A recent piece from Fast Company provides some insight into the challenges of maintaining and evolving a brand identity such as the Xbox. For its next generation offering Microsoft wanted "to reach a more mainstream gamer while staying true to its hard-core, hard-won audience," the "classic catch-22 of brand maintenance."
To achieve this goal, advertising-marketing-management firm JDK Design involved itself with nearly every aspect of the system, ranging from its concave design to the font. Take the extended crossbar of the B in Xbox 360, for example, which JDK creative director Michael Jager claims has the potential to "unleash a razor-quick assault" if animated. "Our approach was to transition Xbox from this hulk of escaping power into this quiet power that is lurking, something still incredibly dangerous but with more of an elegance and grace," he explained.