HEAD BLOG

Microsoft seem unable to commit

Now you see it, now you don’t. Microsoft released their new branding device and company tagline yesterday.

And then withdrew it.

It drew the usual polarised opinions on Twitter and then, just a few hours later, was taken down. The tagline was for real but the logos, which showed the Microsoft product family, were not, in fact, new logos. Rather, they were an example of “a standalone treatment to show the flexibility of joined brands” (Engadget).

The opinions, the polarisation, the hate, all of these are de rigeur for any new brand these days. When opinions (such as mine) can be released and propagated within seconds, it’s inevitable. What’s interesting, to me at least, is that Microsoft chose to withdraw them.

Brand design is such a personal art. You either love the logo or you don’t really care. Even the haters will continue as usual once their bile has sunk back again.

So why would Microsoft back down?

When it comes to creating logos to reflect brands, many companies, large or small, want to please everybody. They want something that (as Steve Jobs once proposed) becomes a jewel. Everybody loves jewels. They sparkle, attract our attention and are worth a fortune.

What’s more, we love them instantly.

Open the box and what do you see? That’s right, treasure. And desire plays out upon our faces. It’s the reaction beloved of companies.

When that reaction is lessened, for whatever reason, a company can be thrown into turmoil. They sense a lack of love and fear that will reflect upon their business.

It’s easy to see why Microsoft would do the same.

With Apple being the… ummm… being so well loved by consumers, Microsoft feel threatened. Witness the constant faltering and self doubt over many of their product launches lately. They get buzz but then lose it through the self doubt and inaction. Apple announce a product and then release it. Apple love themselves, Microsoft don’t.

They need to realise that many people are happy with what they produce. It might not be passionate, it might not be vocal.

But they show commitment nonetheless. They should understand that self doubt is infecting their brand more than any perceived criticism.

A little self-love would inspire far more confidence than the efforts of analysts and graphic designers.