eBay provides customized web-based virtual trading platforms. At the same time, it is not a full-fledged store but only acts as an intermediary between those looking for a product and those who want to sell it. It has no geographical or linguistic barriers: users worldwide can organize auctions and take part in them.
Meaning and History
EBay’s logos reflect its evolution from a quirky startup to a successful online marketplace. It all started in 1995 when AuctionWeb appeared – an add-on to Pierre Morad Omidyar’s site. The auction with the original business model grew rapidly until it evolved from a flea market to a direct selling platform. Its visual identity changed after each rebranding, but the last two emblems became the most memorable.
1995 – 1997
AuctionWeb was born at the dawn of online trading just four years after creating the World Wide Web. It is clear that her first logo by today’s standards was primitive: it looked like one large horizontal rectangle divided into two small ones. On the left side (white) was the black word “Auction,” and on the right side (black) was the white “Web.” Pixel graphics were used for the inscription: the individual points that made up the letters were visible.
1997 – 1999
In 1997, the AuctionWeb marketplace changed its name to eBay, so it was forced to update the logo. Designers have come up with nothing better than writing the black word “EBAY” on a white background. To do this, they used the most common font, Times New Roman. All letters were in capital letters, but the “B” stood out noticeably.
1999 – 2012
At the turn of the millennium, the company turned to Californian advertising agency CKS Partners to increase visitor traffic. The main marketing tool was a change of image, which involved updating the logo. The redesign was entrusted to a newly hired Elissa Davis employee. This was her first job at CKS Partners.
Elissa later admitted that she was inspired by two unrelated things: the Twister game and the Apple logo. From the first, she took mobility, and from the second – an ardent palette. The result was a bouncing eBay lettering with each letter in a different color. The red “e,” blue “b,” yellow “a” and green “y” were alternately superimposed on each other to symbolize a sense of community.
2012 – present
The iconic eBay mark lasted 17 years until a new design was created by the branding company Lippincott. They kept the lettering and color scheme but completely redesigned the font to balance eBay history and modernity. The logo as a whole has become more orderly, which is what the developers wanted. It has been in use since mid-October 2012.
Font and Colors of the Emblem
The company’s logo reflects its name, which was adopted in 1997. When Pierre Morad Omidyar wanted to create the EchoBay website, the domain name was taken, and the abbreviated version of eBay was free. The designers played with this word, presenting it in the form of a multi-colored inscription. Now the letters are not as randomly arranged as they used to be, but they still touch. Their bond symbolizes the indivisible eBay community.
Designer Dianna McDougall has shed some light on some facts about the logo. She said that the global online marketplace had chosen the traditional Univers Extended font – the same font that Microsoft used for its new text mark. This makes the inscription seem simple and solid.
After the redesign, the color scheme remained the same. For the first letter, I used Deep Carmine Pink (# E53238), a dark red shade. For the second – True Blue (# 0064D3), for the third – American Yellow (# F5AF02), and for the fourth – Dark Lemon Lime (# 86B817).