Blackwater adopts new logo design: A change for positivity!!

January 18th, 2010 |

The US based security company Blackwater, involved in the shooting of Iraqi civilians, has changed its name to Xe (Pronounced Zee). Blackwater, a private military company founded in 1997 by Erik Prince and Al Clark has recently undergone surgery of its company logo and identity. It announced on February 13, 2009 that it would be operating under the new name "Xe".

1 ) About the Blackwater Logo Designs - Old and New:

The company’s infamous bear-paw and crosshairs logo design became an icon within the private-security industry, to the extent that some Blackwater guards had it tattooed on themselves. After the September 2007 shooting, the company attempted to soften the look of their company logo and changed its name from Blackwater to Xe Services LLC. The new logo design is a stylish black "X" on a white background, with a small "e" superimposed on it. Many believe that this new logo design is a bizarre cross between the old Xerox corporate logo and the brand mark for Xena: Warrior Princess.

2 ) Why the sudden redesign?

Interestingly, the executive board of Blackwater has indirectly confessed that it had to change Blackwater’s name and corporate logo due to massive criticism it faced. Blackwater’s President Gary Jackson has said that,

The redesigning of the company logo came as five former Blackwater guards faced charges in the shooting deaths of 17 unarmed civilians. A sixth man has already pleaded guilty in the 2007 incident, which resulted in Blackwater losing its license to operate in Iraq.

The former name and company logo “Blackwater” has also been removed from its various business units.

“The new name reflects the change in company focus away from the business of providing private security to providing training."

3 ) Experts’ opinion on the new corporate logo:

Regardless of the motives for rebranding, experts aren’t convinced the new logo design will bolster the company’s image.
Howard Belk, co-president and chief creative officer of brand strategy firm Siegel Gale, referring to the surreptitious, sneaky qualities of the logo design said that,

"Now they look more like a spy organization, when [people] hear it, they won’t know how to spell it. When they see it, they won’t know how to say it.”

So what do you think…the new identity adopted by this notorious company will help repairing its much tarnished image?

Posted in Corporate Companies, Corporate Logos, Redesigned Corporate Logos

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