Download - Ebay Brand Guidelines

Who We Are:eBay is a safe and efficient global marketplace where individualsand merchants are g iven equalopportunity to buy and sell an incrediblevariety of new and used goods at fair prices.

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

About Our Logo:

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

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

eBay._ _ _When using this format, be sureto 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 [email protected].

The eBay Brand�y Brand�At-A-Glance.

The eBay Brand�At-A-Glance.

Recipe For Success: A Strong Brand

1.1

Questions? Contact

[email protected]

Mixing A Metaphor.A cookbook is more than simply an instruction

manual for assembling ingredients. The best

ones are useful tools that can save you time

and money, expand your skills and even

provide an idea or two. By using the cookbook

metaphor, we believe the eBay Brand Guidelines will do many of the

same things for you.

And like a good cookbook, we hope it will be a source of inspiration

for new and better ways to communicate the eBay brand.

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.

Brand Cooks’ Tip #1Building a global brand

requires a good amount of time, a bit of effort and

a great deal of consistency.

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1.2

Questions?Contact

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The Making Of A Brand.Imagine your first experience with a new cookbook. The recipes inside

are easy to follow and beautifully presented. And best of all, the dishes

are delicious. The next time you go to your favorite bookstore, you see

a new cookbook by the same author. Your previous experience was

pleasant, so you decide to buy it. That’s branding at work.

A strong brand contributes in tangible ways to the overall business

objectives. Customers remember the brand and recommend it to others.

Competitors find it more difficult to enter or succeed in the market.

Profits and shareholder equity go up.

Simply put, a brand is a promise. When

customers trust they’ll get the result they

expect, a preference for that brand is

created. Good things begin to happen.

Brand Cooks’ Tip #2Our community members

and customers rely uponthe eBay brand. Our job is

to deliver on its promise.

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Questions?Contact

[email protected]

Brand

Competitors

Suppliers

Community

Government

Employees

Customers

Media Wall Street

Strong brands come from the internal truth of a company, so it’s important to clearly and consistently communicate our mission, values, BHAG

and vision to all of our important constituencies.

Branding Touches All Of An Organization’s Audiences.

1.3


Before you begin cooking, it’s a good idea to assemble the ingredients

you’ll need. In the following sections, we’ll be doing just that.

First we’ll provide a brief introduction to the fundamentals of

our brand:

eBay Brand Basics (Sec. 2)

eBay Brand Essence (Sec. 3)

Then we’ll begin describing the elements of our brand that can be

tasted, touched or seen. By understanding how the tangible and

intangible ingredients of our brand work together, we can do a better

job of building it for the future.

The elements of brand identity are:

eBay Logo (Sec. 4)

eBay Voice & Tone (Sec. 5)

eBay Look & Feel (Sec. 6)

eBay Brand Architecture (Sec. 7)


1.4

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Assembling The IngredientsOf Brand Identity.

The tangible elements of a brand are

what makes the brand identity.

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A Healthy Start: eBay Brand Basics

2.1

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The 4 Basics Of Our Brand.A healthy meal is built on the four basic food groups. In a similar way,

the eBay brand is built on four fundamental elements. And they affect

everything we do.

As we describe these elements—our mission, values, 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.

Brand Cooks’ Tip #3Our mission, values, BHAGand vision are not just

words—they’re the foundation of our brand.

Questions?Contact

[email protected]

Our Mission:To build the people’s most

efficient and abundant

marketplace.

Our Core Values:• We believe people are

basically good.

• We recognize and respect

everyone as a unique

individual.

• We believe everyone has

something to contribute.

• We encourage people

to treat others the way

they want to be treated

themselves.

• We believe that an honest,

open environment can

bring out the best in

people.

Our BHAG:(Big, Hairy, Audacious Goal)

To create a global economic

democracy.

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. It will

be a market of people, where

your next-door neighbor can

compete with a large corpo-

ration and have an equal

chance of success. It will be

a place that constantly adapts

and improves to meet the

needs of buyers and sellers.

Trust, honesty and efficiency

will be rewarded. In the end,

our market will be so large

and open that you will be

able to find almost anything

you can imagine. And every

other way to buy and sell

things will seem inferior.

The 4 Basics Of Our Brand.

