The addition of the icon is an interesting change as it looks like a Windows logo but it's just the Microsoft logo. I recognise the diamond shaped icon seen in Bootcamp more easily and while it still represents Windows, I don't think that's a bad thing because almost everything it will be used for is Windows related:
The XBox has its own branding but the Windows icon next to the manufacturer name immediately lets people know it's the same people who do all the computer products.
I don't think the reference to tiles comes through strongly enough from the coloured squares given that the tile UI (even used on the XBox) doesn't use all square tiles. No matter how often they use the colours with their products, I don't get a strong association either. Green = XBox and Excel, Blue = Word, Messenger and Games for Windows Live, which don't match up.
I get a strong association with Adobe's apps (although they're kinda messing this up too by having so many products).
I'm sure people will get used to it the more it's used and it is a bit more family friendly with the colours and softer font. I don't think they will be able to use the tiles on their own and have people recognise it the way Apple can with their logo. I'd recognise the diamond without the text.