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Redesigning the Windows Logo

We have said that Windows 8 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. The Windows logo is a strong and widely recognized mark but when we stepped back and analyzed it, we realized an evolution of our logo would better reflect our Metro style design principles and we also felt there was an opportunity to reconnect with some of the powerful characteristics of previous incarnations.

We had a very short list of agencies that we wanted to work with on the redesign of the logo and were thrilled when Pentagram agreed to join us in the project. Pentagram?s illustrious history speaks for itself, but we were particularly attracted to their sense of classic graphic design which fit well with our Metro design principles.

Early in the development cycle for Windows 8, in a conference room on the Microsoft campus, we assembled a kick off meeting with Paula Scher, Michael Beirut and Daniel Weil from Pentagram and a few designers and marketing leaders from Windows and across the company. The team spent a full day sharing some of the Metro style design philosophy; the Windows brand history and values as well as graphic design and technology industry trends.

"To see what is in front of one's nose needs a constant struggle."- George Orwell

That is the feeling we had when Paula Scher (from the renowned Pentagram design agency) showed us her sketches for the new Windows logo.

It?s a window? not a flag

Paula asked us a simple question, ?your name is Windows. Why are you a flag??

In some ways you can trace the evolution of the Windows logo in parallel with the advancements of the technology used to create logos. From the simple two color version in Windows 1.0 to the intricate and detailed renderings in Windows Vista and Windows 7, each change makes sense in the context in which it was created. As computing capabilities increased, so did the use of that horse power to render more colors, better fonts, and more detailed and life-like 3D visual effects like depth, shadows, and materiality. We have evolved from a world of rudimentary low resolution graphics to today?s rich high-resolution systems. And what started as a simple ?window? to compliment the product name became a flying or waving flag.

But if you look back to the origins of the logo you see that it really was meant to be a window. "Windows" really is a beautiful metaphor for computing and with the new logo we wanted to celebrate the idea of a window, in perspective. Microsoft and Windows are all about putting technology in people's hands to empower them to find their own perspectives. And that is what the new logo was meant to be. We did less of a re-design and more to return it to its original meaning and bringing Windows back to its roots ? reimagining the Windows logo as just that ? a window.

5315.winlogo_2D00_history3_5F00_thumb_5F00_20CF425A.jpg

Let?s look back at a few of the versions along the way.

Windows 1.0

Few remember the original Windows logo, yet we found it both refreshing and inspiring in relation to the work we have been doing on the Metro style design visuals. Using simple lines and clear straight forward concept, this logo reminded us of what a great and evocative name we have with ?windows?.

6318.2_5F00_thumb_5F00_0B0559FD.png

Windows 3.1

For many of us this was the image in our mind when we think of past Windows logos. The now classic window shape and the introduction of the four colors were hallmarks of the Windows brand for many years to come. The introduction of the ?waving effect? gives the logo a sense of motion. This logo would be the basis of the Windows versions throughout the 1990s.

4377.3_5F00_thumb_5F00_51161710.png

Windows XP

The next major incarnation of the logo came with the release of Windows XP. What has come to be known as the ?Windows flag? is a cleaner more sophisticated mark than its predecessors. The version that populated the lower left hand corner of Windows PCs next to the word ?Start? also gained a sense of materiality (plastic?) and a 3D effect from the rich gradients and shadows.

5775.4_5F00_thumb_5F00_6939816B.jpg

Windows Vista

The Windows Vista release marked the beginning of the AERO design aesthetic in Windows with a key component of the interface being the ?AERO glass? effect. Replacing the green Start button was the round glass-like button with a now flattened version of the ?flag? from Windows XP. Internally, this icon became known as the ?pearl?. You can see the intricate lighting effects of the faux glass. In many ways signaling just how powerful of a rendering engine the PC had become. This version of the logo was largely unchanged for Windows 7.

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Windows 8

With Windows 8, we approached the logo redesign with a few key goals on mind.

1. We wanted the new logo to be 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. Using bold flat colors and clean lines and shapes, the new logo has the characteristics of way-finding design systems seen in airports and subways.

2. It was important that the new logo carries our Metro principle of being ?Authentically Digital?. By that, we mean 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.

3. Our final goal was for the new logo to be humble, yet confident. Welcoming you in with a slight tilt in perspective and when you change your color, the logo changes to reflect you. It is a ?Personal? Computer after all.

