Reboot: branding Microsoft’s flagship browser
A new brand created to convince an huge existing user base to move from Internet Explorer. And, at the same time, entice some once-loyal Microsoft users to back into the fold.
Create a challenger brand within Windows and the Microsoft brand ecosystem.
Garrett Reil, with Futurebrand London and Microsoft, Seattle
Shedding old baggage and built from the ground up to be a leaner, faster standards-compliant browser, Microsoft Edge signalled a new era for Microsoft.
To clearly identify a new challenger browser within the Windows suite, yet aligned to the broader Microsoft brand architecture. This restricted colour palette, or any graphic elements, that could be deployed in differentiating the brand.
A structured, simple design style to reflect the minimal approach of the browser. A carefully-focused photography style. Plus, a clearly-defined brand voice.
Subtle differentiation and engaging humour. Distinctive browser features and attributes are identified by their icons. A defined brand, through a distinct, playful tone of voice, still sits compatibly within the Windows brand world. The product’s defining features are highlighted in the messaging and further amplified with wit.