Following Microsoft's recent decision to rename its Microsoft Gaming Division to the Xbox Division, officials recently announced an update to the Xbox brand logo. Compared with the previous minimalist style of the old logo, the new logo returns to the brand's classic black and green color scheme to pay tribute to the brand design of the first generation Xbox. It also uses a high-gloss texture to present a light and shadow reflection effect, giving the logo itself a three-dimensional feel.
The official announced the new logo through a social media post, proudly declaring "We are Xbox" in the post. In the eyes of some people, this may be just a simple logo update, but the new logo's use of color to pay tribute to the original Xbox is enough to show that Microsoft is seriously examining the brand's history and exploring the classic core that can be integrated into the current era.
Xbox's new logo has sparked a lot of buzz in the comments section of social media posts. Now Xbox CEO Asha Sharma has responded with three green heart emojis, and other brands such as Discord, Mountain Dew, and Razer have also sent congratulations to Xbox.
Earlier this week, Sharma and chief content officer Matt Booty jointly announced the renaming of Microsoft's gaming division to the Xbox division. The two said that the previous name was not enough to fully explain the development vision of the division.
"'Microsoft Games' only defines our organizational structure, but it cannot carry our vision and ambitions," the two said in a joint statement. "So, we returned to our original intentions and changed the name of the team. We are Xbox. We have a culture of high autonomy and dare to think, where wild and unconstrained ideas can thrive. Our mission is not to erase each other's differences, but to bring everyone together to achieve something that no single studio or product can achieve."
In the official announcement, Buti and Sharma talked about the future plans of Xbox. They said that due to the overall environment of the current gaming industry, "players are feeling dissatisfied."
"The frequency of new feature updates on the console side has decreased. Our layout on the PC side is still not deep enough. Game pricing has made it unaffordable for more and more players. And core experiences such as search, content discovery, social networking, and personalization settings still appear to be too fragmented. Developers and publishers also have higher demands: better development tools, more accurate industry insights, and a platform that can help them grow faster."
In order to solve these problems, the two hope to build Xbox into a "global platform that connects players and creators around the world." In the future, this department will use the number of daily active players as a core operating indicator; more specific plans include: ensuring that the Helix plan can achieve "performance leadership", while launching peripheral products that are comfortable, personalized, and high-performance, and building a complete ecosystem that can provide rich choices. Microsoft also plans to deepen its partnership, expand into more markets including China, and reach user groups with mobile as its core.
"In the past five years, Xbox and the entire gaming industry have experienced unimaginable changes, and our team has remained committed to continuing to bring high-quality content to the player community." The two said, "Thank you for always focusing on what is really important. In the 62 days since taking office, we have fulfilled our commitment to create quality games, restart the Xbox brand, and define the future of gaming, and we are very proud of it. We will be here to complete the most creative and bold undertakings of our careers, and we will achieve all of this together with everyone."