Xbox seems to have rebranded…to “XBOX.”
You might have missed it, but new CEO Asha Sharma announced on X that Microsoft’s gaming division now uses an all-caps logo. The change hasn’t been mirrored on Instagram, Facebook, Bluesky or YouTube, leaving the seriousness of the rebrand uncertain, though the new styling is already visible on the official X page and on Sharma’s LinkedIn profile.
The CEO posted a poll asking fans to choose between the standard console and the larger version. The result showed XBOX leading with a striking 64.8 % of the vote, prompting the name change to be put into effect.
Since Sharma succeeded Phil Spencer as head of Xbox in February, the division has seen a string of adjustments, ranging from leadership reshuffles earlier this month to the termination of the “This is an Xbox” advertising campaign in March, and a price cut for Game Pass subscribers in April.
The impact of these moves remains uncertain as Sharma works to improve Xbox’s position. The all-caps rebrand appears to be a minor tweak, similar to the new boot-up sequence revealed a few weeks ago or the classic logo refresh introduced in April.
Reactions to the all-caps XBOX are mixed. Some fans appreciate the nod to the console’s early branding, while others, noting that the change stemmed from a poll, are calling for further adjustments such as restoring the original, rough-edged typeface.
One user questioned the purpose of the rename, sharing a screenshot of the new branding.
“I was expecting something pointless and stupid, but gosh they have still managed to surprise me,” a Reddit user wrote.
“I was expecting something pointless and stupid, but gosh they have still managed to surprise me,”
Another commenter replied, “HUGE IF TRUE.”
It remains to be seen how committed Microsoft will be to the XBOX branding. In the meantime, Sharma has discussed her own gaming background, and a recently leaked Xbox Cloud Gaming controller has generated further interest.
