The BIG Kahuna

I just read a great branding blog article here about Xerox and their new logo.

Here is Xerox?s new logo:

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Old logo:

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My question is how does this new logo leverage whatever Xerox?s brand identity is? Say Xerox?s brand identity is being customer centric. What the hell does this ball mean?? Why do big companies invest hundreds of thousands of dollars on these ridiculous logos? Can someone tell me what Xerox?s brand identity is??

Here?s what Xerox says:?

?We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace,? said Anne Mulcahy, Xerox chairman and chief executive officer. ?Our new brand reflects who we are, the markets we serve and the 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.??

Please explain the new logo then? Is it follow the bouncing ball between business units? How does this make you look ?customer centric???

?Our brand is one of our most prized assets and the value it brings to our business is immeasurable,? added Ursula Burns, president, Xerox. ?Our customers, our employees and our shareholders connect the most with what the brand stands for — quality, innovation, customer-focus and a values-rich culture. Today, we?re strengthening all our attributes and giving our brand a contemporary look that is more relevant for business today ? a bit less formal, a lot more lively with links to our heritage and a nod to the future.?

Another words you got tired of the old logo and wanted a new one?.makes sense.

?(this photo was found on the Brand New site)

Xerox,?take your ball and go home you?are awarded the first branding blunder of 2008.

This entry was posted on Friday, January 11th, 2008 at 7:51 am and is filed under Branding Blunders. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.