Global design studio Koto has introduced a fresh identity in celebration of Microsoft’s 50th anniversary, a milestone that honors the tech giant’s extensive influence and legacy while acknowledging the innovators who continue to drive progress today.
For many, Microsoft is woven into the very fabric of our upbringing—whether it was the first computer in school, a bulky grey desktop at home, or the excitement of using Paint, creating PowerPoint animations, playing Minesweeper, or diving into Halo and Hotmail. Koto drew inspiration from this rich history and the evolution of technology.
Embracing Change Through Makers
The campaign brand centers around the concept that “Change Needs Makers.” This phrase encapsulates the essence of Microsoft’s journey, highlighting the individuals behind the scenes whose contributions have led to groundbreaking software and cultural innovations. It also acknowledges the company’s current foray into the AI-powered era.
Koto’s design strategy revolves around three adaptable storytelling structures:
- Worlds: These structures place people and products within vibrant, imaginative landscapes that celebrate the potential of technology.
- Iconic Moments: This element honors significant achievements from Microsoft’s five-decade journey.
- Then & Now: A juxtaposition of eras that captures the company’s ongoing reinvention.
The outcome is a dynamic and optimistic campaign that weaves together the past, present, and future through bold visuals, imaginative compositions, and references to cultural milestones that have shaped generations.
The visual language strikes a balance between familiarity and freshness. For instance, the 50th-anniversary logo draws inspiration from the original Windows design but adds a modern twist with enhanced 3D elements and motion, suitable for today’s digital landscape. Typography features Segoe Sans Display, echoing Microsoft’s heritage, while a vibrant palette of six heritage-inspired gradients infuses warmth and optimism throughout the campaign.
Connecting Past, Present, and Future
“Microsoft’s 50th isn’t just about looking back—it’s about reinforcing what has always set the company apart: its spirit of continuous innovation,” explains Cassidy Moriarty, Koto’s strategy director. “This campaign had to honor Microsoft’s legacy without indulging in nostalgia for nostalgia’s sake.”
Moriarty further elaborates that the phrase “Change Needs Makers” encapsulates the recognition of those who shaped the last five decades while challenging the next generation to define what comes next. “Our strategy was clear: tell a story that connects Microsoft’s past, present, and future—one that keeps people at the heart and invites the next generation to shape what’s next.”
Joe Ling, Koto’s creative director, emphasizes the intentionality behind every design decision. “From the dynamic worlds to the way artifacts frame people’s impact at Microsoft, we aimed to portray Microsoft not just as a company but as a catalyst for creativity, innovation, and achievement. The challenge was to create a system that felt expansive yet cohesive, able to flex across history and the future while always keeping the changemakers at its center.”
Whether showcased across digital platforms, internal communications, partner rollouts, or during Microsoft’s official 50th event earlier this month, the campaign’s touchpoints serve as powerful reminders of a company that has significantly shaped the tech landscape and continues to do so.
Koto, known for crafting identities for global brands such as Google Gemini, Netflix, and Venmo, has certainly made its mark. The campaign identity for Microsoft’s 50th anniversary stands as a testament to the idea that innovation never rests, and neither should we.
