Microsoft can be characterized as playful. On the one hand it is completely logical and on the other it has the urge, with moderation though, to wonder. It is creative but definitely not a bewildering experiment.
Microsoft can be characterized as easygoing. The overall appearance of it is a carefully struck balance between messiness and impeccability. It will provoke its users to examination but not to wild experiments.
Microsoft can be characterized as serious. The brand wants to evoke tranquility and individuality. It wants to meet its users’ need for silence and simplicity. Use of the brand enables its users to contemplate.
Microsoft can be characterized as pleasing. It communicates likeability and invites use in a fun way. The design of the brand should put people at ease.
Microsoft can be characterized as matter-of-fact. The brand wants to make a self-assured and calm impression. in its appearance the brand wants to be forceful and unmoved.