09th Jan 2008, by Andrew Barr

10 Yetis Marvels At The Thought That Went Into The New Logo

More than 18 months of interviewing and research around the world and xerox have unveiled their new logo to be received by a couple of claps and a whole lot of tumbleweed.

xerox logo

It's getting quite a bit of criticism, not wholly unwarranted I think mainly for the "senior director of brand strategy" lady stating that one of the main reasons behind the change was so that it would animate better.

On the whole though I think it's an improvement and I love the type, just not sure it was worth 18 months to deliver the change with what looks like some kind of football added onto the end.

They seem to be placing a lot of faith in Jane Public, asking us to understand that this change means they don't just do photocopiers anymore.

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