update: no new logos, tagline is a go
(http://i28.tinypic.com/8z2tkg.jpg)
It looks like Microsoft may have revealed something big at its annual MGX (Microsoft Global Exchange) event, namely... new logos for its main brands and a fresh brand motto. "Be What's Next" touts a teaser which has been posted on YouTube, along with a fast moving sequence of morphing logos, shuffling from Windows, to Windows Phone, Xbox, Bing, and finally the familiar Office logo that's been kicking around for a little longer.
It's unclear if these are just treatments used for a promo at the event, or if this is a signal that Redmond is dumping its familiar (and frankly dated) iconography for something a little looser, leaner, and hipper, but we can't say it would be a bad thing. It would certainly make sense against a backdrop of potential comeback in the mobile space, gains in search, and the seemingly successful (or at least satisfying) Windows 7 launch. One thing is for sure, MGX is a corporate, non-public opportunity for the Microsoft faithful to cheer the brand (Ballmer received a 30 year commemoration at MGX 2010), so this would definitely be the place to unfurl some new branding.
Update: So... the YouTube video has been pulled. Fear not, we've got our own copy! and here it is
http://www.viddler.com/player/957b8774/ (http://www.viddler.com/player/957b8774/)
Update 2: We've just been contacted by Microsoft and told that these are not new logos which will be used on products, rather a standalone treatment to show the flexibility of joined brands. However, the "Be What's Next" tagline is real, and will be showing up here and there.
(http://i29.tinypic.com/2ni1lpz.jpg)
▲ This is Real ▲
New Microsoft Logos
(http://i28.tinypic.com/8z2tkg.jpg)
(http://i28.tinypic.com/nleqrt.jpg)
(http://i31.tinypic.com/25iojyq.jpg)
(http://i27.tinypic.com/25tko5u.jpg)
(http://i32.tinypic.com/2uotpms.jpg)
Does NOT look like any of the proposed Logos will fly!