Xbox ~ Motion Brand Identity

ANIMATION: Unused Xbox One Brand Identity by Man vs Machine
https://mvsm.com
Leading design and motion studio Man vs Machine have posted the results of a design study they did for Microsoft which was ultimately not used.
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The design specification was for a global motion brand identity for Microsoft’s ever-evolving Xbox.
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They write: We worked closely with the Xbox team in Seattle to bring a motion brand language for all on screen exposure, from TV commercial end tags to longer form brand expressions.
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As a product the Xbox is evolving from purely gaming to become a versatile home entertainment hub. This became the inspiration for the ‘morphing X’ design, organically folding layers of the logo inside-out and never repeating the exact same form twice."
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MORE INFO
https://mspoweruser.com/unused-xbox-one-brand-identity-animation-revealed-video