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Microsoft Edge naming and brand development

Branding, Concept, Copy

Microsoft Edge naming and brand development

When Microsoft decides to launch a new browser, it’s a big deal. Within a tight framework, defining a distinctive brand personality was the challenge. So, no pressure.

The challenge was to identify a new challenger browser. It needed to sit within Windows but be part of the broader Microsoft brand framework. 

A clearly defined brand voice with subtle design differences and carefully crafted photography style brings subtle differentiation and humour within the Windows world.

What I did:
Development concepts for icon | Branding | Voice/messaging | Brand guidelines| Brand engagement

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