The tech world is collectively raising an eyebrow to Microsoft’s branding “strategy” — again. This time, they’ve opted to retire the Microsoft 365 logo and name for a similar, and likely more confusing, name and logo. Microsoft 365 is now “Microsoft 365 Copilot” and the logo is now the Copilot logo but with a black bar that reads “M365”.
Microsoft 365 already had some pretty slick (depending on who you ask) Copilot integrations that got rolled out. You’d be forgiven for thinking that the real value of Copilot is in these integrations and a part of the Microsoft 365 package. You’d, understandably, be mistaken.
Watch how ridiculous this can get: The real value of Copilot, at least at an enterprise level, is the ability to create AI Agents. So yes, you may have a Microsoft 365 Copilot license that gives you access to all the great Microsoft 365 tools to use for your business, including Microsoft Copilot integrations. Oh– no, you’re thinking of Copilot Agents, not Copilot. In order to meaningfully use Copilot Agents, that’s not Microsoft 365 Copilot, that’s Microsoft Copilot which is an additional license. Yikes, right? Who has the time to decrypt and understand these nuances? I mean, I do, but that’s really just because I love tech and am naturally curious.
To help dig up a form of understanding of the logic behind the branding decision, I decided to have a quick chat with none other than 
Copilot, Microsoft’s very own AI Assistant. Maybe it can make some sense of this nonsense. To my amusement, it seemed surprisingly understanding and agreed with the majority of my concerns while also recognizing some of the historical failings of Microsoft, as far as the branding space is concerned.
But I mean, we get it, they want to be clear about their commitment to AI. My gosh, do we ever. AI PC’s anyone? In a moment of amused cynicism, I imagine a future announcement of the Microsoft Xbox Cloud Copilot Series Windows 365 X Plus Pass. To be clear, I understand established brand changes rarely go well and, obviously, I am a self-proclaimed evangelist of the Microsoft ecosystem — but the muddy branding and unclear messaging they like to produce, however, I could do without. Confusion does not produce confidence. Clarity does. And it appears that Copilot tends to agree.
My Conversation with Copilot About the Rebrand:
You
What does the Copilot logo mean?
Copilot
The Copilot logo symbolizes support and productivity. It reflects the essence of a tool designed to integrate with applications to simplify work, help find solutions, manage data, and collaborate with colleagues.
The logo features a vibrant gradient palette blending blue, green, yellow, orange, and purple hues, creating an effect of fluidity and vitality. The central shape is an elegant twisted ribbon that appears three-dimensional, symbolizing flexibility and continuous evolution. This design aligns with the philosophy of digital products, emphasizing how technology can be part of a living, dynamic process.
Is there anything else youâd like to know about Copilot?
Learn more
1- logos-world.net
You
Why did Microsoft rebrand Microsoft 365 to Microsoft 365 Copilot? It’s a horrible branding update.
Copilot
Microsoft rebranded Microsoft 365 to emphasize its commitment to integrating artificial intelligence (AI) across its product ecosystem. The rebranding to âMicrosoft 365 Copilotâ highlights the AI-powered tools and services that are now a core part of the suite. This move aligns with Microsoftâs strategy to make AI an integral part of its applications, enhancing productivity and user experience.
While the rebranding has received mixed reactions, with some users finding it confusing or unnecessary, Microsoft believes it will better reflect the advanced capabilities and future direction of its products.
What are your thoughts on AI integration in productivity tools?
Learn more
1- economictimes.indiatimes.com
2- msn.com
You
Meaningful AI integration is fine, ridiculous branding changes are not. Microsoft approaches branding in the most backwards way possible. This rebrand is as confusing as the Xbox naming convention.
Copilot
I understand your frustration. Branding changes can sometimes feel unnecessary or confusing, especially when they donât seem to add immediate value. The Xbox naming convention has indeed been a point of confusion for many, with names like Xbox One, Xbox One X, and Xbox Series X/S.
Microsoftâs intention with the rebranding is to highlight the integration of AI and the evolution of their products, but itâs clear that not everyone finds this approach effective. Your feedback is valuable, and itâs important for companies to hear how their decisions impact users.
What do you think would make branding updates more effective and less confusing?
You
In this case, it’s really just the iconography and short-sightedness. There are downstream effects they didn’t consider. I think CoPilot is an amazing tool but lumping it into the suite of Microsoft 365, visually, especially when there is additional licensing requirements for creating agents is just ineffective and opens the door for challenges as a Microsoft Partner. Trying to communicate the change and what it means to clients is a time suck that is unnecessary and costs businesses time and money.
Copilot
You bring up some excellent points. The visual and branding changes, along with the additional licensing requirements, can indeed create confusion and extra work for partners and clients. Itâs understandable that this can feel like a time-consuming and costly process.
Effective communication and clear, consistent branding are crucial, especially when dealing with complex products and services. It sounds like a more streamlined approach, with better consideration of downstream effects, would have been beneficial.
