Why Microsoft chose 'Bing' as the name of its new search engine

Posted on Thu May 28 2009

Bing

So ... Bing. Why did Microsoft decide to rename its search engine after a Friends character? It turns out the company worked with Interbrand to come up with Bing, which is meant to evoke the "aha" moment of finding what you're looking for. (So, why not Aha then?) Other candidates were said to include Sift and Kumo. "We looked a name that was short, easily recognizable, we could own it. Something that was easy to type into the search box," says Danielle Tiedt, general manager for online audience business group marketing at Microsoft. It's also catchier than Microsoft's previous search-engine name, Windows Live, which sounded like a version of Ice Capades featuring Bill Gates and Steve Ballmer. Of course, Microsoft provides a big fat target for critics. TechCrunch, which got a sneak peek at the logo earlier this week in the form of a favicon (which Microsoft soon took down), compared it to the Cleveland Cavaliers uniforms from the '90s. At Google's I/O event, meanwhile, co-founder Sergey Brin declined to comment directly on Bing, but noted that "we're pretty happy" with the name Google.

—Posted by Todd Wasserman


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