Lexmark International announced their new corporate brand and unveiled their new logo on Tuesday, 7 April. According to Lexmark, the “rebranding reflects both the evolution of the company as well as its vision of the future”.
The printer manufacturer has said that their new look shows how they have continued to evolve from their roots as an offshoot of IBM to the new leaps they have taken as “a company well beyond its hardware heritage”.
The new logo “evokes the clarity, value and durability of the traditional Lexmark diamond”, those of us who are fans of Lexmark ink cartridges and printers are so familiar with, which has evolved into “an aperture, which represents the broader offering – a portal to insight, a means of focus”.
The green colour scheme, Lexmark adds, is “fresh, vibrant and approachable” and represents the company’s focus on growth, sustainability and gaining “customers for life”. Along with the new design and colour palette, Lexmark has also updated their slogan to “Open the possibilities” which they claim invites customers to open up to their “broader technology and solutions portfolio”.
Chairman and CEO Paul Rooke said “This new brand and logo reflect our enthusiasm and focus on connecting our customers’ information silos and automating business processes.
We like Lexmark's new, modern look and fresh colour choice, and we know we can still expect the same great quality from Lexmark printer cartridges in the future.