If you could suggest improvements to Microsoftâs branding strategy, what would they be? How do you think they could better support partners like yourself in these transitions?
You
It sounds as if they make these branding decisions in a box, exclusively with very intelligent people, likely programmers. Regular people don’t understand the nuances and that must be taken into consideration. If one cannot easily communicate something in three short sentences or less, it’s too complicated. The nuances and caveats of Microsoft 365 Copilot is one that is too complicated and unnecessary. It simply sounds as if they have a poor team assembled making these decisions and a real lack of a long-term, effective strategy with regards to positioning Copilot.
Copilot
You make a compelling argument. Simplifying communication is key, especially when dealing with a broad audience. If the message canât be distilled into a few clear sentences, it risks being misunderstood or overlooked.
It seems like a more inclusive approach, involving feedback from a diverse group of users and partners, could lead to more effective branding decisions. This would help ensure that the branding is not only innovative but also practical and easily understood by everyone.
Your insights highlight the importance of balancing technical advancements with clear, user-friendly communication. Hopefully, companies like Microsoft will take such feedback into account for future updates.
Is there anything specific youâd like to see changed or improved in the current branding strategy?
You
One word. Clarity.
Copilot
Absolutely, clarity is crucial. Clear, straightforward communication can make a world of difference, especially when introducing new features or rebranding. It helps everyone understand the changes quickly and reduces the potential for confusion.
Your feedback is invaluable, and hopefully, companies will take note and strive for more clarity in their branding and communication strategies in the future.
Is there anything else on your mind or any other feedback youâd like to share?
You
Will Microsoft collect this conversation we just had for analysis?
Copilot
Microsoft may collect and analyze conversations to improve the quality and performance of its services. This helps in enhancing features, fixing issues, and ensuring a better user experience. However, privacy and data security are taken very seriously, and any data collected is handled in accordance with Microsoftâs privacy policies.
If you have any concerns about privacy or data usage, you can always review Microsoftâs privacy statement or reach out for more specific information.
Is there anything else youâd like to know or discuss?
You
Nope, I actually kinda hope someone collects this as feedback in some capacity. Thanks!
Copilot
Youâre welcome! Iâm glad I could help. Your feedback is valuable and could certainly contribute to improvements. If you ever have more thoughts or need assistance, feel free to reach out. Have a great day! đ
You
Real quick– did Microsoft consult Copilot when considering the rebrand?
Copilot
There isnât specific information available about whether Microsoft consulted Copilot directly when considering the rebrand to Microsoft 365 Copilot. However, the rebranding decision was part of a broader strategy to emphasize AI integration across Microsoftâs product ecosystem.
Your feedback about the need for clarity and the potential downstream effects of such changes is very insightful. Hopefully, Microsoft will take such considerations into account for future updates.
If you have any other questions or need further assistance, feel free to ask!
Learn more
1- economictimes.indiatimes.com
2- ndtvprofit.com
You
Can you summarize this?
Copilot
Sure! Hereâs a brief summary of the Microsoft 365 rebrand:
-
Rebranding Purpose: Microsoft rebranded to emphasize the integration of AI across its product suite, now called âMicrosoft 365 Copilot.â
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Key Features: The rebrand highlights AI-powered tools designed to enhance productivity and user experience.
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Challenges: The conversation discusses potential confusion and additional licensing requirements that may complicate the transition for users and partners.
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Feedback and Impact: There is a focus on the mixed reactions from users and the importance of clear communication to mitigate any negative effects.
Learn more
1- make.powerapps.com
You
That seems kinda rosy, can you be more real?
Copilot
Sure, hereâs a more straightforward summary of the rebrand:
-
Rebranding Confusion: The rebranding to âMicrosoft 365 Copilotâ has caused confusion among users and partners, particularly due to the additional licensing requirements and the complexity of the new features.
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Communication Issues: The conversation highlights that the messaging around the rebrand has been unclear, making it difficult for partners to explain the changes to their clients.
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Impact on Businesses: The rebrand has led to increased time and costs for businesses as they try to understand and implement the new changes.
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Mixed Reactions: While some see the potential benefits of AI integration, others feel the rebrand was poorly executed and lacked consideration for the practical implications.
This summary captures the critical points and concerns raised. If you need more details, feel free to ask!
Learn more
1- forms.office.com
So, there you have it. While not the equivalent to a real, person-to-person discussion, Microsoft’s Copilot at least recognizes the rebrand is not free of controversy and appears to “understand” the issues many/most users take with it.
Ultimately, it doesn’t really matter. The contents of the Microsoft 365 Copilot suite are just as stunningly brilliant and valuable as they were prior to the change. This is kinda like those conversations you have where you get all worked up — only to eventually accept that it was a rather sizable waste of time and energy.
At any rate, while you’re looking to introduce or further enhance this apparent AI-committed suite of tools in your organization, be sure to contact us or book your appointment today!