One of the things that all companies want to do is create a brand, but unfortunately, not all of them stick with it. The Xerox logo, that we have all come to know and love, over the last 40 years is being replaced. The replacement looks like they went “web 2.0″ and as such, I am very unimpressed.

Why is everyone in technology trying to use orbs as their logo, albeit with different things on the orbs, they are still all orbs.

Xerox, you’ve done something dumb. I hope you realize that, and come to your senses. While your “old” logo looked its age, it was easily recognizable, and no one could mistake it for anything else.

Some details from the press release:

The new Xerox logo is now a lowercase treatment of the Xerox name - in a vibrant red - alongside a sphere-shaped symbol sketched with lines that link to form an illustrative “X,” representing Xerox’s connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms.

Let me know what you think, is it better or worse than their old one?