Killing time waiting for the polls to close in New Hampshire, my attention turned to a new cat toy. Well, it’s shaped like a cat toy. It’s Xerox’s breathtaking new logo.
Xerox is sick of being known as a copier company, so someone said, “Hey, I know how we can change public perception. Let’s put our name in lowercase letters with a cat toy beside it!”
When we see the new logo, we’re supposed to think, “No more copiers. Xerox is software, color printers, and high tech from now on, baby!”
Who are they kidding? Instead of trying to bury their roots, Xerox should be flattered their name is on the train to a sunny retirement home in Genericville with linoleum and nylon. “Let me go xerox a copy of this” is firmly entrenched in American office-speak.
If imitation is the sincerest form of flattery (and who would know better than a copier company?), AT&T must be elated. They were the ones to make cat toys and lowercase fonts trendy in corporate logos.
But even AT&T seems aware that it’s a silly, impractical idea because they still write AT&T in caps in the text of their ads.
I wonder if Xerox realizes their new hip and original logo looks like the work of copycats?