Xbox CEO Asha Sharma Hints at All-Caps ‘XBOX’ Rebrand
Xbox CEO Asha Sharma signaled a branding change after a poll of more than 19,000 voters favored the all-caps ‘XBOX’ and the official account updated its display name.
Asha Sharma, CEO of Xbox, posted an online poll earlier this week asking whether fans preferred the current ‘Xbox’ styling or an all-caps ‘XBOX’ spelling. The poll drew just over 19,000 votes and roughly 2.1 million views on the platform where it ran. Just under 65 percent of voters selected the all-caps option.
Later in the week the official Xbox account updated its display name to ‘XBOX’. Sharma highlighted the account change on her social media account on Friday.
Microsoft has not published a formal rebrand announcement, released a new logo, or shared updated brand guidelines. Requests for further comment were referred to Sharma’s social post.
Xbox has used all-caps spellings in its early branding and in several past logo versions. No company statement has confirmed whether ‘XBOX’ will replace the current styling across products, packaging, marketing, or be used in specific contexts.
Observers and users are awaiting further guidance from Microsoft about the scope and timing of any broader branding changes.
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