FutureBrand transforms MSN

FutureBrand has designed a new corporate identity for Microsoft’s Internet service network MSN in preparation for an expansion in the marketplace and heightened awareness among consumers.

The international design group’s New York office has developed a multicoloured butterfly in flight over stylised MSN lettering. Microsoft plans to roll the marque out across the world.

FutureBrand Americas managing director Larry Drury says: “As a pioneer in the on-line community MSN began with a strong footing in its ability to deliver quality services, but weak legs in its ability to stand out in a competitive market.

“Now with both aspirations and offerings expanding significantly, MSN needs a differentiated brand that aligns with Microsoft’s strategic objectives while conveying simplicity, accessibility and empowerment to the user. The butterfly identity underscores that and MSN’s Everyday Web vision, while staying true to the Microsoft brand family,” says Drury.

FutureBrand president and chief executive officer Claude Salzberger adds: “Our global research confirmed that the Microsoft personality and yellow-orange-blue-green colour scheme holds tremendous brand equity.”

Salzberger adds that the functionality of the butterfly logo means it is “scalable and can accommodate both broadband and lower-speed access. It won’t be outdated in a year’s time like many other Internet brands.”