What the crap was Xerox thinking? "Hi, we have one of the single most recognizable brands IN THE WORLD, let's change it and make us look like everyone else." Xerox, after 40 years having the holy grail of branding, a logo/brand which EVERYONE recognizes, has launched a new, idiotic brand. The first 40 years: The next few (until they realize they fuct up): It is really sad to see such a recognizable and arguably beautiful (let us not forget groundbreaking for the time) brand and mark fall to the side. Anyway, now, they look like everyone else. I suppose it is poetic for a company that made billions off of duplication.