Feeds

Windows 8

Apple iOS 7 makes some users literally SICK. As in puking, not upset

Excessive zoom and 3D-effect graphics in Apple's latest iOS is leaving some users reaching for the sick bucket

Microsoft: It was never 'Metro,' it was always 'Modern UI'

A bit of search and replace should sort this out

Build a business case: developing custom apps

After another long night at the whiteboard, the deep thinkers at Microsoft's marketing department have come up with a new replacement for the verboten word "Metro."

From now on, it seems, the blocky, touch-centric user interface of Windows 8's new Start Menu will be known as the "Modern UI." Apps written to take advantage of the new UI features will be known as "Modern UI-style apps."

On Thursday it emerged that Microsoft was planning to use the term "Windows 8" to replace Metro in consumer marketing materials. The "Modern UI" term appears to be intended for developers who plan to build software based on Redmond's new design principles.

Redmond watchers at The Verge were the first to spot that Microsoft employees had begun using the new branding in listings for upcoming developer training events. For example, one program entitled "Engaging Citizens with Engaging Design" purports to "examine the Modern UI design language from a developer's point of view."

Microsoft seems so eager to get its brand messaging in order that it has employed some rather hasty search and replacing, resulting in one panel with the boggling title, "Building a Windows 8 Modern UI-style UI."

Digging further, Microsoft's search and replace gremlins appear to already be at work on some of its other websites. In one post to the Microsoft Answers site, a questioner asks why none of the main Metro apps are working. Microsoft forum moderator Wael Helwe replies with an answer that references "modern UI" throughout – dated March 2, 2012.

Other pages still seem to use a mix of the "Modern UI" and "Metro" branding.

Whether this bit of revisionist history helps to clear up customer confusion is another matter, since the phrase "modern UI," in and of itself, is a fairly generic term.

"Composition with yellow, red, black, blue, and grey" by Piet Mondrian (1920)

Early example of a modern UI, circa 1920.

Which leads your Reg hack to wonder: If Microsoft was forced to drop the name Metro because of a trademark dispute, as rumor has it, is the phrase "Modern UI" unique enough that Microsoft can trademark it? A search of the US Patent and Trademark Office database reveals nothing so far. ®

Maximizing your infrastructure through virtualization

More from The Register

next story
Whoah! How many Google Play apps want to read your texts?
Google's app permissions far too lax – security firm survey
Chrome browser has been DRAINING PC batteries for YEARS
Google is only now fixing ancient, energy-sapping bug
Do YOU work at Microsoft? Um. Are you SURE about that?
Nokia and marketing types first to get the bullet, says report
Microsoft takes on Chromebook with low-cost Windows laptops
Redmond's chief salesman: We're taking 'hard' decisions
EU dons gloves, pokes Google's deals with Android mobe makers
El Reg cops a squint at investigatory letters
Big Blue Apple: IBM to sell iPads, iPhones to enterprises
iOS/2 gear loaded with apps for big biz ... uh oh BlackBerry
OpenWRT gets native IPv6 slurping in major refresh
Also faster init and a new packages system
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Mobile application security vulnerability report
The alarming realities regarding the sheer number of applications vulnerable to attack, and the most common and easily addressable vulnerability errors.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.