Digital artist proposes Xbox brand overhaul

Andrew Kim may have just recently been hired to help Microsoft work on its Xbox brand art, but another digital artist has come up with his own reworking of the Xbox brand.

Cory Schmitz's proposed art for the next Xbox – which he thinks should simply be called "Xbox" – is similar to Microsoft's own Metro design language in that it primarily uses shapes and typography instead of more complex graphical elements. Schmitz's style is clearly even more minimal than Microsoft's current branding, however, as he even goes so far as to represent the Xbox moniker with an 'X' next to a box shape.

Schmitz doesn't give any information regarding his choice of style on his website beyond saying it was a "one-afternoon branding concept jam" for Microsoft's next gaming console. Besides the box art for the console and video games, Schmitz also came up with overhauled designs for gamer cards and Xbox Live subscription cards.

To view all of Schmitz's proposed Xbox designs, click here.

Source: Cory Schmitz via Kotaku | Images via Cory Schmitz

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73 Comments

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XBOX works right now, don't change the logo too much. And the packaging needs a photo of the device on it in the background, dumb people need to know what's inside the box.

Slide the X over into the box. Take away that green rectangle. Make the box screen, but a more XBOX gree we all have come to know and some effect to the X. Not to fancy...but yes something that fits the "metro" style. You were on the right track. But like Microosft usually does, they have a good idea that executes poorly.

i hope MS change the logo,
as the new suggested logos are soo much like playstation gamepad button,
the "X" and the "O" or the "Square/Box".
Its only missing the "Triangle".

Just add the "Triangle", and Sony could sue for design infringment.

I think it's wonderful that blind people can be so creative. Shame he can't see how ****ing god awful his work is.

just no. but the worst part is that this plausibly looks like something someone at the current microsoft would approve, given their current state of things.

If you tilt your head to right, it will look like a door to you since the white box will become a window... you get the idea.

Does he also hopes Microsoft will hire him too, or something. This reminds of of the previous my_____ logo. In which, the concept was great, but average consumer is too dump to undersand any hidden meanings or clever designs.

Oh god that is so awful. X Square and X Square Live. Most people would not have any idea what that product is called, it might as well have Korean characters in the title. This is the worst branding I've seen in a long time.

Why does garbage like this get a news story?

I get it but I don't want to get it. I don't want to have to think "oh, an X and a box... I get it!" I see the X and the box shape but it should be a symbol that's all in one. Loosely tossing a letter and a square into a rectangular box isn't much to look at. You can still do 3D with flat colors quite easily, that's the approach they should take. Someone else mentioned that also with it being the 3rd gen of the console.

I personally like it but it lacks the coolness required to appeal to the Xbox's target audience.

Even Microsoft realizes they can't take all the chrome out of Xbox. Xbox 360, Xbox for Windows and Xbox on Windows Phone all have shadow effects and depth attached to their 'microsoft design language' make-over.

looks stupid.....

you know the 3rd XBOX could play on the whole box thing, since a box is 3 dimensional, it's the 3rd iteration of the xbox.... etc etc

After reading the comments here I get he wanted to do X box (square), but it does not work. At first I was thinking X O or thinking something was missing from the white square. It is a fail.

I work at a branding firm, and this is just horrid. The current Xbox logo (1 color version) is MUCH nicer and effective for their target audience than this.

That's dreadful. I guess this is going to be happening for a while now; so-called designers trying to impress Microsoft from their bedrooms. Dull.

TheDogsBed said,
That's dreadful. I guess this is going to be happening for a while now; so-called designers trying to impress Microsoft from their bedrooms. Dull.

HAHAHA, indeed. I'm honestly getting very tired of design nitwits "showing off" their lack of skills...

There's one advantage to the whole Metro fad I guess, don't need any fancy image editors, just throw around some simple shapes with block colours, garnish with some text tool and you're already at Microsoft-level production quality.

billyea said,
Dude, pretty much everyone here has agreed that it's not Microsoft-level production quality, and not Metro either.

Apart from the letter-shape substitution and choice of font, looks like the classic hallmarks of Metro to me. Simplistic shapes, over-saturated block colours.

After seeing this, I did imagine a new xbox logo. A simple box with an X. As you boot up the console, the box drops down and bounces around a little as it boots up, then when the dashboard is ready it opens up to reveal it. Could work well with commercials, too. At the end of the commercial, the contents go into the box and closes.

By bouncing, I meant that the box was stationary but was clear something in that box was coming alive causing a bit of light commotion. It would also serve as an indicator that the console is still booting and not frozen or doing nothing.

This would better serve Xbox's current family friendly image better than the current logo. I don't think it's too far fetched. If I could show clear examples, I'm sure you'd agree. Unfortunately, I have no such capabilities other than a little bit of photoshop.

xiphi said,
By bouncing, I meant that the box was stationary but was clear something in that box was coming alive causing a bit of light commotion. It would also serve as an indicator that the console is still booting and not frozen or doing nothing.

This would better serve Xbox's current family friendly image better than the current logo. I don't think it's too far fetched. If I could show clear examples, I'm sure you'd agree. Unfortunately, I have no such capabilities other than a little bit of photoshop.

Sounds reminiscent of the original Xbox splash screen. I loved that thing. The original Xbox logo fits their new design ethos better than this

-T- said,

Sounds reminiscent of the original Xbox splash screen. I loved that thing. The original Xbox logo fits their new design ethos better than this

Now having seen the original Xbox boot for the first time, it would have a similar feel in terms of making the console feel alive as the original did. Only this time with a bit of imagination. I never got to play on the original Xbox outside of Mortal Kombat: Deadly Alliance with my cousin.

Dumb. Besides, the new design is a single symbol. He's used two which completely throws everything off by making it wider. Looks terrible.

He should take a stab at the SkyDrive logo, put a picture of the sun and some clouds, then a plus sign, then a person driving a car. </s>

Edited by scumdogmillionaire, Jan 22 2013, 6:41pm :

While Andrew Kim created mockups through a vision and part of the "windows" legacy. This is missing that great vision. The initial idea is X and a square for box. nice but then there is nothing.
IMHO minimalist is not taking an eraser and remove everything, is is about expressing something without showing a lot. To me this is the eraser thing.

Jub Fequois said,
That's really awful.

"Oh hi, I read that some guy got a job at Microsoft. I also want that."


That's what I thought, too.
At least he's made headlines now.

I mean, really... Microsoft's metro design language isn't even about using explicitly less text.
Text is the most prominent aspect of Metro besides the flat tiles thing.

That guy tried too hard and totally missed the point of Microsoft's design language, whatever it's called this week.

GS:mac

If you can't look at a design and get what it is in the first 2 seconds it doesn't work. That did not say Xbox to me for the first 20 seconds.

Am I the only one around here <insert that Big Lebowski/John Goodman meme> who likes the "X in the 3D circle" logo? Y EVERYTHING SO FLAT, MICROSOFT

my biggest irk is not the flatness, is the freaking green tone the artist choose ...
Is like he almost said "pantone pallet ? what's that ? im using MS-paint GREEN"

Someone wants to be employed by Microsoft after that guy did for making crappy Microsoft logos.
Not gonna happen twice.