The logo is just the start

Last week, Xerox unveiled their new logo, the first step in a major rebranding effort taking place over the next 18 to 24 months....

Last week, Xerox unveiled their new logo, the first step in a major rebranding effort taking place over the next 18 to 24 months. Switching up the logo was a big move for the company, whose name has become a synonym for photocopying.

"We wanted to force the general audiences to sort of take a mental pause when they're thinking about Xerox and think, 'Has something changed? Maybe I need to take another look,'" said Mike Moeller, director of corporate PR for Xerox.

With 50,000 employees, educating them about the effort is a massive task, but one the company wants to accomplish first with Webinars and other tools. The Web site, marketing and signage is already transitioning to the new logo. In case you haven't seen it, here it is on the homepage.

While there are grander plans in the works, it still seems a lot of hullabaloo for a logo switch. I asked Moeller about that directly and he said, "It's the front and center, one of the most immediate mechanisms to set the perception of the company. Is it as major as changing business strategy? No. We didn't feel it necessary to start from scratch. It was necessary to modernize and evolve. We're not running from our iconic status, we're just trying to get people to understand that our past is not all that we'll ever do."

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