Lexmark, one of the leading global manufacturers of laser printers, has revealed its new striking green, apertured logo and branding. And, these days across the United States, the Lexmark offices are in a spell of green as the company showing the prominent Green color of its new logo, branding.
Lexmark was, in 1991, spun off from IBM. The company has consumers for its products and services in over 170 countries.
The new logo, Rooke said, “is a nod to our past with the historical Lexmark diamond … (but) a new visual representation and aperture.”
Lexmark’s CEO, Paul Rooke, said:
“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,”
The previous logo was quite identifiable, especially against those sans serif or simple logo designs of Lexmark’s competitors, HP and Epson, and Canon. The logotype was definitely old school. What looks similar between the old logo and new logo is their diamond shape.
In the new logo the diamond was basically a lens aperture, representing the comprehensive services of the printer company. The green palette looks so fresh, lively and vivid, reflecting both the evolution of Lexmark and its vision for the future.
The typeface used for the new logo is known as Hero font, which lends a modern, clean appearance. The “x” in Lexmark’s new logo is intended to indicate two pointers directing towards one another to represent connectedness.
And, this time the company has a tagline too that reads: “Open the possibilities”. The tagline invites customers worldwide to get engaged with the company and avail its extensive services.