Microsoft Appears to be Rebranding Bing

Posted on August 29, 2020 by Paul Thurrott in Bing + MSN with 39 Comments

After months of hints that it was rebranding its search service, Microsoft seems to be moving forward with a new brand, Microsoft Bing.

There’s no announcement, at least so far, but it appears that Microsoft has either expanded what appears to be A/B testing—where some people see the old Bing brand and logo and some see Microsoft Bing—or has completely switched to the new style.

Previously, I would see the Microsoft logo and “Microsoft Bing” on secondary Bing pages but Bing, with the old logo, on the Bing home page. But as others are seeing as well, the new brand and logo appear to have made their way to the Bing home page now too.

I think this is a smart move, and it has some precedent. Microsoft is a much better brand than Bing, and its one of the most respected and trusted brands in the world, more so than, say, Google. And Microsoft has deemphasized its subbrands in the past, making this part of a trend: The firm replaced Surface branding on its PCs with Microsoft branding, for example, and is renaming Office 365 to Microsoft 365.

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Comments (40)

40 responses to “Microsoft Appears to be Rebranding Bing”

  1. BigM72

    I think this is smart because I see Bing's role also changing. It's not about general web search any more. On my work laptop, whilst logged in to my 365 account, searching with Bing not only gives me web results but actually prioritises Office Delve type results showing files across sharepoint etc. If that becomes a bigger focus for enterprise end-users, the Microsoft brand is more relevant than the existing Bing brand.

  2. red.radar

    I think Microsoft’s search engine is a decent product. Wouldn’t mind seeing them take a little market share from google

  3. jimchamplin

    In Edge I see Microsoft Bing. In Firefox I see Bing.


    In Chrome I see the horrible staring eyes of Google boring into my soul to steal my deepest secrets and lay them bare before the world. And sell me shoes apparently.

  4. lewk

    It's still the old bing logo for me on all of my devices.

  5. RonV42

    I just waiting for the comment, "Nobody uses Bing." I think this is a smart move because everything is staring with "Microsoft" in the product name now. I started seeing this over a week ago in EDGE browser.

  6. compuser

    Hasn't it always been Microsoft Bing? Just like Windows has always been Microsoft Windows? Seems more like Microsoft is changing the logo (to include the word Microsoft), not the brand.

  7. compuser

    To PhilipVasta on the other side of the tracks: "No regular person knowingly uses Bing search." I'm a pretty regular person who not only uses Bing, but who has done side-by-side comparisons of searches with Bing and Google. The results are almost always exactly the same, but the hits are generally arranged differently, and the presentation of the information is cleaner, more logical with Bing. I often think that people who make comments like yours are people who have never really used Bing, much less actually compared it to whatever search engine they use.

    • William Clark

      In reply to CompUser:

      I have the exact opposite experience. Searches with Bing may produce some of the same results but often times doesn't present the obvious result I was looking for. Google is usually spot on in that regard. That might be because Google has more history on my searches than Bing but I find after searching with Bing I sometimes need to go to Google to find the result I was looking for.

  8. rusty chameleon

    Microsoft Windows Bing, Searcher's Edition, with Inking and Pro-pak, Fast Ring Edition.

  9. rmlounsbury

    It makes sense especially with deeper Microsoft 365 integration for work related searches if you are logged into a corporate account.


    It makes it less jarring for Microsoft Bing to serve up corporate data than just Bing. It's a small thing but still impactful.

  10. melinau

    I'm still seeing the old Bing logo.

    Switching to "Microsoft Bing", along with the MS Corporate coloured squares logo makes excellent sense for all the reasons Paul identifies.

  11. glenn8878

    Bing is a useless name for branding. Making it Microsoft Bing doesn't help it in any sense. They should just call it Edge. I can download Bing and Edge as separate apps when it should be one and the same. This is also true of Google and Chrome. Both are available as separate apps.

    Just bring back Internet Explorer. Retiring perfectly functional names for the next great branding doesn't work with Microsoft. Remember Cortana?

  12. peten1020

    Bing is an awkward name. It should be simply "Microsoft Search", but because they destroyed the consumer side of their brand it does not matter anymore. I've used their search service for many years until 2019 when I've switched to DuckDuckGo.



  13. derekaw

    Bing is a terrible brand name, I think that when the Bing brand was conceived Microsoft expected that it may become as popular as Google. It should be called Microsoft Search.

  14. Mike Cramer

    I think 'Google Bing' would be a smarter name. Not only hilarious, but the lawsuits would provide valuable media attention.

  15. mryves707

    Another stupid branding decision of Microsoft without any (branding) benefit.

  16. sherlockholmes

    Why is this a rebrand? It would be a rebrand when Microsoft would change the name Bing into something completely different. Its not doing that.

  17. PhilipVasta

    I think it's a step in the right direction, but Bing shouldn't be a consumer facing brand at all imo. No regular person knowingly uses Bing search. It could certainly be the brand of the technology that powers other things.

  18. jupast

    Well that seems rather pointless. Attach the stated 'good' name to one that isn't known as anything but a bit of a joke. Not the search engine itself which is perfectly fine (especially image searches), but you say the Bing name to people and most just scoff.


    Why not just call it Microsoft Search, because I doubt anyone in the history of time has ever said they were going to 'Bing' something.

  19. the escalation

    In before the "No OnE uSeS bInG" comments. Yes, I use it, and it works fine for me personally, YMMV. If nothing else I get a free Starbucks gift card from them every couple of months.

  20. kingv84

    I also see the new brand in Germany.

  21. proftheory

    I still get the Bing logo. I'm weird in that my main browser is Firefox (former Netscape user) and my search is Google.

  22. ezzy

    In reply to lezmaka:


    No, some of us use Bing to avoid Google. It's not ideal, but it's not Google.

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