The eBay Brand y At-A-Glance.
Who We Are:
eBay is a safe and efficient global marketplace where individuals and merchants are given equal opportunity to buy and sell an incredible variety of new and used goods at fair prices.

Our Personality:
eBay is genuine, surprising and just a bit quirky.

About Our Logo:

This is the preferred version of the logo for most global applications. See section 4 for details.

Using eBay URLs:
The most common form of the eBay URL is:

eBay._ _ _
When using this format, be sure to capitalize the “B” in eBay. See page 6.11 for details.

Copyright Notice:
© [YEAR] eBay Inc. All rights reserved. eBay and the eBay logo are registered trademarks of eBay Inc. Designated trademarks and brands are the property of their respective owners. All items subject to availability.

Questions? Contact

expand your skills and even provide an idea or two. a bit of effort and a great deal of consistency. Brand Cooks’ Tip #1 Building a global brand requires a good amount of time.1 . 5 5 5 5 The goal of this book is to provide an accessible and easy-to-use resource that will give you the tools and knowledge you need to build and manage our brand identity and global brand. A cookbook is more than simply an instruction manual for assembling ingredients. 5 5 5 5 And like a good 1. Questions? Contact brand@ebay. By using the cookbook metaphor.Recipe For Success: A Strong Brand Mixing A Metaphor. we hope it will be a source of inspiration for new and better ways to communicate the eBay brand. The best ones are useful tools that can save you time and money. we believe the eBay Brand Guidelines will do many of the same things for you.

Competitors find it more difficult to enter or succeed in the market. The next time you go to your favorite bookstore. Profits and shareholder equity go up. When customers trust they’ll get the result they expect. you see a new cookbook by the same author. Brand Cooks’ Tip #2 Our community members and customers rely upon the eBay brand. Your previous experience was pleasant. a preference for that brand is created. 5 5 5 5 A strong brand contributes in tangible ways to the overall business objectives. The recipes inside are easy to follow and beautifully presented. Our job is to deliver on its 1. so you decide to buy it. And best of all.2 . the dishes are delicious. Questions? Contact brand@ebay. That’s branding at work.Recipe For Success: A Strong Brand The Making Of A Brand. Good things begin to happen. Customers remember the brand and recommend it to others. a brand is a promise. 5 5 5 5 Simply put. Imagine your first experience with a new cookbook.

com 1. values. Competitors Government Customers Media Brand Wall Street Community Suppliers Employees Questions? Contact brand@ebay. so it’s important to clearly and consistently communicate our mission. Strong brands come from the internal truth of a company.Recipe For Success: A Strong Brand Branding Touches All Of An Organization’s Audiences. BHAG and vision to all of our important constituencies.3 .

it’s a good idea to assemble the ingredients you’ll need.Recipe For Success: A Strong Brand Assembling The Ingredients Of Brand Identity. By understanding how the tangible and intangible ingredients of our brand work together. 3) eBay Brand Essence Then we’ll begin describing the elements of our brand that can be tasted. touched or 1. 5 5 5 5 The elements of brand identity are: eBay Logo (Sec. 2) (Sec. we’ll be doing just that. we can do a better job of building it for the future. Before you begin cooking. 5) (Sec. 7) eBay Voice & Tone eBay Look & Feel eBay Brand Architecture Questions? Contact brand@ebay. 6) (Sec.4 . 5 5 5 5 The tangible elements of a brand are what makes the brand identity. In the following sections. 4) (Sec. First we’ll provide a brief introduction to the fundamentals of our brand: eBay Brand Basics (Sec.


In a similar way. Questions? Contact brand@ebay. And they affect everything we do. BHAG and vision—we hope you’ll begin to get a sense of where our brand comes from and where we hope to take it in the future. the eBay brand is built on four fundamental elements.1 .A Healthy Start: eBay Brand Basics The 4 Basics Of Our Brand. values. values. A healthy meal is built on the four basic food groups. Brand Cooks’ Tip #3 Our mission. BHAG and vision are not just words—they’re the foundation of our brand. As we describe these elements—our 2.

