We wanted to show Microsoft not just as a company but as a catalyst for creativity, innovation, and achievement.
Considering the audience of the specific guidelines is key to the success of a brand guideline document.
The transition from PDF to digital brand guidelines has been a game-changer.
It was a really difficult balance to capture a sense of boxiness, without making the wordmark feel cold, unapproachable or even retro.
We wanted to make the wordmark the exact same footprint as the boxy rectangle to continue the repetitive thread that runs through the whole brand.
Every Boxy is red, and we didn’t feel the need to change that.
Creative Boom reports on Koto’s new brand identity for Microsoft’s 50th anniversary, celebrating the company’s legacy and innovation. The campaign, themed 'Change Needs Makers', connects Microsoft’s past, present, and future through dynamic visuals, storytelling frameworks, and a refreshed logo inspired by the original Windows design. The work highlights Koto’s ability to balance nostalgia with forward-thinking design for a global tech brand.
The article, part of The Finishing Line series presented by Brandpad, explores how leading studios Koto, Barkas, and Scandinavian Design Group approach the creation of effective digital brand guidelines. Designers and directors from each studio discuss accessibility, audience consideration, and the shift from static PDFs to dynamic, interactive platforms like Brandpad. The conversation emphasizes clarity, storytelling, and adaptability as key to maintaining living, evolving brand systems.
Koto has rebranded the French automated supermarket Boxy with a bold new identity centered around its distinctive name and bright red aesthetic. The redesign includes a custom wordmark, new tone of voice, and a visual system that emphasizes approachability and consistency across touchpoints. Retaining Boxy’s signature red, the identity balances geometric precision with warmth through the use of Displaay’s Avantt typeface.