Microsoft has officially rebranded its gaming console brand, Xbox, to XBOX, marking a return to the original all-caps styling. This decision follows a fan poll conducted by Xbox CEO Asha Sharma, which indicated a preference for the uppercase branding.
Fan-Driven Rebranding
Earlier this week, Asha Sharma ran a poll on the social media platform X, asking users to choose between the traditional 'Xbox' and the bold 'XBOX'. The outcome was in favor of the latter, prompting Microsoft to update its X account to reflect the change.
While the X account has been updated, the company’s Threads and Bluesky accounts remain under the 'Xbox' branding. However, it's anticipated these will soon align with the new XBOX identity. When approached for comment, Microsoft directed inquiries back to Sharma's social media post announcing the poll results.
Return to Roots
The transition to all caps for Xbox harks back to Microsoft’s original branding approach. The first Xbox console logo was in all caps, a style the company has revisited with past console iterations, including the Xbox 360, Xbox One, and the Xbox Series X/S.
This rebranding is part of a broader strategy led by Sharma, who recently dissolved Microsoft Gaming to refocus the division under the XBOX name. This is part of her vision for a 'return of Xbox', which includes numerous fan-centric updates and innovations.
Organizational Changes and Future Plans
In recent weeks, Sharma has introduced several changes aimed at reinvigorating the brand. These include updates to the console, a new XBOX logo, and adjustments to Game Pass pricing. Additionally, Sharma has outlined a reorganization of the Xbox platform team to better align with consumer needs.
Sharma's goal is to create a platform that is 'affordable, personal, and open', as she explained in a recent town hall meeting. The reorganization is designed to bring the team closer to the community it serves, ensuring the platform remains competitive and innovative.
Furthermore, a new XBOX boot-up animation was recently revealed, adding to the series of changes aimed at enhancing user experience and brand identity.
These changes are part of Sharma's continued commitment to revitalizing the XBOX brand and ensuring its relevance in the competitive gaming market.
Source: https://www.theverge.com/news/931918/microsoft-xbox-rebrand-caps