A Healthy Start: eBay Brand Basics The 4 Basics Of Our Brand. honesty and efficiency will be rewarded. Hairy. Our BHAG: (Big. • We encourage people to treat others the way they want to be treated themselves. where your next-door neighbor can compete with a large corporation and have an equal chance of success.2 . our market will be so large and open that you will be able to find almost anything you can imagine. open environment can bring out the best in 2. • We recognize and respect everyone as a unique individual. Our Vision For The Future: eBay is creating a place where people can offer goods for sale and anyone in the world can buy at a fair price. And every other way to buy and sell things will seem inferior. It will be a place that constantly adapts and improves to meet the needs of buyers and sellers. • We believe that an honest. Audacious Goal) To create a global economic democracy. In the end. Our Core Values: • We believe people are basically good. Our Mission: To build the people’s most efficient and abundant marketplace. Questions? Contact brand@ebay. • We believe everyone has something to contribute. It will be a market of people. Trust.


Our essence is what makes people feel excitement and anticipation when they think of trading on eBay.1 . 5 5 5 5 In short. When we’re true to it. In soup it’s called the stock. Our brand essence is the core element that provides a base for everything we say and do. Every communication should be consistent with it.The First Course: eBay Brand Essence Starting With A Strong Base. the essence of the eBay brand is: “A unique and better way to buy and sell. we say it is: “Enlightened Trading. Sourdough bread has starter. Brand Cooks’ Tip #4 Our brand essence flavors everything we say and 3.” \To boil it down even further. Questions? Contact brand@ebay. our communications should evoke an image of a real place where millions of people are working together accomplishing important things.” 5 5 5 5 The eBay brand essence is the distillation of all that is true about eBay.

com 3.The First Course: eBay Brand Essence eBay Brand Positioning Model. Brand Essence Enlightened Trading What eBay Means Stronger Relationship/ Ownable Personality Genuine Surprising Quirky Emotional Benefits Fairness Validation Engaging Community Empowerment Rational Benefits Value Efficiency Transparency Choices Profit Hard-To-Find Smart Convenience Functional Attributes Breadth & Depth Feedback Global Dynamic & Efficient Pricing New & Used Person/Merchant-To-Person Collectibles Practicals What eBay Is Weaker Relationship/ Generic Questions? Contact brand@ebay.2 .


For this reason. merchandise or promotional 4. the eBay logo is the most prominent ingredient in our brand identity. Questions? Contact brand@ebay.1 .The Main Course: eBay Logo Key Ingredient: The eBay Logo. Whenever it’s seen on our Web sites. 5 5 5 5 Note: All artwork in this section can be obtained through eBay brand marketing. it is critical that we use it with consistency. advertising. It should be used in global markets where eBay has wide awareness. Like garlic to Italian cooking or curry to Indian food. Primary Signature: 5 5 5 5 This is the preferred version of the logo for global applications. it is a visual emblem of everything we stand for—it’s our signature.

com 4. multiple colors. See Section 7.* Example: Brand Cooks’ Tip #5 The eBay Brand Architecture describes how sub-brands fit into the overall brand of eBay. etc. Questions? Contact brand@ebay. To protect the integrity of the brand. When developed. Sub-Brands: For approved eBay sub-brands. • The eBay logo must be displayed over a white background. The Framework: eBay Brand Architecture for more information about sub-brands.). the eBay logo is sometimes included in a “mark” with other descriptive words or graphics. new eBay sites may also use a prominent URL as a trailer to signify its country site. • No elements of the mark may touch or cover any portion of the eBay logo.2 . International: In some cases. • Other words in the mark may use only approved eBay typefaces and may not be modified to mimic the eBay logo character design (overlaps. they should be created with these guidelines in mind: • The eBay logo must be the most prominent element of the mark.The Main Course: eBay Logo Secondary Signatures. • The full-color eBay logo should be used.6. Examples: *See Country Brand Development Formula on page 7. these names and identities may be created only in consultation with the eBay brand marketing team. realignment.

