eBay has announced their upcoming re-brand and despite the quite obvious need for one (The 90s called and wanted all its “fun” back), it seems to me that ebay missed the boat in multiple arenas.
First of all they have fallen prey to the idea that if they make their logo more “design-y” and more minimalist, that this will somehow magically alter peoples perception of what they do and how they do it; that somehow everything has changed.
The logo is set in Univers Extended and aside from the crazy-tight kerning not many other thoughtful design decisions seem to have been made. The kerning produces odd areas of tight space and the areas where the letters touch (especially red on blue) create an almost vibrating quality – like the letters are overlapping ever-so-slightly.
Now don’t get me wrong, the logo is not an abomination, it just leaves much to be desired. The purpose of a re-brand is to allow a company to reflect its new vision, identity, or features. Although ebay has made wonderous strides since it’s conception, it still is not a company that I would associate with words like “Modern” or “Minimalist”.
Now the way that eBay has chosen to promote and integrate their new brand is really where they steered off course:
Simply slapping your new logo on an iPhone and an iPad is an almost useless way of showing a brands new-found fidelity. The only think these images portray is the fact that the logo is able to be displayed on electronic devices – well thank goodness they considered this often overlooked feature.
A better way to extend the brand onto these electronic mediums would be to mock up the way eBay’s new look could be utilized in a native app or website. At very least they could show a bit more than a person staring at the ebay logo while eating breakfast and blocking traffic.
Ok, really? eBay is a web-based, user-driven retailer. At no point in time will there ever be a need for an eBay store and thus no need for branded bags. So the depiction of an urban-cowboy, trend-setter walking around a studio-lit street toting conveniently varied versions of eBay bags is, by very definition, contrived.
Did anyone consider branding an eBay-supplied shipping box?
Does eBay now provide a dating service geared toward interior designers?
And to top it all off they produce nice yet sterile iconographic that totally misses an opportunity to use their eye-catching set of colors…
All-in-all eBay’s new brand is not as bad as Gap’s re-brand attempt, but does fall short when it comes to integrating their brand in a relevant and meaningful way
What do you think? Let me know in the comments below.