Microsoft unveils new identity

Microsoft has updated its logo for the first time in 25 years.

New identity

The company says it is unveiling its new identity as it prepares to release new versions of nearly all its products – such as Windows 8, the Windows Phone 8 and the next version of Office.

The new logo uses the Segoe font, bringing it into line with the typeface currently used on all its products.

This also brings it in line with the Windows 8 identity developed by Pentagram partner Paula Scher, which was unveiled earlier this year. Microsoft would not confirm which external agencies it has worked with on the new overall identity.

Components of the new identity
Components of the new identity

The logo also features a new four-part symbol – resembling Microsoft’s Metro user interface – which Jeff Hansen, Microsoft’s general manager of brand strategy, says, ‘is important in a world of digital motion’.

Hansen says, ‘The symbol’s squares of colour are intended to express the company’s diverse portfolio of products.’

He adds, ‘The new Microsoft logo takes its inspiration from our product design principles while drawing upon the heritage of our brand values, fonts and colours.’

Microsoft says it is rolling the new identity out on its website, ad campaigns and stores, starting with three stores in the US.

Hide Comments (15)Show Comments (15)
  • Stuart Smith November 30, -0001 at 12:00 am

    Let’s go through the ‘square’ windows!

  • Kelly November 30, -0001 at 12:00 am

    wow. 4 squares. must have taken them months to get this one right…

  • Gopinath Kandukuri November 30, -0001 at 12:00 am


  • Ginner Zapata November 30, -0001 at 12:00 am

    Wait a minute, r u telling me that these four squeres weren’t part of the de previuos logo? cause’ i’m sure i have seen them before.. 😛 hahaha

  • Martin Aubrey November 30, -0001 at 12:00 am

    Wonder how many noughts are on the invoice?

  • Jason November 30, -0001 at 12:00 am

    Has the winds of change stopped blowing? The four squares flag so well known has went flat

  • Jason Hunt November 30, -0001 at 12:00 am

    And have you seen how tiny it is on their homepage?? They must be trying to hide it away in a dark corner – what a good idea…

  • Ben Toms November 30, -0001 at 12:00 am

    HHHHHHMMMMMM someones taking a leaf of the apple!!!!!!!!

  • Tim Masters November 30, -0001 at 12:00 am

    More cutting edge work from Microsoft.

  • Kevin November 30, -0001 at 12:00 am

    I’m not entirely sure what people were expecting the new Windows logo to look like. They’ve streamlined what was already in existence and the result is entirely in keeping with Microsoft’s new Metro design strategy. We should be applauding their stripped-back design philosophy, of which this is a tiny part.

    I’d take Windows 8 over a Mac OS any day.

  • Scott November 30, -0001 at 12:00 am

    The old logotype had a lot more energy and felt more dynamic, Segue is one boring typeface.

    Sadly, I think pulling the Windows 4 colored panes into the corporate logo just shows how closely Microsoft pins its identity on Windows.

    Gates was talking about tablets long before Jobs. Microsoft had their Courier tablet in the works, and could have possibly beat Apple to market. However they scraped it because it wasn’t Windows enough, and wasn’t a direct platform for Office.

    While Metro look interesting, they have got to realize there is more to our digital lives than Office. Many forget (and perhaps even Microsoft) that they had a mobile phone out before Apple with a usable Office product on it. But they failed to realize the platform. just as Dell has failed with its mobile phones and tablets.

    The market needs good competition. Ironically, 10 year ago everyone was afraid of the world of beige boxes. Now it is white boxes, and even less choice. It is reading a lot into a logo, but visually it feels like Microsoft is giving up.

  • Craig Sefton November 30, -0001 at 12:00 am

    there’s just not much to say.

  • Andrew November 30, -0001 at 12:00 am

    I like it, it’s clean and an a natural evolution of the IP they’ve already worked hard to create.

    I’m surprised by the “it’s four squares!” response, this is supposed to be a design website read by design professionals.

    For a company as big as MS, with a vast portfolio of interests and strong sub-brands, an almost faceless umbrella brand makes sense. Of course the identity is more than it’s corporate logo on a white background.

  • Urbanaut November 30, -0001 at 12:00 am

    I like the way Microsoft disappears right at the end. Imagine, a company, that’s not even there anymore… It’s minimalism you see.

  • Alex November 30, -0001 at 12:00 am

    Are they serious! I’d be embarrassed to offer that design to a client. It’s at least 30 years behind the times and so boring it makes me feel sleepy just looking at it.

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