The Main Course: eBay Logo Safe Handling Of The eBay 4.3 . 5 5 5 5 Because we want to take advantage of our unique mark. energetic brand. 5 5 5 5 Brand Cooks’ Tip #6 Color is one of our brand’s best attributes. the eBay logo was designed to portray a playful. Use it often and have fun with it! Questions? Contact brand@ebay. overlapping characters and uneven alignment. With its bright colors. the eBay logo should most often be presented in full color on a white background.

black or grayscale logo versions are preferable. In non-color applications or black and white that allow grayscale images. In rare cases. The white. Questions? Contact brand@ebay.The Main Course: eBay Logo The logo in one-color is a specially designed logo with white lines between the characters. The white logo may be used on darker. this version of the eBay logo should be used only on white backgrounds. The black logo may be placed over light. use the specially designed full-color 4. Brand Cooks’ Tip #7 Our logo is often a person’s first exposure to our brand. See page 4. The specially designed white logo may also be presented on black background. especially the red and blue eBay primary colors. the one-color eBay logo may appear in a color that contrasts well with a white background such as the red or blue eBay primary colors. contrasting colors. On black backgrounds.4 . high-contrast colors.8 for details. especially the yellow and green eBay primary colors. Consistent and correct usage is critical to building a strong brand identity.

The Main Course: eBay Logo Know When It’s Not Right. This is one of those: 5 5 5 5 Never alter. ever be broken. anything that confuses or hinders a viewer’s quick recognition of our brand identity only dilutes our efforts.5 . distort or reorient the eBay logo in any way except to change its overall size. the eBay logo should “float” by itself on the background–not enclosed in a box or other shape. modify. Questions? Contact brand@ebay. there are some rules that can never. 5 5 5 5 As we continue building the eBay 4. Brand Cooks’ Tip #8 If at all possible. here are a few common mistakes to avoid. With that in mind. Even if you’re the type of person who never follows recipes to the letter.

com 4. Don’t stretch or otherwise distort the letters.6 . Don’t add to. Don’t place the logo over complicated backgrounds or photos. eliminate or alter anything from the logo. Don’t add a dropshadow. Don’t rotate the logo. Don’t create similar looking logos. Don’t add a design to any part of the logo. Don’t use colors that provide insufficient contrast. ebay Don’t alter the relative position or proportion of the parts of the logo. Don’t change the location of logo colors. Don’t separate the letters. Don’t recreate the logo in another font. Don’t use unauthorized colors.The Main Course: eBay Logo eBay Logo Don’ts. Don’t capitalize any of the letters in the logo. Sailing on the Don’t use a portion of the logo as part of another design or logo. Questions? Contact brand@ebay. Don’t add dimension to the letters.

For on-screen applications such as a Web site. Where letters overlap. See next page for details. Questions? Contact 4. Brand Cooks’ Tip #9 A specially-designed eBay logo has been optimized for use on black backgrounds. our logo requires four-color process lithography using the color-separated digital artwork provided by eBay brand marketing. And we have high standards when it comes to reproducing our logo.* *Special attention should always be given to accurately matching the eBay colors. 5 5 5 5 In printed applications. specific browser-safe RGB colors are to be used.7 . Quality ingredients make for a tasty meal. specific eBay secondary colors are to be used. 5 5 5 5 Each letter in the logo has a designated eBay primary color.The Main Course: eBay Logo Color Makes It Appetizing.

RGB. PMS 285C 91C.15Y.43M.100Y.204G. Follow the CMYK. *The colors shown in the examples in these guidelines are not intended to match the PANTONE® Color Standards. Note: The trademark (™) version of the logo must be used for embroidery applications.0B FF0000HEX PMS 130C 0C.18K 204R. eBay Logo On White: Pantone: CMYK: RGB: Hex: PMS 222C 0C. • When reproducing the logo with embroidery.0B 999900HEX PMS 376C 56C.60M.0Y. follow the thread color specifications for each letter and 4.91Y.100Y.1 for details.0B 99CC00HEX PMS 185C 0C.102G. Questions? Contact brand@ebay.0K 255R.60K 153R.153B 000099HEX “a” overlap between a & y TM 1170 1049 “y” black thread on white garments white thread on dark garments • Always provide these specifications to your printers. • Correct color designations are built into the official digital logo artwork available from eBay brand marketing. See page 8. PANTONE* and thread color specifications provided.6K 0R.0M.76Y.0G. Web page designers and vendors.0B CC6600HEX PMS 575C 51C. • Matched color screen-printing uses special four-color artwork with white lines separating the letters.0K 153R.0K 0R.204G.8 .51K 153R.100Y. and proof for accurate reproduction.43M.0M.The Main Course: eBay Logo eBay Logo Color Palette.51B 990033HEX PMS 153C 0C.0G.255B 0066FFHEX The colors displayed on these pages may not be accurate and should not be used for color matching.0G.0B FFCC00HEX Embroidery Color Specifications: Thread Type: Madiera 1147 “e” overlap between e & b 1035 1134 “b” overlap between b & a 1057 eBay Logo On Black: 1172 PMS 286C 100C.91M.0K 255R.

