Bing Information Design, a small design firm based in St Louis, Missouri, US, has filed a lawsuit against Microsoft, alleging that the software company is unfairly using the Bing name for its search engine. The small design firm claims that Microsoft’s action damaged its business.

“For nearly 10 years my client has been using the Bing mark,” lawyer Anthony Simon has said, adding, “Microsoft’s use of the identical mark and its aggressive advertising have gutted all of my client’s efforts to distinguish its business and created confusion that must be remedied.”