Bing reveals new logo as it seeks to shake off search tag

The brand has swapped its old lettering for a new identity using a customised version of Microsoft’s Segoe corporate font, as part of plans to reposition Bing as more than just a search engine.

In a blog entitled, "Stepping Out of the Search Box," Scott Erickson, Bing’s senior director, brand and creative, outlines the range of search products and content services offered by Bing, meaning its brand was in need of "reinvention".

Erickson writes: "The new Bing identity is more than a new logo and colour palette – it’s a system of brand architecture that allows us to strategically and visually evolve Bing in line with our mission and our products.

"We didn’t set out to just provide data via blue links on the web. We set out to provide clarity, decisions and insights. Bing is no longer just a search engine on a web page. It’s a brand that combines search technology across products you use every day to help empower you with insights.

"It’s time we all stepped out of the confines of the search box to stop searching and start finding."

A new website outlines how the "new" Bing will look across Microsoft's platforms.

Earlier this month, Yahoo displayed 30 different logo designs before revealing its "modern and fresh" new look – its first logo overhaul in 18 years.