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 The logo is outdated, and synonymous with a very mixed reputation.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.