Armin Vit, at the Brand New blog, fumes articulately about the new Xerox logo, which I wrote about earlier this week:
The new identity ... may signal a new era for the company but, as far as we designers are concerned, it merely signals the full embrace of the senseless threedimensionalization of the corporate world. ...
I find it rather humorous — and please excuse me while I get my biggest gripe out of the way — that this logo "animates" better and how it's a key strength. Yet, the best that could be done (at least at launch) is this? Seriously?
(Scroll down the post to see the witless animation in action; I can't manage to embed it here.)
Why is that marble not rotating? Or exploding? Or building out of thin air? Heck, morphing into Xerox's CEO would be more interesting than a pedestrian zoom and shine.
Lots of "amens" in the comments (Michael Bierut of Pentagram: "I wish I were dead"). And keep scrolling to see Von Glitschka's comment with the visual of the kid shooting logo-ized marbles.
And while we're piling on, here's my own gripe du jour: Redesigning a logo does not equal "rebranding." A logo is a representation of the brand, not the brand itself.
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