Xbox Rebrands to All-Caps XBOX
▼ Summary
– Microsoft appears to be rebranding Xbox to XBOX, following a fan poll run by Xbox CEO Asha Sharma that favored the all-caps name.
– The Xbox X account has been renamed to XBOX, though Threads and Bluesky accounts have not yet been updated.
– The all-caps name is a return to the original Xbox console logo, which also used all caps, as did logos for the Xbox 360, Xbox One, and Xbox Series X/S.
– The rebranding follows Sharma’s recent decision to scrap Microsoft Gaming and rename the gaming division back to Xbox.
– Sharma has also outlined organizational changes, including a new Xbox boot-up animation, as part of her “return of Xbox” initiative focused on affordability and openness.
Microsoft has officially embraced the all-caps life. The gaming giant appears to be rebranding its iconic console name from Xbox to XBOX, and it’s not a prank. The shift follows a direct appeal to fans earlier this week, when Xbox CEO Asha Sharma posted a poll on X asking whether the company should use “Xbox” or “XBOX.” The community voted in favor of the uppercase version, and Microsoft has already changed the official Xbox X account to reflect the new branding.
Interestingly, the Threads and Bluesky accounts for Xbox still use the standard capitalization, but if this is a full-scale rebrand, those profiles will likely update soon. When asked for comment on the potential name change, Microsoft simply pointed back to Sharma’s poll post.
This move is actually a return to the brand’s roots. The original Xbox console logo featured all capital letters, and Microsoft has continued that tradition with the Xbox 360, Xbox One, and Xbox Series X / S logos. The all-caps styling has always been part of the visual identity, even if the spoken name stayed lowercase.
The rebranding comes just weeks after Sharma dissolved Microsoft Gaming and renamed the division back to simply Xbox. It’s all part of her ongoing promise for a “return of Xbox,” which has included fan-focused console updates, a redesigned Xbox logo, changes to Game Pass pricing, and a flurry of other announcements in recent weeks.
Last week, Sharma also outlined her first major organizational changes at Xbox and debuted a new Xbox boot-up animation. She described the restructuring of the Xbox platform team as an effort to “build a platform that is affordable, personal, and open by staying close to the work and the people we serve.”
(Source: The Verge)
