Unused Xbox One Brand Identity animation revealed (video)


Leading design and motion studio Man vs Machine have posted the results of a design study they did for Microsoft which was ultimately not used.

The design specification was for a global motion brand identity for Microsoft’s ever-evolving Xbox.

They write:

We worked closely with the Xbox team in Seattle to bring a motion brand language for all on screen exposure, from TV commercial end tags to longer form brand expressions.

As a product the Xbox is evolving from purely gaming to become a versatile home entertainment hub. This became the inspiration for the ‘morphing X’ design, organically folding layers of the logo inside-out and never repeating the exact same form twice.

See some of the resulting animations below:

It was the second animation, below, also by ManvsMachine, which was ultimately used.

Which one do our readers prefer?