2.2

A Healthy Start: eBay Brand Basics

The First Course: eBay Brand Essence

3.1

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Starting With A Strong Base.In soup it’s called the stock. Sourdough bread has starter. Our brand

essence is the core element that provides a base for everything we say

and do.

The eBay brand essence is the distillation of all that is true about

eBay. Our essence is what makes people feel excitement and anticipation

when they think of trading on eBay. When we’re true to it, our

communications should evoke an image of a real place where millions

of people are working together accomplishing important things.

In short, the essence of the eBay brand is:

“A unique and better way to buy and sell.”

\To boil it down even further, we say it is:

“Enlightened Trading.”

Brand Cooks’ Tip #4Our brand essence flavors

everything we say and do.Every communication

should be consistent with it.

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Questions?Contact

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eBay Brand Positioning Model.

Brand Essence

Personality

EmotionalBenefits

RationalBenefits

FunctionalAttributes

EnlightenedTrading

Genuine

Surprising Quirky

Fairness Validation

Engaging Community Empowerment

Value Efficiency Transparency Choices

Profit Hard-To-Find Smart Convenience

Breadth & Depth Feedback Global Dynamic & Efficient Pricing

New & Used Person/Merchant-To-Person Collectibles Practicals

What eBay MeansStronger Relationship/

Ownable

What eBay IsWeaker Relationship/

Generic

3.2

The First Course: eBay Brand Essence

The Main Course: eBay Logo

4.1

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Key Ingredient: The eBay Logo.

Like garlic to Italian cooking or curry to Indian food, the eBay logo is

the most prominent ingredient in our brand identity. Whenever it’s

seen on our Web sites, advertising, merchandise or promotional items,

it is a visual emblem of everything we stand for—it’s our signature. For

this reason, it is critical that we use it with consistency.

This is the preferred version of the logo

for global applications. It should be used

in global markets where eBay has wide

awareness.

Primary Signature:

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Note: All artwork in this section can be obtained through eBay

brand marketing.

Questions?Contact

[email protected]

For approved eBay sub-brands, the eBay logo is sometimes included

in a “mark” with other descriptive words or graphics. To protect

the integrity of the brand, these names and identities may be

created only in consultation with the eBay brand marketing team.

When developed, they should be created with these guidelines

in mind:

• The eBay logo must be the most prominent element of the mark.

• The full-color eBay logo should be used.

• 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.

• Other words in the mark may use only approved eBay typefaces and may not be modified to mimic the eBay logocharacter design (overlaps, realignment, multiple colors, etc.).

Secondary Signatures.

In some cases, new eBay sites may also use a prominent URL as a

trailer to signify its country site.*

*See Country Brand Development Formula on page 7.6.

International:Sub-Brands:

Brand Cooks’ Tip #5The eBay Brand Architecture

describes how sub-brands fit into the overall brand

of eBay. See Section 7, The Framework: eBay Brand

Architecture for more informationabout sub-brands.

4.2


Examples:

Example:


4.3

Questions? Contact

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Safe Handling Of The eBay Logo.

With its bright colors, overlapping characters and uneven alignment,

the eBay logo was designed to portray a playful, energetic brand.

Because we want to take advantage of

our unique mark, the eBay logo should

most often be presented in full color on

a white background.

Brand Cooks’ Tip #6Color is one of our brand’s

best attributes. Use itoften and have fun with it!

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4.4

Questions? Contact

[email protected]

On black backgrounds, use the specially designed full-color logo. See page 4.8 for details.

The specially designed white logo may also be presentedon black background.

The white logo may be used on darker, high-contrastcolors, especially the red and blue eBay primary colors.

In non-color applications or black and white that allowgrayscale images, this version of the eBay logo shouldbe used only on white backgrounds.

In rare cases, the one-color eBay logo may appear in acolor that contrasts well with a white background suchas the red or blue eBay primary colors. The white, blackor grayscale logo versions are preferable.

The logo in one-color is a specially designed logo withwhite lines between the characters.

The black logo may be placed over light, contrastingcolors, especially the yellow and green eBay primary colors.

Brand Cooks’ Tip #7Our logo is often a person’sfirst exposure to our brand.Consistent and correct

usage is critical to building astrong brand identity.


