A logo is a graphical element, together with its logotype, forms a trade mark or commercial brand for recognition. One of the most important parts of a company’s branding strategy is choosing the right logo. From a feng shui point of view, a logo is beyond just a trademark or brand. It encapsulates the
energy of the company in the image. It represents the very essence, the totality of the company.
All successful companies have good logos; all failing companies have bad logos. There are no exceptions. A good logo should be simple, visually balanced, and resonate with the company or organization’s service or product. In creating a logo, one should incorporate the yang principle for momentum, encode a hidden message, use a friendly visual image and provide an emotional or mental association. A logo, good or bad, reflects whether a company will either be successful or a failure. If one studies the history of a logo of any company, one can clearly see the co-relationship between the ups and downs of that company.
For the past 25 years, Microsoft has used a logotype instead of a graphic image. Not by any conscious consideration, the use of a plain typeface name actually served Microsoft very well. It was responsible for Microsoft’s long term success until now.
A graphic image commands more attention than does a simple typeface. It presents a stronger focus and defines the company stronger. But the definition also comes with limitations of its flexibility and potential. For the last few decades, the ever evolving field of the computer industry has not been a
defined industry. As a software company, Microsoft’s main asset is intelligent property.
In the classical Five-Element or Wu-Xing Theory, intelligence is associated with the Water element. Water does not like to be defined; water resonates with flow and flexibility. Not surprisingly, Microsoft also resonates with the Water element by strategically forgoing perfection with its flooding the market
first and fixing it later approach. The simple typeface of Microsoft, not to be defined, resonates with Microsoft’s philosophy and has been serving it very well.
As Microsoft continues to diversify its product lines, it moves out from the purity of the Water element. Thus, the Physical level has to change to reflect the energy and information attributed in a logo. This is the underlying reason why Microsoft changes its logo. It is how energy naturally plays out,
not through surface reasons or by conscious efforts.
The new logo is composed of a multicolored Windows symbol in front of the “Microsoft” name in a lighter type. Jeff Hansen, Microsoft’s general manager of brand strategy said it is intended to signal the heritage but also signal the future – a newness and freshness.
The new logo’s form is wholesome, and it also reflects stability. However, seeing it from a feng shui perspective, from the matter, chi energy, and information perspective, the logo is a very ordinary design, it reflects that Microsoft will not continue enjoying its phenomenal success it has for
over the past decades.
In the first place, there is no energy connection between the four colored tiled image and the Microsoft word. These two look like separate entities that just happen to be placed next to each other. Both serve itself, not to one another . They are not in love nor do they go hand in hand.
In the second place, the colorful tiled image on the right hand side, the yin side, signifies the past. The light type face of Microsoft on the left hand side , the yang side, signifies the future. Respectively, they reflect the colorful and glory past and the not the colorful future. We cannot expect Microsoft to have
much excitement to show in years to come. However, since the logo is still basically wholesome and stable in form, Microsoft will maintain to be a viable company.
Shan-Tung Hsu. Ph.D.
Director, Blue Mountain Feng Shui Institute
206-523-3946 or email@example.com