Windows Phone design studio general manager Albert Shum and Todd Simmons, creative director at Wolff Olins, recently held a talk called “re-imagining” Microsoft at the recent design day event in Norway, explaining a little more about the latest Microsoft rebranding exercise.
Which goes into a little more depth about the Microsoft rebranding changes the company has gone through over the last year. Watch the video after the jump to learn more about the “re-imagining” Microsoft project and see it in action.
The Vision Behind Microsoft’s Rebranding
“The talk is about the alignment of design and marketing, product and brand harmoniously at a massive scale and not the least what this means for Microsoft organizations culturally.”
The rebranding effort is not just about changing logos or color schemes; it’s about creating a unified and cohesive brand experience across all Microsoft products. This means that whether a user is interacting with Windows, Office, or any other Microsoft service, they should feel a consistent and seamless experience. This holistic approach is aimed at strengthening the brand identity and making it more recognizable and relatable to users worldwide.
The video also reveals that Microsoft has plans to do similar makeovers with their Bing, Skype, Yammer, and Xbox products with early rebrand concepts shown as well. This indicates a company-wide initiative to ensure that all products under the Microsoft umbrella share a common design language and ethos.
Influences and Inspirations
When asked about influences, the pair explained:
“We thought about Nike,”-“When you experience the Nike brand in whatever form you may experience it, there’s always a Nikeness right…you can certainly see it without the logo.”
This comparison to Nike is quite telling. Nike has managed to create a brand that is instantly recognizable, not just through its logo but through its overall design language, tone, and customer experience. Microsoft aims to achieve a similar level of brand coherence. By drawing inspiration from such a successful brand, Microsoft hopes to create a strong, unified identity that resonates with users on a deeper level.
The rebranding effort also involves a cultural shift within Microsoft. It’s not just about external changes but also about internal alignment. Employees across different departments need to embrace the new brand values and work towards a common goal. This cultural shift is crucial for the success of the rebranding initiative.
The rebranding also extends to Microsoft’s digital presence. The company is focusing on creating a more intuitive and user-friendly interface across all its platforms. This includes simplifying navigation, improving accessibility, and ensuring that the design is aesthetically pleasing. The goal is to make the user experience as smooth and enjoyable as possible.
Moreover, Microsoft is also paying attention to feedback from its users. The rebranding process is not a one-time event but an ongoing effort. The company is continuously gathering insights and making adjustments to ensure that the brand remains relevant and meets the evolving needs of its users.
The “re-imagining” Microsoft project is a comprehensive rebranding effort that goes beyond superficial changes. It aims to create a unified and cohesive brand experience, drawing inspiration from successful brands like Nike. The initiative involves a cultural shift within the company and focuses on improving the user experience across all platforms. By doing so, Microsoft hopes to strengthen its brand identity and build a deeper connection with its users.
Source: Travis Lowdermilk : Verge
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