The announcement of new corporate logos are often a dull affair. It’s often meant to signal some kind of shift in business strategy, but more often than not it feels like a self-masturbatory maneuver. Yes, we see that you’ve grown, and it’s great that you’re doing well, but using a new font doesn’t actually mean your company intends to go about things any differently than they have. This is the kind of environment that eBay‘s announcement that they have a new logo exists within. So, huzzah for them.
At first blush, the new logo takes all the quirky spunk out of the previous one. Gone are the different baselines and overlapping letters. Their functional replacements includes a boring, corporate kind of neutrality with just a hint of letters touching. Even the kerning seems somehow off, with a few letters appearing to touch way too much and others not enough. Here’s a snippet from eBay’s president Devin Wenig trying to convince folks to care:
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. 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 – more than 100 million active users and 25 million sellers globally and growing.
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