It all started with the rebranding of Microsoft this past August.
The updated logo marked a new ‘hip’ era for the Microsoft brand.
Logo = Symbol + Logotype
The logo was strategically designed in two components, the Symbol and Logotype.
Logotype: The Segoe font used in the logotype is the same font used for Microsoft products and communications (source: The Official Microsoft Blog).
Symbol: Represents the diverse portfolio of products (source: The Official Microsoft Blog). It also looks like a window, to represent the brand name.
Symbol = Brand
Many successful brands create a logo consisting of a logotype and symbol. Overtime, as the logo gains brand recognition with consistent marketing and communications, the symbol = brand. Here are some examples of brands that no longer require logotype next to their symbol for recognition:
Nike: The swoosh represents the Nike athletic brand.
McDonald’s: The yellow ‘M’ represents the fast food chain.
Lululemon Athletica: The upside down horseshoe represents the yoga/fitness apparel company.
All businesses that rebrand have one opportunity to make a positive first impression! It is important to make it count. This is achieved with clear strategies and tactics.
The updated Microsoft logo sets the tone for the future direction of the company. It communicates that Microsoft has changed… It is no longer the ‘same old’ and to expect ‘hip’ new innovations in the near future.
The updated brand is part of a larger strategy with new ‘hip’ advertising campaigns, store openings and product launches.
The Surface Movement advertisement is fun, modern and an example of strategic marketing to promote Microsoft’s new product offering and increase brand awareness: