What's in a new logo?

After the cascade of bad press from its involvement in Iraq, the defense contractor renamed itself Xe (pronounced "zee") and introduced a new logo this year. The company denies that it created the logo in response to its difficulties, but regardless, experts aren't convinced the new design will bolster the company's image.

"Now they look more like a spy organization," says Howard Belk, co-president and chief creative officer of brand strategy firm Siegel Gale, referring to the logo's "surreptitious, sneaky qualities."

"When [people] hear it, they won't know how to spell it," he says. "When they see it, they won't know how to say it."

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