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Xerox rebranding (No one tell Xbox)

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Yesterday Xerox unveiled a huge change to its logo and brand as CEO Anne Mulcahy and president Ursula Burns hosted a town hall meeting and live webcast to revealed the new logo and brand identity to Xerox’s 57,000 global employees. It was developed by Interbrand to “better reflects Xerox today, a company that has transformed itself in recent years far beyond its roots in copier systems. The new design is meant to make people pause, and take a new look at the iconic brand.” This is one of those cases where I think that corporate culture can be the death of creativity and perspective since obviously no took the time to ask why everyone would also be stopping to asking why the Xbox logo is now red.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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