Out of the Box

Microsoft — Office

To excite and inspire its loyal user base, frog developed a refreshed brand identity for Office for Mac that reflects the ambitions of a new wave of entrepreneurial customers.

In 2010, Microsoft approached frog with a challenge: reimagine the Office for Mac brand to grow its base of students, small business owners and entrepreneurs, while remaining true to the roots of one of the most popular software applications ever designed.

To position the software suite as an essential resource for productivity and creativity, frog developed a set of brand guidelines that reflect Mac users unique needs and interests. Research with customers around the world helped us develop four brand pillars that resonate: Fluency, Harmony, Entrepreneurial, and Progressive.

To generate a broad set of options for the software’s new iconography, frog reached out to dozens of designers across studios for input. The final product icons, based on the new brand position, evolve the software's traditional letterforms to evoke a fluid, human approach to productivity.

frog's visual identity and design system for Office feels at home in the Mac environment. The complete design system encompasses typography and lockup usage, photography guidelines, tone of voice and writing style, color palate, and brand applications.

The rebranded software launched in 2011 to rave reviews, exceeding internal sales expectations.

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