Lisa Merriam

eBay Removes Personality from Its Brand with Its New Brand Logo

eBay unveiled its new brand logo today–Now! Personality-Free!


Gone in the new brand logo is the quirky all-over-the-place lettering and eccentric typeface. In its place you have a bland, flatness that conforms to the safe and generic facelessness that has become synonymous with a corporate look.

While it is true that eBay has evolved to be more than an online flea market, but becoming a channel for mainstream catalog and brick-and-mortar retailers doesn’t require that eBay become boring.

Creating a brand that is instantly recognizable around the world is a real feat of marketing. Destroying that is a real de-feat.