A small design firm in St. Louis is suing Microsoft over the Bing trademark. Microsoft launched a rebrandedsearch engine this year under the name Bing.

The company in St. Louis, Bing! Information Designs, claims it had the name first, and filed a pettion in the 22nd Judicial Circuit of the Missouri Circuit Court in St. Louis on Wednesday.

Tony Simon, the attorney representing Bing!, said Bing! has been using the name for the past 10 years. Since Microsoft began marketing its new search engine, Simon said Bing!'s clients are now confused about whether they are part of Microsoft.

"Quite honestly he would love to have his name back," Simon said. "The problem he’s facing is that all the years of doing business is tainted and what can we do about it."

Kevin Kutz, Microsoft spokesman, said in a statement, "We believe this suit to be without merit and we do not believe there is any confusion in the marketplace with regard to the complainant’s offerings and Microsoft’s Bing."