INTERNET SEARCH ENGINE ALSO-RAN Microsoft has given Bing a superficial makeover with a new look for its logo, in what must be an attempt to get people to like it and start using it.
Announcing the change in a blog post on Monday, Microsoft has changed the colour of the Bing logo from blue to yellow, but other than that, it remains similar.
"With principles and frameworks in hand, we looked at the art. We revisited the current logo and diagnosed what wasn't working," Microsoft explained, apparently trying to justify the amount of work that must have gone into the redesign.
"We looked at the new Microsoft identity and we did hundreds of studies to look at motion, font, colour, size and form. We built out mock ads, localised product examples for China and fictitious billboards to see what was working. From simple evolutions to ridiculous explorations, we learned something in each one.
"In the end, our new logo was created to be simple, real and direct."
We hate to break it to Microsoft, but it's probably also totally irrelevant. No one chooses an internet search engine based on its logo.
The Redmond firm said that the logo makeover is part of its "Segoe typography standardising" across the Microsoft brand, in keeping with the company's chief logo "for its connection to the Microsoft identity but also for its readability and clarity".
"Modern but timeless, Segoe will be used across products that we build as well as in marketing and communications."
Called "the Searchlight graphic", the fresh "b" logo that accompanies the logo text is supposed to "add depth and energy" to the search engine's new branding.
"We created it as a visual device to show energy and motion between experiences and the visual connective thread that ties our products together," Microsoft bragged pompously.
The main thrust of the logo change, Microsoft said, is about allowing it to "strategically and visually evolve Bing in line with our mission and our products", which we guess means making it look nicer so people will want to use it instead of Google, though we can't see that happening any time soon.
Microsoft joins a long line of big technology companies that have been changing their logos lately. Yahoo, for example, unveiled a new logo earlier this month after it spent 30 days counting down to releasing it. Like Bing, Yahoo's new logo is similar to previous Yahoo logos, with a slightly slimmer font and retaining the exclamation mark. µ
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