The Main Course: eBay Logo Setting The Table For Our Logo. 5 5 5 5 With few exceptions. a generous area of 4. X = Width of stem of “Y” . So we want to make sure the eBay logo has prominence in relation to other graphic elements. 5 5 5 5 To be sure you are allowing at least the minimum clear space around the logo. construct an imaginary box as shown in this diagram. nothing else should appear within this minimum clear space box. In food and in branding. Whenever possible. Whenever it is displayed. open space surrounding the logo will help ensure that the eBay logo is seen easily and identified quickly. presentation is important. allow more clear space than this minimum. Questions? Contact brand@ebay. Example: X Clear space = 1/2 X.9 .


5 5 5 5 Brand Cooks’ Tip #10 Have fun when you communicate the eBay brand. the 5. Sight.1 . In fact. surprising and just a bit quirky. After all. the eBay voice is genuine. The eBay brand is also multi-sensory. Good cooks pay attention to more than just taste. smell and even sound are important in the presentation of a meal.Cooking With Style: eBay Voice & Tone Cooking With The eBay Voice. vibrant look of the eBay logo is complemented and enhanced by the words and attitude of our tone or “voice. we’re a fun company! Questions? Contact brand@ebay.” 5 5 5 5 Like our personality.

“Community Values” page. Spring 2002 Brand Cooks’ Tip #11 eBay is a bright idea! For that reason. • We recognize and respect everyone as a unique individual. We believe in the following five basic values: • We believe people are basically good. Questions? Contact brand@ebay.Cooking With Style: eBay Voice & Tone We’re Genuine. • We believe everyone has something to contribute. “ eBay is a community where we encourage open and honest communication between all of our 5. Our voice is friendly and personal but respectful. ” Web site copy from eBay. We try to avoid using jargon and slang. We get our point across quickly and try to use correct grammar. • We encourage people to treat others the way they want to be treated. open environment can bring out the best in people.2 . It means more than accuracy in the facts and figures we quote. we should also try to be smart in the ways we communicate. truthful way without embellishment or • We believe that an honest. Honesty is a core value of eBay and our community. It means that we communicate in a straightforward. Our voice is infused with honesty too.

Unique items are always popping 5. we recognize that people also want to know about the assurances we provide for each transaction.3 . eBay is the best place to find exactly what you’re looking for.Cooking With Style: eBay Voice & Tone We’re Surprising.000 model car listings every week. Whether it’s a slot car. With over 110. Advertising copy for model cars. When we speak or write. Fall 2001 ” Questions? Contact brand@ebay. check out our amazingly large-scale selection. radio control. At eBay. Every transaction is different. 5 5 5 5 As we convey the thrill of buying and selling on eBay. unexpected things can happen. Hobbies category. die cast or plastic model. our language is infused with excitement. 5 5 5 5 “Seriously into scale models? So are we.

some subjects are sensitive to eBay. And earplugs too. 5 5 5 5 Of course. 5 5 5 5 Humor is a good way to show the kind of experience eBay delivers. We always respect our many competitors. And we’re never offensive or derisive in our 5.4 . turns-of-phrase and the occasional pun work well. but poking fun at our community members is not part of our style. folklore about our birth as a PEZ dispenser trading post makes us interesting to many people and gives us an opportunity to have some fun in our tone.Cooking With Style: eBay Voice & Tone We’re Fun. If anything. “Find great deals on instruments.” Advertising headline for Musical Instruments category. Winter 2002 Questions? Contact brand@ebay. Playful headlines. We can laugh at ourselves. Illegal or inappropriate items are not things we take lightly.

