Xbox brings iconic brand back, revamping logo

Bringing everything back together.

Today, Microsoft unveiled its brand new identity for Xbox, and how it is bringing some sense of order back to the brand. Xbox sent out a somewhat cryptic post on X, with the words: "We Are Xbox," and a new green logo.

The new logo that accompanies the post brings an opaque, crystal look, almost like Apple's Liquid Glass. The green light surrounding it hints to the past designs in some ways, while keeping the design fresh and new. This subtle connection is a nice touch to the brand, and keeps something mysterious about what lies ahead for Xbox.

In an internal memo that was then shared on Xbox Wire, Matt Booty, chief content officer, and Asha Sharma, CEO, Xbox confirms that it is officially ditching the Microsoft Gaming brand it has maintained since Xbox's acquisition of Activision Blizzard in 2022. They are acknowledging the frustration a lot of players have right now with Xbox, and are committing to doing better.

Xbox is confirming that they will deliver on their next-gen console, Project Helix, along with maintaining the clear Xbox branding and brand identity. They are putting Xbox first, and reiterating that "We are Xbox."

They are also lowering Game Pass Ultimate's price to $22.99 per month, a move that will hopefully satisfy more Xbox users, somewhat outraged after the price increase recently to over $30 per month. They know that people are mad, so hopefully this will smooth things over, despite the damage already done. This was previously done because Xbox Game Pass Ultimate has been not profitable enough for Xbox, supposedly, over the past few years. It seems that they are trying to find some other way to make back the revenue that they are losing from this.

Xbox's new commitments to the people seem to be better, bringing back the iconic green aesthetic, lowering prices, and centering around the Xbox and not Microsoft. This handling of the current declining state of Xbox is great and brings more life back to the brand. We will have to wait and see what Xbox does soon.