The bing logo really oozes of basic lack of type optics. Look at how the n gets so narrow and thin at the apex. The g sits off the baseline with a half loop that doesn’t link up, not that it must, but in this case it looks too awkward. The counters are ludicrously huge and the descenders don’t rise near high enough to forgive such a huge x-height. Large x-heights are good for reading, but with a low cap you’re shooting yourself in the foot.

It will need more work but what I have done, I have done well when compared to the current state of affiars. I have paid attention to the letterforms and the space around them, the weight, contrast and the flow, something that wasn’t done the first time around. I’d advise the folks at Microsoft to get a typographer/foundry to design a custom face; or at least the four letters, or even use a typeface that already exists? Microsoft’s reluctance to pay for typeface licenses in the past render that unlikely. e.g. The Helvetica/Arial Story.

Here are some more images,

Integrated on the website without much obstruction or effort and it looks quite acceptable. Of course you could argue a total redesign of the site is needed but it is the logo I’m focusing on more than user interface.

Bing logotype at different sizes.

The logo is based on Chaparral Pro Semi bold Italic, above.

I would be exaggerating slightly to say I am content or even close to finished with this, however it is more of a suggestion of what I envision, a step in a better direction. It is in it’s early stages but already we can see an improvement. Over the coming weeks I hope to develop this further, rather than just making it acceptable or a step in the right direction I’d like to make it something more than that, something with character that is memorable. If anyone is interested in advising me on it or even offering feedback or constructive criticism I’m open for suggestions.

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