Xbox is now XBOX
Xbox is now XBOX
Xbox 现在改名为 XBOX
Believe it or not, Microsoft appears to be rebranding Xbox. 信不信由你，微软似乎正在对 Xbox 进行品牌重塑。
Xbox just allcapsmaxxed: Meet XBOX. This isn’t a joke; Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran a poll on X earlier this week, asking fans whether Microsoft should use Xbox or XBOX. The results were in favor of XBOX, and the company has now renamed its X account. Xbox 刚刚开启了“全大写模式”：隆重介绍 XBOX。这不是在开玩笑；微软似乎真的在将 Xbox 更名为 XBOX。Xbox 首席执行官 Asha Sharma 本周早些时候在 X 上发起了一项投票，询问粉丝微软应该使用 Xbox 还是 XBOX。投票结果显示粉丝更倾向于 XBOX，目前该公司已经将其 X 账号名称进行了更改。
Curiously, the Threads and Bluesky accounts for Xbox haven’t been renamed yet, but if Microsoft is going ahead with a rebranding then I expect those will change soon. I asked Microsoft to comment on this potential Xbox rebranding and the company simply referred me to Sharma’s post. 令人好奇的是，Xbox 在 Threads 和 Bluesky 上的账号尚未更名，但如果微软确实要进行品牌重塑，我预计这些账号很快也会随之更改。我曾就这一潜在的品牌重塑向微软寻求置评，但该公司只是让我参考 Sharma 的那篇帖子。
The use of all caps for Xbox is a return to original form, though. Microsoft’s first Xbox logo for its console was all caps, and the company has favored using similar capped versions for the Xbox 360, Xbox One, and Xbox Series X / S console logos. 不过，使用全大写的 Xbox 其实是一种回归。微软最初的 Xbox 主机标志就是全大写的，而且该公司在 Xbox 360、Xbox One 以及 Xbox Series X / S 的主机标志设计中，也一直倾向于使用类似的大写版本。
The apparent rebranding comes just a few weeks after Sharma scrapped Microsoft Gaming and renamed Microsoft’s gaming division back to Xbox. It’s part of Sharma’s continued promise of a “return of Xbox,” which has involved fan-focused console updates, a new Xbox logo, Game Pass pricing changes, and lots more in recent weeks. 这次明显的品牌重塑发生在 Sharma 取消“Microsoft Gaming”品牌并将微软游戏部门重新命名为“Xbox”的几周之后。这是 Sharma 持续承诺“Xbox 回归”的一部分，近几周来，这一承诺还包括了以粉丝为中心的主机更新、全新的 Xbox 标志、Game Pass 定价调整以及更多举措。
Last week Sharma also outlined her first major organizational changes at Xbox and revealed a new Xbox boot-up animation. The reorganization of the Xbox platform team is designed to “build a platform that is affordable, personal, and open by staying close to the work and the people we serve,” according to Sharma. 上周，Sharma 还概述了她在 Xbox 的首次重大组织架构调整，并展示了全新的 Xbox 开机动画。据 Sharma 表示，此次 Xbox 平台团队的重组旨在“通过紧贴工作本身以及我们所服务的用户，打造一个经济实惠、个性化且开放的平台”。