New cars have it. New clothes usually do. New haircuts, sometimes. I’m sure you’ve noticed that some people get a new wardrobe every season, or at least every few years. (Maybe you’re one of them!) Others buy classic clothing that span many seasons. But almost everyone would agree that as time goes on and the world changes, that styles, wardrobes, and haircuts, should get an update.
An update doesn’t mean that whatever the person stands for or who the person actually is completely changes, is wrong or totally new. It just means it’s time for an update, a refresh, a makeover.
I believe it’s the same way with the corporate packaging. Revamping a company’s logo and icon is expensive and time consuming… but necessary to project and reflect a current and up to date image. It’s really tough to believe an “innovative & state-of-the-art” positioning from a company that still wears the equilivant of muttonchop sideburns and wide lapels.
What’s the difference between an icon & a logo? The icon is the symbol… the logo includes the whole thing – symbol and name. (Correct me if I’m wrong.) In Nike’s case, the icon is the swoosh, but is that really their logo? I say no, the logo is the word Nike with the swoosh. Same with Xerox’s crazy little X on a flying tennis ball here. (Is the ball supposed to represent global? Is the white x a bandage of sorts?)
I don’t consider it rebranding when you just update the look. To me rebranding means going deeper and changing positioning as well. Others may disagree.
What is your feeling about Xerox’s new logo compared to some of it’s old ones? View other Xerox’s historical logos here to compare.
Logos Courtesy of Xerox Corporation.