Paint Ad

Fire Ad

Paper Ad

15 Second Commercials

• Paper words burnt to ashes - then reversed video
• Paint
• Water
• Crumpled
• Bunny?
• Birds
• Blocks being knocked down
• Cookies being eaten
• Written with flashlights

Final Logo

The new Microsoft lgo is better than the old logo for several reasons.

• It is aesthetically clean and simple.
• The logo is immediately recognizable no matter what color treatment is applied.
• The white text on a colored background stands out.
• The sans serif font makes the words easily readable.
• The six colors can be used in many combinations.
• The general look accurately reflects the new face of Microsoft.
• The simple graphic symbol can be applied to both print and time-based advertisements.

** Note: The square background is not part of the logo, but an indication of the background color of the ad, packaging, etc.

Logos!

Logo Color Scheme

These colors were chosen because they are vibrant, saturated, and eye-catching. By using such bright colors, Microsoft in turn can rebrand itself as a vibrant and fresh company.

Logo Characteristics

The new Microsoft Logo will be clean and sharp, implying effective design of both the company and the product. It will be visually appealing and well balanced, but not so avant garde that it won't be applicable in several mediums. By using a sans serif font and a simple graphic as the logo, it will be recognizable no matter what color scheme is applied, unlike the current logo.

For example, the Apple logo is recognizable no matter what color or pattern is applied.

6. Pitch

Microsoft is in dire need of rebranding. With a recognizable name, a strong consumer base, and a huge percentage of the market share, Microsoft has little to lose and much to gain. As students become young professionals and the traditional businesspeople retire, Microsoft needs to look towards the future and capture the younger markets now. By aggressively promoting the rebrand through a 15 second commercial spot and print campaign, the new logo and clean aesthetic will become recognizable as the new and improved Microsoft. By improving its branding, Microsoft can improve its reputation as well.

5. Market Demographic

The current primary market demographic of Microsoft are businesses, organizations (schools, libraries, community centres) and people with home computers (families, working professionals, students). As Microsoft already dominates the computer market for this target demographic with 90%, the concern is gaining new customers while retaining current customers. As Apple Computers gain market share, Microsoft is slipping. This rebrand aims to solidify its current market while expanding as well.

4. Good Brand

Apple is one of the most successful brands in the world due to its recognizable logo, unified aesthetic, and aggressive marketing. By using a logo that is easily connected with the brand name, the logo by itself is instantly recognizable. Its sleek and stylish aesthetic gives the impression that the brand itself is exclusive and high quality, while the aggressive marketing appeals directly to the brands demographics and is unified whether in print, television, or packaging. For example, the highly successful silhouette commercials not only made the iPod attractive, but highlighted the fact that they were now available in different colors. They were also able to sustain the campaign by gradually adding more complex colors and textures to the basic silhouette dancing with an iPod. The advertisements appeal to their target market - young professionals and students. Finally, their Mac v. PC ads brought together comedians and a simple look to create humorous and carefully designed ads that poked fun at Microsoft and highlighted Apple's features.

3. Rebrand Personality

The new personality of Microsoft will be charismatic, in their mid-thirties, and experienced but not jaded or naive. They will be open to both criticism or suggestion but able to hold their own. They will be stylish but not unapproachable, and able to converse with ease.

2. Current Brand Personality

If Microsoft was a person, he would be a 56-year old businessman. He would be cautious, wear frumpy brown suits, and have a boring personality. He has many acquaintances but not many close friends. He tries too hard, especially to be 'hip' and current, but is fairly smart.

1. Rationale

Microsoft desperately needs a rebrand for several reasons. It has only changed its basic typeface twice, the last change occuring in 1987. The logo is outdated, and synonymous with a very mixed reputation. It consists of four squares in red, blue, yellow, and green. The squares are curved and various gradients are applied. Unlike its trendsetting competitors, Microsoft's look is clearly stuck in a different era. As Microsoft has a solid market, it can afford to rebrand and expand its clientele to new demographics.