0363.Win8Logo_5F00_01_5F00_thumb_5F00_3BD7EB9B.jpg

We hope you enjoy our new logo.

Sam Moreau

Principal Director of User Experience for Windows

Source: The Windows Blog

Just saw it on twitter :/

Replied: @windowsblog I saw this a couple of days ago :/ It looked so bad I thought it was fake... I really hope it grows on me..

And hearing it explained like that, I found myself....agreeing with Pentagram, and wondering just how muddleheaded traditionalism and backlinking to the past has gotten - in and out of technology.

Until now, the central part of the Windows logo has remained "unchanged" since XP, to be honest. Given how much the rest of the product had changed (not even factoring in the changes coming in Windows 8 itself), it comes down to backlinking.

However, expect massive howls of protest.

I like the new logo, it's clean and bold, and reflects the new design of the OS. That said, like lcg above, I like it no more than the current one.

In response to DigitalSnow, I have a feeling the colour of the logo and text is not fixed, and can be variable depending on where it's used. To reflect different editions perhaps. That's the beauty of a flat logo like this. It can also operate in negative (so white logo and text) on a coloured background.

Well? it does look like a real window. And it also looks like tiles. And they have simplified it the Web 2.0 way.

This.

Seriously who are these mugs at the Windows Design team? They SUCK BIG TIME!

The previous colours look like effort was actually put into creating the logo, this however looks like very little work was committed!

Maybe it would look a bit better if it has multicoloured tiles...

I like the new logo, it's clean and bold, and reflects the new design of the OS.

In response to DigitalSnow, I have a feeling the colour of the logo and text is not fixed, and can be variable depending on where it's used. To reflect different editions perhaps. That's the beauty of a flat logo like this. It can also operate in negative (so white logo and text) on a coloured background.

I agree, and yes, the new logo does change colour:

3. Our final goal was for the new logo to be humble, yet confident. Welcoming you in with a slight tilt in perspective and when you change your color, the logo changes to reflect you. It is a ?Personal? Computer after all.

Seriously who are these mugs at the Windows Design team? They SUCK BIG TIME!

The previous colours look like effort was actually put into creating the logo, this however looks like very little work was committed!

Maybe it would look a bit better if it has multicoloured tiles...

The "Windows Design Team" had nothing to do with the logo. Read the article. It was designed by a third party agency. That said though, I hope they didn't pay them too much just to arrange 4 squares at a slight angle :)

I maintain an open mind... but this is just way too monochrome. The multicoloured scheme subtly represented the versatility of Winders, and the flag sort of stated it was the flagship product. I agree with their idea to make the logo a "window" instead, but it really doesn't help much when you overwrite all of the defining visual elements of a household logo.

