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Zeichick’s Take: The new Microsoft logo



Alan Zeichick
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August 24, 2012 —  The temptation to write about Microsoft’s brand-new logo is almost unbearable. I’ve been trying to resist but... okay. I can’t resist.

Microsoft has a new logo. It has color squares reminiscent of the four-color blocks we see in Office, SharePoint, Visual Studio and so on, with the word “Microsoft” spelled out in type. The Pac-Man-like bite out of the letter “o” is gone.

You can see the new logo in this blog post from Jeff Hansen, general manager of brand strategy at Microsoft. He writes:

The Microsoft brand is about much more than logos or product names. We are lucky to play a role in the lives of more than a billion people every day. The ways people experience our products are our most important “brand impressions”. That’s why the new Microsoft logo takes its inspiration from our product design principles while drawing upon the heritage of our brand values, fonts and colors.

When I see companies redrawing their logos, I’m reminded of ship stewards rearranging the deck chairs. Don’t they have something better to spend their time on, their money on, than redrawing a well-recognized, 25-year-old logo? Think about the signs that must be remade, documents that must be reprinted, business cards, brand identity handbooks, and so on. The ROI for this is what?

The same was true, by the way, for the last several movies based on the “Star Trek: The Next Generation” crew. Why was the Federation constantly redesigning its Starfleet uniforms? But I digress.

Let’s not forget the 2010 logo redesign for Gap, a chain of clothing stores. The social-media outrage about this logo change was so swift that Gap reversed itself a week later. Amazing. You can read the whole sordid story here in Vanity Fair.

The new Microsoft logo isn’t bad. But it’s not great either. Yes, the colors tie the corporate logo to flagship product identities, but other tech companies like Google use similar colors with Chrome and other product lines. The new Microsoft logo seems utterly unnecessary, and the timing isn’t great.

Alan Zeichick is editorial director of SD Times. Read his blog at ztrek.blogspot.com.




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09/11/2012 08:04:53 AM EST

> Why was the Federation constantly redesigning its Starfleet uniforms? I'll offer you a counter-example. Why did American car makers change their styling every year, while Porsche kept the same lines for years at a time? When asked about this, F. A. Porsche said "Why wouldn't they? At their production volumes, they have to make new body dies after a year's production, so why wouldn't they update the styling? Porsche makes so few cars that the stamping dies remain serviceable for years, and they are expensive." As for Star Fleet - did you ever see a factory? in that era, everything came from the Replicator. If you make everything one-off 'publish to order' from a digital model, you can make changes on a whim. The old uniforms were recycled to atoms and remade in a new image. I expect even egalitarian Federations in the far future have their power struggles and egocentric stylists promoted to positions of power. The US Army just went through a phase of spending billions on 'new, stylish' camo uniforms that looked cool but performed dangerously badly in the field. If you live in a world where logos are just bitmaps and signs created by CNC machining centers, it's a wonder logos do not change more often. You may recall that the PacMan Microsoft logo was in fact not the first. The first Microsoft logo I recall (from C Version 3, MS-DOS, and Windows 1 days) had horizontal lines through the 'o'. I've given up trying to understand anything Microsoft does.

United Statesr.k. herzog


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