Xbox officially changes its image and is now XBOX

The new direction of Asha Sharma continues to introduce visible changes in the brand.

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The changes within Xbox continue to move forward slowly under the direction of Asha Sharma. After several decisions related to the brand image and company communication, now another movement has arrived that many veteran players have been demanding for a long time.

From today, the brand officially presents itself as XBOX (all in capital letters) on social media, thus recovering a much more classic aesthetic from the company’s early years. Although it may seem like a minor change, the decision has generated quite a debate among the community.

XBOX officially replaces Xbox on social media

Everything started a few days ago when Asha Sharma launched a public survey asking players directly which format they preferred to represent the brand: the classic “Xbox” used in recent years or the return of “XBOX” in all capital letters. The response was quite clear. More than 65% of participants voted to recover the classic version, and the change is already visible on X, where the official account is now displayed as @XBOX.

This movement adds to other recent changes driven by the company’s new direction. In recent weeks, we have also seen modifications to the logo, visual changes in the console startup animation, and important adjustments related to Xbox Game Pass.

Although it may seem like just an aesthetic detail, many players are interpreting this type of movement as a way to reconnect with the brand’s classic identity. Everything points to the fact that the change will progressively reach the rest of social media and official materials over the next few months.

👀 pic.twitter.com/4MHzmLsXNm

— Asha (@asha_shar) May 15, 2026