We should be as pioneering in our communications as we are in the world of buying and selling. Given the choice to talk about our strengths versus others’ weaknesses. We’re human because we’re a one-to-one marketplace. And maybe most importantly. But a very specific kind of humor. There are no barriers. or guile or hidden meaning. we need to feel small— a neighborhood store. We are not Polyannas. Big doesn’t have to feel big as long as our attitude always remains one-to-one. It is the ultimate level playing field with equal access for all. Here’s a comprehensive look at the eBay voice in small. eBay is positive. We’re unassuming—even self-effacing sometimes. Our communications need to be equally bright. never overly sarcastic. No matter how big we get. Questions? Contact brand@ebay.5 . is an incredibly bright idea. eBay is human. never denigrating and never at someone else’s expense. We shouldn’t talk down to people. not a Walmart. Never cynical. Now it’s time for the entree. eBay is smart. the business 5. eBay has a sense of humor. eBay. humans are our engine. we choose the former every time. eBay is small. but we emphasize what is good. We welcome anyone and everyone. eBay is honest. easy-to-digest bites. The preceding pages were designed to be a tantalizing taste of what the eBay voice is and can be. And you should feel it in the way we communicate. eBay is inclusive. There is almost an innocence to eBay. eBay is human because we treat people the way we would want to be treated ourselves. We are founded on the belief that humans are good and can be trusted. After all.Cooking With Style: eBay Voice & Tone The Full Experience Of Voice. We’re not about irony.

auctioneer. sell or trade virtually anything. • An auction format only. auction house. Terms and phrases such as these should be avoided: • A “seller” of merchandise.” Listings are never “eBay auctions. • A flea market. • An auction site. swap meet. some descriptions of eBay and its brand can cause trouble. “Buy stuff in or from eBay. What eBay Is Not: For legal as well as practical reasons. • A dynamic marketplace where people have a choice to bid or buy instantly. The following words.” Don’t say.6 . The descriptions in cookbooks are often as good as the recipes 5. etc. And Sometimes: • A global online marketplace. What eBay Is: eBay is an efficient global marketplace where individuals and merchants have equal opportunity to buy and sell an incredible variety of new and used goods at fair market prices. phrases and sentences should give you an idea of how we describe eBay. Brand Cooks’ Tip #12 Say. etc. “Find just about anything at eBay” or “… on eBay. garage sale. • A place to buy.” Questions? Contact brand@ebay.Cooking With Style: eBay Voice & Tone A Few Choice Words.

there is an abundance of new and used items spanning thousands of categories for sale at fair market prices. eBay enables trade on a local. Brand Cooks’ Tip #13 Whenever appropriate.7 . 25-WORD: eBay is The World’s Online Marketplace™ It is a community where . services are bought and sold by a community of individuals and businesses.Cooking With Style: eBay Voice & Tone Boiler Plate Marketplace Descriptions: 10-WORD: eBay is The World’s Online Marketplace™ . use the text blocks and language above in your descriptions of eBay. It adds the right consistency to our messaging. national and international basis. 50-WORD: eBay is The World’s Online Marketplace™ It’s a place where goods and .com 5. Questions? Contact brand@ebay. individuals and merchants have equal opportunity to buy and sell new or used goods at fair prices. On any given day.


The following recommendations will help ensure that your specific projects reinforce the brand as it 6. Our Web site is the embodiment of the eBay brand in all its facets.Brand Presentation: eBay Look & Feel The eBay “Look And Feel. ” This is where your imagination can really take you beyond the recipe. 5 5 5 5 The best demonstration of the eBay look and feel is our home page. 5 5 5 5 Example: Questions? Contact brand@ebay. because in this case there are no hard and fast rules for creating communications with the eBay “look and feel.” The examples in this section provide a range of visual styles that are appropriate for the eBay brand.1 .

Brand Presentation: eBay Look & Feel 6. Sometimes very simple recipes make meals that are surprisingly rich and interesting. In a similar way. Questions? Contact brand@ebay. simple graphic layouts.2 . the eBay logo tends to be enhanced by clean.

Be 6. however.Brand Presentation: eBay Look & Feel Color. that your designs don’t overwhelm our logo—we want it to stand out! Questions? Contact brand@ebay. use bright and vivid primary colors to help reinforce the idea that eBay is a fun and exciting brand.3 . One look at our logo should tell you that color is a very important element of the eBay brand look and feel. When appropriate.

simplicity is important. Questions? Contact brand@ebay. Simple compositions. bright colors.Brand Presentation: eBay Look & Feel Illustration.4 .com 6. When using illustration to communicate ideas. Try different styles and see how they complement the brand. minimal shading and a playful style make sense with our look and feel.

