Xbox Is Rebranding Itself, Sort Of
Microsoft is rebranding the Xbox brand to all-caps “XBOX” following a community poll. Xbox CEO Asha Sharma asked fans on X (formerly Twitter) whether they preferred “Xbox” or “XBOX,” and the all-caps version won decisively with 64.8% of the 19,176 votes cast.
In response to the poll results, Microsoft has updated the official Xbox account on X to reflect the new all-caps branding. The Verge was among the first outlets to notice the change. However, Xbox’s accounts on other platforms—including Threads and Bluesky—have not yet been updated to match the new styling.
When asked for comment about the rebrand, Microsoft simply directed The Verge back to Sharma’s original poll, neither confirming nor detailing the full scope of the changes. It remains unclear whether this stylistic shift will extend beyond social media to official product packaging, marketing materials, or other Xbox properties.
This rebrand represents an unusual instance of a major platform incorporating community feedback into branding decisions, though the long-term implications and reach of the change remain to be seen.