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New logo design for Lexmark

May 14th, 2015

Lexmark, with its familiar logo with red diamond, is a brand that has been synonymous with printers and printing ever since its divestiture from computing giant IBM in 1991.

Since the early 1990s however, Lexmark’s business operations have become increasingly diverse, especially following a series of recent acquisitions including software development firm Perceptive Software in 2010; data capture company Brainware in 2012; Acuo Technologies, a developer of medical imaging document management software; and most recently, the announcement of the acquisition of Kofax for a cool $1 billion.

Given this expansion and shift in scope, it was time for a new Lexmark logo – out with the old-fashioned typeface and red diamond, hello to a cleaner, greener logo.

According to Lexmark’s president and CEO Paul Rooke, “the rebranding reflects both the evolution of the company, as well as our aspiration to be a leading global technology company.”

The move from red to green is a nod to longevity, a signal that – far from being an outdated company – Lexmark is moving with the times. The ‘aperture’ symbol gives a nod to the former red diamond, but also speaks of openness and expansion – to go with a new tag line, “open the poosibilities”.

About the Author:

Although her primary niche is in scientific writing and editing, freelance writer Lisa Martin is also a creative type with an eye for design. She regularly works alongside graphic designers and as such has a keen interest in the development of logos and branding.

Leave Your Comment

I would have to agree with you Pavel, I find their new logo is not memorable at all. Maybe its just years of seeing their old logo, but although it looks a little dated, definitely looks more like a brand their than current one!

by JwMay 16, 2015

Not a big fan. There seems to be a trend of uninspiring logo updates from: GAP to Lexmark. As I read in one of the article from one of the firms designed GAP logo update - they tell client it is OK not to foll in love with a logo from the first sight. Yeah, right! I wish we smaller companies can do that. Forcing your uninspiring logos on to clients, being protected by high caliber credentials, doesn`t really make you the best designer.

by PavelMay 15, 2015