Rebranding the creative heart of Microsoft
A versatile design system unifies Microsoft’s global creative space, The Garage.
Global Brand Guidelines
A brand for internal audiences must speak to a company’s existing culture just as much as it promotes desired qualities to that culture. That is the key to authenticity in messaging and design.
The Garage is Microsoft’s center of creativity, a space for any employee from any department to pursue and collaborate on passion projects. But it needed a brand that better positioned the space as Microsoft’s engine of innovation.
Traina rebranded The Garage to unite the collective passion of the Microsoft community around a distinct and dynamic brand identity.
The Garage is named for where Microsoft first began back in the 1970’s. Where the prior identity conveyed this literally in a garage door, we abstracted the concept into a rectangular housing that could evoke a maker space, a physical structure or a shape that hearkens to the boxed windows of Microsoft’s ubiquitous OS.
The logo’s modular design adapts into a secondary image mark which can be applied to events like their annual Hackathon, where a scaled down image shows association without overpowering the event’s magnitude.
A palette of select colors likewise relates to the Microsoft brand, using complementary hues made bright and vibrant to match the spirit of the space.