Microsoft appears to rebrand Xbox to XBOX after fan poll on X platform

Microsoft appears to have embarked on a rebrand of its Xbox division, with the brand name now rendered entirely in capital letters as XBOX. The move does not appear to be a publicity stunt — the company has already renamed its official X account to reflect the new all-caps identity.

The change followed a poll on X conducted earlier this week by Asha Sharma, the Xbox chief executive, who put the question directly to fans: should Microsoft use Xbox or XBOX? The results came down in favour of the capitalised version, and the company swiftly acted on the outcome.

Other social platforms yet to follow suit

Curiously, the brand's Threads and Bluesky accounts have not yet been updated to reflect the new name. Should Microsoft proceed with a full rebrand, however, it would be reasonable to expect those platforms to follow in due course. When approached for comment on the potential rebrand, Microsoft declined to offer a formal statement and instead directed enquiries to Sharma's post.

A return to Xbox's all-caps roots

The shift to all-caps is not without precedent — in fact, it represents a return to the brand's original visual identity. Microsoft's very first Xbox console logo used fully capitalised lettering, and the company has continued to favour similar treatments across subsequent hardware releases, including the Xbox 360, Xbox One, and Xbox Series X/S console logos.

Part of Sharma's wider Xbox revival

The apparent rebrand arrives just weeks after Sharma dissolved Microsoft Gaming and reinstated Xbox as the official name for Microsoft's gaming division. The decision forms part of her stated commitment to a "return of Xbox" — an initiative that has already produced a range of fan-oriented changes, among them console updates, a redesigned Xbox logo, revised Game Pass pricing, and further announcements in recent weeks.

Organisational overhaul and new boot animation

Last week, Sharma also set out her first major organisational changes to the Xbox platform team and unveiled a new Xbox boot-up animation. The restructure is intended to "build a platform that is affordable, personal, and open by staying close to the work and the people we serve," according to Sharma.