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

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

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

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

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


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

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


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

com 3.2 .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.


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

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

the eBay logo was designed to portray a playful. the eBay logo should most often be presented in full color on a white background. Use it often and have fun with it! Questions? Contact brand@ebay. 5 5 5 5 Brand Cooks’ Tip #6 Color is one of our brand’s best attributes. With its bright colors.The Main Course: eBay Logo Safe Handling Of The eBay Logo.3 . overlapping characters and uneven alignment. 5 5 5 5 Because we want to take advantage of our unique mark. energetic 4.

Consistent and correct usage is critical to building a strong brand identity. On black backgrounds. 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. The specially designed white logo may also be presented on black background. especially the yellow and green eBay primary colors. black or grayscale logo versions are preferable. In rare cases. In non-color applications or black and white that allow grayscale images. contrasting 4. this version of the eBay logo should be used only on white backgrounds. See page 4.4 .8 for details. The black logo may be placed over light. Questions? Contact brand@ebay. high-contrast colors. The white logo may be used on darker. The white.The Main Course: eBay Logo The logo in one-color is a specially designed logo with white lines between the characters. use the specially designed full-color logo. Brand Cooks’ Tip #7 Our logo is often a person’s first exposure to our brand.

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

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

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

Follow the CMYK.6K 0R. • Matched color screen-printing uses special four-color artwork with white lines separating the letters.60K 153R.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.0G.0K 255R.0M. PMS 285C 91C.91M.27M.255B 0066FFHEX The colors displayed on these pages may not be accurate and should not be used for color matching.The Main Course: eBay Logo eBay Logo Color Palette. Note: The trademark (™) version of the logo must be used for embroidery applications. *The colors shown in the examples in these guidelines are not intended to match the PANTONE® Color 4.0M.0Y.91Y.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.60M.102G.0K 255R.100Y.8 .100Y.51B 990033HEX PMS 153C 0C.0Y.0K 153R.76Y. See page 8. Questions? Contact brand@ebay.0B 999900HEX PMS 376C 56C.43M.18K 204R.102G. eBay Logo On White: Pantone: CMYK: RGB: Hex: PMS 222C 0C.0G. RGB.0K 0R.204G.0B 99CC00HEX PMS 185C 0C. Web page designers and vendors.0B FF0000HEX PMS 130C 0C.51K 153R.15Y.43M.100M. PANTONE* and thread color specifications provided.153G.204G. • When reproducing the logo with embroidery.100Y.1 for details. • Correct color designations are built into the official digital logo artwork available from eBay brand marketing.0G.0B CC6600HEX PMS 575C 51C. follow the thread color specifications for each letter and overlap. and proof for accurate reproduction.

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


Cooking With Style: eBay Voice & Tone Cooking With The eBay Voice. the eBay voice is genuine. smell and even sound are important in the presentation of a meal. Good cooks pay attention to more than just taste.1 . Sight. In fact. the bright. surprising and just a bit quirky. 5 5 5 5 Brand Cooks’ Tip #10 Have fun when you communicate the eBay 5. The eBay brand is also multi-sensory. 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. After all.” 5 5 5 5 Like our personality.

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

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

Playful headlines. 5 5 5 5 Humor is a good way to show the kind of experience eBay delivers. “Find great deals on instruments. If anything.Cooking With Style: eBay Voice & Tone We’re Fun. 5 5 5 5 Of course. Illegal or inappropriate items are not things we take lightly.” Advertising headline for Musical Instruments category. turns-of-phrase and the occasional pun work well. Winter 2002 Questions? Contact brand@ebay. 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 5. some subjects are sensitive to eBay. We always respect our many competitors. And earplugs too.4 . We can laugh at ourselves. And we’re never offensive or derisive in our communication.

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

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

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


Our Web site is the embodiment of the eBay brand in all its facets.Brand Presentation: eBay Look & Feel The eBay “Look And Feel. The following recommendations will help ensure that your specific projects reinforce the brand as it grows. because in this case there are no hard and fast rules for creating communications with 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.” The examples in this section provide a range of visual styles that are appropriate for the eBay brand. 5 5 5 5 Example: Questions? Contact brand@ebay.1 .com 6.

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

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

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

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

com. the eBay logo should be the strongest representation of the eBay brand. On our business cards and letterhead—and around the eBay campuses—you’ll see a variety of unique illustrations. contact the eBay brand marketing team at brand@ebay. This library of icons is used for our internal corporate communications and when communicating with audiences from the perspective of eBay Inc. 5 5 5 5 While they’re consistent with the eBay brand “look and feel” and our personality. they aren’t intended to be used when communicating with general 6.6 .Brand Presentation: eBay Look & Feel Iconic Illustrations. Questions? Contact brand@ebay. For them. 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.Brand Presentation: eBay Look & Feel eBay In Text.10 .com 6. Even the way we write the word “eBay” can help add consistency to our brand and reinforce brand attributes. Details are important. Approved Styles: eBay EBAY Common Mistakes: Ebay eBAY ebay Brand Cooks’ Tip #16 Always use a capital “B” when writing “eBay.” It reinforces the idea that eBay is fun and whimsical. Questions? Contact brand@ebay.

