Microsoft retained the lowercase ‘b’ as a tribute to its 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 our 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 company says the symbol, a stylized ‘b’, evokes a sense of movement, direction and energy. The orange-gold colour is inspired by the orange dot in the previous Bing logo and quadrant of the corporate flag logo.

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.”

Alongside the new logo, Microsoft has also improved the interface of Bing.com. The new interface is faster, cleaner and visually appealing.

“We believe that search can be beautiful as well as functional and efficient. With that as our goal, we evaluated fonts, spacing, color, visual scan patterns, the search box and even the underlying code. We’re excited about the final result and to give you a glimpse, we have created a destination at www.bing.com/newwhere you can learn more about the new face of search,” says the company in a post.