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Bing Has a New Logo and New Look
In September Bing unveiled a new logo and a new look that ties in across the Microsoft platform of products. If you were wondering what the yellow square in the Microsoft logo represented, now you know… it’s Bing. In a blog post Scott Erickson, Senior Director, Brand and Creative offered details about the new logo he calls “simple, real and direct”
In the post Erickson explains that the wordmark is a customized version of the corporate font Segoe. The lowercase ‘b’ was retained in tribute to the Bing logo heritage and to provide a slightly less obtrusive stance. The descender on the ‘g’ has been slightly modified to curve upward in a friendlier manner and the cut on the top of the ‘b’ mirrors the angle on the cut of the ‘t’ in the Microsoft logo.
The kerning pairs of the ‘i’ and the ‘n’ are exactly the same as the ‘i’ and the ‘n’ in the Windows wordmark. The symbol, a stylized ‘b’, evokes a sense of movement, direction and energy. The color loosely pays tribute to the orange dot from the previous Bing logo while also fully embracing the Microsoft color palette and taking inspiration from one quadrant of the corporate flag logo.
The Microsoft design principles rely, in part, on grid layouts. Often called Swiss or International style, this grid layout system has roots in mapping coordinates and provides a balanced and consistent approach to design. When the new Bing logo is placed on a simple grid, it instantly aligns to the layout, offers consistent angles, sightlines and balance. The new mark is designed to instantly feel at home alongside all Microsoft products.
In the post Erickson said that with the new Bing brand identity, designers fully embraced the Microsoft core color palette that centers around 10 bold hues. Built for impact and to work well across digital and print executions, the Microsoft palette allows for vibrant and exciting color usage. For Bing, the focus is primarily on the orange, yellow and warmest colors of the palette. The hero color is Orange 124 and the primary palette was chosen to embody the characteristics that those colors usually evoke – clarity, confidence and warmth. Erickson said that having a strong sense of color and living within a vibrant corporate palette allows Bing to clarify their identity without losing the freedom to explore and express ourselves in new ways.
For more on the new Bing logo, the new look and features of Bing visit http://www.bing.com/explore/newbing.
