crazy-cool wallpapers didn't prove it to you, the eager monkeys at MS China have thoughtfully posted up the new branding for your perusal right now. We rather like it -- it conveys a welcoming sense of lightness that contrasts well with the battleship-heavy aesthetic of Vista, and that's pretty much exactly how Microsoft needs to position 7. A few more shots of the branding being used at the Chinese PCBETA event at the read link.
Read - Microsoft China Windows 7 site
Read - Branding at PCBETA