But analysts and customers have been critical of the redesign -- Xerox's biggest makeover in forty years. "The new logo is first and foremost a sphere...and the less obvious 'X' is almost an afterthought," says Gardner. "Xerox owns the letter 'X' in the corporate world. Why would they want to bury the 'X' instead of making the most of it?"
The company stands behind its decision, however, saying in a press release that the new look is "more lively" and the 'X' in the ball represents the company's connections to customers, partners, industry and innovation.