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Bing unveils its new logo: reaction from Aesop, Pearlfisher

By Ishbel Macleod, PR and social media consultant



bing article

September 17, 2013 | 2 min read

Bing has today unveiled its new logo, which uses a customised version of the corporate Microsoft font Segoe.

The Drum asked creative agencies what they thought of the rebrand.

Harriet Beesley, designer, Aesop Agency

It would appear that Bing has done some growing up of late. But in graduating into a fully-fledged adult member of the Microsoft family, it just may have lost some of its original bounce. While the old Bing may have exuded a fresh youthful energy, the new edition is both confident and directional and arguably more befitting of an internet search tool. The core yellow colour works well within the Microsoft palette, but to me the font seems more suited to body copy rather than a recognisable logo. Where this design excels is when the logo is used as a standalone icon, without the somewhat characterless font holding it back.All in all a step in the right direction, but I can’t help but wonder if Bing is no longer ‘just a search engine’ then what on earth is it?

Jonathan Ford, founding partner and CCO, Pearlfisher

The recent default for neutral identity and logo design might be the 'contemporary' approach (or lazy even) but has created a host of brands - especially online or tech - that all look the same.As part of our Futures Program and study of the Body, we identified a new macro shift in design that celebrates individuality and a breaking free from conformity and restriction. A celebration of beautiful curves and personal style statements should be as true for typography and brand design as it is for fashion brands. It’s great to see technology brands such as Bing bringing back shape, craft and mastery to communicate the expression and soul of their brand from the outset

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