REBRANDING
“IT COULD ALMOST BE ARGUED THAT A NEW LOGO CAN ONLY EVER UPSET PEOPLE IN THE AGGREGATE, BECAUSE NO ONE’S LIKELY TO COMPLAIN ABOUT SOMETHING STAYING THE SAME.”
Why then, would such a recognisable brand choose
to change its logo, especially since
online, the old logo will continue to float around forever? Te history of brands is littered with examples of rebranding that backfired for one reason or another. Consumers form attachments to brands that can be surprisingly deep, and with change there is always the risk of alienating people. Indeed, it could almost be argued that a new logo can only ever upset people in the aggregate, because no one’s likely to complain about something staying the same.
Alex Von Schirmeister, vice president of marketing at eBay Marketplaces Europe, explains the thinking behind the change, which came into effect on October 10: “Over the past 17 years, eBay’s global marketplace has evolved dramatically and we wanted to reflect this. Today eBay delivers a seamless shopping experience to buyers and sellers any time, anywhere and via any device. We updated our logo to reflect a more modern and streamlined eBay while maintaining a strong connection to our iconic logo. Te evolved eBay design signals our clarity of purpose, but remains firmly rooted in our heritage.”
So what has actually changed? Te font is neater than before, the letters thinner, the blue colour of the ‘b’ is brighter and there is no overlap between the letters. Subjectively, the new logo looks cleaner, more businesslike and perhaps a little less fun. Befitting a 17-year-old, it looks more grown-up, less childish but, in its colourful arrangement, perhaps still a little bit mischievous.
14
Te new logo was created by a team from eBay and Lippincott, a brand strategy and design firm which, in an earlier incarnation, worked on the design of Campbell’s soup cans and the Coca-Cola ‘sweeping swirl’. It aims to reflect a company whose priorities and revenue streams have changed. A spokesperson from Lippincott notes that “while strong in brand equity, many consumers associated eBay with auction-style listings, used goods, and quirky items. Audiences failed to realise that eBay had evolved greatly, with the majority of being new and ‘Buy It Now’ instant purchases”.
items
Te design, the firm says, is “inspired by today’s vibrant marketplace and sleeker experiences, but carries forward the iconic colour arrangement and approachable form to reflect eBay’s heritage. Utilising the refreshed colours, including a brighter blue and darker yellow, the broader visual system creates streamlined arrangements to enhance visual harmony”.
Of course, as with any major change, there were risks attached. Von Schirmeister says: “Te logo is well known and loved all over the world and for this reason changing it was not a decision made lightly. Every change has its risks, especially updating a logo that loyal users have an affiliation with and that is so symbolic.
“Te old logo reminded people of how we started out: auction-style listings, vintage items and quirky one-of-a-kind finds. Although this is a big part of what makes eBay special, we have evolved a lot in the past few years and it is much more than auction-style listings today. Te updated eBay logo reflects these changes.”
Trademarks Brands and the Internet Volume 1, Issue 4
www.worldipreview.com
Before and after: The new brand logos pictured above their previous incarnations.
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