"We looked at different types of names and words -- well-known words and conceptual ones -- but we focused in on Xbox because it really embodies all of the characteristics and brand attributes we were shooting for," said John O'Rourke, director of games marketing at Microsoft Corp.
Those attributes include: passion, excitement, a sense of mystery, energy and freshness.
"The Xbox name delivers on all of them," he said, adding the decision to stick with the name was unanimous after months of focus group testing around the world with gamers.
The black Microsoft logo does not appear on the new Xbox identity system, but Mr. O'Rourke said it will appear on product packaging.
The Xbox logo was created by Cinco Design, Portland, Ore. McCann-Erickson Worldwide, New York, will create advertising for the Xbox in an estimated $150 million campaign that constitutes a portion of the $500 million Microsoft has pledged to market the console.