Questions? Contact brand@ebay.5 . the eBay brand is often well represented with photography.” Groups of items can communicate our depth and breadth effectively.Brand Presentation: eBay Look & Feel Photography. Perhaps you’ve seen—or possibly own—some beautifully photographed cookbooks. often with unexpected visual “twists. Our style is bright and 6. Likewise.

they aren’t intended to be used when communicating with general 6.Brand Presentation: eBay Look & Feel Iconic Illustrations. Questions? Contact brand@ebay.6 . On our business cards and letterhead—and around the eBay campuses—you’ll see a variety of unique illustrations. This library of icons is used for our internal corporate communications and when communicating with audiences from the perspective of eBay Inc. For them. the eBay logo should be the strongest representation of the eBay brand. contact the eBay brand marketing team at brand@ebay. 5 5 5 5 While they’re consistent with the eBay brand “look and feel” and our personality. 5 5 5 5 Brand Cooks’ Tip #14 Before developing any new illustrations in the style you see in this section.

Brand Presentation: eBay Look & Feel

The eBay Family Of Iconic Illustrations.
France Australia U.K.

The Netherlands Canada Japan





Questions? Contact


Brand Presentation: eBay Look & Feel

Cooking With Typography.
The eBay typefaces are the kind you’d find at a friendly, neighborhood bistro. And there are good reasons to use them in your communications.

5 5 5 5

A consistent typographic style is an important component in building and reinforcing the eBay brand. The effective use of a select group of fonts plays a key role in the look and feel of all eBay visual communications.
5 5 5 5

Recommended Fonts: Goudy Univers

Matrix Script
ITC Officina Sans

Questions? Contact


Brand Presentation: eBay Look & Feel

Recommended Typefaces.
Applications Options
Goudy Regular+
Primary Text

Univers 45 Light*+ Univers 55 Regular*+

Secondary Text

ITC Officina Sans Book+

Matrix Script Book
Primary Headlines And Subheads

Univers 65 Bold*+ Univers 75 Black*+ ITC Officina Sans Bold+

Secondary Headlines And Subheads

Matrix Script Bold

*Condensed versions of this typeface are also permitted. +Business systems preferred typefaces.

Brand Cooks’ Tip #15
Typefaces can be an important tool in design. While the fonts above are recommended, you’re free to try other things, as long as they’re consistent with our brand.

Questions? Contact


That’s why in the majority of cases the name “eBay” should be written with a lower case “e” followed by an upper case “B” even when it begins a sentence. Approved Styles: eBay EBAY Common Mistakes: Ebay eBAY ebay Brand Cooks’ Tip #16 Always use a capital “B” when writing “eBay. Even the way we write the word “eBay” can help add consistency to our brand and reinforce brand attributes.Brand Presentation: eBay Look & Feel eBay In Text.10 .com 6. Details are important. Questions? Contact brand@ebay.” It reinforces the idea that eBay is fun and whimsical.

the eBay URL should be most often presented in text in this way: eBay.Brand Presentation: eBay Look & Feel eBay For audiences that may be less familiar with Internet Sub-brand eBay marketplaces have URLs that should be written this way: 6.ebay.ebaymotors. the URL should not be www.. To guide audiences to specific categories or locations that are more than two clicks away from the home page or when communicating with a niche audience (e. The complete URL for eBay is found on the Internet at http://www. be sure to capitalize the “B” in eBay such as: eBay.ebay. For those familiar with the To guide audiences to specific categories or locations that are less than two clicks away from the eBay home page.g. Instead add a line of descriptive text such as: Go to Questions? Contact brand@ebay.ebay. the URL can be modified in this way: www. trade advertising).com and click on“Dolls and Bears” .ebay. it is also acceptable to use the form shown here without capitalization of the “B”: When using this format.11 .