4.5

Questions?Contact

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Know When It’s Not Right.Even if you’re the type of person who never follows recipes to the

letter, there are some rules that can never, ever be broken. This is one

of those:

As we continue building the eBay brand, anything that confuses or

hinders a viewer’s quick recognition of our brand identity only dilutes

our efforts. With that in mind, here are a few common mistakes to avoid.

Never alter, modify, distort or reorient

the eBay logo in any way except to

change its overall size.

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Brand Cooks’ Tip #8If at all possible, the eBaylogo should “float” by itselfon the background–not

enclosed in a box or othershape.

Questions?Contact

[email protected]

eBay Logo Don’ts.

Don’t add to, eliminate or alter anything from the logo.

Don’t alter the relative position or proportion of the parts of the logo.

Don’t use unauthorized colors.

Don’t change the location of logo colors.

Sailingon the

Don’t add a dropshadow. Don’t add dimension to the letters. Don’t place the logo over complicated backgrounds or photos.

Don’t capitalize any of the letters in the logo.

Don’t use colors that provide insufficient contrast.

Don’t add a design to any part of the logo.

Don’t recreate the logo inanother font.

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 stretch or otherwise distort the letters.

Don’t separate the letters.

ebay

4.6



4.7

Questions?Contact

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Color Makes It Appetizing.

Brand Cooks’ Tip #9A specially-designed eBaylogo has been optimized foruse on black backgrounds.

See next page for details.

Quality ingredients make for a tasty meal. And we have high standards

when it comes to reproducing our logo.

In printed applications, our logo requires four-color process

lithography using the color-separated digital artwork provided by eBay

brand marketing. For on-screen applications such as a Web site, specific

browser-safe RGB colors are to be used.*

*Special attention should always be given to accurately matching the eBay colors.

Each letter in the logo has a designated

eBay primary color. Where letters overlap,

specific eBay secondary colors are to

be used.

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Questions?Contact

[email protected]

PMS 185C0C,91M,76Y,0K255R,0G,0BFF0000HEX

PMS 286C100C,60M,0Y,6K0R,0G,153B000099HEX

PMS 222C0C,100M,15Y,60K153R,0G,51B990033HEX

PMS 130C0C,27M,100Y,0K255R,204G,0BFFCC00HEX

PMS 153C0C,43M,100Y,18K204R,102G,0BCC6600HEX

PMS 376C56C,0M,100Y,0K153R,204G,0B99CC00HEX

PMS 575C51C,0M,91Y,51K153R,153G,0B999900HEX

PMS 285C91C,43M,0Y,0K0R,102G,255B0066FFHEX

eBay Logo On Black:

• Always provide these specifications to your printers, Web page designers and vendors, and proof for accurate reproduction.

• Matched color screen-printing uses special four-color artworkwith white lines separating the letters.

• Correct color designations are built into the official digital logoartwork available from eBay brand marketing.

• When reproducing the logo with embroidery, follow the thread color specifications for each letter and overlap. Note: The trademark (™) version of the logo must be used for embroidery applications. See page 8.1 for details.

The colors displayed on these pages may not be accurate and

should not be used for color matching. Follow the CMYK, RGB,

PANTONE* and thread color specifications provided.

*The colors shown in the examples in these guidelines are not intended to match

the PANTONE® Color Standards.

1147“e”

1035overlap

between e & b

1134“b”

1057overlap

between b & a

1172“a”

1170overlap

between a & y

1049“y”

Embroidery Color Specifications:

Thread Type: Madiera

TM

black thread onwhite garments

white thread ondark garments

Pantone:CMYK:

RGB:Hex:

4.8


eBay Logo Color Palette.

eBay Logo On White:


4.9

Questions? Contact

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In food and in branding, presentation is important.

So we want to make sure the eBay logo has

prominence in relation to other graphic

elements. Whenever it is displayed, a generous

area of clear, open space surrounding the logo will

help ensure that the eBay logo is seen easily and

identified quickly.

With few exceptions, nothing else should appear within this minimum

clear space box. Whenever possible, allow more clear space than

this minimum.

To be sure you are allowing at least the

minimum clear space around the logo,

construct an imaginary box as shown in

this diagram.

Setting The Table For Our Logo.

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X

Clear space = 1/2 X. X = Width of stem of “Y”.

