News: 1620630131

Logowatch Microsoft has given Azure’s logo a tweak for the second time in four years.

“Our ability to meet your business and innovation needs is in part due to our growth mindset—which extends from front-end user experiences to small details like graphics and icons,” [1]wrote senior product marketing manager Erin Zefkeles wrote late last week.

Hence the new Azure icon below, which Zefkeles said is “carefully crafted to … look familiar to what customers know and love, while representing the agile future of our business” in accordance with Microsoft’s [2]Fluid Design philosophy.

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The new Azure icon. Click to enlarge

Microsoft’s spared us the design thinking behind the new logo. But four years ago, it was more forthcoming, [4]explaining that the look below took the cloud out of Azure and made its icon more closely resemble those used on the Office suite.

[5]

The old new Azure icon, from 2017. Click to enlarge

[6]Huawei wins big intellectual property case in Europe – against fashion house Chanel

[7]Bless you: Yep, it's IBM's new name for tech services spinoff and totally not a hayfever medicine

[8]What happens when cancel culture meets Adolf Hitler pareidolia? Amazon decides it needs a new app icon

In 2017 Microsoft also gave Azure a new tagline: “Azure. Cloud for all.”

This year’s new icon post ends with “Azure. Invent with purpose.”

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Good to see Microsoft innovating where it matters. ®

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[1] https://azure.microsoft.com/en-us/blog/a-fluent-new-look-for-the-azure-icon/

[2] https://www.theregister.com/2020/06/12/microsoft_macos_outlook_changes/

[3] https://regmedia.co.uk/2021/05/10/new_azure_icon.jpg

[4] https://www.theregister.com/2017/09/28/microsoft_gives_all_staff_marked_up_employee_edition_of_satya_nadellas_new_book/

[5] https://regmedia.co.uk/2017/09/28/new_azure_logo.jpg

[6] http://www.theregister.com/2021/04/22/huawei_vs_chanel/

[7] http://www.theregister.com/2021/04/12/ibm_kyndryl/

[8] http://www.theregister.com/2021/03/04/amazon_hitler_logo/

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[12] https://whitepapers.theregister.com/