With principles and frameworks in hand, we looked at the art. We revisited the current logo and diagnosed what wasn’t working.
We looked at the new Microsoft identity and we did hundreds of studies to look at motion, font, color, size and form. We built out mock ads, localized product examples for China and fictitious billboards to see what was working. From simple evolutions to ridiculous explorations, we learned something in each one. In the end, our new logo was created to be simple, real and direct.