Here's an Xbox One brand identity animation that was rejected

Many of you are familiar with the current Xbox One brand identity animation. However, as is the case with the process of designing any brand, the currently used animation went through several changes as well. ManvsMachine, the studio which designed the current Xbox One brand identity animation has now shown off another, which was rejected by Microsoft, which you can view below.

The studio says that:

We worked closely with the Xbox team in Seattle to bring a motion brand language for all on screen exposure, from TV commercial end tags to longer form brand expressions.

As a product the Xbox is evolving from purely gaming to become a versatile home entertainment hub. This became the inspiration for the 'morphing X’ design, organically folding layers of the logo inside-out and never repeating the exact same form twice.

Interestingly, another design by the same studio was later accepted by Microsoft, and is currently used for the Xbox One. It contains major differences from the unused one, and is noticeably simplistic and quick. You can check it out below:

We would like to know: which animation do you prefer? Let us know in the comments section below!

Source: ManvsMachine via MSPoweruser

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