When I caught the flu in first grade my grandmother bought a book of ‘what’s different picture puzzles?’ to keep me entertained. Above and below are two pictures that could be in my puzzle book. First is from the Microsoft Store grand opening I attended at the Florida Mall on August 16, 2012. The second comes from Thursday’s store opening in Boston located amongst the “Shops at Prudential Center”. Can you count the differences? Minus the odd angle and some people! In just a week later there are 3 main differences in the Microsoft Store’s opening banner. Can you spot them?
- The word Store is gone.
- The font is different
- The logo is brighter
A few things stand adjectives capture the new logo’s essence for me –bright and minimal. A softer font “signal the heritage but also signal the future — a newness and freshness,” said Jeff Hansen, Microsoft’s general manager of brand strategy. The Segoe font is also prominent in Windows Phone marketing as well as Windows 8, bringing brand cohesion in even the smallest sense of detail. Since 1975 this is the 4th time Microsoft has changed its logo and the first time in 25 years. I feel it is a necessary change as the company rebrands itself into a fun, sexy, modern technology leader. I say brilliant Microsoft for making the change to coincide with year of its largest number of product launches in its history.