We’ve long awaited the passing of Internet Explorer and the development of a more impressive browser that is up to speed with the rest of the popular browser selections out there. Microsoft has finally taken that step forward with the development of its new browser, Microsoft Edge. The excitement from Microsoft about the new technology built into the browser had many anxiously awaiting the reveal to see if it really does meet the standards of web browsers today. A new browser means a new logo, and now we can finally see the outcome.

So let’s take a look:
WAIT? Is that a new logo or is that just a redesign of the IE logo?

We all know very well what the IE logo looks like, and all the problems that go along with the brand that has been holding Microsoft at the bottom of the selection for web browsers for years. With the development of its new browser underway, one would think that a cutting-edge logo design to reflect the new opportunities of Microsoft Edge would be of top priority.

It seems, however, that this was not the case. Take a look at the side-by-side comparison of the Internet Explorer logo and the Microsoft Edge logo:
The result? It really is just a tweak of the already existing IE logo. The shade of blue, the lowercase “e” and even the incorporation of circular movement all appear in the “new logo” for Microsoft Edge. And honestly, we prefer the cleanliness and organization of the IE logo over the uneven spacing and alignments of the Edge logo.

The lack of design here brings with it a lot of unwanted attention. Remember the reluctance to click that little “e” on your desktop and how you only used it to download another browser and then did whatever you could to forget the experience? The Microsoft Edge logo is bringing back all of those feelings and then some. So why would you want all the negativity from a past failure to be the initial feeling a user gets?

The new design could have easily taken a different approach. With a new brand and an attempt to generate more positivity from users and undo all the wrongs of IE, a new logo – with no resemblance to IE at all – seems like the only option.

So we ask of you, Microsoft, why not put more effort into your branding? Why would you want to link this new logo to the previous failures of IE? This could be setting up Microsoft Edge for failure before the browser even launches.