eBay redesigns logo for no coherent reason

Original tossed to the curbside like an auction item no one bid on


Being a New England Patriots fan who still prefers the old Pat Patriot logo over today’s flashy Flying Elvis, it’s little surprise that I’m less than impressed with eBay’s new logo (top right).

There was nothing whatsoever wrong with the old one (bottom right), which has served the company well for some 17 years.


But I am a shortsighted stick in the mud, according to a statement from eBay, which will require you to scroll down past the ginormous new logo in order to read:

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.

Spoken like a committee of marketers and graphic artists.

The new logo will not officially roll out until next month, presumably to give the company a chance to reconsider should this prove to be a New Coke moment.

(Update: Well, I missed this part: Seems that not all of eBay is getting this new look.)

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