Microsoft, on Thursday, unveiled a new corporate logo
“to express the company's diverse portfolio of products” as the U’.S.
tech giant ramps up for a series of big launches.
The
new logo, updated for the first time in 25 years, features a square
which contains four separate coloured squares. The old logo had a
similar look but the squares appeared deformed as if part of a flag
waving in the wind.
The move comes with Microsoft
ramping up for its Windows 8 platform and its first tablet computer,
called Surface. The company is also making an aggressive effort to gain
ground in the smartphone market.
“It's been 25 years
since we've updated the Microsoft logo and now is the perfect time for a
change,’’ said Microsoft brand strategy manager Jeff Hansen. “This is
an incredibly exciting year for Microsoft as we prepare to release new
versions of nearly all of our products. From Windows 8 to Windows Phone 8
to Xbox services to the next version of Office, you will see a common
look and feel across these products providing a familiar and seamless
experience on PCs, phones, tablets and TVs.
Wave of new releases
“This
wave of new releases is not only a reimagining of our most popular
products, but also represents a new era for Microsoft, so our logo
should evolve to visually accentuate this new beginning.’’
The
logo also includes the name Microsoft in the Segoe font which is used
in products and marketing communications, along with the new squares.
“The
symbol is important in a world of digital motion,’’ Hansen said. “The
symbol's squares of colour are intended to express the company's diverse
portfolio of products.’’
The new logo is being used starting Thursday on the Microsoft.com website and in three Microsoft retail stores on Thursday.
“It will sign off all of our television ads globally,’’ Mr. Hansen said.
“And
it will support our products across various forms of marketing... We're
excited about the new logo, but more importantly about this new era in
which we're reimagining how our products can help people and businesses
throughout the world realize their full potential.’’
