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Clearly, Lexmark had to adapt or die, but their attempt at repositioning provides anything but the ‘focus’ and ‘clarity’ they intended. Did somebody fixate on focus and clarity, manifest it through the aperture concept and opportunistically bend Lexmark’s whole identity around it? To make its brand evolution relevant, Lexmark needed to, erm, focus and clearly state its intentions. Instead, we’re left confused and wondering whether Lexmark is integrating with existing enterprise solutions, creating its own, or simply trying to sell print in a different way?

Stylistically though, it’s crisp and modern, and there’s a positive psychological message as Lexmark stop using red and go with green. However, the new brand video pulls the audience in opposite directions with old-school themes – someone queuing, pieces of paper being pushed over a counter and even a random carpenter, versus a voiceover describing technology for big business.

Whilst the words ‘focus’ and ‘clarity’ have positive connotations, they’ve become cliché, and combined with the lack of a clear and focussed strategy, Lexmark’s copy inadvertently feels generic and pointless – the irony!

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