The updated branding and font do look pretty slick, but so do their current logos. I don't think a rebranding is going to solve too many issues with their company. People aren't stupid. Instead of one brand/logo being linked to Microsoft, it'll be another brand/logo linked to Microsoft. When people look at the current Windows logo, they don't think, "wow, that logo sucks!" They have their opinions about Microsoft and their products, but a logo and font update aren't going to influence that too much. No more than painting stripes on a horse make it a zebra, or change peoples opinions that it is, infact, a horse, but with stripes.
For that matter, Microsoft has made too much of a hobby out of rebranding its current product line. In my mind they're almost starting to look needy. "oh, please world, please love us, we'll change our name to what ever you want!" I myself don't care for companies that spend too much time defending their brand. Microsofts problem is not their naming scheme, infact I think they've been doing rather well as of late. Microsofts probem is getting their products, which are slick, well built, and intuitive, into peoples hands. And to do that, they don't need to sell "Microsoft" to comsumers, they need to sell the product. Thats a lesson that they may finaly be starting to learn. They've also learned, that if you want something done right, do it yourself. We've seen it with the Smoked by WP campainge, their new Surface tablets, and finaly finaly FINALY their own branded Microsoft Stores.
If we're going to see a "New Microsoft," it should be a more proactive Microsoft that promotes it own OS's, promotes its own hardware, and promotes their own message, that there is a new and better way to use your phone, computer, tablet, and tv (Xbox). Because lets face it. With the exception of some creative marketing and events from Nokia, and the campaigne Microsoft has pushed on its own, the rest of the industry (telecoms, tech venders, and retailers) have failed miserably.
Anyways, just my two (or twenty) cents on the matter.
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