This topic is now closed to further replies.
  • Posts

    • I'm not happy with myself for it, but I've gone and got hold of it. Just another 45 minutes and I'll be Bond, James Bond. In my defence, IO's Hitman series is awesome, and I'm a sucker for 007. So while it might seem a bit simplified compared to Hitman, I'm sure I'll be right at home.
    • Or just check the script yourself ^^. I hate having a Microsoft account tied to my windows install.
    • 007 First Light review: Satisfying spy adventure that James Bond needed by Pulasthi Ariyasinghe I have fond memories of classic James Bond games from the Electronic Arts era. Using high-tech gadgets, sneaking into parties, and dispatching bad guys were wildly exciting activities for my younger self. In recent years, Bond games have entirely disappeared, alongside the super spy genre. Fast forward to 2020, imagine my surprise when IO Interactive announced it had secured the Bond IP to make a game. Considering the studio’s Hitman history, this project is one I keenly kept an eye on. Six years later, 007 First Light is finally here, and after spending time inside this globe-trotting adventure, I can safely say that my excitement for this developer’s take on this universe was not unfounded. IO has taken lessons it has learned from Hitman and combined them with what I would expect from a directed cinematic experience like James Bond. I have refrained from mentioning major plot points to save you from story spoilers in this review. This is an original story that doesn’t tie into any movies, so there isn’t an expectation of knowing the backstory or the decades of movies either. Bond, James Bond When 007 First Light begins, Bond is just Bond. There isn’t a spy angle, fancy gadgets, or even a secret mission. The introductory mission is framed to show how James Bond handled himself and how he does not care about the odds when it comes to saving lives. It’s a gorgeous level as well, showing off an island scattered with cliffs in the middle of a storm. Looking back, this is probably the best-looking level in the game, with IO showing off all its abilities with its custom engine, Glacier. But my favorite ended up being the follow-up to this level. Once the United Kingdom's foreign intelligence agency, MI6, recruits our daring youngster into its super-spy “00” program, training begins. However, instead of treading through the same tutorial missions where the game teaches you to run and jump and drive, IO opted for a montage, and it’s amazing. The scenes cut between Bond practicing and improving his marksmanship, parkour, hand-to-hand combat, and driving as weeks go by in his training. What impressed me here was the lack of any loading screens or stutters as scenes instantly switched to different locations entirely, as if I was watching a movie. This creativity is a trend I noticed in most levels, where there is some sort of gameplay or choreography mechanic being introduced to keep things interesting. Soon, the rest of the cast is introduced, bringing other agents that our favorite secret agent will be working with, the scientists and engineers that build MI6’s spy gadgets, as well as higher-ranking officers that either appreciate or (at best) tolerate Bond’s rebellious attitude. It’s a tight cast, all with incredibly good voice acting and personalities that quickly grew on me. The casting for Bond himself is also an excellent one. From showing his iconic soft spot for women to the condescending smiles that get a rise out of enemies, I had no issues getting immersed into this universe as this new face of James Bond. The missions take place in a wide range of locations as MI6 sends Bond to tackle dangers that are growing everywhere from the UK to Africa. These aren’t unrelated adventures where MI6 is sending secret agents, which is an angle I would love to see in another game, but a part of a bigger conspiracy affecting the entire world. Some of the twists and turns were all too predictable, and the character that Lenny Kravitz played made me cringe a little too much. But all in all, I enjoyed the campaign’s storyline that sets the stage for this new agent joining the illustrious “00” program. Plenty of Possibilities The third-person style of IO Interactive fits this role quite well. Bond is presented as a master at hand-to-hand combat as well as firearms, while also having a knack for being stealthy when required. Most sections of missions have a lot of freedom. This means I could beat up every goon and security guard on the way to an objective, slip past them without sounding a single alarm, or do a mix of both. My sessions usually end up with the third option because I tend to be impatient about waiting for a patrol to move. Drawing from its Hitman genes, the developer almost always gives multiple routes for going through missions. Levels can be massive, sometimes sporting hundreds of NPCs going their own ways and having conversations. If my objective is to break into a security room on the third floor, I could look around for roof access, eavesdrop on conversations to find out where someone lost a key, create a distraction and pickpocket a guard for a keycard, sneak in through the vents, or simply kick down the offending door. I enjoyed the variety on offer, especially because the same solutions didn’t usually show up in different missions. Before heading out into a secret MI6 escapade, the gadget specialist of the branch walks Bond through the organization's latest and greatest achievements. This can be cool little devices like a laser built into the watch, a phone that fires poison darts, or a camera that emits a powerful shockwave. The choice of what can be taken into the mission is up to the player. I could usually find fresh routes or get out of tough situations with a punch or two, so I never had the feeling of missing out by not choosing the right equipment. It’s still a fun practice. Choosing the armaments before a mission enhanced the super spy feeling quite a bit. As I mentioned, stealth comes in as a very viable option for most of the missions, letting Bond sneak past foes or knock them out silently. While it is satisfying to clear entire areas of goons and walk away without any alarms, the way of accomplishing this could have been done better. Bond can lure enemies, sneak up and knock them out, or use a gadget to disorient them before dealing a nasty blow. Bodies cannot be moved or hidden afterward either. It’s a very simple