Earlier this week, Xbox CEO Asha Sharma ran an X poll asking fans whether to choose between "Xbox" and "XBOX," and roughly 65% of respondents opted for the all-caps version. Two days later, the change went into effect, and Sharma shared a screenshot of the official Xbox account on X turning into the official XBOX account.
A retooled social media account isn't a massive shift, but this could be the first step of a major rebranding in style. The all-caps XBOX invokes the bold font styling of the original 2001 console more directly, falling in line with the eye-catching nature of the official logo redesign. In general, Xbox — or should I say XBOX — feels like it's abandoning its understated era in favor of a return to a more aggressive branding sensibility.
Running a Twitter poll to change the name is certainly an unusual choice, and it's difficult to imagine competitors (especially Nintendo) doing anything remotely like this. Xbox is in a very different position from its competitors, though, and Sharma appears willing to try anything and everything to regain the confidence of fans. The change to all-caps might be less about the style itself and more about the idea of putting the choice in the community's hands, signaling a continued willingness to provide fans with what they want.
Time will tell just how widespread this branding shift will be, and there's no way to know whether it will end up leading to an actual logo redesign in tandem. For now, it's safe to say that the XBOX of 2026 is looking very different from the Xbox of 2025. Amid internal shake-ups and a significant influx of employees from Microsoft's CoreAI team, restoring a positive public image for Xbox is more essential than ever.
Founded
November 15, 2001
Owner
Microsoft
Known For
Halo, Forza, Gears of War
English (US) ·