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. 

Share

Featured Articles

Hybrid live event shaping the future of Sustainability & ESG

Sustainability LIVE London returns for a two-day, multi-track conference programme featuring inspirational ESG speakers, debates and discussions

Nine must-attend sustainability events for business leaders

From London to Abu Dhabi, Singapore to San Diego, these sustainability-focused events are designed to help business leaders action their ESG goals

Daniel Weise of BCG on new supply chain and procurement book

Daniel Weise, global leader of Boston Consulting Group’s procurement business line, on the timely publication of his new book, Profit From The Source

Attract and retain talent with flexible working and benefits

Human Capital

Nurturing the next generation of women leaders in Africa

Leadership & Strategy

5 Mins With: Cybersecurity expert Ariel Parnes of Mitiga

Technology