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The Rebranding Decision
Microsoft appears to be moving forward with a full rebrand of Xbox to XBOX, using all capital letters across its branding. This shift follows a poll conducted by Asha Sharma, the Xbox CEO, on the platform X earlier this week. Fans were asked directly whether the company should stick with Xbox or switch to XBOX, and the results leaned toward the capitalized version. As a result, the official X account for Xbox has already been renamed to reflect this update.
The change is not presented as a joke but as a deliberate step by the company. While the X account has been updated promptly, the Threads and Bluesky accounts associated with Xbox remain unchanged for now. If the rebranding continues as planned, those platforms are expected to follow suit in the coming weeks. This approach shows Microsoft testing the waters with its audience before committing across all channels.
Return to Original Roots
Using all caps for the Xbox name marks a return to the brand's earliest days. The first Xbox logo from Microsoft was presented entirely in capital letters, setting a precedent that the company seems to be revisiting now. Over time, the branding evolved to mixed case, but the current move suggests a preference for the bolder, capped style that defined the console's initial launch. This decision aligns with a broader pattern where Microsoft has occasionally favored similar capitalized versions in its visual identity for the product line.
asking fans whether Microsoft should use Xbox or XBOX?
