Brand profile

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Microsoft
Brand DNA

Microsoft

Microsoft builds operating systems, productivity software, developer tools and cloud infrastructure for individuals, businesses and governments.

50%
Background#FFFFFF
30%
Secondary#F3F2F1
10%
Text#201F1E
7%
Primary#0078D4
3%
Surface#505050
Typography
Aa
Segoe UI Variable DisplayDisplay · Modern & cleanSegoe UIText · Sharp & flat

Semibold headings, regular body, a strict type ramp. Sentence case everywhere, including buttons and navigation.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

make a security claim without qualification

use imagery that excludes disabled people

write a button label in title case

Never says
cutting-edgerevolutionarygame-changingninja
Sounds like this

Here is how to get your team set up in ten minutes.

Plain, helpful and unhurried. Say what the product does and who it is for. Accessibility and inclusion are part of the writing, not an afterthought.

Audience

IT decision makers, developers and everyday workers who need software that fits an organisation as well as a person.

Loves

+Accessible by default

+Interoperability

+Tools that get out of the way

Loathes

×Jargon

×Locked data

×Design that excludes

The hill it
would die on

Software that only some people can use is unfinished software.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressInformal
Microsoft · brand DNA at a glance 10 of 12 traits
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