Kinko's RIP

FedEx acquired Kinko’s back in 2004, and then changed the name of Kinko’s to “FedEx Kinko’s” and in addition changed their logo to a multicolor icon.

Now four years later in 2008, the name of these stores will change once again, and drop the Kinko’s name altogether. The new name: FedEx Office.

It actually sounds pretty good, but Kinko’s has too much brand equity to walk away from. Did I mention it will cost FedEx $891 million to go about the name change?