Rebranding: Xbox Game Pass, the logo changes but not the essence

Time for housework Microsoft, pending the launch of the xCloud project and the new one Game Pass, two services that would carry the library of Xbox on many devices at very affordable prices.

Just to launch the new services, the Pass logo is undergoing a rebranding: while the name of the service remains unchanged, the word "Xbox" in the logo has now become inclusive of the console symbol. The official Twitter page changed its logo yesterday, and the announcement took place via a simple tweet of few words: "we are trying a new look".

The cutting of the Xbox from the Game Pass logo probably serves to make more recognizable the service e less misunderstood as an "Xbox owner exclusive", a rebranding which would go in favor of the new user that Microsoft tries to achieve through the launch of the new Pass, more accessible and manageable by multiple devices. However, the Xbox logo is clearly visible.

We remind you that xCloud, the Microsoft service that allows the streaming of video games for Xbox, will be officially launched in September. Meanwhile it is rumored that Xbox Live Gold, the console's online service, will be replaced entirely by the new Game Pass. We will keep you updated with the news that will be announced in this period, perhaps during the next one Xbox Showcase, scheduled for this August.