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Microsoft redesigns Bing logo and user interface to challenge Google

Microsoft redesigns Bing logo and user interface to challenge Google

By Anupam Saxena | Updated: 17 September 2013 19:03 IST

Bing, Microsoft's search engine is getting a fresh touch of paint. The company has unveiled a brand new golden orange logo for Bing, in line with the branding design of its other products.

The development was first reported by The Verge. Microsoft has also set up a page introducing the Bing redesign. The page sums up the redesign as, "From a new logo to an updated colour palette, our new identity aligns with the Microsoft family of products while retaining our unique character."

Microsoft has also overhauled the Bing.com user interface of Bing with an intent to automatically adapt to different devices including PCs, tablets, and phones. The new interface would be rolled out to users in the coming weeks.

Talking about the redesign of the UI, Microsoft said in a blog post, "We have also rebuilt Bing.com with a beautiful new, modern design focused on simplicity, speed and visual appeal to give people a better search experience regardless of the device they are using."

The Redmond giant mentions that it evaluated fonts, spacing, colour, visual scan patterns, the search box and even the underlying code.

The new Bing redesign combines the Snapshot and Sidebar features for search results, bringing information from Bing's knowledge graph and from the user's social connections across social networks like Facebook and Twitter.

"Our new design displays both the factual data about this beautiful route (length, date, related places), and also the human perspective whether they be status updates, photos, tweets, check-in's or expert opinions," mentioned Microsoft.

Microsoft is also introducing what it calls 'Page Zero' a new function in Bing that helps a user get an answer or take an action before they see the first results page. This essentially gives a preview of information on the search term as the user keys it in. It also offers users "intelligent disambiguation" giving a choice between different results in case of similar names. The Page Zero feature will also show deep links based on the user's query. For instance, for a query for United Airlines, Bing will show the most common actions like "Check in" and "Flight Status".

For "high-confidence" queries or searches for which Bing has clear data about what someone is looking for it has introduced a new top result called "Pole Position."

"When we know that someone wants images of a celebrity, is looking for a specific fact or needs a detailed view of the weather in a particular city, we now provide a much larger answer beautifully integrated at the top of the page. These larger format answers help people find the best answer for their question. This space will be rapidly evolving to enable users to take an action or dig deeper into that topic," elaborated Microsoft.

Microsoft says Bing's new layout is built from the ground up to work across devices and will adjust both to the size of the screen and the context of the user. With the focus on mobile and tablet devices, Microsoft says it has integrated touch into Bing and introduced a number of capabilities to allow for more rapid refinements in the future.

Previously, Microsoft had overhauled the Bing search experience for Windows Phone devices, streamlining it with fewer search filters and offering more relevant results on the first page, among other features.

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