Metro is a design language created by Microsoft. This design language is focused on typography and simplified icons, absence of clutter, increased content to ratio, and basic geometric shapes. Early examples of Metro principles can be found in Encarta 95 and MSN 2.0. The design language evolved in Windows Media Center and Zune and was formally introduced as "Metro" during the unveiling of Windows Phone 7. It has since been incorporated into several of the company's other products, including the Xbox 360 system software, Xbox One, Windows 8, Windows Phone, and Outlook.com. Before the "Microsoft design language" title became official, Microsoft representative Qi Lu referred to it as the modern UI design language in his MIXX conference keynote speech. According to Microsoft, "Metro" has always been a codename and was never meant as a final product, but news websites attribute this change to trademark issues.