In 1906, a small photographic company was founded that eventually grew into Xerox. This global corporation sells a variety of solutions and services for processing, creating, and managing documents. They are mostly known for their copiers and printers. All of the innovative Xerox products proudly bear the Xerox logo. You can learn how this logo has changed over the years by reading our article about the Xerox logo. We will look at the logo’s current design, and see how it compares to past Xerox logos.
Xerox Logo Design Elements
The official Xerox logo is a red wordmark and image on a transparent background. It contains the brand name on the left side and a graphic design on the right side. The brand name is made up of red, lower case letters that read “Xerox.” This is written in an exclusive, customized font called Xerox Sans. The font is a sans-serif font with curved crossbars on the X’s, and the R curves in a single line without the vertical stem.
On the right side of the logo is a red circle with shading to look like a three dimensional orb. Two white lines circle the orb and intersect to look like an X. Within each of these thick white lines are three thin, silver lines that add more visual interest to the globe.
Changes and Evolution
The very first logo for the company that would become Xerox was a torch with an oval labeled “Haloid.” By the 1930s, this had become a rounded rectangle that said “Haloid.” When the company name was changed to Xerox, the logo was updated to have the name “xerox” layered over a big X. However, most people were confused by this unfamiliar word, so the company had to add the motto “products for xerography, products for photography” around the edge.
Starting in the 1960s, Xerox changed to a much simpler logo that contained just the word “Xerox” on a transparent background. Various versions of that logo were used until 1994, when the logo was changed to just one large X. The upper right corner of the X was pixelated to reference the company’s technological innovations. This logo was used until Xerox made the current logo in 2008.
Until 1949, the Haloid and Xerox logos were just plain black, with a little bit of gold as an accent color. Xerox wanted to emphasize their color copying technology, so they changed to a colorful red logo. The company tried moving back to a plain black or dark blue logo a few times, but they always returned to the iconic red.
Xerox has used many fonts over the years. Between 1906 and 1960, their logo fonts were bolder or thinner versions of a basic sans-serif font. When Lippincott designed the 1960 logo, they switched to a custom font with angled serifs and extended legs on the X’s and R. By 1968, the serifs were removed, and the font became more angular. In the last logo before the modern one, Xerox used a big X with thick slab serifs.
The Xerox logo is meant to remind people that Xerox does more than just produce copiers. The three dimensional shape of the orb can be animated easily, and it has a lot of great detail and shading. According to the company that designed the logo, the lines along the orb are called “connectors,” and they are meant to represent the customers, partners, employees, innovation, and industry of Xerox. To give Xerox a more youthful and trendy image, the logo font has smooth curves and no capital letters.
- The Xerox name on the logo is a reference to xerography, which means “dry writing” in ancient Greek. This process was used in the first commercial, automatic copier made by Xerox.
- When printed for corporate mail, the X orb is turned into a black and white, two dimensional image.
- The red color for the logo is Pantone 1797, which is used in many popular logos for companies such as Infor.
The Xerox logo is an attempt to reference the company’s history, while appealing to a new and modern market. It successfully uses Xerox’s signature color, and emphasizes the versatility of Xerox products. However, only time will tell if this trendy logo manages to become as iconic as the old logo with the big X.
Recommended Read: IBM Logo Design History and Evolution