The Turkish online store Gittigidiyor is known as a subsidiary of eBay. But it was not always owned by the e-commerce giant: it used to be an independent marketplace with its products and rules. Three entrepreneurs created Gittigidiyor in 2001 to compete with established online market players. And the American corporation eBay became interested in him only ten years later: in 2011, it bought 93% of the shares.
Meaning and History
Gittigidiyor is Turkey’s most popular online store. It offers a wide range of products – the same as that of its parent company, eBay. The range of products includes everything you need – from everyday items to collectibles.
It is a convenient platform for communication between sellers and buyers, where transactions are made in different formats every day—for example, bidding in an auction or the purchase of goods at fixed prices.
Gittigidiyor is recognizable by its visual identity system, which has changed several times since eBay became the majority shareholder. The most significant rebranding occurred at the end of 2012, allowing the largest e-shopping mall to enter 2013 with new capabilities.
2001 – 2013
The Turkish Online Shopping Center was established in 2001 and has maintained its original corporate identity for a long time. The logo remained virtually unchanged even after Gittigidiyor took over the ownership of eBay. Its main element was a figure of a running man with a big eye instead of a head and arrows instead of arms and legs.
There was a yellow-orange circle in the background, which seemed three-dimensional due to the uneven coloration. The free space on the right was occupied by the company’s name: the first line contained the word “gitti,” and the second – “diyor.” Moreover, the last “r” fell, leaving behind two arc-shaped waves.
In 2011, when eBay became the majority shareholder of Gittigidiyor, another text element was added to the logo. The phrase “bir eBay şirketidir,” written in gray letters in Turkish, emphasized the affiliation of the trading platform of a well-known American corporation. It was located at the bottom left so that all attention was focused on the main emblem.
2013 – 2021
In September 2012, Gittigidiyor made another attempt to update its corporate identity. And here’s the result: the logo has become more abstract and is not like what it was before. Against the background of the black inscription, a multicolored icon stands out, which consists of four trapezoids: blue, green, yellow, and red. They are arranged in the shape of a flower and intersect at the corners to form a small white rhombus in the center.
The name of the company is now written in one line. After the redesign, the letters became thinner and more elegant but remained in the lower case. The phrase “bir eBay şirketidir,” as before, is at the bottom. Its font has not changed, and the gray has taken on a lighter shade.
2021 – today
The current logo was approved on the occasion of the 20th anniversary of the company. To make it festive, the designers painted the dots above the i’s in the brand’s colors. Now they look like multicolored confetti: red, green, blue, and orange. The drawing of the four parallelograms was removed – only the inscriptions remained. The rest of the brand name has not changed.
The Gittigidiyor graphic mimics the eBay wordmark in color and is very similar in shape to the Microsoft icon. Such visual changes caused a wave of criticism, but the online store acquired a modern and minimalistic identity, not overloaded with unnecessary details. The abstract emblem does not mean anything: it is just a bright element of the image of the Turkish marketplace.
Font and Colors of the Emblem
Bold, slightly angular letters make the inscription elegant and recognizable. At the same time, their angular and austere form subconsciously inspires confidence among sellers and buyers who use the services of Gittigidiyor. The basic features of the font are clear outlines, uniform line thickness, and no serifs at the ends.
When it comes to color matching, the Turkish online store is trying to emulate American eBay. The base of the emblem palette is red (# E33137), light orange (# F4AB04), light green (# 81B316), and blue (# 0363D3). They have a slight gradient. The marketplace’s name is black, and the phrase “bir eBay şirketidir” is light gray.