Andrew Kim set out to rebrand Microsoft as a company of the future in just 3 days. This was an experiment called “The Next Microsoft”. He came up with a new font for “microsoft” as well as an icon called “slate”.
In Kim’s experiment he does leave out the application for Xbox, Microsoft’s entertainment empire, which with the slate design would fit perfect in creating the “X”. We are in favor of the slate as it creates this icon for Microsoft that can be applied across their various products. The Windows icon is more recognizable than Microsoft’s “M” in a square. With the slate, Microsoft would be branded across on products in a clever, but logical way.
Here are the highlights of this experiment:
I decided that Microsoft needs to be a brand that represents the future. Be slightly aggressive unlike Apple and Google’s friendly marketing. Promise to deliver the future today. Be almost science fiction.
The Windows brand is legendary but does not represent a progressive image. It feels outdated and has connotations that aren’t helping Windows Phone and Surface.
The new logo for 2012 (perspective four paneled window) is radical but does not shed the past. The window in perspective is also visually uncomfortable when applied on products.
Microsoft is showing a progressive vision that was missing in the company for years. This is however tainted by a branding effort that simply does not inspire people.
The next Microsoft is build around a belief and passion for the future. Innovation and progress is engraved into the culture and expressed to the public in a bold and mysterious fashion.
Campaign Monitor not only introduced a new design for their website; they rethought their branding. While Buzz, their designer, doesn’t go into immense detail for the changes made he does explain the main points:
- We’re a small and friendly team of passionate designers and developers making something we truly believe in – so it was about time our brand image reflected our personality!
- [Anthony Lane] managed to take influence from our original logo (Gotham), and was able to throw in some softer, rounded elements to make it much friendlier. The beauty of the final product is that it scales to almost any size, and still maintains it’s unique character.
- What we ended up choosing and developing was an icon that could scale beautifully, was simple enough to have fun with, but also didn’t try and say too much.
- But overall, the brand - along with the new website - represents the friendly and human side of Campaign Monitor… and is something that I look forward to developing over time.
When you hear “campaign monitor” most are unaware about the people and talent inside this brand. Many are aware by just hearing that name as them being a corporation offering a service that could be compared to that of a company like Constant Contact rather than one closer to MailChimp.
Difference lies in personality and emotion. The rebranding of Campaign Monitor answered the residing questions.
Where the new wordmark gets a facelift, the icon gets a complete makeover. The new wordmark is nice, but let’s focus on the icon.
We admire icons for their strong internal back story that continues to evolve and the power they hold in displaying your brand in the right light of a crowded world. And Buzz made a good move with Campaign Monitor’s new icon.
A challenge would be to forgo the wordmark from the 1st place platform of focus for their brand to 2nd place.
An icon deserves to make its way to that 1st place spot. Timing is everything, but so is the willingness. Campaign Monitor should play around and push their icon on their newly designed website. It looks great if you follow them on Twitter.