Xbox is now XBOX

Microsoft has officially rebranded its gaming division’s branding from Xbox to XBOX, with the company adopting the all-caps logo style that harks back to its original branding. This move follows a fan poll conducted by Xbox CEO Asha Sharma and signals a strategic shift in branding and marketing for the company’s gaming division.

The rebranding was confirmed after Asha Sharma, Xbox CEO, ran a poll on X (formerly Twitter) asking fans whether Microsoft should use ‘Xbox’ or ‘XBOX.’ The majority voted in favor of ‘XBOX,’ prompting the company to update its official X account to reflect the new branding. Notably, the company has yet to change its Threads and Bluesky accounts, but internal sources suggest those will follow suit soon.

Microsoft’s first Xbox logo was all caps, and subsequent console logos for the Xbox 360, Xbox One, and Xbox Series X / S have maintained this style. The recent rebranding appears to be a return to that original visual identity. This change coincides with other recent organizational shifts, including the renaming of Microsoft Gaming back to Xbox and the announcement of new branding elements like a fresh Xbox logo and updated boot-up animation.

Why It Matters

This rebranding is significant because it signals a strategic move by Microsoft to reinforce the Xbox brand identity, emphasizing consistency and nostalgia. It also aligns with recent efforts to revitalize the brand through new product updates, organizational restructuring, and a focus on fan engagement. The change could influence how the brand is perceived in the gaming industry and among consumers, potentially impacting marketing, merchandise, and future product branding.

Background

Microsoft originally launched Xbox as a brand name in the early 2000s, with the first console featuring an all-caps logo. Over the years, the branding shifted to ‘Xbox’ with a lowercase ‘x,’ but the logo style has often maintained a bold, capitalized look. The recent organizational changes, including the reorganization of Microsoft Gaming into a more streamlined division, reflect a broader effort to reconnect with core branding elements and fan preferences. The poll conducted by Sharma was part of this initiative, aiming to gauge consumer sentiment and reinforce the brand’s visual identity.

“We listened to our fans and are excited to bring back the original all-caps Xbox branding as part of our renewed focus on the brand’s legacy and identity.”

— Asha Sharma, Xbox CEO

“Microsoft appears to be actually rebranding Xbox to XBOX, returning to the original all-caps logo style that has been a staple of its branding history.”

— Tom Warren, The Verge senior correspondent

What Remains Unclear

It is not yet clear whether the rebranding will extend to all official branding elements, such as packaging, advertising, and product design. The timeline for full implementation across all platforms and materials remains uncertain, and it is also unclear how this change will impact brand strategy in the long term.

What’s Next

Microsoft is expected to update its branding across all social media platforms, marketing materials, and possibly hardware designs in the coming weeks. Further announcements may clarify the scope of the rebrand and any new branding campaigns aligned with this visual shift.

Key Questions

Why is Microsoft rebranding Xbox to XBOX?

Microsoft is returning to the original all-caps logo style as part of a broader strategy to reinforce the brand’s identity and reconnect with its legacy, following a fan poll and recent organizational changes.

Will the rebranding affect Xbox consoles or products?

It is currently unclear whether hardware or packaging will be immediately affected. The focus appears to be on branding and marketing materials, but hardware updates could follow.

When will the new branding be fully implemented?

Microsoft has not announced a specific timeline, but updates are expected to roll out over the next few weeks as the company updates its social media accounts and marketing assets.

Does this mean a change in the Xbox ecosystem or services?

There is no indication that the rebranding will impact Xbox services or the ecosystem beyond visual branding changes. The core services are expected to remain the same.