The new logo retains eBay’s long-standing colour palate but the letters now touch, which it says represents its connected and diverse community of more than 100 million active users.
The website has also been redesigned to offer users a “cleaner, more contemporary and consistent experience”.
Devin Wenig, eBay’s president, says the move marks “a new eBay” as the company has evolved from selling its first item – a broken laser pointer in 1995 – to selling most items via its fixed “buy it now” option and from operating on desktop to become a mobile commerce operation.
He adds: “The eBay logo is known the world over, so changing it was not a decision made lightly. The time felt right. We’re incredibly proud of how eBay started and quickly grew into the world’s largest online marketplace…our refreshed logo is rooted in our proud history and reflects a dynamic future”
The new branding was created by eBay’s in-house designers and US brand strategy and design agency Lippincott. The new logo will go live on eBay’s sites and appear in advertising and marketing campaigns in mid-October.