Quick update, I'm able to reproduce this as well on a local Windows 10 machine.

My feedback report:
- https://listnr.corp.google.com/report/85571030649

Additional community thread:
- https://productforums.google.com/forum/#!topic/chrome/M8fprMQ5R0k

Screenshots attached.

One forum user suggested this may be related to the "chrome.VisualElementsManifest.xml" file, but checking the revision log, I wasn't able to find any recent commits that touched that file:
https://chromium.googlesource.com/chromium/src/+log/eb87d9b251c40c947de251beec7bb58e232c8abe/chrome/app/visual_elements_resources/chrome.VisualElementsManifest.xml

Thanks!

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Working on bisect..

Able to repro the issue on reported version#68.0.3440.75 and on latest canary #70.0.3506.0 by following the steps as per comment#0 using Windows 7,Ubuntu 17.10 and Mac 10.13.5. Hence providing bisect information below.

Bisect Info:
================
68.0.3399.0-Good
68.0.3400.0-Bad

Note:Unable to run the per revision bisect as getting- " Failure: [Errno 1] _ssl.c:507: error:14090086:SSL routines:SSL3_GET_SERVER_CERTIFICATE:certificate verify failed" , while running the bisect.From the manul changelog suspecting

suspect:
========
https://chromium-review.googlesource.com/c/chromium/src/+/1016241
(or)
https://chromium-review.googlesource.com/c/chromium/src/+/1016283
grt@: Could you please look into this.

As it is regressed in M-68 , hence adding Release-blockstable label, please feel free to remove it if not applicable.

Thanks.!

We changed to assets with a white background. This is working as intended. Thanks for reporting.

//Correction in comment #7

Note : Issue is not observed on Mac OS 10.13.5 and Ubuntu 17.10.

Below is the manual changelog-url from omahaproxy.
CHANGELOG:
https://chromium.googlesource.com/chromium/src/+log/68.0.3399.0..68.0.3400.0?pretty=fuller&n=10000.

Thanks..

This is a terrible change! 

Who's design choice was this? It's pretty bad.

This is a terrible decision. It should match whatever your windows preferred color is like every other app. Quantum is looking mighty appealing these days. Might be time to switch.

Changing the Chrome tile to glaring white completely disregards users' preferences.  Is that what you mean by “working as intended”?  Dial back the corporate arrogance, & let me use the color theme I've chosen.

I run windows in dark mode. Having a full on white tile is just a sore spot on my startmenu and I have to agree w/ #10 and #11 it's pretty bad ux!

Thanks for the feedback, everyone. We appreciate the perspectives, and are investigating our options here. Thanks for your patience.

My perspective was this...  132 users complained about it out of 164 total at company.  We updated group policy to remove the tile from start and start menu and replaced it with another browser as well as copy their bookmarks via background script so we would not have to hear about it.  I won't say which browser but no one is complaining about the difference or speed.  Amazing how a small thing can change what you use.  I know a company that did the same thing for 800 users so as not to hear about the backpage key no longer working for previous page.  Maybe it is time to think about the real world end user.

In considering the feedback provided here and elsewhere, we took a look at how tiles participate in the Windows 10 Start Menu and what it means to be a tile there.

The main metric that most tile background colors respect is a low contrast ratio between the tile background and the start menu background. With this in mind, it's clear that white provides too much contrast with the background.

From the set of colors we can use, we've decided to land on #5f6368, a dark gray, as the background color. This should allow the Chrome tile to participate more like a Windows 10 tile.

Thanks everyone for bringing this up and for providing this feedback.

M69 Stable promotion is coming VERY soon. Your bug is labelled as Stable ReleaseBlock, pls make sure to land the fix and request a merge into the release branch ASAP. Merge has to happen latest by 4:00 PM PT Friday (08/24/18) in order to make it to next week stable cut. Thank you.

This is regressed in M68, pls target fix for M70.

Our desire is for this to target M69. We'll attempt to make this a safe merge.

The following revision refers to this bug:
  https://chromium.googlesource.com/chromium/src.git/+/6c71362fd2502055d03d9a8b5b10b3be6ba964f6

commit 6c71362fd2502055d03d9a8b5b10b3be6ba964f6
Author: Robert Liao <robliao@chromium.org>
Date: Wed Aug 22 07:11:32 2018

Disable the Chrome Light Asset Codepath

In response to user feedback, a dark gray will be used instead of white
as the tile background.