Example:

Questions? Contact

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Cooking With Style: eBay Voice & Tone

5.1

Cooking With The eBay Voice.Good cooks pay attention to more than just taste. Sight, smell and

even sound are important in the presentation of a meal. The eBay

brand is also multi-sensory. In fact, the bright, vibrant look of the

eBay logo is complemented and enhanced by the words and attitude

of our tone or “voice.”

Like our personality, the eBay voice is

genuine, surprising and just a bit quirky.

Brand Cooks’ Tip #10Have fun when you

communicate the eBaybrand. After all, we’re a

fun company!

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Questions? Contact

[email protected]

We’re Genuine.Honesty is a core value of eBay and our community. Our voice is

infused with honesty too. It means more than accuracy in the facts

and figures we quote. It means that we communicate in a straightforward,

truthful way without embellishment or exaggeration. Our voice is

friendly and personal but respectful. We try to avoid using jargon and

slang. We get our point across quickly and try to use correct grammar.

“eBay is a community where we encourage open and honest

communication between all of our members. We believe in the

following five basic values:

• We believe people are basically good.

• We believe everyone has something to contribute.

• We believe that an honest, open environment can bring outthe best in people.

• We recognize and respect everyone as a unique individual.

• We encourage people to treat others the way they want to be treated.”

Web site copy from eBay.com, “Community Values” page, Spring 2002


Brand Cooks’ Tip #11eBay is a bright idea! For

that reason, we shouldalso try to be smart in the

ways we communicate.

5.2

Questions? Contact

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5.3

We’re Surprising.At eBay, unexpected things can happen. Unique items are always

popping up. Every transaction is different. When we speak or write,

our language is infused with excitement.

“Seriously into scale models? So are we. With over 110,000 model

car listings every week, eBay is the best place to find exactly what

you’re looking for. Whether it’s a slot car, radio control, die cast or

plastic model, check out our amazingly large-scale selection.”Advertising copy for model cars, Hobbies category, Fall 2001

As we convey the thrill of buying and

selling on eBay, we recognize that people

also want to know about the assurances

we provide for each transaction.

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Questions? Contact

[email protected]

5.4

We’re Fun.If anything, 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.

Of course, some subjects are sensitive to eBay. Illegal or inappropriate

items are not things we take lightly. We always respect our many

competitors. And we’re never offensive or derisive in our communication.

“Find great deals on instruments. And earplugs too.”Advertising headline for Musical Instruments category, Winter 2002

Humor is a good way to show the kind

of experience eBay delivers. Playful

headlines, turns-of-phrase and the

occasional pun work well. We can laugh

at ourselves, but poking fun at our

community members is not part of

our style.

★ ★ ★ ★

★ ★ ★ ★


Questions? Contact

[email protected]

5.5

The Full Experience Of Voice.The preceding pages were designed to be a tantalizing taste of what

the eBay voice is and can be. Now it’s time for the entree. Here’s a

comprehensive look at the eBay voice in small, easy-to-digest bites.

eBay is human. After all, humans are our engine. We’re human because

we’re a one-to-one marketplace. We are founded on the belief that humans

are good and can be trusted. And maybe most importantly, eBay is human

because we treat people the way we would want to be treated ourselves.

eBay is honest. We’re not about irony, or guile or hidden meaning. There

is almost an innocence to eBay. We’re unassuming—even self-effacing

sometimes. And you should feel it in the way we communicate.

eBay is inclusive. We welcome anyone and everyone. There are no

barriers. It is the ultimate level playing field with equal access for all.

eBay has a sense of humor. But a very specific kind of humor. Never

cynical, never overly sarcastic, never denigrating and never at someone

else’s expense.

eBay is positive. We are not Polyannas, but we emphasize what is good.

Given the choice to talk about our strengths versus others’ weaknesses, we

choose the former every time.

eBay is small. No matter how big we get, we need to feel small—

a neighborhood store, not a Walmart. Big doesn’t have to feel big as long as

our attitude always remains one-to-one.

eBay is smart. eBay, the business model, is an incredibly bright idea. Our

communications need to be equally bright. We shouldn’t talk down to people.

We should be as pioneering in our communications as we are in the world of

buying and selling.


