Microsoft's new corporate logo looks more like a Windows logo that they're forced to use the word "Microsoft" on instead. Are Microsoft and Steve Ballmer really that obsessed with Windows that it has to permeate its way even into the corporate logo? Is there really nothing to Microsoft's aspirations beyond Windows anymore?
It's not like Windows is even a great brand. It's just a pervasive one. It's a beige box on your desk that your company forces you to use. It's the thing you bought at Best Buy that drives you insane and forces you to keep bugging the neighbor kid to help you restart. It's a relic from the past carried like a cangue around the neck of every next-generation phone and tablet and computer Microsoft intends to sell. How Xbox managed to escape being called WindowsBox we'll likely never know.
Conversely, the iPhone by itself now generates more money than all of Microsoft, and yet Apple treats it as a product, not as the company. Apple didn't call the iPhone the MacPhone or OS X Phone. And Apple would never redesign their logo to ditch the fruit and have an iPhone silhouette as their logo.
Microsoft's new typeface, Segoe, is nice, and it could easily have stood on its own. Had Microsoft let it. Which they didn't. Microsoft says the new logo is all about signaling the future, but you don't do that by anchoring the entire company to the past.
Windows should be one blade in an ever-increasing arsenal fielded by Microsoft. Just like iTunes, iPod, iPhone, and iPad, despite their success, remain beneath the core Apple brand. Microsoft's CEO seems intent on letting Windows subsume the entirety of Microsoft's identity, and that might just be why they've not yet managed to grow beyond it, despite decades of trying.
Ballmer, let the Windows go. Only that will truly signal a future for Microsoft.
Go vote in WPCentral's poll, then let me know what you think. And yes, we'll be talking about this on Iterate...
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Source: http://feedproxy.google.com/~r/TheIphoneBlog/~3/9xzsmeSw27E/story01.htm
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