Microsoft has updated its logo for the first time since 1987. Sure, Windows has endured seemingly countless logo changes and brand re-imaging over the years, but Microsoft itself hasn’t been quick to update its trademark.
Despite mixed reviews as to the new logo’s aesthetic qualities, there are some very good reasons behind any business’ decision to refresh an aging logo. For Microsoft, this general practice is no different. 25 years is a long time for any technology company to maintain a corporate symbol. What might be seen by some as a sign of dependence and consistency is seen by others as a symbol of age and a lack of change that is so important in the world of technology.
What are the motivations behind a company changing its logo? How can a change like this improve (if even subconsciously) the opinion of a business? Here are some thoughts:
Revived Brand Image
Microsoft has changed a lot in 25 years. Its design philosophy has evolved significantly during that time and the aging logo does little to represent this evolution. The look and feel of its primary products including Bing, Office, Windows, and Xbox reflect a style that includes clean, somewhat boxy parts. By incorporating this into the logo, it creates a unification between the brand and its products.
Microsoft has been getting stale lately. Not just its stock, but the public perception of the company as a whole. Apple, which has gone through quite a few logo changes over the years itself, has managed to continue to reinvent itself as new products and changes to its design standards come out.
Since 1987, Microsoft launched a variety of innovative projects including one of the world’s largest robotic software platforms, industry-leading office applications, a widely popular game console, search engine, and several major changes to the Windows operating environment. We’ve gone from the original release of Windows to Windows 8, a widely different user interface than what users were accustomed to before the dawn of the Internet. It’s only natural that the company would incorporate this evolution into its logo.
Microsoft is a very different company today.
Bland, Colorless Logos Are a Thing of the Past
It’s difficult to find a modern logo that doesn’t incorporate some color. Back when the early Microsoft logos were created, printers were black and white (unless you paid serious money for them) and many screens were still monochrome. Having color in your logo back then often meant having to restrict yourself to a handful of colors and blocky, pixelated images. Do you remember the Windows 95 logo? It was nothing impressive by today’s standards, but back then it was par for the course.
Why is This a Big Deal?
Microsoft is an established International brand with countless products in homes across the globe. In every press kit, receipt, email, letterhead, business card, product package, load screen, software update, and available surface you might find a Microsoft logo now has to be updated to meet the new trademark. It’s Microsoft’s identity on paper, and it’s changing.
This isn’t a cheap undertaking for any company, let alone one with tens of thousands of employees and billions of dollars worth of product set to hit the market within the next year. Microsoft’s timing couldn’t be better as its about to release the latest version of its flagship operating system, but that doesn’t make this transition easy.
Folks in the press, blogosphere, and professional world have a new logo to replace the existing ones being tagged to information and distributions regarding Microsoft and its properties. Even companies and charities that Microsoft sponsors will now have a new image with which to attribute Microsoft on its materials.
These changes won’t come overnight, but for anyone who frequently deals with Microsoft, it’ll be something to note.
For more information on Microsoft’s direction, please check out our ongoing series on Microsoft’s future and how its past is making a strong impact on its future.
Image: Microsoft
I personally thing the logo is… Strange. It reminds me of the new Retro UI in Win8. It’s simple. Better than what it was though. Just the word “Microsoft”
I like the new logo. It is a new way to tell window apart from Microsoft. It will be a better way fro the people who are not geeks to understand that each product from Microsoft id different because of the logo.
I like it. to me its similar to the new “Modern” os Microsoft is pushing.
To be honest, Like Chris said, I like the Logo. I think it fits very well with the changes that Microsoft is doing. With Windows 8 coming, and the Surface Tablet, and the Whole new UI of Windows (Tiles) I think the logo fits very well with the products it makes.
It looks like Microsoft realize that their dominance of the PC market is over so that have to start promoting their self. so i see the logo change as a we to renew them self.
it feels dated to me but that being said I applaud microsoft for going outside there comfort zone to inovate
Personally, I think the new logo fits in better to Microsoft’s “Windows 8″ design.
I think the logo is very nice. It’s very simple and yet that’s what Microsoft is.
Yes I hope Microsoft will revive everything.. I really want the old days back when everything was about Apple and Microsoft. Nowadays the Google/Samsung vs. Apple I think is just wrong but at least we’re getting some competition so technology evolves and we have options there if we don’t like a product. Anyway I see Microsoft doing better and better in the future
In my opinion, the logo looks like something a 9 year-old could have created on Microsoft Paint. However, I think the simplicity of the logo is great. When you compare the Windows 95 logo to ANY logo currently out there, you start noticing that simplicity is the preferred choice.
Branding is highly important; highly. I was in printing and remember how costly color was and then two color (usually the ubiquitous yellow and black) came into being. It was odd to have more than two colors. How many people think that Google’s logo was a precipitating force in this?
But, except for the rainbow version, there is a logo out there that is black and white (if you don’t count the grey shading that ‘back in the day’ would mean a three color process essentially) and that is Apple’s logo.
I think the primary colors (+1; pardon the pun) are eye-catching, but I wished they has rounded the edges and conrers, to make it looks like a 3-D version more than the box look. What do you think, Ryan? Great article, as always.
well i think this logo is much better than the previous one yeah like chris says it simple i like it
I thing the logo is great. It was about time. Old Microsoft logo really sucks. But the new logo is cool. Also the intro is great, it shows everything, windows, office, xbox. It’s really cool.
Change is usually good, even for Microsoft. When you are changing something like a corporate logo, that can be a very expensive change though. Somehow, I think Microsoft can afford it. It is probably a good time for Microsoft to make this change. Windows 8 is coming out in a couple of months, and this version of Windows is a big design change. With a logo change, you open up the opportunity to launch a major advertising campaign, which I think is needed with companies like Apple and Google obtaining more market share in various products. It is time for Microsoft to refresh its image and start taking back some of that market share before it is too late.
I like the new logo – it’s kindof a mix between their new tile interface and windows. Not sure the benefit, although it does seem to fit in better with the windows 8 tile interface…
I just read something this morning that shows how similar it is to Apple’s branding of MBP. But hey a lot of people use Myriad Pro! Whether it’s true or not, I do like the new Microsoft logo. It looks nice.
I like the new logo, and here it in context http://www.neowin.net/news/the-new-microsoft-brand-family-at-a-glance
The new logo is clean and looks like a window so gess thats cool.
Im looking forward to seeing what microsoft does from here on out.
Seeing how windows 8 is a big risk but something completely new at the same time
made me leave linux and come back to windows and dev games/software and support microsoft again. Win xp for the win in-till Windows 8.
Very Sharp Logo!
Is it a coincidence that the new logo looks like it came straight from Windows 8?
I guess they didn’t feel like paying for a good logo- lol. Truthfully, I thought the “flag” looking icon (http://www.iconhot.com/icon/png/main-os-dock/512/microsoft-windows.png) is much nicer than a colour box- yuck…All the money in the world & they do this.
(*and yes, I realize the flag is for the OS, not the co., but you get the idea?).
Happiness is not a Republican priority
the kerning between the “f” and the “t” is bothering me
It’s not a bad logo… if it was created by a 9 years old child using Paint for the first time.
I like the new logo nice and simple