Branding
Ongoing coverage on Branding.
Latest coverage
New Twitter rebrands to Tweet.app after court's double-edged ruling
A federal court has ruled that the company formerly known as Twitter can no longer use the 'Twitter' name, forcing a rebrand to Tweet.app. However, the court allowed the use of the term 'tweet' and the iconic bird logo.
Use this space to roast the new Instagram logo
This article offers a critical take on the new Instagram logo, inviting readers to share their own opinions and critiques. It focuses on the design choices and their reception within the user community.
The Witcher and Cyberpunk company we've all been calling CD Projekt Red is now officially CD Projekt Red, presumably because they got sick of us calling them CD Projekt Red
CD Projekt, the parent company of the development studio CD Projekt Red, has officially unified its brand name to CD Projekt Red. This change aims to improve global brand consistency and player recognition, merging the identities of the distributor founded in 1994 and the studio behind The Witcher and Cyberpunk games founded in 2002.
American McGee Interview: Dreadful Land, Plushie Dreadful
American McGee, known for American McGee's Alice and Alice: Madness Returns, discusses his return to the game industry with Dreadful Land and his plushie line, Plushie Dreadful. He reflects on how his personal aesthetic became a brand and the evolving landscape of indie game marketing, from studio-centric branding to game-centric studio branding. McGee is also exploring licensing his Dreadful Land intellectual property for future game development.
CD Projekt rebrand makes things simultaneously simpler and more confusing
CD Projekt is rebranding its parent company to CD Projekt Red, consolidating its identity under the name of its game development studio. This move aims to simplify brand recognition globally, though it may create confusion between the corporate entity and its game development operations. The company is working on titles like Cyberpunk 2 and The Witcher 4.
PlayStation’s “Mascot” Dilemma
Sony has long struggled to establish a distinct mascot for its PlayStation platform, unlike Nintendo's Mario or Sega's iconic characters. This article discusses the ongoing challenge Sony faces in identifying a character that resonates with gamers and represents the brand.
ANA Pokemon Planes Include Wind And Waves Starters
All Nippon Airways (ANA) has revealed designs for its Pokemon-themed planes, celebrating the 30th anniversary of Game Freak and Nintendo's Pokemon franchise and the airline's 40th anniversary. Three distinct plane designs, named Pokemon Jet Red, Green, and Blue, will feature starter Pokemon from various generations, including the new starters from the upcoming 'Pokemon Wind and Waves' game. These themed planes will fly on both domestic and international routes starting in late July 2026, with special Pokemon-themed amenities also planned for passengers.
It’s just weird that Xbox has rebranded to XBOX on the back of 12,000 people voting for it in a poll
Microsoft's gaming division CEO Asha Sharma initiated a poll on X asking users to vote on whether the brand should be stylized as 'Xbox' or 'XBOX'. Despite a low participation rate of around 19,000 votes, the company appears to be adopting the capitalized 'XBOX' branding, a move the author criticizes as a superficial marketing tactic that fails to address the console's competitive struggles.
Xbox is now XBOX, apparently
Xbox has seemingly rebranded to 'XBOX' following a poll conducted by new CEO Asha Sharma, where 'XBOX' won with nearly 65 percent of the votes. While the capslocked title has appeared on the official Xbox page, the change has not yet been implemented across all of Microsoft's social media channels. Sharma also recently discussed the sunsetting of the Copilot initiative and hinted at a new Game Pass tier for Chinese gamers.
Xbox Has Seemingly Rebranded to XBOX (Seriously)
Microsoft Gaming has seemingly rebranded to XBOX, adopting an all-caps version of its name following a Twitter poll. This change, spearheaded by CEO Asha Sharma, follows other recent updates including a new logo, console start-up animation, and adjustments to Game Pass pricing. The article notes that time will tell if this rebranding will be a lasting change.
Xbox Is Rebranding Itself, Sort Of
Xbox, under the leadership of CEO Asha Sharma, is undergoing a subtle rebranding effort, shifting its official social media accounts to an all-caps "XBOX" format. This change appears to be a nod to the brand's original all-caps logo from 2001 and may be an attempt to evoke nostalgia during a period of hardware and game sales decline for the company.
Xbox Is Rebranding Itself, Sort Of
Xbox, under CEO Asha Sharma, has seemingly rebranded its social media accounts to all caps "XBOX," mirroring the original console's naming convention. This change follows a fan poll and may be an effort to evoke nostalgia amidst recent hardware and game sales declines. The company is also adjusting its Game Pass strategy, with Call of Duty titles no longer receiving day-one access.
Why Every Indie Game Studio Needs a Strong Online Brand (Not Just a Great Game)
Independent game studios need a strong online brand and presence, not just a great game, to succeed in 2025. This includes having a professional website, consistent social media handles, and a studio email address. Services like Xbox Game Pass and the ID@Xbox program can help indies gain visibility, but a solid brand is crucial for building trust and credibility with players, publishers, and the press.
Evening Consolidation
Xbox CEO Phil Spencer is reportedly curious about how consumers spell the company's name, "Xbox" or "XBOX." This discussion highlights a minor point of branding and consumer perception within the gaming industry.
Xbox CEO Wants To Know If You Spell It "Xbox" Or "XBOX"
Xbox CEO Asha Sharma is polling players on whether the brand name should be spelled "Xbox" or "XBOX," with "XBOX" currently leading. The discussion comes as Xbox faces challenges, including declining hardware and services revenue and a shift towards multiplatform releases, with games like Call of Duty no longer being day-one additions to Game Pass.
The Complete History Of The Xbox Logo: From Green Glow To Modern Minimal
This article traces the evolution of the Xbox logo from its inception in the late 1990s to a new design introduced in 2026. It details the various iterations of the logo, highlighting changes in color, shape, and font that reflected the console's branding and market position across different generations, including the Xbox, Xbox 360, Xbox One, and Xbox Series X|S.
Xbox has changed its name and backtracked on Game Pass prices, but is it too little too late?
Xbox has reverted its branding to its original name and rolled back recent Game Pass Ultimate price increases, though day-one Call of Duty releases are now excluded. New CEO Asha Sharma aims to re-center the company on its console identity after a period of perceived dilution and unpopular decisions under the previous Microsoft Gaming structure.
Xbox Makes Comeback Play, Drops Microsoft Gaming Rebrand Under New Chief | HappyGamer
Microsoft has reinstated the Xbox name for its gaming division, abandoning the 'Microsoft Gaming' rebrand. New Xbox chief Asha Sharma announced the decision, emphasizing that 'Xbox needs to be our identity.' The move includes updating logos across all console generations. Sharma is also reportedly re-evaluating the company's exclusive games strategy and windowed releases.
As its 'we can change' campaign continues, Xbox unveils new logo, and it's an intentional blast from the past
Xbox has unveiled a redesigned logo as part of its ongoing 'we can change' campaign, featuring a vibrant green reminiscent of the original 2001 logo. New CEO Asha Sharma is implementing significant changes, including a new marketing strategy and a focus on 'great games' and the 'future of play'.
Microsoft Kills Gaming Brand, Returns to Xbox Identity
Microsoft is retiring the 'Microsoft Gaming' brand and re-establishing 'Xbox' as its primary identity for its gaming division. This strategic shift aims to leverage the established credibility and consumer recognition of the Xbox brand across all its gaming initiatives, including consoles, PC, and cloud services. The move coincides with a period of strong performance for Xbox and a broader industry trend towards authentic brand connection with gamers.
