eBay Unveils a New Logo After Seventeen Years

Last month, Microsoft unveiled its new look, a makeover for its 25-year old logo. The change was made to embody the shifting desktop experience that Windows 8 brings with its Modern UI. Now it looks like the company has inspired another to do the same. On Thursday, eBay executive Devin Wenig unveiled a new logo for the company to represent its own changes.

The new logo may keep the iconic eBay colors, but everything else about it has changed. Once the leading place to find auction listings, vintage goods and rare collectibles, eBay has since shifted its focus to better compete with online retail giant, Amazon.com. According to Wenig, the logo redesign is meant to reflect a shift of focus from auctions and collectibles to fixed-price, buy-it-now merchandise.

"It's eBay today: a global online marketplace that offers a cleaner, more contemporary and consistent experience," Wenig explains. "Auction-style listings, used goods, vintage items and quirky, one-of-a-kind finds are still a big part of what makes buying and selling on eBay special. But we've evolved a lot in the past few years, and eBay is much more than auction-style listings today."

Although the new eBay may prove to be a better competitor in the online marketplace, some would argue the company has last its unique touch, with a logo redesign that puts the nail in the coffin. Tom Walter, a member from the team that developed the original logo commented on Techcrunch:

This watering down and blandifying of a truly great logo, to me, represents what has happened to eBay overall. Once a place to look for the unique and hard-to-find, they left that behind in their quest to out-Amazon Amazon. In that search, they decided to leave the soul of what made that site experience and company so great behind. And by the way, the overlapping colors in the first logo represented the interaction between buyers and sellers in a very personal way. Now the letters barely touch, like they have cooties. And the staggered baseline in the original represented the fun and excitement of finding exactly what you wanted and getting it. Working along side Meg, Jeff, Rajiv, Mary Lou, Maria, Tom, Steve and scores more from that initial era when nothing was preordained, we were building something that touched people's lives and empowered them in a way few companies ever have. Guess that mission is gone and replacing the logo is the best way to eradicate that feeling from the marketplace and the company. Nice going, eBay, you went ahead and fixed something that did not need fixing. Took something really wonderful and made it, "Eh? Who cares?"

What do you think of the new logo? Let us know in the comments below.

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Tuan Mai
Tuan Mai is a Los Angeles based writer and marketing manager working within the PC Hardware industry. He has written for Tom's Guide since 2010, with a special interest in the weird and quirky.
  • master_chen

    Getting ready for 8?
    What a piece of crap...my eyes hurt and my sense of visual beauty gets ass-raped, just by looking at it.
    Is this the "style" that is going to trend throughout the world for the next half of the year? I'm going to vomit just by thinking about the possibility.
  • rantoc
    Someone wanted its kid to get 10million dollars for 3 mins work!
  • victorious 3930k
    LATE like always.

    inb4 thumbs down because "TH is the best ever they're late for good articles"
  • spentshells
    So he colored a font ? I will at least admit that they were do and it's not terrible considering the color scheme he had to work with.
  • SirDevon
    Ebay on a diet? Ebay Lite? No creativity there.
  • Looks good to me. The old Ebay logo is clearly outdated and has a 90's feel.
  • freggo
    Didn't even know eBay was still around.
    It's basically a playground for commercial retailers now.
    The few real auction deals get simply lost in the regular merchandise.

    I rather check pricewatch.com or amazon.com these days.
  • bombebomb
    The quoted text pretty much sums it up.
  • Prescott_666
    I couldn't remember what the old logo looked like, so I went to ebay and looked at it. I think I like the old one better.

    I never paid any attention to the old one, and I'm not going to pay any attention to the new one. My real reaction is who cares
  • SchizoFrog
    rantocSomeone wanted its kid to get 10million dollars for 3 mins work!Bad Grammar rantoc... EVERYONE wants their kid to get $10m for 3mins work.