In a recent presentation in Oslo, Norway, Microsoft (NASDAQ:MSFT) executives outlined the software giant’s ambitious plans to re-brand some of its most popular products.

The executives noted that the product changes are part of a “re-imagining” of the entire company. Among the products whose images with be updated is its Xbox gaming console, Skype Internet telephony business and search engine Bing, The Verge notes.

The company reached out to “international brand consultants” to assist with the re-branding strategy, which comprises new logos and simpler, cleaner product interfaces. Part of the goal was to transform the way consumers see the company and to emphasize that its size is an advantage, not a problem.

The executives noted that Microsoft is like a big bowl of fruit, with multiple standalone businesses, compared to Apple (NASDAQ:AAPL), which is a unitary business.

Earlier this month, Microsoft announced that it is collaborating with its manufacturing partners to launch a new range of smaller, cheaper tablet computers to bridge the gap between its Windows Phone and traditional desktop computers.

Investors appeared to like the news, sending shares of Microsoft up about 2% in Monday morning trading.