When a global giant undertakes its first corporate rebranding in 40 years a singular typeface is required to play an integral role in communicating the evolution in its business strategy.
Fontsmith, one of the country’s leading purveyors of corporate fonts, have worked closely with international design agency Interbrand to produce a unique typographical solution to fit in with Xerox’s vision for the future – Xerox Sans.
"Xerox Sans is a uniquely designed curvaceous, modern typeface with lots of personality.” says Fontsmith’s Creative Director, Jason Smith.
Based on their hugely successful FS Albert typeface, Fontsmith have gone back to the drawing board to produce an extended remix of soft, approachable characters in a range of weights to provide the flexibility and versatility which is imperative in unifying the varied uses to which it will be put.
Jason continues, “The typeface has an extended character-set that covers Western and Eastern European, Cyrillic and Greek text, enabling it to be utilised in over 60 languages.”
Add to these 27 individual font varieties, an Expert set of small caps and a complete condensed version and it is clear to see that Fontsmith have managed to create a modern style that visually communicates the openness and approachable nature of the company.
“Xerox is one of the world’s most recognisable brands.” said Richard Wergen, vice president of global branding and advertising at Xerox. “While we’re proud of our customers’ deep association with the name Xerox and the quality and innovation it stands for, it was time to update our brand to better reflect our business strategy. We now have a brand to match what we are today and can support our vision for the future.”
Fontsmith, with their unique experience at enhancing the rebranding process with custom-built corporate typefaces, have created a dynamic visual glue which complements the new illustration style and logo to produce a more valuable business asset that is a powerful reminder of Xerox’s significant transformation in the marketplace.