Xbox on Tuesday unveiled a redesigned logo that brings back a vibrant green color reminiscent of the original 2001 brand mark and replaces the old solid fill with a subtly three-dimensional, translucent glass-like look. [1]
Matt Booty, Xbox executive vice president and chief content officer, showed off the new logo on social media. An official translucent white version of the mark also appeared alongside the green design. [1]
The redesign comes as new CEO Asha Sharma tries to re-energize the brand and win back fans after taking over in February. Since then, Sharma has scrapped the old "This is an Xbox" campaign and shifted the company toward a multiplatform strategy. [1]
Sharma has also moved quickly on product and pricing changes. She has announced Project Helix, cut the price of Xbox Game Pass and may launch a new Starter Edition tier. [1]
The latest logo roll-out follows a sequence of changes under Sharma's leadership. She took the top job in February, unveiled Project Helix in March and announced a Game Pass price cut in April. [1]
