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Microsoft Debuts New Bing Logo With Revamped Search Page

No Mention of Whimsy in Microsoft Blog Post

Published on . 2

The old logo...
The old logo...
... and the new
... and the new

Yahoo isn't the only web property with a new look. Microsoft's Bing search engine is introducing a revamped website today with a redesigned logo.

The brand features a simpler typeface "created to be simple, real and direct" that better matches the font used on other Microsoft products, Scott Erickson, senior director, brand and creative at Microsoft, wrote in a blog post. The company also changed how it displays search results, moving from three columns to two.

Yahoo introduced a new logo earlier this month, seeking to refresh its image and reflect "whimsy," according to company CEO Marissa Mayer. The company incurred a fair amount of jokes online in the process.

Microsoft has been rolling out changes to Bing about twice a year and last unveiled a new design in May 2012, seeking to attract more search users and narrow the gap with Google. The No. 1 software maker is undergoing a management transition and struggling to break into mobile devices as users shift away from personal computers, while keeping up investment in web services.

A new Bing graphics element
A new Bing graphics element

Microsoft had 17.9% of the search market in August, up one percentage point from March, according to ComScore. Google leads with a 66.9% share, while Yahoo trails both at 11.4%.

Microsoft, based in Redmond, Washington, said in July that its online-services business, largely advertising revenue from Bing and other online properties, posted an operating loss of $1.28 billion in the fiscal year ended June 30.

Over the last several years, Microsoft has been altering the design of its product names to be more in line with each other, with a cleaner and sleeker style. The new look for Bing will also include graphic elements drawing from the angles in the new Bing symbol, according to the blog post about the changes.

~ Bloomberg News and Ad Age staff ~

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