Lippincott designs new eBay identity
eBay’s in-house designers have worked with US based consultancy Lippincott on branding which positions the company as a ‘global online marketplace’ rather than an ‘auction-style listings’ site.
The new identity marks the first redesign in the company’s seventeen year history.
Lippincott senior partner Su Mathews says, ‘We wanted to reflect the right amount of change in eBay’s new logo. The design is inspired by today’s vibrant marketplace and sleeker experiences.
‘We leveraged the iconic colour arrangement and approachable form to reflect eBay’s heritage and evolved it with a brighter blue and darker yellow, and a streamlined arrangement to create more visual harmony.’
The new brand and refreshed website will reflect ‘a global online market place that offers a cleaner, more contemporary and consistent experience,’ according to eBay.
eBay says, ‘We retained core elements of our logo, including our iconic color palette. Our vibrant eBay colors and touching letters represent our connected and diverse eBay community.’
The brand has been positioned to reflect eBay’s evolution from selling second hand, vintage and specialist items to also selling new items.
‘eBay will become more personalised, tailored to the way you want to shop. We will be local and global,’ according to eBay which wants to ‘create better ways to buy and sell.’ To this end the new branding ‘reflects a dynamic future’ eBay says.