As its ‘we can change’ campaign continues, Xbox unveils new logo, and it’s an intentional blast from the past

Xbox has unveiled a redesigned logo that intentionally returns to the brand’s classic neon green coloring, marking the latest move in new leadership’s efforts to reinvigorate the platform. The logo, accompanied by the tagline “We are Xbox,” was revealed on social media by Matt Booty, who was promoted to Xbox executive vice president and chief content officer following Phil Spencer’s departure in February.

New CEO Asha Sharma, who took over the role in February, has been leading a comprehensive repositioning effort aimed at winning back player support. The rebrand features the iconic neon green hue from Xbox’s original iterations, presented with a modern glossy finish that bridges the console’s heritage with contemporary design sensibilities.

The logo refresh is part of a broader strategic initiative that includes three core slogans: “great games,” “return of Xbox,” and “future of play.” These phrases have been prominently displayed in Microsoft’s headquarters alongside the new logo, which also appeared on an elevator, signaling the company’s commitment to the repositioning campaign.

The rebranding effort represents Xbox’s attempt to reconnect with its fanbase by honoring the platform’s legacy while signaling renewed focus on delivering quality gaming experiences. The “return of Xbox” slogan particularly emphasizes leadership’s intent to restore the brand to prominence, with the visual design deliberately evoking the console’s glory days to reinforce messaging about organizational change.

As its ‘we can change’ campaign continues, Xbox unveils new logo, and it’s an intentional blast from the past

Sources