Microsoft’s Bing business has made some impressive strides in the past year, finally becoming a profitable business for the company. Nevertheless, a new year means a fresh start and more opportunities, and Microsoft seems to be embracing this fact with a new Bing logo, reports Adage.

The new logo forsook the bright yellow color commonly associated with Bing – which has been present since the first logo version before permeating the entirety of the next one – for a more subdued shade of green. The reason for the change of color is reportedly because green “is easier to see over yellow,” to quote a Microsoft’s spokewoman. Other more subtle changes include a capitalized “B” in the word “Bing”, and a thinner, more solid abstract “b” symbol. According to Microsoft, the new logo displays well “across Windows devices and services.”

Can you see a bird in the white space of the old logo’s “b” symbol? The new one’s lacking a tail, courtesy of Microsoft. The new logo may also symbolize a renewed vigor in Microsoft’s search business.

Microsoft’s Corporate VP of advertiser and publisher solutions Rik van der Kooi seems confident in Bing’s growth rate over the years, and how Microsoft is going to develop search, including expanding its multi-platform presence spearheaded by Windows 10 and Microsoft’s new default browser, Edge. With 29% growth in 2015 to 21% market share, $1 billion in revenue last year, and deals that will see Bing powers Apple’s Siri, Amazon’s Alexa, as well as all of AOL’s search engine properties from this year, van der Kooi certainly has grounds to be positive.

“We expect Bing to continue to grow and are thrilled with our trajectory. We are the only search engine that is experiencing steady, consistent growth and have increased our share for 26 consecutive quarters. And we’re not slowing down.” – Rik van der Kooi, Microsoft’s corporate VP of advertiser and publisher solutions.

However, it will take a while before Bing can catch up to Google, whose daunting 64% search marketshare makes it the first choice for most marketers, and even the Microsoft exec admits as such. Nevertheless, as van der Kooi puts it, “search is not tied to a search box anymore.” Given the speed of technological advancement, the possibilities are endless for Microsoft and Bing, and Microsoft is in it for the long fight.

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