This is the small merge-safe change. A separate change will remote the
light asset pipeline.

BUG=722573, 868343 

Change-Id: I4aa7a5a5e2ebba3e9068591dd7b5bfc0d3faa6b5
Reviewed-on: https://chromium-review.googlesource.com/1184308
Commit-Queue: Greg Thompson <grt@chromium.org>
Reviewed-by: Greg Thompson <grt@chromium.org>
Cr-Commit-Position: refs/heads/master@{#584970}
[modify] https://crrev.com/6c71362fd2502055d03d9a8b5b10b3be6ba964f6/chrome/installer/setup/install.cc
[modify] https://crrev.com/6c71362fd2502055d03d9a8b5b10b3be6ba964f6/chrome/installer/setup/install_unittest.cc

CL listed at #21 is not in canary yet. How safe is the merge to take it in for M69 without canary coverage?

This bug requires manual review: We are only 12 days from stable.
Please contact the milestone owner if you have questions.
Owners: amineer@(Android), kariahda@(iOS), cindyb@(ChromeOS), govind@(Desktop)

For more details visit https://www.chromium.org/issue-tracking/autotriage - Your friendly Sheriffbot

M69 Justification: This is a low risk change that would go naturally with the Material Refresh that will be occurring with M69. In addition, this will help address some concerns that folks are unpinning Chrome from the Start Menu and/or not using Chrome due to the inconsistent use of background tile color compared to the rest of the applications in Windows.

Also, #21 has the benefit of exercising already tested codepaths. It forces all paths to go down the dark background route

Direct answer to #23: Since we're exercising already running codepaths, it should be safe.

Approving merge to M69 branch 3497 based on comment #20, #25, #26 , #27 and per offline chat with robliao@.

robliao@, Pls verify this bug on canary and M69 beta tomorrow.

The following revision refers to this bug:
  https://chromium.googlesource.com/chromium/src.git/+/97a82e23da138a9d12b8342d1b3a0c97d6f67d34

commit 97a82e23da138a9d12b8342d1b3a0c97d6f67d34
Author: Robert Liao <robliao@chromium.org>
Date: Wed Aug 22 18:13:12 2018

Disable the Chrome Light Asset Codepath

In response to user feedback, a dark gray will be used instead of white
as the tile background.

This is the small merge-safe change. A separate change will remote the
light asset pipeline.

BUG= 868343 
BUG=722573

Change-Id: I4aa7a5a5e2ebba3e9068591dd7b5bfc0d3faa6b5
Reviewed-on: https://chromium-review.googlesource.com/1184308
Commit-Queue: Greg Thompson <grt@chromium.org>
Reviewed-by: Greg Thompson <grt@chromium.org>
Cr-Original-Commit-Position: refs/heads/master@{#584970}(cherry picked from commit 6c71362fd2502055d03d9a8b5b10b3be6ba964f6)
Reviewed-on: https://chromium-review.googlesource.com/1185442
Reviewed-by: Robert Liao <robliao@chromium.org>
Cr-Commit-Position: refs/branch-heads/3497@{#772}
Cr-Branched-From: 271eaf50594eb818c9295dc78d364aea18c82ea8-refs/heads/master@{#576753}
[modify] https://crrev.com/97a82e23da138a9d12b8342d1b3a0c97d6f67d34/chrome/installer/setup/install.cc
[modify] https://crrev.com/97a82e23da138a9d12b8342d1b3a0c97d6f67d34/chrome/installer/setup/install_unittest.cc

The NextAction date has arrived: 2018-08-23

69.0.3497.57 now has the correct background for the tile (See attached)

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	Screenshot.png 12.9 KB View Download

Canary has also now correctly updated on its own.
The tile on the left represents the non-updated build.

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	Screenshot.png 11.2 KB View Download

Please change this, just a horrible idea. The icon still has a grey background. I need to change this every time Chrome updates, have to detele chrome manifest whatever xml. 

grey is much better than white!  so please don't go back to that :P

Why can't you just leave a transparet background?