Under Consideration’s Brand New division posted their best and worst identities of 2009. Guess who made the top of the list for the worst identity? Bing, bing, bing – you got it, it was Microsoft’s new brand for their search engine – the Bing logo.

Honestly, I am not sure how reputable the Under Consideration site is, but I did see the Seattle Pi magazine mention this – so it did get some attention. Under Consideration’s comments about the logo were:

When I first posted the new logo for Microsoft’s search engine I blasted it for using scaled typography then “Bob,” who designed the logo at Razorfish, informed us that “All the letter forms were made from scratch.” I think I preferred to think this nastiness was done unknowingly than fully premeditated. Congratulations, Bing!

They also rated the new MSN butterfly logo as the second worst identity of 2009.

But AOL scored the best by earning the number one best identity of 2009. AOL recently launched a new brand, more about that over here. Congrats AOL!

Related Topics: Microsoft: Bing | Microsoft: Marketing

About The Author: Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here. See more articles by Barry Schwartz