The software tech giant Microsoft is undergoing a lot of change, and that include its search engine Bing. As a way to approach different product design and creating a difference within the product itself, Microsoft is changing Bing's logo.
Bing is the #2 search engine, coming second to only Google. The new logo is marking Bing in going 'all in' in the search industry. The new logo switches its color from yellow to pine green and putting the letter "b" in uppercase.
Microsoft last updated Bing's logo in 2013. The new logo is also angular, and it's continuing Microsoft's 2013's rebrand focus. The uppercase "B" also makes the wordmark more readable.
According to a Microsoft's spokeswoman, green "is easier to see over yellow". She also said that green and the new look displays better "across Windows devices and services."
Bing was launched back in June 2009. The 2016's logo comes as Bing reaches a new era. Despite still being "number 2" in the business and still a distant rival to Google, Bing has indeed and finally became profitable.
The polished design also reflects the improving performance of the search engine itself.
"We expect Bing to continue to grow and are thrilled with our trajectory," said Rik van der Kooi, Microsoft's corporate VP of Advertiser and Publisher Solutions. "We are the only search engine that is experiencing steady, consistent growth and have increased our share for 26 consecutive quarters. And we're not slowing down."
Microsoft is looking forward to implement Bing to a number of different platform, the largest of course in the company's Windows 10 operating system. With Microsoft's aggressive strategy, the company is expecting Windows 10, Bing, Cortana, Edge and many of its other products to be available to even more people.
A Microsoft representative once said "Bing is a successful standalone business and also a key component of many experiences inside and outside of Microsoft." He also added that "We're changing our look to complement our partners own brands and because teal looks great within experiences like Windows."
Despite Bing is second to Google, it's not failing. The fact that in the recent years Bing has successfully ate away Google's market share. And at a pace it's adding new features, it's only a matter of time until the search engine is considered a worthy opponent to the giant Google.
With its new logo announced, users can expect the new wordmark to roll out gradually across all of Microsoft's properties.
Further reading: Microsoft Challenges Google In The Search Engine Industry By Bringing A Major Update To Bing