The brand features a simpler typeface “created to be simple, real and direct” that better matches the font used on other Microsoft products, Scott Erickson, senior director, brand and creative at Microsoft, wrote in a blog post. The company also changed how it displays search results, moving from three columns to two.
Microsoft has been rolling out changes to Bing about twice a year and last unveiled a new design in May 2012, seeking to attract more search users and narrow the gap with Google Inc. (GOOG) The No. 1 software maker is undergoing a management transition and struggling to break into mobile devices as users shift away from personal computers, while keeping up investment in Web services.
Microsoft had 17.9 percent of the search market in August, up one percentage point from March, according to ComScore Inc. (SCOR) Google leads with a 66.9 percent share, while Yahoo trails both at 11.4 percent.
Microsoft, based in Redmond, Washington, said in July that its online-services business, largely advertising revenue from Bing and other online properties, posted an operating loss of $1.28 billion in the fiscal year ended June 30.
Over the last several years, Microsoft has been altering the design of its product names to be more in line with each other, with a cleaner and sleeker style.
Yahoo introduced a new logo earlier this month, seeking to refresh its image.
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