5 5 5 5 The eBay Brand Architecture is also part of our brand identity.The Framework: eBay Brand Architecture Know Your Way Around eBay. By adhering to the following guidelines. product features and more. you know how important it is to be organized about where you put things. Here’s a quick guide to help you find where things best fit around 7. we have a big company with a number of different sub-brands. 5 5 5 5 Questions? Contact brand@ebay. our naming structure supports the eBay brand in its entirety. Well. If you’re lucky enough to have a big kitchen.1 .

com 7. For more details on Brand Architecture contact brand@ebay. eBay Inc. But it may surprise you to know how many distinct brands and sub-brands contribute to the eBay brand Framework: eBay Brand Architecture eBay Brand Architecture.2 . Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Questions? Contact brand@ebay. is the name of our company. eBay Inc. In this section we’ll describe the structure and framework of the sub-brand roles and relationships to the eBay brand.

Some retain an independent status within 7. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • Existing brand has a high level of loyalty and equity.The Framework: eBay Brand Architecture Independent Brands.3 . • Association with the existing brand holds risk of tarnishing the eBay brand. eBay Inc.” • No endorsement or support by the eBay brand is given. Requirements: • Existing brand and identity remain “as is. • Association with the eBay brand could potentially disrupt stakeholders’ comfort. Examples: Questions? Contact brand@ebay. Over the last few years eBay has acquired a number of companies.

eBay Inc. e. “by eBay” or “an eBay Company. • The eBay brand is identified as a sign of support and affiliation. Some acquired brands benefit from the eBay brand.4 .The Framework: eBay Brand Architecture Endorsed Brands.” Example: Questions? Contact brand@ebay. These are known as endorsed brands. Requirements: • Endorsed brand and identity remain. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • Existing brand has a high level of loyalty and 7. • Both endorsed brand and eBay benefit from an association.

There are some marketplace business areas eBay cannot easily enter into. Requirements: • The eBay brand and identity are included and dominant.The Framework: eBay Brand Architecture eBay Sub-Brands: Marketplaces. • Marketplace name and identity retain the vision and values of the eBay brand and extend our positioning to encompass the new marketplace.5 . In these cases. eBay 7.g. they are treated as sub-brands. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • A business segment has unique commerce requisites such as regulatory constraints. eBay Sports).. special policies or pricing restrictions. Questions? Contact brand@ebay. Example: Brand Cooks’ Tip #17 Marketplace Tags are applied to select vertical businesses to help accelerate adoption (e. • The standard eBay user experience must be significantly modified.

com 7. This general timeline shows how the process will work. Questions? Contact brand@ebay.”country extension” (eBay. Growth 18-36 mos BRAND New eBay Acquired Company Acquired brand dominant with “an eBay Company” eBay dominant with “formerly X brand” eBay Brand Cooks’ Tip #18 Special Note: We’re working toward the day when all our sites can be known only as eBay. Launch 3-6 mos Early Growth 6-12 mos Acceleration 12-30 mos eBay.”country available url” (eBayfrance.6 .The Framework: eBay Brand Architecture Country Brand Development Formula.

Questions? Contact brand@ebay. • Tool or feature distinguishes itself from a competitive 7. Example: Brand Cooks’ Tip #19 If a tool or feature does not meet these criteria. eBay Inc. It should still retain the eBay voice and tone. • There is a business owner to champion and market the tool or feature. it is simply nomenclature or language used for description and navigation. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • Tool or feature widens our marketplace and enhances the trading experience. Requirements: • Sub-brand may have its own unique graphic identity.The Framework: eBay Brand Architecture eBay Sub-Brands: Tools And Features.7 . • The eBay brand is dominant in the identity. • Tool or feature is a proprietary offering and an essential ingredient in the user experience. Tools and features in some cases may have a unique sub-brand mark.

8 . • Program name must retain the vision. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • Enabling program typically spans both online and offline venues. Example: Questions? Contact brand@ebay. eBay Inc. Enabling programs are important sub-brands at eBay that are designed specifically for our users. • Program benefits from the eBay brand association. Requirements: • Program name is always accompanied by a dominant eBay brand and identity. values. personality and positioning of eBay. • Program was created to help people trade and become more successful on 7.The Framework: eBay Brand Architecture eBay Sub-Brands: Enabling Programs.

eBay corporate programs are sometimes given special status within the brand architecture. Check with eBay brand marketing before you design. • Program charter. logo or graphic mark. Questions? Contact brand@ebay. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • Created to help our employees and the world be more successful. remember that not every idea gets its own name. eBay Inc. • Integral to the experience of being a part of 7.9 . Example: Brand Cooks’ Tip #20 To minimize confusion and unnecessary work. name and identity must retain the vision. Requirements: • Program name is always accompanied by a dominant eBay brand and identity. personality and positioning of eBay. values.The Framework: eBay Brand Architecture eBay Corporate Programs.


