Microsoft

  • Identity
  • Print
  • Digital
  • Packaging
  • Environmental

In 2002, Microsoft realized the need to revisit their overall brand image and selected SBI.Razorfish to create a visual theme to provide the framework for all of their visual communications.

Their brand proposition ­– Realize Potential – needed to inform the theme. It needed to speak to their overall brand personality attributes – Passionate, Energizing, Principled and Collaborative. Turning Microsoft’s focus on the users experience became the solution.

Their products are not about technology itself, but about the benefit and impact it has on our daily life. The visual style created for Microsoft communications reflects this belief. The spirit and meaning of Microsoft visual communications was captured with the visual style theme – Expressively Human – which was born out of the first few samples shown here.

Over the next four years, numerous programs were created for most of Microsoft’s major sub-brands. This visual style theme continues to inspire all Microsoft communications today.