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Bing is rebranded as Microsoft Bing

Bing is being rebranded as Microsoft Bing with a new logo and more. Here’s what you need to know.

Microsoft this week officially announced that its search engine Bing is now being rebranded as Microsoft Bing. Reasons for the rebrand include the expansion of the service into other offerings like Microsoft Edge’s InPrivate Search, search functionality on Windows, the Microsoft 365 suite, and more.

The company doesn’t go into detail on why it added the company name to Bing for the rebrand. The blog post notes: “Starting today, you will see a shift in product to Microsoft Bing, which reflects the continued integration of our search experiences across the Microsoft family.”

The rebrand also brings a new logo on board for the service which is more in line with the company’s Fluent design language found throughout Windows 10. The rebranding means Bing is now using its updated logo and a Microsoft Bing logo on the search engine’s homepage. And it isn’t clear if Microsoft will retire the Bing logo in favor of the new Microsoft-centric logo or use both moving forward.

Over the past few months, Microsoft has been experimenting with Bing logos. Some appeared on the company’s search engine temporarily.

Microsoft has also been gradually improving its separate search product which powers results across Office, Windows, and more. Microsoft Search appears inside Bing to give organizations an Intranet search foundation for documents and other files.

Along with the rebranding news, the company announced the expansion of the “Give with Bing” program. It is coming to more markets. The program allows users to automatically donate their Microsoft Rewards points to non-profit organizations in supported countries. “Give with Bing is an extension of Microsoft Rewards – Microsoft Rewards lets you earn points simply by searching on Microsoft Bing, and Give with Bing lets you automatically donate those points to causes you care about.”

Microsoft said it has expanded the number of non-profits on “Give with Bing” to include over 1.4 million global organizations. It said through 31 December 2020, it would match the points donated to organizations through the Give with Bing program.

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