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CHANGING BRAND IDENTITY 
MANAS GORE (22) 
& 
KARTIK MEHTA (50)
Logo evolution of Microsoft Windows and Reebok over the period of time from the start
Mergers & Acquisitions
Inability to create a timeless image
Signaling the evolution
Simplify it
Keeping up with time
Reebok 
VS 
• Brand hasn’t been on top of the ladder 
• Sales have been low
Logo evolution of Microsoft Windows and Reebok over the period of time from the start
The Logoic 
(Logo + Logic)
Reebok 
• Focus shift from “Elite athletes” to 
“Fitness for all” 
• Symbol of Change 
• Positive and Transformative change 
that fitness can have on a person's 
life 
• Embrace an active and challenging 
life
Logo evolution of Microsoft Windows and Reebok over the period of time from the start
It is believed that few remember the original Windows logo. 
The company found it both refreshing and inspiring in relation to the work 
they have been doing on the Metro style design visuals. The logo was simply 
created using simple lines and clear straight forward concept.
The now classic window shape and the introduction of the four colors were 
hallmarks of the Windows brand for many years to come. 
The introduction of the "waving effect" gives the logo a sense of motion. This 
logo would be the basis of the Windows versions throughout the 1990s.
It is evident that not many changes had been made to the previous 
logo. In fact, the Windows 98 logo looks like a modified version of 
its predecessor.
The basic element remained the same, but evidently, 
the logo got a significant makeover.
The next major incarnation of the logo came with the release of 
Windows XP. 
What has come to be known as the "Windows flag" is a cleaner 
more sophisticated mark than its predecessors.
The Windows Vista release marked the beginning of the AERO design aesthetic 
in Windows with a key component of the interface being the "AERO glass" 
effect. 
The green Start button was replaced with the round glass-like button with a 
now flattened version of the "flag". 
Worldwide, this icon became known as the “Pearl".
The previous version of the logo was largely unchanged 
for Windows 7. 
Green is Microsoft Gaming, mainly XBox. Green is 
fun and the 'Go!' colour, meaning maximum fun. 
Orange is Microsoft's Office products. Red means business, 
because it suggests a busy life, quick and hot, which means 
Office is meant to get things done nice and quick. 
Cool and slick, symbolising what Microsoft 
wants Windows to be, slick and quick, yet cool 
and easy on the eye and easy to use. 
Yellow is bold and strong, 
which is what its hardware is 
build to be, long-lasting and 
efficient.
Logo evolution of Microsoft Windows and Reebok over the period of time from the start
Meshing with the Metro design of Microsoft's upcoming Windows 8, the new logo is a 
slightly-angled blue block with a thin white cross in the middle, making it look like a 
window instead of the four-colour wavy flag in the past. 
The new logo is designed by Paula Scher from the Pentagram Design Agency, whose 
notable works include the Citibank logo. 
"We did less of a re-design and more to return it to its original meaning and bringing 
Windows back to its roots – reimagining the Windows logo as just that – a window" said 
the company. . The new logo, in many ways, is a throwback of sorts to the original 
Windows logo.
Blue for Windows, Windows Live, Server, SQL Server, Azure (including Cloud), 
Outlook.com, and Internet Explorer. 
Red for Office 
Green for Xbox and Xbox Live 
Yellow… could it be Bing?!
Logo evolution of Microsoft Windows and Reebok over the period of time from the start
Logo evolution of Microsoft Windows and Reebok over the period of time from the start

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Logo evolution of Microsoft Windows and Reebok over the period of time from the start

  • 1. CHANGING BRAND IDENTITY MANAS GORE (22) & KARTIK MEHTA (50)
  • 4. Inability to create a timeless image
  • 8. Reebok VS • Brand hasn’t been on top of the ladder • Sales have been low
  • 10. The Logoic (Logo + Logic)
  • 11. Reebok • Focus shift from “Elite athletes” to “Fitness for all” • Symbol of Change • Positive and Transformative change that fitness can have on a person's life • Embrace an active and challenging life
  • 13. It is believed that few remember the original Windows logo. The company found it both refreshing and inspiring in relation to the work they have been doing on the Metro style design visuals. The logo was simply created using simple lines and clear straight forward concept.
  • 14. The now classic window shape and the introduction of the four colors were hallmarks of the Windows brand for many years to come. The introduction of the "waving effect" gives the logo a sense of motion. This logo would be the basis of the Windows versions throughout the 1990s.
  • 15. It is evident that not many changes had been made to the previous logo. In fact, the Windows 98 logo looks like a modified version of its predecessor.
  • 16. The basic element remained the same, but evidently, the logo got a significant makeover.
  • 17. The next major incarnation of the logo came with the release of Windows XP. What has come to be known as the "Windows flag" is a cleaner more sophisticated mark than its predecessors.
  • 18. The Windows Vista release marked the beginning of the AERO design aesthetic in Windows with a key component of the interface being the "AERO glass" effect. The green Start button was replaced with the round glass-like button with a now flattened version of the "flag". Worldwide, this icon became known as the “Pearl".
  • 19. The previous version of the logo was largely unchanged for Windows 7. Green is Microsoft Gaming, mainly XBox. Green is fun and the 'Go!' colour, meaning maximum fun. Orange is Microsoft's Office products. Red means business, because it suggests a busy life, quick and hot, which means Office is meant to get things done nice and quick. Cool and slick, symbolising what Microsoft wants Windows to be, slick and quick, yet cool and easy on the eye and easy to use. Yellow is bold and strong, which is what its hardware is build to be, long-lasting and efficient.
  • 21. Meshing with the Metro design of Microsoft's upcoming Windows 8, the new logo is a slightly-angled blue block with a thin white cross in the middle, making it look like a window instead of the four-colour wavy flag in the past. The new logo is designed by Paula Scher from the Pentagram Design Agency, whose notable works include the Citibank logo. "We did less of a re-design and more to return it to its original meaning and bringing Windows back to its roots – reimagining the Windows logo as just that – a window" said the company. . The new logo, in many ways, is a throwback of sorts to the original Windows logo.
  • 22. Blue for Windows, Windows Live, Server, SQL Server, Azure (including Cloud), Outlook.com, and Internet Explorer. Red for Office Green for Xbox and Xbox Live Yellow… could it be Bing?!

Notes de l'éditeur

  1. The Reebok Delta has three distinct parts each representing the changes - physical, mental and social – that occur when people push themselves beyond their perceived limits