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Xbox One - Brand Identity

PixelCrunch

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Some of you may well have seen some of this before, but I thought it was interesting and wanted to share it.
During the development of Xbox One, Microsoft experimented with several design philosophies and ideas in order to create a coherent brand identity to live to what had come before it. Here is a gif containing several of the logo ideas Microsoft played around with before deciding on the final design we all know today.
Xbox_One_Sphere_Animation.gif

I would also like to share this unused animation sequence which - if came to fruition - would have been used in commercials and consumer content.