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.
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.