Microsoft is stepping into a new era for Xbox, one of its most valuable brands in the gaming world. The company is making a remarkable change in its brand identity under the management of new Xbox leader Asha Sharma.

The most concrete step taken in this process was the adjustment made to the spelling of the brand. From now on, Microsoft starts using the Xbox name in capital letters as XBOX.

User preference was effective

This process of change in the brand name started with a survey initiated by Asha Sharma on her personal X account. Sharma asked his followers whether they prefer Xbox or XBOX.

The fact that a large proportion of XBOX responses appeared in the survey results was decisive in the decision of the Microsoft administration. The intense interest and preference of users directly shaped the identity of the brand in the new period.

This change is also a nod to the history of the brand. The first logo designed by Microsoft for the game console had a structure consisting entirely of capital letters.

Back to roots message

With this move, the company is returning to the design approach of the brand’s first years. The use of XBOX is considered as a reference to the brand’s roots in the gaming world.

In the new period, the team led by Asha Sharma continues to shape the brand’s strategies around this new visual identity. It remains a matter of curiosity how the change will be reflected in the general marketing activities of the brand.

Microsoft aims to keep its brand identity fresh by taking user feedback into consideration. Such strategic steps are of great importance to keep the brand’s perception fresh among gamers.

This new writing style of the brand will gradually take its place on digital platforms and physical works. How users will react to this new visual identity will become clear in the coming period.

What kind of atmosphere do you think using the Xbox brand in all capital letters as XBOX adds to the brand?