system, which I wish were more exciting to pull off. Perhaps more stealth-orientated gadgets, distraction options, or multi-takedowns could have helped here, I think. Getting caught while attempting to be in stealth does not mean a game over. Other than getting into a fist fight, an interesting twist of 007 First Light is the bluffing option. While an enemy is confused as to what you are doing in a restricted location, Bond has the option to improvise and persuade them that you are exactly where you’re supposed to be. These are fun little dynamic interactions with unique dialog depending on the mission and location, giving a few extra moments for Bond to go past suspicious guards smoothly. It’s the first time I’ve witnessed this system in a game, and I hope to see more. License to Kill Bond isn’t just dealing with security guards or civilians. From time to time, entire gangs of gun-toting mercenaries show up in levels looking to take down our protagonist. It is then that License to Kill mode is activated for Bond, letting him use firearms with no restrictions. I was surprised by just how tight gunplay is in 007 First Light. The weapons feel powerful and satisfying to fire, with single bullets capable of taking down an enemy with a headshot. 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These usually end up with high-octane chases or driving sections, offering the chance to witness chaining explosions, hails of gunfire, and scripted parkour scenes that remind me of Mission Impossible movies more than Bond. Elements like seeing James Bond jump out of a plane without a parachute or drive through buildings in London inside a trash truck were fantastic and always left me at a high point when finishing a mission. The classic James Bond theme is sprinkled in here too, which only happens a handful of times in the game, but at just the right moments. Visuals and Performance Compared to Unreal Engine 5 games we are seeing nowadays, 007 First Light isn’t flexing a huge amount of realism when it comes to graphics. The models, textures, and effects all feel a little dated, with the starting mission that I mentioned being the most visually striking. However, the complete lack of stutters, the hundreds of NPCs that can be on screen without a single hitch, massive sandbox levels, and smooth transitions between them all play a part in making this an immensely immersive and complex experience. The in-engine cutscenes are gorgeous as well, offering an upgraded visual style and model detail over the gameplay sections. Animations are one aspect that jumps out at me about any new game, and First Light has nailed what a third-person action game should feel like. Walking, sneaking, and running all have a heaviness to them that I appreciate. Whenever Bond moves past a wall or a ledge, his arms reach out to lightly hold those structures until he moves away. NPCs actually react to my character and move out of the way. Even during melee combat or takedown animations, the fists impacting a body or a head hitting a wall all have that same weight. Even the more frivolous animations, like catching a gun in midair or chucking an empty one at a goon (yes, you can do that), are satisfying to pull off. Of course, the in-engine cutscene animations are remarkably well done too, with facial animations and the upgraded model details improving my engagement with the characters. I have an AMD Radeon RX 9070 XT 16GB paired with an eight-core Ryzen 7 3700X and 32GB of RAM, with the game running at 1440p resolution. Deciding to completely max out all the graphics options gave me a range of frame rates between 60 and 100 depending on the scene and level. While I did try to enable AMD FSR, which bumped up the frame rates by a good 20% at Quality mode, IO Interactive’s implementation of the technology wasn’t that great. Every corner and edge in levels began shimmering, and I was also seeing smearing issues in fast-moving sections. The title seemingly uses the older generation FSR 3.1 and not the machine learning-assisted FSR 4, leading to these artifacts. Unfortunately, there isn't a way to manually upgrade this right now either. I opted to turn off the upscaling and play the game in native 1440p to avoid problems. I would say the FPS range I was getting was an acceptable one for a single-player action game for my setup. I do wish there were an FOV slider option in the settings. While the camera is far enough back for my tastes in most situations in this third-person adventure, at times the perspective is far too close. When trying to look around quickly and spot targets, I realized I was getting a slight headache at times due to the use of an almost over-the-shoulder close-up camera. Conclusion Being James Bond in 007 First Light is a treat. Traveling around the world chasing conspiracies, using high-tech gadgets disguised as everyday accessories, and improvising on the spot to fool foes all give a fantastic feeling of being a super spy. For an origin story, IO Interactive has done a great job at introducing the character and his motives for doing what he does. The satisfying combat animation and fantastic voice acting are definitely high points, with the License to Kill moments being my favorite. Not being able to move bodies and the simplistic stealth of mechanics does hurt its presentation a little. The NPC logic and intelligence is easy to manipulate and trick, repeating the same actions over and over again if I keep making distractions. The lack of an FOV slider was also a pain (quite literally) at times, and the FSR implementation is quite poor. These are things I hope the studio will improve upon with updates. Even with its faults, IO Interactive and James Bond are a match made in heaven. The studio knows how to make a main character that oozes charm and competency while also leaning heavily into its Hitman experience to make gigantic levels with what looks like hundreds of NPCs roaming around. Being an origin story, IO’s Bond has a way to go before he becomes the highly effective agent we see in the movie world. I am hoping the studio will continue this series alongside its Hitman ventures going forward, just so we get to experience the journey for longer. 007 First Light is available on PC (Steam, Epic Games Store, and Xbox PC), Xbox Series X|S, and PlayStation 5 for $69.99. This review was conducted on the PC version of the game provided by IO Interactive.
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