Microsoft rebrands – Microsoft appears to be leaning fully into a capitalized “XBOX” identity, renaming its X account after an internal fan poll. The move follows recent Xbox-focused changes under CEO Asha Sharma, though Threads and Bluesky branding hasn’t shifted yet.
The Xbox brand just had a louder makeover. Microsoft has moved toward “XBOX,” using all caps in a way fans immediately recognize from earlier console-era logos, and the shift is now showing up on its social accounts.
Asha Sharma, the Xbox CEO, posted a poll on X asking whether Microsoft should use “Xbox” or “XBOX.” The results favored XBOX, and Microsoft has now renamed its X account accordingly. The implication is clear: this isn’t being treated as a one-off joke.
So far, the change is limited to X. The Threads and Bluesky accounts for Xbox haven’t been renamed yet, but with Microsoft pointing back to Sharma’s post when asked for comment, many are likely watching those channels for the next adjustment.
The all-caps approach also marks a return to Microsoft’s earlier branding. Microsoft’s first Xbox console logo used all caps, and the company later repeated a similar capped style across multiple generations, including Xbox 360, Xbox One, and Xbox Series X and Series S.
The renaming lands on the heels of another notable rebrand in Microsoft’s gaming structure.. Just a few weeks ago, Sharma scrapped Microsoft Gaming and renamed the division back to Xbox.. The current push for “a return of Xbox” has been tied to a run of fan-facing changes. including console updates. a new Xbox logo. Game Pass pricing changes. and more.
When asked whether the Xbox rebranding is officially underway, Microsoft did not provide additional details beyond referring back to Sharma’s post. For now, “XBOX” is what appears to be winning the brand fight, at least on X.
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