26 JUL. 2012

Windows 8 Transform Visual Identity with Metro Design Style

The new Windows 8 operating system not only comes with new features and functions, but also includes a brand new logo. Microsoft changed the style of the well-known waving flag to a more flattened, angled, and window-like logo. The new logo abandoned the four colored flag and instead adopted the 2D Metro designing style. What is the significance of the change and how will Microsoft market Windows and its brand identity throughout 2012?


“We realized an evolution of our logo would better reflect our Metro style design principles and we also felt there was an opportunity to reconnect with some of the powerful characteristics of previous incarnations," said Sam Moreau, the user experience director in Microsoft team, in the official blog post. According to him, the new logo is a throwback to the first logo in Windows 1.0 in 1985 in which the window was the main feature.

Many critics noted that Microsoft is following a pattern that’s apparent across the entire technology industry—that less is more. Nowadays technology consumers are no longer looking for the flashy, complicated products. Instead, they tend to valuesimplicity and practicality.

Despite the fact that many analysts note that the logo change resembles a direction that Apple went through in the past years, Microsoft held that the final goal for the new logo was to be “humble, yet confident.” After all, the logo will serve to shorten the distance between the brand and the consumers. “Welcoming you in with a slight tilt in perspective and when you change your color, the logo changes to reflect you. It is a ‘Personal’ Computer after all”, Sam Moreau explained.

Microsoft also made a slight change to the font of its logo this year. The new font Segoe abandoned the original blackened elements and simplified the appearance in an effort to be “humble, yet confident.” These logo changes are important steps for the company’sworkon building a new brand image that is more intimate and service-oriented for clients.


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