Microsoft Edge Branding
A brief thought on the miss that is Microsoft Edge branding.
Microsoft’s new browser is called Microsoft Edge. It uses a derivative name, derivative logo, and derivative visual identity to Microsoft Internet Explorer, a lead candidate when ranking the world’s most pervasive, entrenched and vilified software.
Originally, this post was a scathing review of the new identity. But somewhere between describing the name as “shockingly inauthentic” and the icon as “flaccid”, I lost heart. Little productive is born from hyperbolic ranting.
Taking a step back, I’ll try to structure my frustration.
In the past five years, Microsoft has shown compelling glimpses of innovation. Big ideas bubble up: the Metro design standard, Kinect, Surface. Here, we have a product engineered free from the technical baggage of its rightfully lampooned ancestor — but then promptly saddled with an emasculated identity that ties it right back to the 20 years of legacy problems from which it finally escaped. A spike of ingenuity, promptly sanded down by bureaucratic comfort zones and marketing over-think. It’s painfully Microsoft.