief executive officer. “Our new brand reflects who we are, the markets we serve and the [2] innovation that differentiates us in our industry. We have expanded into new markets, created new businesses, acquired new capabilities, developed technologies that launched new industries — all to ensure we make it easier, faster, and less costly for our customers to share information.”
The new Xerox logo is now a lowercase treatment of the Xerox name, in red color - alongside a sphere-shaped symbol sketched with lines that link to form an illustrative “X,” representing Xerox’s connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms. (excerpt from [3] xerox.com)

This last sentence above clearly shows how designers explain their idea to customer it’s almost school example of how it’s should be done.

Anyhow, new Xerox logo looks smooth, but it’s nothing new in logo design area. Logos like this was seen already, and Xerox did not make anything new with it. Rebranding for companies like Xerox means just refreshing their brand with something new, and possibly gaining some exposure in media.

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