Xerox Endtag Designs – Designer & Animator

Xerox wanted to flex their new logo with an iconic end tag for all of their campaigns for years to come. The goal was to expand their brand presence from the office copy room to a household name, pushing the public’s awareness of their various products other than copy machines. Xerox provided several playful new  icons and wanted to explore the imagery of  “connection lines” into the new logo.

These first boards I thought to design playful, using the provided assets. Although, what I didn’t take into consideration was that Xerox no longer wanted to be known as a copy machine.

In this next set of boards I designed the “connection lines” wrapping around the new pill shaped logo. I wanted to keep the environment clean and modern with interesting reflections and hard cuts. The idea was not to have the logo build on, but rather show it as if it had always existed, catching it in a moment. Unfortunately, these boards didn’t make the cut.

This was the approved endtag.  Sometimes the client wants the simplest of things and we as motion designers over think a project. Better to explore simple first and then build, (at least for this project). In the end there was time put in to multiple versions and eventually it was approved. Perseverance pays!

Credits
Agency & Client: Interbrand & UVPHactory
Creative Director: Scott Sindorf & Damijan Saccio
Art Director: Alexandre Moors
Executive Producer
Designer: Victor Lau, Jeff Baghai, Eric Epstien, & Tim Haldeen
Animator: Scott Sindorf, Eric Epstien, Jon Clausing, & Tim Haldeen