Global design studio Koto has created a new identity for Microsoft's 50th anniversary, celebrating the company's influence and legacy while recognizing current innovators. The campaign is centered around the phrase "Change Needs Makers," emphasizing the contributions of individuals behind Microsoft's software and cultural innovations, especially in the context of AI. Koto's design strategy includes three storytelling structures: "Worlds," which showcases technology's potential; "Iconic Moments," highlighting significant achievements; and "Then & Now," contrasting different eras of the company. The visual identity features a 50th-anniversary logo inspired by the original Windows design, modernized with 3D elements, and uses Segoe Sans Display typography along with a vibrant palette of gradients. The campaign aims to connect Microsoft's past, present, and future, focusing on continuous innovation and inviting the next generation to shape what comes next. Koto has previously developed identities for brands like Google Gemini, Netflix, and Venmo.