A bit of a history lesson, from business magazine Fast Company.  This month, they profile JDK designer Michael Jager, and give some insight into the design of the Xbox 360. 

It was David versus Goliath, with Attila the Hun thrown in to make it interesting. Microsoft had invited three brand designers to Redmond, Washington, in 2004 to present a new identity for the upcoming Xbox 360. (...)

Led by Xbox's global brand director at the time, Don Hall, some 20 members of the gaming division gathered to hear the back-to-back-to-back presentations. First up was Michael Jager, JDK's creative director. Standing before the tribunal, Jager (pronounced like the Rolling Stone) illustrated his vision through a combination of street theater, design psychology, and cultural fluency. Comparing the original Xbox with the Incredible Hulk, Jager used a razor to slash an X in a sheet of paper and then thrust his head through the hole. "X today is all AARGGHHH!" he bellowed. Pure aggressive power. He then withdrew his head, flipped the paper, and revealed how that X could become a doorway, "an invitation to an experience." Jager acknowledged power as a critical component separating Xbox from its competitors but urged the company to see it--and express it-- differently. "Our approach was to transition Xbox from this hulk of escaping power into this quiet power that is lurking, something still incredibly dangerous but with more of an elegance and grace," he recalls. "The analogy we used was Bruce Lee." And thus were two firms felled by a single stone.

"We were all just blown away by JDK," Hall remembers. "As soon as Michael and his team walked out, I looked around the room and knew it was just a formality to sit through the other presentations." Indeed, Jager's illustrative shorthand became a mantra for the 360 team as it created the look and feel of the new system. "Whenever we evaluated our work in terms of guiding our decisions for Xbox 360," Hall says, "it was like, 'This is too Hulk' or 'We need more Bruce Lee.'"

Read the entire article...