Questions? Contact

[email protected]

5.6

A Few Choice Words.The descriptions in cookbooks are often as good as the recipes

themselves. The following words, phrases and sentences should give

you an idea of how we describe eBay.

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.

And Sometimes:

• A global online marketplace.

• A place to buy, sell or tradevirtually anything.

• A dynamic marketplace wherepeople have a choice to bid orbuy instantly.

What eBay Is Not:

For legal as well as practical

reasons, some descriptions

of eBay and its brand can

cause trouble. Terms and

phrases such as these should

be avoided:

• A “seller” of merchandise.

• An auction site, auctionhouse, auctioneer, etc.

• A flea market, garage sale,swap meet, etc.

• An auction format only.

Brand Cooks’ Tip #12Say, “Find just about any-thing at eBay” or “… oneBay.” Don’t say, “Buy

stuff in or from eBay.” Listingsare never “eBay auctions.”


Questions? Contact

[email protected]

5.7

Boiler Plate Marketplace Descriptions:

10-WORD:eBay is The World’s Online Marketplace™.

25-WORD:eBay is The World’s Online Marketplace™. It is a community where

individuals and merchants have equal opportunity to buy and sell new

or used goods at fair prices.

50-WORD:eBay is The World’s Online Marketplace™. It’s a place where goods and

services are bought and sold by a community of individuals and

businesses. On any given day, 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, national and international basis.

Brand Cooks’ Tip #13Whenever appropriate,

use the text blocks andlanguage above in your

descriptions of eBay. It addsthe right consistency to our messaging.


Brand Presentation: eBay Look & Feel

6.1

Questions? Contact

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The eBay “Look And Feel.”This is where your imagination can really take you beyond the recipe,

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.

The following recommendations will help ensure that your specific

projects reinforce the brand as it grows.

The best demonstration of the eBay look

and feel is our home page. Our Web site

is the embodiment of the eBay brand

in all its facets.

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Example:

Questions? Contact

[email protected]


6.2

Layout.

Sometimes very simple recipes make meals that are surprisingly rich

and interesting. In a similar way, the eBay logo tends to be

enhanced by clean, simple graphic layouts.

Questions? Contact

[email protected]


6.3

Color.

One look at our logo should tell you that color is a very important

element of the eBay brand look and feel. When appropriate, use

bright and vivid primary colors to help reinforce the idea that eBay is

a fun and exciting brand. Be careful, however, that your designs don’t

overwhelm our logo—we want it to stand out!

Questions? Contact

[email protected]


6.4

Illustration.

When using illustration to communicate ideas, simplicity is important.

Simple compositions, bright colors, minimal shading and a playful

style make sense with our look and feel. Try different styles and see

how they complement the brand.

Questions? Contact

[email protected]


6.5

Photography.

Perhaps you’ve seen—or possibly own—some beautifully photographed

cookbooks. Likewise, the eBay brand is often well represented with

photography. Our style is bright and clear, often with unexpected

visual “twists.” Groups of items can communicate our depth and

breadth effectively.


6.6

Questions?Contact

[email protected]

Iconic Illustrations.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.

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 consumers.

For them, the eBay logo should be the

strongest representation of the eBay brand.

★ ★ ★ ★

★ ★ ★ ★

Brand Cooks’ Tip #14Before developing any new

illustrations in the styleyou see in this section,

contact the eBay brandmarketing team at [email protected].

Questions?Contact

[email protected]

The eBay Family Of Iconic Illustrations.

Japan

SpainGermany

France

Taiwan

U.K.

Australia

The Netherlands

U.S.A.

Canada

6.7



6.8

Questions? Contact

[email protected]

★ ★ ★ ★

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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.

Recommended Fonts:

Goudy

Univers

MMaattrriixx SSccrriipptt

ITC Officina Sans

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.

Cooking With Typography.


6.9

Questions? Contact

[email protected]

Brand Cooks’ Tip #15Typefaces can be an

important tool in design.While the fonts above are

recommended, you’re free totry other things, as long as

they’re consistent with our brand.

Recommended Typefaces.

