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Microsoft Gives Bing A New Identity

Microsoft wants to change Bing's image, so it created a new logo with a simpler typeface and revamped how it displays search results on the engine, moving from three columns to two. For Bing, the focus has become the warmest colors on the palette -- primarily orange and yellow, Scott Erickson, senior director, brand and creative at Microsoft, wrote in a blog post. The new Bing identity becomes more than a logo and a color palette, but rather a brand architecture that allows the engine to evolve. Some believe that evolution turns Bing into the foundation supporting Microsoft apps and cloud services.

Read the whole story at Bing Search Blog »

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