Branding
Ongoing coverage on Branding.
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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.
Xbox Has A New Logo That Brings Back The Green
Xbox has unveiled a new logo and slogan, "We are Xbox," which revives its classic green aesthetic and has received positive reactions. This branding change, alongside recent moves like lowering Game Pass costs, is generating buzz for the company's future direction under CEO Asha Sharma.
Xbox has a new logo – we think we like it a lot, but do you?
Xbox, under the new Head of Gaming Asha Sharma, has unveiled a new logo that blends elements of its past branding, including the original Xbox and Xbox 360. The company shared the logo with the message "We are Xbox," signaling a potential shift in brand identity during a critical time for the platform.
Microsoft Gaming reverts to Xbox branding
Microsoft Gaming is reverting to the Xbox brand under new leadership, with CEO Asha Sharma and CCO Matt Booty announcing the change to employees. The company aims to focus on daily active players across hardware, content, experiences, and services, while re-evaluating exclusivity and AI approaches. This shift follows recent price reductions for Game Pass subscriptions.
Asha Sharma declares 'We are Xbox' in Microsoft Gaming rebranding statement
Asha Sharma, the new CEO of Xbox, has made a statement declaring 'We are Xbox' as part of a rebranding effort for the Microsoft Gaming division. The announcement signals significant changes to the Xbox brand identity.
Xbox Unveils New Logo Calling Back to 2001 Console’s Color Scheme
Xbox has unveiled a new logo that harkens back to the original console's green and black color scheme, coinciding with the rebranding of Microsoft Gaming to Xbox. Executives Asha Sharma and Matt Booty stated the change reflects a renewed ambition and a focus on connecting players and creators globally. The company aims to address player frustrations with fragmented experiences and pricing by strengthening its platform and expanding its reach.
Microsoft Gaming Is Dead, Xbox Gaming Is Back Says New Report
Xbox's new CEO Asha Sharma is reportedly shifting the company's branding back to 'Xbox Gaming' from 'Microsoft Gaming'. This change coincides with a reduction in Game Pass prices, though Call of Duty will no longer be available on the service day one. The move aims to re-establish Xbox's core identity.
"Microsoft Gaming" Is Dead, To Be Replaced By Return To "Xbox" Branding - Report
Microsoft is reportedly retiring the "Microsoft Gaming" brand in favor of returning to the "Xbox" identity. New Xbox boss Asha Sharma informed staff of the change, emphasizing the importance of the Xbox brand. This shift follows Microsoft's acquisition of Activision Blizzard and aims to refocus on the core Xbox identity and its gaming roots.
Pickmon, upcoming Pokemon and Palworld clone, is changing its name
The upcoming game Pickmon, which drew comparisons to Pokemon and Palworld, is changing its name to Pickmos. The developers stated the change is to better align with their brand identity and lore, emphasizing the "Ecosystem" and "Cosmos" aspects of the game. Pickmos is planned for release on Nintendo Switch.
"It didn't feel like Xbox" - Microsoft confirms new Xbox boss scrapped controversial This is an Xbox ad campaign as part of brand "reset"
Microsoft has confirmed the discontinuation of its 'This is an Xbox' advertising campaign, with new gaming boss Asha Sharma leading a brand reset. The campaign, which reportedly de-emphasized hardware and was controversial internally, has been retired as Sharma focuses on celebrating Xbox's console roots. Development kits for the next-generation Xbox console, codenamed Project Helix, are expected next year.
Microsoft’s “This Is An Xbox” Campaign Was Axed Because “It Didn’t Feel Like Xbox”
Microsoft has reportedly axed its "This is an Xbox" marketing campaign because the new CEO, Asha Sharma, felt it did not authentically represent the Xbox brand. Sharma is personally leading a brand reset, aiming for a more console-focused approach to compete with PlayStation. The article also briefly mentions potential changes to Game Pass pricing.
Further Evidence of PSN's Rebrand Uncovered on the PS5 Console
Sony appears to be phasing out the PlayStation Network (PSN) brand, with references to 'PSN' being removed from the PlayStation 5 console settings and the official PlayStation website. This suggests a move towards a unified 'PlayStation account' rather than a distinct PSN identity.
Sony's PSN Rebrand Is Well Underway, and the Clues Have Been There All Along
Sony is reportedly phasing out the PlayStation Network (PSN) branding later this year, with evidence of the change already visible on its service status pages. The PSN branding was quietly removed from the PlayStation Service Status page in late 2025, suggesting a broader rebranding effort is underway.
Sony to retire the PSN branding
Sony Interactive Entertainment is phasing out the PlayStation Network and PSN branding across its platform by September 2026. This change is purely visual and will not affect core network features like multiplayer or trophies. The company aims to better capture the breadth of its evolving digital services, though the article suggests the name change may be difficult to implement culturally.
Opinion: Why Is Sony Scrapping the PSN Name?
Sony is reportedly set to discontinue the PlayStation Network (PSN) branding, a move that aligns with the diminishing relevance of the name. The author notes that PSN is primarily mentioned in relation to server issues or outages, suggesting the brand has lost its significance over time. The article speculates that the PSN concept has evolved into a general Sony account, with its distinct identity fading.
PlayStation Network no more: Sony will reportedly rename PS5’s online services soon, for some reason
Sony Interactive Entertainment will reportedly phase out the PlayStation Network (PSN) branding by September 2026 across all its assets. This change is described as purely visual and will not affect core network features like multiplayer or trophies. The company cited a need to simplify and unify branding for its evolving digital services.