Xbox to XBOX: Brand Goes All-Caps Following Fan Poll

Microsoft's new Xbox boss, Asha Sharma, is quickly shoring up goodwill as she works with fans to shape the brand into one they'll love for years to come. Under her leadership, Microsoft changed the Xbox name to an all-caps "XBOX"—not following a corporate decision, but a fan poll on X.

The poll asked users to choose between "Xbox" and "XBOX," and a clear majority preferred the all‑caps style, perhaps out of nostalgia for the early XBOX days. Sharma then changed the official account branding to "XBOX," and related social visuals now reflect the new identity.

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So far, the change has only occurred on X, prompting questions about whether the company plans to extend it to other socials, Microsoft-owned websites, console packaging, and more.

This rebrand comes after the new CEO dropped the "Microsoft Gaming" branding and brought the organization back under the Xbox name. Sharma also reduced some...

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