Microsoft's new Windows 8 logo ditches the Windows 'flag' that has been with the firm since Windows 3.1, choosing a new angled Window graphic similar to that used in the very first Windows operating system.
"Using bold flat colors and clean lines and shapes, the new logo has the characteristics of way-finding design systems seen in airports and subways," Microsoft said of the new Windows 8 logo which has caused no shortage of raised eyebrows.
"We did less of a re-design and more to return it to its original meaning and bringing Windows back to its roots - reimagining the Windows logo as just that - a window," wrote Windows user experience boss Sam Moreau on the Building Windows 8 blog.
Moreau said that Microsoft wanted to echo the Metro user interface design principal of "authentically digital", avoiding the use of false materials. The result, they say, is "humble, yet confident."
As you'd expect, opinions were mixed in the comments and there were several attempts at custom logos with a running theme of criticism centring on the lack of colour - so one user recoloured it.
Still, it's not as bad as the London Olympics logo...