American laser printer maker Lexmark introduced a new corporate identity yesterday. This is done in the hope that it will reflect Lexmark's development beyond printer manufacturing into other imaging solutions.
The old logo had been used since 1991, when Lexmark was formed as a spin-off from IBM. The new symbol evolves the diamond from the old logo into an aperture that 'opens up possibilities'. It is green, an approachable colour that represents sustainability.
Lexmark have put together a parallax site to introduce the new identity.
From a press release (archive):
"The new Lexmark logo evokes the clarity, value and durability of the traditional Lexmark diamond, evolving to an aperture, which represents the broader offering – a portal to insight, a means of focus. The green palette is fresh, vibrant and approachable, representing Lexmark's strength, focus on sustainability and growth as well as our commitment to earning "customers for life." The new typeface lends a modern, clean look and features angles that precisely reflect the aperture.
Lexmark's new tagline is, "Open the possibilities". This tagline invites customers to engage with Lexmark to open up greater opportunities for success with our broader technology and solutions portfolio.
While the brand, tagline and logo have changed to better represent what the company is today, Lexmark's value proposition remains the same – our combination of key technology ownership, exceptional customer engagement and deeper industry expertise remains unique, and enables us to develop long-lasting and rewarding customer relationships."