Microsoft updates Bing logo behind Yahoo

By Bizclik Editor

Microsoft has updated its Bing logo, bringing it more in line with the company branding, while adding an abstract twist. The redesign includes a very angular ‘B’ and a switch to the Segoe font, which is famously used in Microsoft’s logo. The new font and bold design gives Bing a closer visual association to its parent.

Scott Erickson, Senior Director, Brand and Creative at Microsoft said, “We were heavily influenced by Swiss design with its grid layouts and strong typography, which you’re seeing across the company. This is something I believe in deeply.”

The reworked logo is the first update Bing has experienced in its four-year history and signals that Microsoft is ramping up its efforts to get consumers to think differently about the search engine and how it fits into their lives.

“Customers tell us that search isn’t about a zillion blue links, it’s about providing clarity and insights when and where you need it,” says Erickson. “We’re updating the site and experience to provide answers whether you’re searching on a 3-inch phone or a 55-inch TV. Sitting in front of a computer and typing text into a search box isn’t the only way to find what you are looking for. Bing isn’t just about searching, it’s about finding.”

Since its launch, Bing has been struggling with promoting its identity and convincing consumers that it’s not in direct competition with Google, but rather a ‘decision engine’ as opposed to a search engine. The new logo in part is about re-promoting that fact while aligning Bing with the wider Microsoft offering.

The new logo comes just two weeks after Yahoo revealed its new branding with mixed reviews.

So does a logo really mean that much to a company’s success? Do you think that Bing can actually convince its potential users that it has more to offer simply by updating its font? Join the discussion on our Facebook page. 


Featured Articles

What high-performing Southeast Asian conglomerates do right

Conglomerates have significantly underperformed pure play companies in the last decade, but some are outperforming their peers – here are the reasons why

Meet the female CEOs driving growth for Starbucks China

COO Molly Liu to join Belinda Wong as co-CEO Starbucks China, as the company builds on its skyrocketing growth with plans to open 2,500 stores by 2025

The world’s biggest chipmaker bets big on renewable energy

Despite the struggle faced by chipmakers to reduce emissions, Taiwan Semiconductor Manufacturing is accelerating renewable energy adoption by 10 years

Uniqlo shakes up leadership amid global retail ambitions

Corporate Finance

What is the ESG strategy of Chinese automaker Geely Holding?


Top 10 best-performing CEOs in Singapore

Leadership & Strategy