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eBay reveals logo redesign

eBay has been slowly evolving its online buy-and-sell business in the 17 years since it opened its doors to collectors and hoarders nationwide. Now the company is getting a new look with Friday's unveiling of a new eBay logo.

The primary-coloured logo has been scaled down from the manic lettering it displayed for almost two decades, and will now showcase the company's name in a more modern way.

"Our refreshed logo is rooted in our proud history and reflects a dynamic future. It's eBay today: a global online marketplace that offers a cleaner, more contemporary and consistent experience, with innovation that makes buying and selling easier and more enjoyable," eBay president Devin Wenig said in a statement.

By retaining core elements like the iconic colour palette but swapping overlapping letters for characters that barely touch, Wenig said the new logo represents eBay's connected and diverse community, which serves more than 100 million active users and 25 million sellers globally.

"The eBay logo is known the world over, so changing it was not a decision made lightly," the president said. Still, the time felt right, as the company continues on its recent mission of turning eBay into more than an auction-style listings website.

The new emblem will go live on the website and begin to appear in advertising and marketing campaigns in mid-October. Wenig teased additional site changes, adding that "there's more to come," but providing no further details.

To join the online conversation about the new logo, and any other eBay changes, tweet #ebaynew with your thoughts on the update.

How do changes like these fly with consumers? Microsoft also recently debuted a new logo to replace an iconic, 25-year-old corporate sigil. The Redmond went from a thick-lettered black font to lighter, breezier typography and replaced its wavy Windows icon with a block of colored squares next to the company name. Twitter also rolled out a new, more geometrical version of its blue bird logo earlier this summer. Both companies were initially mocked in some quarters for the changes, but criticism seems to have died down of late.