Can changing a logo affect perception that much? Xerox thinks so. They’ve overhauled the traditional “X” in favor of a more modern look. They’re reason- to shed the longtime image of being just a “copier company”. For them, it’ll be an uphill battle.
In this New York Times article, Ann Mulcah, Xerox’s chief says that new design is meant to communicate in her words a company that’s “engaging and approachable” and “technologically savvy and eager to lead in the 21st century.”
All this from a new logo? Is this what you perceive from seeing the new design? Does this new look tell you, “we’re more than copiers now!”. No, because after branding themselves as “Copier Manufacturer” for over 40 years, it hard to change their identity. They’ve got to overcome years of administrative questions like”Could you Xerox me a copy of that report?” Their brand is synonymous with “making copies” to most people.
It’ll take more than a new logo. It will take time to overcome that perception.
