MICROSOFT GO HARD pt 2: DEM DON VEX!!

So a while back I spoke on the the Microsoft rebranding that in my opinion, is a breath of air for Microsoft and at the same time big competition for apple. But now they've turned it up a notch.



Windows 8 launched on October 26 and it has been reported as Microsoft's most important product launch with a massive marketing campaign said to cost between $1.5-$1.8 billion, making it also the largest product launch in the history of the tech industry.

With the release of the all the new windows 8 came an all new redesign, something never before seen in the history of Microsoft's branding, but ironically, based on the company's metro design principles. First is the logo of the OS itself. Gone is the wavy, 'flag-ish' signature brandmark for windows. Its now minmalist clean lines and I have to say, I love it!!  The beauty of it comes in the fact that for once, it actually looks like a real, bona-fide WINDOW!! Designed by Pentagram’s Paula Scher, "the logo re-imagines the familiar four-color symbol as a modern geometric shape that introduces a new perspective on the Microsoft brand." For more on the development of this iconic brand mark check out the work on Pentagram's site.
N.B. Pentagram is the world's largest independent design consultancy. The firm is owned and run by 19 partners, a group of friends who are all leaders in their individual creative fields.
No more extravagant gradients and mind numbing graphics that we have grown accustomed to but its now a totally different direction.

new windows logo

old windows icons

Next is the user interface of the new OS- notably the start screen.

new windows start  screen

remember this guy? old windows start menu

No more circular blob at the bottom left corner of your screen, nope, it has 'moved-on-up" literally. Now on the top left, the start menu and screen are more or less one and the same. I can't see the usual 'folder' gui's that are so glossy and 'graphicy!' just simple single colour icons that have been exquisetely designed against a grid structured layout. For more on the icon design check here.

So you've seen the new logo, the new interface, now lets see some hardware.
First up, the packaging.

If you are not in love by now, you need to get yourself checked. 

old soldier packaging from Microsoft

Though the logo was designed by pentagram, Microsoft deemed it fit to get 3 different agencies and an independent to handle the packaging. Wolf Ollins, the infamous olympic logo designers, serve as the 'curators' of the re-branding effort which extends beyond just this packaging. The structural construction of the packaging is handled by IDEO and the packaging artwork and illustrations were done in part by colours and the kids. Todd Selby handled brand imagery and video.

To say this new packaging system is better than its predecessor would be a gross understatement. The two systems are not in the same stratosphere or timeline. Its exciting, lively, colourful and far from generic unlike its older brother. One thing that is notable also is the fact that it does not look techy in any way, its has a more fashion forward feel, almost like packaging for a perfume or something. Its just like a beautiful piece of art. I bet you people who buy these may end up recycling them as jewellery boxes or something.

Next up, Hardware. Now Microsoft  have been known for some hardware but really were no competition for the likes of apple, hp, and samsung.

The Bulky,  $1,000, Mira display that let users
wirelessly access their PC from 100 feet away, didn't make it.

Windows Mobile, 2003 retired in 2010 by the
smartphones of apple, google and friends.

Microsoft’s response to the iPod, The Zune. Not as sleek as its competitor.

They're looking at changing that now and with what they're coming out with, they just might.

new sleek microsoft hardware

new windows phone 8

the star of the show, the Microsoft surface

don't you just love those speakers?

Finally there's is the issue of marketing this mammoth. The messaging and communications for this rebrand are very succint. Theres no beating about the bush, its straight forward and clearly designed. The use of the 'window in perspective' form borrowed from the logo creates a befitting, well..., 'window' for the images used in the marketing communications, images that have been described as "energetic, global, lifestyle photography..." with simple clean sans serif typography and a colour palette that draws from the Metro design language of Microsoft.

Overall, this is one of the most innovative, energetic and aggressive rebrands i have seen in a while especially coming from a company like Microsoft that has had a somewhat consistent brand image for the last 2 and a half decades. Its a complete departure from what we've always known as Microsoft, its a threat to the likes of apple and google, and a refreshing approach to branding technology, lets just hope it pays off.

For more on the microsoft and windows rebrand stay in tune with us, brand new, wolf ollins, the official microsoft blog and fastcompany. Its thanks to them we have so many images up here.