Microsoft has updated Bing's logo to be tighter, more abstract and more in line with the company's branding.

The overhaul, which includes a more abstract "B" and a switch to the Segoe font, was consciously designed to give Bing more of a visual association with its parent company. "We were heavily influenced by Swiss design with its grid layouts and strong typography, which you’re seeing across the company," says Scott Erickson, senior director, brand and creative at Microsoft. "This is something I believe in deeply."

Don't see the Microsoft touches? Erickson notes that the logo takes inspiration from the bottom right of the Microsoft flag "echoing its role as a platform of information for the company." He notes that the small angular cut on the top of the ‘b’ mirrors the angle on the cut of the ‘t’ in the Microsoft logo as well.

"We’ve even aligned our kerning [the space between letters] on the ‘i’ and ‘n’ to match the kerning on the Windows logo," he notes. "The descender on the ‘g’ was modified from the original Segoe font to curve upward ever so slightly which led to a more welcome and open feel. These details together with working with designers and engineers across Microsoft led to the collective brand architecture to create a new look that’s simple, streamlined and beautiful."

For comparison's sake, here's the old logo:

The upgrade — the first in Bing's four-year history — is part of a larger mission to get consumers to think differently about Bing and how the search is integrated into their lives.

"Customers tell us that search isn’t about a zillion blue links, it’s about providing clarity and insights when and where you need it.," he says. "We’re updating the site and experience to provide answers whether you’re searching on a 3-inch phone or a 55-inch TV. Sitting in front of a computer and typing text into a search box isn’t the only way to find what you are looking for. Bing isn’t just about searching, it’s about finding."

The change comes less than two weeks after Yahoo introduced its new logo to mixed reviews. Yahoo's search is based on Bing.

Microsoft has attempted to spin Bing like this before. When it launched, the company tried to make a case that Bing was a "decision engine" rather than a search engine. If successful, the positioning would have eviscerated the belief that Bing was merely a competitor to the much-larger Google. The terminology didn't take hold. Nor has "Binging" something become a widely used synonym for Googling. That said, Bing has its supporters, who like the idea of a counterbalance against Google's power and like Bing perks like Facebook integration and an attractive homepage.

For Microsoft, the logo is also a fulfillment of the "one Microsoft" strategy voiced by outgoing CEO Steve Ballmer. In July Ballmer announced a reorganization of the company that included bundling search in the apps and services unit led by Qi Lu. Below is how the new Bing logo fits in with other current Microsoft logo:

What do you think of Bing's new look? Is building a closer visual link with Microsoft a good idea? Let us know in the comments.

Image: Flickr Betancourt, RiverNorth Photography