Lexmark reveals dramatic new logo

NEW LOGO: based on an camera aperture

Lexmark, the well-known global manufacturer of laser printers, has unveiled a striking new logo and branding (above).

OLD LOGO: Lexmark is retiring its diamond design

The new design, it says, captures the company's continuing evolution.

Danny Molhoek, managing director and country general manager UK/Ireland at Lexmark, explains that the previous diamond shaped logo was intended to evoke clarity and durability.

The green palette is fresh, vibrant and approachable

By adopting a shutter, the new design is intended to suggest opening and expanding possibilities. This symbolic expansion, Molhoek said, mirrors his company's own evolution. Lexmark itself was spun out of IBM in 1991 but today sees itself as a radically different company.

"The green palette is fresh, vibrant and approachable, evoking Lexmark’s strength, and focus on sustainability," explains Molhoek.

What do you think of the new design? Let us know your views in the comments below.

Words: Martin Cooper

Like this? Read this!

10 typography tricks every designer should know
20 fonts every graphic designer should own
Will this stunning Mac concept revolutionise your desktop?

The Creative Bloq team is made up of a group of art and design enthusiasts, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson, Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The ImagineFX magazine team also pitch in, ensuring that content from leading digital art publication ImagineFX is represented on Creative Bloq.