The ‘Be What’s Next’ Slogan Quietly Abandoned By Microsoft

Microsoft executives, including CEO Steve Ballmer have been quick to hype up the new direction for Redmond as a devices and services company, and in fact, have matched it with several new hardware devices that have made their way to the market.

But this much is sure that the technology titan is going through a major rebranding process.

Pretty much all Microsoft products are getting critical revamps, refreshes and redesigns. In fact, the company’s logo also got uplifted not too long ago.

What this means is that the company has abandoned the ‘Be What’s Next’ slogan that it first announced back in 2010 — quietly at that. Microsoft is yet to make any sort of an announcement about this.

But Neowin seems to have the lowdown on this saying that a search on the U.S. Patent and Trademark Office reveals that the Redmond-based technology titan has not decided to renew the trademark for this slogan, letting it quietly expire on February 18.

While it is not clear whether Microsoft is planning to embrace a new slogan, but such a situation cannot be ruled out, considering the advantages it will bring in its fight with competitors and rival companies like Google and Apple.

Redmond already brought it first table, Surface RT, to market back in October last year, which was joined by the Surface Pro earlier this year. The company is said to be on track to launch several new products later this year, including smaller tablets that sport 7 or 8 inch displays.

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