Microsoft Edge

Microsoft Edge

Reboot: branding Microsoft’s flagship browser

Description:

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.

Intent:

Create a challenger brand within Windows and the Microsoft brand ecosystem.

Who:

Garrett Reil, with Futurebrand London and Microsoft, Seattle

Services:

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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.

Challenge:
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.

Solution:
A structured, simple design style. A carefully-focused photography style. Plus, a clearly-defined brand voice.

The result?
Subtle differentiation and engaging humour. Distinctive browser features and attributes are identified by their icons. A defined brand , through a distinct tone of voice, but still within the Windows world. The products defining features are highlighted in the messaging and further amplified with wit.

Before

Microsoft Edge

Microsoft Edge
Messaging promoting key features of the product
Reboot: branding Microsoft’s flagship browser
Create a challenger brand within Windows and the Microsoft brand ecosystem.
Garrett Reil, with Futurebrand London and Microsoft, Seattle
Garrett Reil, with Futurebrand London and Microsoft, Seattle
Video introducing the tone of voice / verbal identity of the brand
© Garrett Reil 2012-2022.
Some images are placeholders courtesy of client brands and partners and all rights remain with individual photographers and rights holders.