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My thoughts on the Windows 8 logo design

I’m not going to beat around the bush, every iteration of the Windows logo has been pretty terrible. I’ve always found them to be symbolic of the operating system they represent- busy, inelegant, and typographically clunky. So at first glance the Windows 8 logo design is an incredible breath of fresh air. After decades of overly complicated, garishly coloured and amateurish logo permutations, the sight of a super clean, monochrome Windows 8 logo that not only is light years ahead of its predecessors in the beauty department, but also a truer reflection of the product it represents, really is a sight for sore eyes. Other than the earliest versions of Windows, which visually referenced a physical window, all subsequent designs, for reasons more mysterious than the creation of the universe itself, converted the window graphic into a wavy, multi-coloured flag, and in the process diluted the mental association between the Windows operating system and its product branding. The Windows 8 logo, however, returns to a more literal window representation, while also mirroring Metro, Microsoft’s new approach to the user interface for both desktop and mobile platforms.

Despite all the improvements, the Windows 8 logo still fails to impress. The angle and design of the window graphic still feels too close to an illustration of a flag. The oversized “Windows 8” type appears to be locked in a perpetual fight for visual dominance with the window icon. What about those pesky little trademark symbols, they are about as welcome as a pair of flies landing on your favourite painting. Some of the world’s most famous logos don’t contain trademark symbols, so can’t Microsoft let them go? Now this is not in any way meant to knock Pentagram, a world renowned design studio tasked with creating the new logo, as I sincerely believe they worked to the best of their abilities within the design brief limitations imposed by Microsoft.

Beyond colour, composition or typography, there is a bigger issue here, one of corporate strategy and philosophy. This new logo reflects a company desperate to reinvigorate its iconic Windows products but too afraid to let go of a name and a branding scheme from a product line that has generated so much revenue. Some of this branding inertia is also evident with Windows Phone, Microsoft’s foray into the mobile phone market. Pitting the name “Windows Phone” against “iPhone” or “Android”, isn’t it clear why it’s difficult for consumers’ interest to be piqued by a phone with a Microsoft operating system? Both Apple and Google have generated enormous excitement for their mobile products, and while great branding will not make a poor product better, it can certainly help a great product appear more attractive and approachable to potential shoppers. “Windows Phone” is completely uninspiring- it sounds drab, generic and, most importantly, is far too reminiscent of the older and more convoluted Windows Mobile operating system.

For the first time since the birth of Windows 27 years ago, there is a clear intent by Microsoft to go beyond the traditional window metaphor as the main method of interaction. This is also the age of the social web, of mobile devices and touchscreens, and clearly Windows 8 is an attempt to confront our new computing paradigms with great courage and confidence. If Microsoft is willing to be brave and take its operating system in brand new directions, why not be equally bold with it branding strategy? Why not simply wipe the slate clean and drop the “Windows” name altogether. Would Microsoft’s highly successful gaming console, the Xbox, have generated as much buzz before its launch if it was called something along the lines of “Microsoft Windows Gaming Hub”? Most certainly not. Believe in your new operating system, Microsoft, be proud of what it stands for and reflect that in a name and a logo that will get people talking about your brand… in a positive way.