Microsoft has updated the logo for its search engine Bing on Thursday, replacing the yellow letters with a softer green color and capitalizing the "b."
A Microsoft spokeswoman told Ad Age the company decided to change the color of the logo because green would be easier on the eyes and would much better "across Windows devices and services."
The abstract "bird" icon that is featured to the left of the text has also had a slight change to its tail.
The redesign makes it the second time the Bing logo has gotten a face-lift. The yellow logo was first introduced in 2013. The previous logo that was part of Bing's initial June 2009 release featured larger blue lettering with a yellow dot for the "i."
Microsoft previously revealed in November that it plans to revive the brand after the release of its updated version of its app for the iPhone.
Microsoft is focusing on expanding its search engine reach and audience, mainly through Windows 10, which it hopes will be used by more than a billion users by 2019. Since it became available in July, the company says more than 200 million people have downloaded the operating system.
And Bing finally made a profit last year, which gives the company a good reason to make sure its brand has a solid appearance as it continues to be "all-in on search."
"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."
The No. 2 search engine also powered devices like Apple's Siri, Amazon's Alexa, most recently adding all of AOL's search engine properties as well. Although the Bing logo is not featured on these, Bing users will be able to see a softer, neater, and smaller file size logo online.
Microsoft will start rolling the logo out across devices on Thursday, Jan. 14.
Source: Ad Age
