BLOG: Out with the red diamond, in with the…green aperture? New logo represents “clarity”, says Lexmark, but do rebrands have any impact?
Right now across the United States, Lexmark offices are in a flurry of green as the printer company releases its new logo, along with a rebrand of the company’s image.
First spun off from IBM in 1991, Lexmark says that the new logo and brand ‘reflects both the evolution of the company as well as its vision for the future’.
So what is it? Forget the trusty old red diamond, the company has gone green with a camera aperture style logo that apparently “evokes the clarity, value and durability of the traditional Lexmark diamond”.
Photos from the re-branding are streaming in from Twitter from a plethora of Lexmark offices, showing employees in green t-shirts surrounded by green balloons.
“It has never been a more exciting time than now to be an employee of Lexmark, and this new brand and logo reflect our enthusiasm and focus on connecting our customers’ information silos and automating their business processes,” said Paul Rooke, Lexmark’s CEO. “Our brand transformation better represents where the company is today and our vision for the future.
It gets better. The company even has a new tagline – “Open the possibilities”. According to Lexmark, the tagline invites customers to engage in the firm, opening up “greater opportunities for success” with its broadening tech portfolio.
In March, Lexmark acquired software maker Kofax for $1 billion (£670 million). The company said its acquisition will see its enterprise software business “nearly double” to around $700 million.
The company’s software division, headed up by Perceptive Software, was also included in the re-branding. Perceptive currently accounts for 8.7 percent of Lexmark’s value, and is set to be an important player in the near future of the company which is undergoing a transformation.
Here’s a photo from the Lexington, Kentucky offices of the firm, courtesy of Twitter user Ian:
Most people think of Lexmark as a printer company and it’s keen to reposition itself as a software firm. But will the rebranding have any impact on how customers view the company or is it just a sea of green and empty rhetoric? Let us know.