Questions? Contact brand@ebay. pen. These legal guidelines keep our brand and our company safe from problems that often occur in the world of business. remember we’re all guardians of the eBay brand. mousepad or other advertising specialty item—the trademark (™) version of the logo must be used: As a final note. please contact eBay brand marketing immediately. just as in the kitchen. Logo Uses: In all printed or broadcast displays of the eBay logo that are intended to refer to the eBay company (with exceptions noted below). When building brands.1 . the registered mark (®) version of the logo must be used: In many global applications and instances where the logo is placed upon another company’s product—such as a shirt. If you see misuse of our brand anywhere.Making It Right: eBay Legal Guidelines Important Information For All Brand Cooks. whether internally or 8. it is important to pay attention to details.

Questions? Contact brand@ebay. All rights reserved. use: © [YEAR] eBay Inc. All rights reserved. Designated trademarks and brands are the property of their respective owners.Making It Right: eBay Legal Guidelines Copyright Notices: For all offline marketing materials—including advertising and collateral—the following copyright notice must be used: © [YEAR] eBay Inc. with the minimum being no smaller than 4 pt. Brand Cooks’ Tip #21 The optimum font size for copyright notices or “mouse type” is 6 pt. add the following line of text to the end of the notice: All items subject to availability.2 . eBay and the eBay logo are registered trademarks of eBay 8. eBay and the eBay logo are registered trademarks of eBay Inc. When other brand names or company logos are featured within an eBay printed document. When products representing items available on eBay are shown.


Identity. (Hex) Hexadecimal: A color system used to define browser-safe colors. brand: The tangible expressions of a brand. BHAG: An acronym for Big Hairy Audacious Goal. CMYK: A reflective process for reproducing colors using Cyan (C). Essence. usually simple illustration or graphic that represents or alludes to an idea or concept. including primary and secondary logos. tone and language. Core values: The beliefs of a company that drive its actions. expectations and responses that form in the hearts and minds of customers resulting from interactions with a company.Cleaning Up: Glossary & Notes Glossary Of Terms. Internal truth: The real values of the individuals in a company reflected in the attributes of a brand. Architecture. Endorsed brand: A sub-brand of eBay that visually indicates a relationship to eBay. brand: A distilled expression of the emotional and intellectual components of a brand.1 . Yellow (Y) and Black (K). brand: The structure that defines the relationship between the main brand identity and all its sub-brands. Enabling program: An eBay program created to assist eBay customers. Goal: The ideal future result of a company’s success. Brand: The unique set of emotions. Magenta (M). Independent brand: A sub-brand of eBay that is not visibly connected to the eBay brand. Icon: A small. Clear space: The empty area surrounding a logo. 9. visuals.

Signature. RGB: A passive process for reproducing colors using Red (R). Voice: The unique language and manner of “speaking” by a company. Marketplace. text and logo placement. Pantone®: A color matching system.Cleaning Up: Glossary & Notes Layout: The arrangement of visuals. Signature. Look and feel: The combined appearance of visuals. Green (G) and Blue (B). Promise. type styles. Logo: The consistent graphical expression of the name of a company. Vision: A company’s view of a future world resulting from successful implementation of its mission. Tone: The unique manner in which words and visuals are used. product. Sub-brand: A brand that derives some of its characteristics and value from another larger brand. 9.2 . URL: Universal Resource Locator—an address used to access a Web site or page on the Internet. Personality: The traits of a brand that affect the way it is communicated. brand: Assurance that the brand will deliver on all expectations of performance. headlines. service. eBay: A unique area of business within eBay. etc. primary: The predominant logo of a company. secondary: A logo that includes the primary signature with additional or alternate elements. Mission: The stated business objective of a company. text and logos. Marketplace: A place where all kinds of transactions are conducted.

3 .Cleaning Up: Glossary & Notes Notes. 9.

9.Cleaning Up: Glossary & Notes Notes.3 .