Rebrands also are difficult, especially when companies are as huge as this, theres always going to be a heck of a lot of pressure to create something which still voices all the same brand characteristics as before, whilst taking the brand forward and keeping it fresh. The most popular way to do that these days is to 'scale back' and clean up logos, like the Starbucks logo for example.
However, theres a difference between clean simplicity and simply boring. This logos a little too dull isn't it?
From my time doing work experience over the summer i've noticed how much time companies invest in the overall brand now, logos haven't become unimportant by any stretch, but they're now just an important ingredient of a bigger picture. So you can understand Microsoft's decision to go ultra simple. But wheres the energy? For a company so huge, and one that is now in a real dogfight in all things electronic with Apple, a company which just screams creativity and ambition (although you could question that in recent years) this new logo just looks devoid of any enthusiam.
Microsofts phone operating system, and there new site does look nice, the boxes and bright colours are appealing and on trend, but as a stand alone logo, I feel they've missed a trick here to really try and raise the bar about how a 'tech-logo' should look and feel. How Microsoft intend to use this logo in the future across their products will be interesting.
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