Online retailer and auction site joins the procession of brands that are simplifying their logos

EBay Inc. has unveiled a new logo, scheduled to be rolled out later this fall. The new design keeps the online retailer’s trademark red, blue, yellow and green colors but replaces the now-familiar jumbled font with a simple inline text treatment. Here’s the current (but soon to be replaced) logo beside the upcoming one:current-ebay-logo-with-new The rationale for the new design goes thusly:

“Our refreshed logo is rooted in our proud history and reflects a dynamic future. It’s eBay today: a global online marketplace that offers a cleaner, more contemporary and consistent experience, with innovation that makes buying and selling easier and more enjoyable”

At least that’s what eBay president Devin Wenig said in a statement announcing the rollout.
The ‘refreshed’ logo is supposed to represent a shift by the online marketplace towards full-priced, buy-it-now merchandise and away from the auction-based model that has been the company’s mainstay since launching 17 years ago (this logo re-design represents the first.)

The new brand mark was designed by Lippincott.