Old-school technology
gets a fresh face

Xerox has updated its logo — and its ethos — to make the brand more amenable to an increasingly digital landscape.

The revamp is touted as the biggest brand change in the company's history. President Ursula Burns of Xerox calls the rounded, three-dimensional image "a bit less formal [and] a lot more lively."

The logo also represents the company's adoption of a proprietary font called Xerox Sans, which "visually communicates the openness and approachable nature of the company."

Its arrival was heralded with a podcast, a video and some logo history. Its fancy-free appearance took a panning on Adrants this morning.