Corporate branding is a funny old thing. You need something timeless, yet current; chic, but unpretentious; appealing, yet cool and refined – a bit like Sneak himself really.
So, you can imagine there was plenty of debate and discussion at Microsoft when the company decided it was time for a logo refresh. After all, the firm's logo has been around since the dawn of time, technologically speaking, so a change was needed, particularly in this most important of years with the launch of Windows 8.
No doubt a raft of cocaine-addled design agencies were called in to submit pitches and explain the "thinking behind the creative" to the suits at Redmond, who, in a move that will surprise no one, appear to have chosen the blandest logo in the world.
Four colours in a square and a straight font in charcoal – was that the best they could come up with?
"The new Microsoft logo takes its inspiration from our product design principles while drawing upon the heritage of our brand values, fonts and colors," Jeffrey Meisner, senior manager of Corporate Blogs at Microsoft, attempted to explain.
Going on to display an impressive command of the kind of waffle so beloved of artistic types the world over, Meisner attempted to explain why the logo is so clever.
"The logo has two components: the logotype and the symbol. For the logotype, we are using the Segoe font which is the same font we use in our products as well as our marketing communications."
"The symbol is important in a world of digital motion. The symbol's squares of color are intended to express the company's diverse portfolio of products."
Four colours represents the entire array of products Microsoft offers? Is that enough, really?
Well, the firm is clearly proud of the outcome, explaining that it'll now be used on its website, stores and across television advertising. Although, when Sneak ventured to Microsoft.com, he had to squint to see the new logo, hidden away in the top corner.
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