Xbox Rebrands: New Name and Logo Confirmed
▼ Summary
– Xbox CEO Asha Sharma is reverting the gaming division’s name from “Microsoft Gaming” back to “Xbox” to better reflect its ambition.
– The company unveiled a new logo returning to the original green design used since Xbox’s 2001 launch, replacing the minimalist white logo.
– Sharma and Executive Vice President Matt Booty aim to position Xbox as a “challenger” brand focused on being affordable, personal, and open.
– Key company priorities include hardware, content, experience, and services, with plans to revisit models like exclusivity, windowing, and AI.
– The changes follow a recent reversal of the Xbox Game Pass Ultimate price increase as part of a broader identity overhaul.
New Xbox CEO Asha Sharma and Executive Vice President Matt Booty are pressing forward with a sweeping transformation of the gaming giant. Just days after reversing course on the monthly price of Xbox Game Pass Ultimate, the company is now taking an even bolder step to redefine its identity.
This time, moving forward means looking back. In 2022, the gaming division was renamed from Xbox to Microsoft Gaming. Now, Sharma wants to restore the original name. “’Microsoft Gaming’ describes our structure but it does not describe our ambition,” Sharma wrote in an open letter to Xbox staff. “So, we are going back to where we started and changing our team’s name. We are Xbox.”
Alongside the name change, the company unveiled a new logo on Thursday. The minimalist white design that has represented the brand since the launch of the Xbox Series X|S is being retired. The new logo returns to the iconic green that has been synonymous with Xbox since its debut in 2001.
As part of a long-term plan, Sharma and Booty outlined their vision for the company while acknowledging Xbox’s position as a “challenger.” “Xbox will be built to be affordable, personal, and open,” they stated. “We will offer flexible pricing so it’s easy to get started and keep playing. The experience will adapt to you, letting you customize how you play, helping you find what you’ll love, and connecting you with the right people.”
The company’s priorities for employees now include hardware, content, experience, and services. Leadership also plans to revisit several core models, including exclusivity, windowing, and AI.
For the full letter sent to Team Xbox employees, visit Xbox.com.
(Source: WBRC)
