Comments on: Xerox Retires Logo: Kills Brand? http://www.forevergeek.com/2008/01/xerox_retires_logo_kills_brand/ Nerds are for Dorks Sun, 22 Nov 2009 21:15:36 -0800 http://wordpress.org/?v=2.8.5 hourly 1 By: Back in the Habit at Creativity is an Allusion http://www.forevergeek.com/2008/01/xerox_retires_logo_kills_brand/comment-page-1/#comment-38776 Back in the Habit at Creativity is an Allusion Fri, 11 Jan 2008 00:56:57 +0000 http://forevergeek.com/news/xerox_retires_logo_kills_brand.php#comment-38776 [...] changed its logo, and people don’t like it. Not really about journalism, but this is 2008, I’m expanding my [...] [...] changed its logo, and people don’t like it. Not really about journalism, but this is 2008, I’m expanding my [...]

]]> By: Bruce Walker http://www.forevergeek.com/2008/01/xerox_retires_logo_kills_brand/comment-page-1/#comment-38755 Bruce Walker Tue, 08 Jan 2008 17:21:20 +0000 http://forevergeek.com/news/xerox_retires_logo_kills_brand.php#comment-38755 The new logo “is one of the most significant changes we could make to disrupt the mental model of our being a copier brand” says Richard Wergan, VP advertising. Utter nonsense. The word "xerox" has become a common verb and noun in the English language. Going lowercase won't change that association. They could have simply kept the old logo and added beneath it, "We don't make copiers anymore". Now they'll have to explain to everyone that they don't make red beachballs either. The new logo “is one of the most significant changes we could make to disrupt the mental model of our being a copier brand” says Richard Wergan, VP advertising.

Utter nonsense. The word “xerox” has become a common verb and noun in the English language. Going lowercase won’t change that association.

They could have simply kept the old logo and added beneath it, “We don’t make copiers anymore”. Now they’ll have to explain to everyone that they don’t make red beachballs either.

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