eBay has a new logo - What do you think?

eBay takes on a sleeker image with their new logo but have they lost character?

Creator of the original eBay logo, Elissa Davis says the colours of the logo were inspired by the game ‘Twister’. Still retaining these ‘fun’ colours but with a lighter tone, the new logo has a new more mature edge to it.

eBay describes their new logo as being ‘cleaner and more contemporary’ to reflect a buying and selling experience which they say should be ‘easy, convenient and simple’.

The letters of the new logo are thinner and arranged inline as opposed to the original floating letters which overlap slightly. The font of the new logo is Univers Extended which is simple and consistent. Using tight kerning, the letters are reminiscent of the old logo but tidier.

Recognised worldwide with such a well established brand, eBay had to be careful redesigning their logo and some people do indeed seem to prefer the original logo; describing it as quirkier and having more character.

Elissa Davis designed the overlapping letters to create a sense of community but it seems eBay are keen to convey a new sharper image. eBay want their new logo to reflect their progression from a website for simple auction style listings to a marketplace which ‘connects the world to the things they need and love’. Their focus on ‘buy it now’ items and online shopping would therefore explain their move from a slightly childish design to the new, more sedate and professional appearance.

At Attitude we think that although simple, the new logo maintains its friendly recognisable image whilst giving across a slightly more professional air.

Let us know your thoughts.

Disclaimer: We are not attempting to take any credit for the above work – we have had nothing to do with any of the designs shown. If you have any questions regarding this please contact us.


Not a fan really. Just seems to lose what made it different and has become really generic. I get the idea of companies wanting to be more professional, but they should not turn their back on the image they have built up over time - this is the personality of the company. Ebay is an inclusive sight with something for everyone and with a vastness or product - the old logo encapsulated this well. To me, this logo loses that feel - yes its more professional, but gone is its uniqueness. Also, the kerning on the a and the y really looks strange to me.