The last time I recall thinking about Xerox was a year ago, browsing a couple of pages from a Lippincott &  CI book from the 1960s. Like IBM, and many post-war technology companies, Xerox has merged with and acquired so much that it’s difficult to tie them to any one thing. Today, it’s all infrastructure and services. Back in the 1960s, they were technology pioneers operational in the day to day life of office workers and committed to a form of design excellence in all aspects, including their corporate identity. Today, these entities are often reduced down to a logo, almost impossible to strategically resolve what they do and thus can express concisely. We then end up with generic group logos, IBM aside who stuck with Paul Rand’s banger, and continues to benefit from good design, enduring decades and weathering CEOs. Anyway, another merger, this time with Lexmark, has produced a new Xerox logo. And it’s okay. It has some of the modernist era reduction, it’s a bit of a star (as they become an expansive universe of services and products, hehe…) and an ‘X’. Breaking free of the box, the asymmetry and use of negative space offers a bit of a visual language and somewhat references Lexmark’s symbol, deriving enough own-able character with just a few graphic gestures.