Branding & Identity Design

ASSIGNMENT 1
Analytic study of Existing Logo

SHIKHA AGARWAL
MA-VC (2nd Year)
LOGO EVOLUTION

1985 1992-2000 2001-2005

2006-2008 2009-2012 2012- present

LOGO HISTORY

The name Windows was originally introduced as a metaphor for seeing into screens and systems and a new view on technology. With more than ninety percent
of the world’s computers being powered by a version of MS Windows OS, the windows logo is one of the most interacted with logos in the world.

The brand started as a window, but over the years, as computing systems grew more powerful and graphics more complex, evolved into a flag. The designers
made the assumption that the waving flag was probably a result of typical industry comments that a plain window looked too static, and that straight lines were
too severe.

The logo for Windows 1.0 resembled panes of glass,a soft colored graphic which carried a suggestion to data structures. The ‘times’ family type carried a crossed
‘W’. This logo had a technical, sophisticated look.
By Windows 3.1, this had been replaced with a waving effect for a sense of motion and the four colors (red, green, blue and yellow) became a signature of the
Windows brand. The graphic was now given equal weight as the type.
As Microsoft arrived in this century, the logo was overhauled again. For Microsoft, the logo became a natural place to demonstrate the graphic capabilities of
each new version of Windows. The Windows logo underwent another transformation for Windows XP, when the “flag” began looking more material and gained a
3D effect with a gradient. For Windows Vista, the flag evolved into a kind of dimensional button or “pearl,” as it became known in Microsoft’s branding language.
Also, a bolder sans type was adopted.

Sam Moreau, Microsoft’s Principal Director of User Experience for Windows, says:
“Windows’ really is a beautiful metaphor for computing and with the new logo we want to celebrate
the idea of a window, in perspective.”

Microsoft (The Parent Company) and Windows are all about putting technology in people’s hands to empower them to find their own perspectives. therefore
they went for rebranding the windows logo in 2012
WINDOWS 8 LOGO (Idea & Construction)

Designed by PENTAGRAM in coordination with the launch of Windows 8 on October 26, 2012, the new identity returns the logo to its roots.
The designers created a complete system based on the idea of perspective.

“The new identity suggests dimensionality using the classic principle of perspective: lines receding into space.”
The new logo reflects the sleek, modern “Metro” design language first introduced by Microsoft in its Windows 7 phones. Metro is based on the design principles
of the Swiss International Style, with clean lines, shapes and typography and bold, flat colors. One guideline of Metro is that the graphic or interface must appear
“authentically digital” – that is, it should not appear to be material or three-dimensional using gradients or effects. The new identity suggests dimensionality using
the classic principle of perspective: lines receding into space.

The perspective drawing is based on classical perspective drawing, not computerized perspective. The cross bar stays the same size no matter the height of the
logo, which means it has to be redrawn for each time it increases in size, like classic typography.

The perspective analogy is apt because the whole point of Microsoft products is that they are tools for someone to achieve their goals from their own
perspective. The window here is a neutral tool for a user to achieve whatever they can, based on their own initiative. The logo design is deliberately neutral so
that it can function effectively in a myriad of uses, especially motion.
The old logo was flat and drawn in motion; the new logo is a neutral container that can convey actual motion, becoming a more active and effective brand.
Over the years the new logo also went slight changes.

Typography
The wordmarks used by the company were based on the Segoe font. The type has been slightly modified. Bold text was used in the new logo but The text on the
wordmark was unbolded in the later version. The new logo is both modern and classic by echoing the International Typographic Style (or Swiss design) that has
been a great influence on our Metro style design philosophy.

Color and shapes

Single, bold and flat colour is used for the logo with clean lines and shapes. In the later version the darker shade of blue was used.
The blue Colour is probably used because windows is mostly used in office space and blue is one of the colour associated with corporate world.

Microsoft (Parent Company) New Windows Logo versions and adaptations

Personal Observations
Group Discussions
ANALYSIS

• The new logo is a complete reimagination of the Windows operating system. Nothing has been left unexplored, including the Windows logo, to evaluate how
it held up to modern PC sensibilities.

• It appears to be both modern and classic and goes back to its roots too.

• The simplified version, boldness and flat colours makes it eye catchy.

• The overall look of the logotype became clearer.

• The distinctive features of this design language was that it focused on one color

• The logo identity retains in the mind of people easily because of such a design.

• The logo carries our Metro principle of being “Authentically Digital”. Meaning, it does not try to emulate faux-industrial design characteristics such as
materiality (glass, wood, plastic, etc.).

• It has motion – aligning with the fast and fluid style you’ll find throughout Windows 8.

• The perspectieve window also looks like a computer screen.

• The new logo seems to be humble, yet confident by Welcoming the user with a slight tilt in perspective ,the logo changes to reflect you giving a feel of
“Personal” Computer.

• The earlier logos were more dark coloured which updated to better graphics and fainter colours. In the latest design, the logo became flat which symbolises
clarity and crispness in thought.

• The 2012 logo featured a realistic window design instead of the usual emblem resembling a flag or waved windows design.
How Is Branding important in bringing forth the vision of that particular brand?
With the change in Branding of Windows not only the brand identity has changed, the new windows has OS sysytem has also got better and same is visible in
its identity. When Windows changed their UI/Ux interface by windows 8. they also changed their identity and the new logo was very much suggestive of their
Modern PC. Another reason is that trends have changed with time. The designs have changed; the way we design has changed, the technology used has changed.
Over the time, the logos have become crispier and give more energetic feel. The graphics have also updated. People now love these updated logos over older
logos.

How does the branding & identity design relate to the target audience of the respective brand?
With more than ninety percent of the world’s computers being powered by a version of MS Windows OS, the windows logo is one of the most interacted with
logos in the world. The identity uses blue colour as the maximum target audience is using it in their corporate space.

How far it is successful as a communication tool for creating a strong & weak brand image?
Without a doubt the new logo has its unique identity in the minds of people. Instead of using the 3D task switcher, it used 2D at the right side of the screen.
The original version is known to be the very shortest support version, but counting Windows 8.1 instead of this, Windows 95 and ME had the shortest support
versions. The window logo is also used as an icon symbol on apps as well as keyboards. wven if the name is removed onbe can easily remember the windows new
REFERENCES

• https://www.pentagram.com/work/windows/story

• https://blogs.windows.com/windowsexperience/2012/02/17/redesigning-the-windows-logo/

• https://1000logos.net/windows-logo/

• https://logos.fandom.com/wiki/Microsoft_Windows