NYT: Xerox Hopes Its New Logo Doesn’t Say ‘Copier’

It may not say photocopier, but neither did their elegant and distinctive old logomark. But their new mark does say “copier” to me, in the sense of “copied from every other 3D-glassy-spheres-and-swooshes logo of the last few years”. (Via Neven Mrgan.)

It’s not that companies with old logos should never scrap them for new ones, but that when they do, they ought to strive for new marks that will serve them well for decades to come. This new Xerox logo is going to look dated in five years.

★ Monday, 7 January 2008