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by Julian Kussman on 9.14.2012 in Advertising, Brand Development, Creative 1

First things first, the main course, eBay’s new logo:

Now, the nitty gritty.

Like a lot of early internet companies, eBay’s original logo was ugly. Seemingly put together the night before launch without much forethought. Because, when you’re about to change the world, who cares about the logo, right?

The thing is, that ugly logo has defined eBay for 17 years. When you see it you know what company it is and you know what they do (based on repetition). Today, eBay has thrown out that recognition and history with a new logo that looks like some knockoff trying to get into the auction business. The logo is generic and apes the old logo in all the worst ways.

The only way the new logo could ever be better than the old one, is if the new one said something about the company in any meaningful way. It doesn’t. Your logo has to define you whether that is by accident or repetition or in actual design, it is the smile on the face of your company.

If you want to evolve your company, do it, the definition of the logo will evolve with it. But if you’re not scrapping your whole business plan and pivoting, KEEP YOUR LOGO!

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