New Haloid Company Logo
By Mark Kaufman
Anyone remotely familiar with American corporate history is well aware that The Haloid Company of which I speak is actually Xerox. One of the great corporate names has a new logo. I am not sure why they changed what I thought was one of the great corporate logos to something resembling Xbox or the X-Men, or some hi-tech start-up from the late 90s, but there you have it. I assume that there will be some crap about moving beyond "copiers" into digital services and products, but I for one don’t think this logo does anything to propel that notion or to foster a “new” brand.
1 Comment
David C
January 31, 2008I’d have to agree with you. The previous iteration actually works better if they are going into the digital world. The squares coming off the x look like they could sheets of paper, or pixelation. Also like the x is leaving the page (migrating). This new one looks like they are a fedex type of company circumnavigating the globe. And the typeface doesn’t really seem to fit. You’re right too much like a game company, or youth oriented industry… maybe because of it being sans-serif and all lower case. It’s too smooth and glassy. They should have done something to show the ease of printing affordable, high quality color imagery. That’s a pretty big advancement in the last 10 years… I think people forget that.
I wonder if they’ll start calling themselves RED the way UPS tried to call itself BROWN.
(Personally, I prefer mimeographs… they smell better).