The following is an excerpt from Matt Peckham | August 23, 2012 | Time.com |
Microsoft just rolled out the most significant change to its iconic corporate logo since 1987, trading curves for straight lines and black-and-white for vivid colors.
It’s not just the four-color Windows icon that’s morphed, either — swapping its twisty “page in the wind” look for a clean-lined, four-block stack — but the company name itself.
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Instead of the classic thick, black, italicized font Microsoft’s used for decades, the new company logo is a study in simpler, thinner lines and grayscale coloring.
And in case you’re wondering, that font is Segoe, which Microsoft’s been gradually working into its product family for some time (Microsoft owns the trademark, though the font was originally developed by type foundry Monotype). It’s what’s known as a “Humanist” typeface, meaning there’s little variation in stroke width, and the x-height — the distance between the baseline and the mean line — is relatively low (for more on this, and some serious font wonkery, see here).
The logo change comes in advance of Microsoft’s flagship operating system reboot, Windows 8, due on Oct. 26 — a radical rethinking of the world’s most widely used operating system.
According to Microsoft general manager of brand strategy Jeff Hansen, it’s all part of Microsoft’s strategy to give its mainstream products — Windows 8, Windows Phone 8, the Xbox 360 (technically “Xbox services”) as well as Microsoft Office — a “common look and feel.”
For more visit: Time.com