xerox

Notice the new xerox logo? It continues the soft, cuddly rounded typeface that typifies logos in the web 2.0 era. This old article from Font Shop sums up this trend perfectly. So to be kind, the typography pleasantly jumps on the bandwagon. However, the "x" ball seems like an unnecessary add-on to me...but every company wants a 3-D like widget stuck to their wordmark nowadays.