Microsoft’s 50th anniversary has been marked with a new identity campaign by global design studio Koto. The campaign celebrates five decades of innovation and legacy, while also recognizing those who continue to push the boundaries today.
The idea behind the campaign is built around the phrase “Change Needs Makers,” which acknowledges the people behind Microsoft’s pioneering software and culture-shaping innovations. The campaign features three adaptable storytelling structures: Worlds, Iconic Moments, and Then & Now, which bring together past and present with a focus on imagination and optimism.
The visual language of the campaign is designed to feel both familiar and fresh, with a 50th-anniversary logo that takes off from the original Windows design. The typography uses Segoe Sans Display, echoing Microsoft’s heritage, while a vibrant colour palette adds warmth and optimism throughout.
Koto’s strategy director, Cassidy Moriarty, explains that the campaign aims to reinforce what has always set Microsoft apart: its spirit of continuous innovation. The “Change needs makers” phrase encapsulates this idea, recognizing those who shaped the last five decades and challenging those defining the next.
The campaign’s creative director, Joe Ling, adds that every design decision was intentional, aiming to show Microsoft not just as a company but as a catalyst for creativity, innovation, and achievement. The result is a dynamic and cohesive system that feels expansive yet focused on the changemakers at its centre.
Microsoft’s 50th anniversary campaign will be seen across digital platforms, internal comms, partner rollouts, and the official event earlier this month. It serves as a powerful reminder of a company that helped define the tech landscape and continues to shape it today.
Source: https://www.creativeboom.com/news/koto-crafts-bold-50th-anniversary-identity-for-microsoft