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


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

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

Over the last few years eBay has acquired a number of companies.The Framework: eBay Brand Architecture Independent 7. eBay Inc. • Association with the existing brand holds risk of tarnishing the eBay brand. Some retain an independent status within eBay. • Association with the eBay brand could potentially disrupt stakeholders’ comfort. 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. Examples: Questions? Contact brand@ebay.3 . Requirements: • Existing brand and identity remain “as is.” • No endorsement or support by the eBay brand is given.

These are known as endorsed brands.g.The Framework: eBay Brand Architecture Endorsed Brands.. e. Requirements: • Endorsed brand and identity remain. • The eBay brand is identified as a sign of support and 7.” Example: Questions? Contact brand@ebay. eBay Inc.4 . 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. Some acquired brands benefit from the eBay brand. • Both endorsed brand and eBay benefit from an association. “by eBay” or “an eBay Company.

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

6 . Growth 18-36 mos BRAND New eBay.The Framework: eBay Brand Architecture Country Brand Development 7. Launch 3-6 mos Early Growth 6-12 mos Acceleration 12-30 mos Prof. Questions? Contact brand@ebay.”country available url” (eBayfrance.”country extension” (eBay. This general timeline shows how the process will 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.

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

com 7.The Framework: eBay Brand Architecture eBay Sub-Brands: Enabling Programs. • Program was created to help people trade and become more successful on eBay. values. Example: Questions? Contact brand@ebay. 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. • Program name must retain the vision. Requirements: • Program name is always accompanied by a dominant eBay brand and identity. personality and positioning of eBay.8 . Enabling programs are important sub-brands at eBay that are designed specifically for our users. eBay Inc. • Program benefits from the eBay brand association.

remember that not every idea gets its own name.9 . Questions? Contact brand@ebay. • Integral to the experience of being a part of eBay. eBay Inc. logo or graphic mark. Requirements: • Program name is always accompanied by a dominant eBay brand and identity.The Framework: eBay Brand Architecture eBay Corporate Programs. 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. Check with eBay brand marketing before you design. eBay corporate programs are sometimes given special status within the brand architecture. name and identity must retain the vision. personality and positioning of 7. Example: Brand Cooks’ Tip #20 To minimize confusion and unnecessary work. values. • Program charter.


1 . please contact eBay brand marketing immediately. mousepad or other advertising specialty item—the trademark (™) version of the logo must be used: As a final note. 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).Making It Right: eBay Legal Guidelines Important Information For All Brand Cooks. 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. whether internally or externally. If you see misuse of our brand anywhere. just as in the kitchen. Questions? Contact brand@ebay. remember we’re all guardians of the eBay brand. When building brands. pen. it is important to pay attention to details. These legal guidelines keep our brand and our company safe from problems that often occur in the world of 8.

eBay and the eBay logo are registered trademarks of eBay Inc. with the minimum being no smaller than 4 pt. 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. All rights 8. Brand Cooks’ Tip #21 The optimum font size for copyright notices or “mouse type” is 6 pt.2 . Designated trademarks and brands are the property of their respective owners. Questions? Contact brand@ebay. add the following line of text to the end of the notice: All items subject to availability. All rights reserved. When products representing items available on eBay are shown.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. use: © [YEAR] eBay Inc.


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

Signature. Signature. text and logo placement. Pantone®: A color matching system. text and logos. Marketplace: A place where all kinds of transactions are conducted. Logo: The consistent graphical expression of the name of a company. etc. Green (G) and Blue (B). Voice: The unique language and manner of “speaking” by a company. RGB: A passive process for reproducing colors using Red (R). eBay: A unique area of business within eBay. Sub-brand: A brand that derives some of its characteristics and value from another larger brand. brand: Assurance that the brand will deliver on all expectations of performance. service. primary: The predominant logo of a company. Personality: The traits of a brand that affect the way it is communicated.Cleaning Up: Glossary & Notes Layout: The arrangement of visuals. headlines. Look and feel: The combined appearance of visuals.2 . Promise. Mission: The stated business objective of a company. 9. type styles. product. URL: Universal Resource Locator—an address used to access a Web site or page on the Internet. Tone: The unique manner in which words and visuals are used. Vision: A company’s view of a future world resulting from successful implementation of its mission. Marketplace. secondary: A logo that includes the primary signature with additional or alternate elements.

9.3 .Cleaning Up: Glossary & Notes Notes.

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