Microsoft’s Xbox brand was officially renamed XBOX with all capital letters this week after a fan poll showed 65% preferred the all-caps style over the traditional Xbox logo [1, 2, 3].
The poll was conducted by Xbox CEO Asha Sharma on the social platform X. Sharma asked fans, “Xbox or XBOX?” on May 13, drawing around 19,000 votes in total [4, 3, 1]. Poll results closed the following day on May 14, with 64.8% backing the XBOX rebrand [2].
On May 15, the official Xbox account on X changed its name and branding to XBOX to reflect the outcome [1, 2, 5, 3]. Sharma also confirmed the rebrand on her LinkedIn and X accounts, underscoring the leadership’s public support for the new identity [2, 4].
The rebranding aligns with the original 2001 Xbox logo, which used all capital letters. Some fans praised the design shift as a nod to the brand’s classic roots. A player on X said in Chinese, “经典标志终于回归，改动虽小但意义重大” (“The classic logo finally returns, the change is small but meaningful”) [6, 5].
Reactions on the internet were mixed. Some viewed it as a bold and refreshing update, while others expressed skepticism or viewed the change with humor. An anonymous Reddit user wrote, "I was expecting something pointless and stupid, but gosh they have still managed to surprise me" [2, 5, 4].
The rebranding forms part of broader changes initiated by Sharma since she became Xbox CEO earlier this year. These include organizational shifts, new Xbox boot animations, and pricing adjustments for the Game Pass subscription service [1, 6, 2].
The new XBOX branding has so far only appeared on the platform X. Other social media channels like Facebook, Instagram, Bluesky, Threads, and YouTube have not updated Xbox’s name or logo yet [1, 6, 2, 3]. Further rollout of the new branding across all platforms is expected in the coming weeks.
