Microsoft’s new logo
Microsoft unveiled their new identity this week. As is the norm when big brands go through the process of refreshing their identity, there is divided opinion.
‘It’s very bland’. ‘It could have been more exciting’. ‘Microsoft aren’t very adventurous’. These are all comments that have popped up in conversation with friends, colleagues and through my Twitter stream this week.
These are all valid opinions, however I think a point is being missed.
For over 30 years Microsoft have been operating in what is a very complicated world. It is a world full of rapid change, with huge shifts in trends and behaviours.
Within this world Microsoft produce their own range of products that are all recognised, popular brands (think Windows, Xbox, Office etc). This identity isn’t designed to compete with these products, but to complement them.
Instead of bland, think simple.
For me, the simplistic nature of the identity allows it to become exciting and adventurous when seen in context.
There are no 3D shapes, gradients, or drop shadows, just coloured boxes and a simple typeface (Segoe). It feels sophisticated and confident but also flexible.
The video released with the new identity does give a good indication of how the logo will support the other Microsoft brands and it appears to work well in this context. It doesn’t detract from the Microsoft brands, it supports them.
This identity won’t offend people, or help it win the ‘Now This is The Best Logo of the Year’ award, but it does represent a step forward for the brand and it’s battle with Apple and other brands in the tech/software sector.
As always, it’s very difficult to judge an identity without seeing it in it’s full context. Will this identity make or break Microsoft, no. Does it help them move forward, yes.
I’m looking forward to seeing how this develops, even as a lifelong Apple fan!