Xbox branding is shifting at an alarming rate these days, and the latest change might be the oddest one yet. While some pivots have seemed like intuitive responses to fan desires — returning to a less minimalist logo, for example — others feel like they're built on less obvious motivations.
If there's one thing the community has never seemed to have any problem with, it's the name Xbox, which has stood the test of time perfectly well. There's long been a discrepancy between how the name is rendered on hardware and how it appears in text, though, and Microsoft has now started to close that divide.
Earlier this week, Xbox CEO Asha Sharma ran an X poll asking fans whether to choose between "Xbox" and "XBOX," and roughly 65% of respondents opted for the all-caps version. Two days later, the change went into effect, and Sharma shared a screenshot of the official Xbox account on X turning into the official XBOX account.
A retooled social media account isn't a massive shift, but this could be the first step of a major rebranding in style. The all-caps XBOX invokes the bold font styling of the original 2001 console more directly, falling in...
