Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 25 Determining the For any communication or event, determine the single, primary brand from primary brand Microsoft, based on the audience and context. Xbox is the gaming brand for Microsoft and is typically the lead brand for gaming focused communications. The visual and verbal identity of the communication or event is that of the primary brand. For events that are gaming focused, such as GDC, E3, and GamesCom, Xbox is the primary brand. Please refer to and apply the Xbox brand guidelines. For non-gaming events that are Windows-focused, such as BUILD, Windows is the primary brand. Please refer to and apply the Windows brand guidelines. For events spanning a broad array of Microsoft products and services, such as the Worldwide Partner Conference, Microsoft is the primary brand. Please refer to and apply the Microsoft brand guidelines. Within a given communication or event space, secondary brands may be present, including for way-finding or to highlight specific benefits. Multiple brands may communicate about or amplify an event or topic. Each may do so using its own brand identity and audience.