Microsoft has revealed a new company logo, marking the first time in 25 years the firm has overhauled its public face.
The reason, says the company, is to more closely reflect the broadening of its horizons, as it attempts a wider ubiquity for its upcoming Windows 8 platform, the recently renamed Modern (nee Metro) UI, and the launch of its Surface tablet.
A rebranding of web-based email service Hotmail as Outlook just two weeks ago is another indicator of Microsoft's desire to pull together its brand representation in the face of rivalry from the likes of Apple.
"This wave of new releases is not only a reimagining of our most popular products, but also represents a new era for Microsoft, so our logo should evolve to visually accentuate this new beginning," said Microsoft on its TechNet blog.
Explaining the squared-off, but otherwise relatively familiar design of the logo, Microsoft said: "The new Microsoft logo takes its inspiration from our product design principles while drawing upon the heritage of our brand values, fonts and colors."
With a video showing the logo flowing into the Office and Xbox symbols, the message from Microsoft also seems to be about the convergence of its brands into an all-consuming service.
The logo's actual resemblance to some windows, unlike Microsoft's previous "flag" incarnations, was begun in the company's first consultation with design agency Pentragram, which famously asked the company, "Your name is Windows. Why are you a flag?"