Goudy Regular+

Univers 45 Light*+

Univers 55 Regular*+

ITC Officina Sans Book+

Matrix Script Book

Univers 65 Bold*+

Univers 75 Black*+

ITC Officina Sans Bold+

Matrix Script Bold

Applications Options

Primary Text

Secondary Text

Primary HeadlinesAnd Subheads

Secondary HeadlinesAnd Subheads

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

Questions? Contact

[email protected]


6.10

eBay In Text.Details are important. Even the way we write the word “eBay” can

help add consistency to our brand and reinforce brand attributes.

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:

eBayEBAY

Common Mistakes:

EbayeBAYebay

Brand Cooks’ Tip #16Always use a capital “B”

when writing “eBay.” It reinforces the idea that

eBay is fun and whimsical.

Questions? Contact

[email protected]


6.11

eBay URLs.The complete URL for eBay is found onthe Internet at http://www.ebay.com.For those familiar with the Internet,the eBay URL should be most oftenpresented in text in this way:

When using this format, be sure to capitalize the “B” in eBay such as:

For audiences that may be less familiarwith Internet addresses, it is alsoacceptable to use the form shown herewithout capitalization of the “B”:

Sub-brand eBay marketplaces haveURLs that should be written this way:

To guide audiences to specific categoriesor locations that are less than two clicksaway from the eBay home page, the URLshould not be modified. Instead add aline of descriptive text such as:

To guide audiences to specific categoriesor locations that are more than twoclicks away from the home page or whencommunicating with a niche audience(e.g., trade advertising), the URL canbe modified in this way:

eBay.com

eBay.ca

www.ebay.comwww.ebay.ca

www.ebaymotors.com

Go to eBay.com and click on“Dolls and Bears”.

www.ebay.com/metalworking

The Framework:eBay Brand Architecture

7.1

Questions?Contact

[email protected]

Know Your Way Around eBay.If you’re lucky enough to have a big kitchen, you know how important

it is to be organized about where you put things. Well, we have a big

company with a number of different sub-brands, product features and

more. Here’s a quick guide to help you find where things best fit

around eBay.

The eBay Brand Architecture is also part

of our brand identity. By adhering to the

following guidelines, our naming structure

supports the eBay brand in its entirety.

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Questions?Contact

[email protected]

eBay Inc.

Corporate Programs

eBay Portfolio of Brands eBay Brand

Independent Brands Endorsed Brands Marketplaces

Tools & Features Marketplace Tags

Enabling Programs

eBay Brand Architecture.eBay Inc. is the name of our company. But it may surprise you to know how many distinct brands and sub-brands contribute to the eBay brand

identity. In this section we’ll describe the structure and framework of the sub-brand roles and relationships to the eBay brand.

For more details on Brand Architecture contact [email protected].

7.2

The Framework: eBay Brand Architecture


7.3

Questions? Contact

[email protected]

Independent Brands.Over the last few years eBay has acquired a number of companies.

Some retain an independent status within eBay.

eBay Inc.

Corporate Programs




Enabling Programs

Examples:

Characteristics:• Existing brand has a high level of loyalty and equity.

• Association with the eBay brand could potentially disrupt stakeholders’ comfort.

• Association with the existing brand holds risk of tarnishing the eBay brand.

Requirements:• Existing brand and identity remain “as is.”

• No endorsement or support by the eBay brand is given.

Questions? Contact

[email protected]


7.4

Endorsed Brands.Some acquired brands benefit from the eBay brand. These are known

as endorsed brands.

eBay Inc.

Corporate Programs




Enabling Programs

Example:

Characteristics:• Existing brand has a high level of loyalty and equity.

• Both endorsed brand and eBay benefit from an association.

Requirements:• Endorsed brand and identity remain.

• The eBay brand is identified as a sign of support and affiliation, e.g., “by eBay” or “an eBay Company.”

Questions?Contact

[email protected]


7.5

eBay Sub-Brands:Marketplaces.

There are some marketplace business areas eBay cannot easily enter

into. In these cases, they are treated as sub-brands.

Brand Cooks’ Tip #17Marketplace Tags areapplied to select verticalbusinesses to help

accelerate adoption (e.g.,eBay Sports).

eBay Inc.

Corporate Programs




Enabling Programs

Characteristics:• A business segment has unique commerce requisites such as

regulatory constraints, special policies or pricing restrictions.

• The standard eBay user experience must be significantlymodified.

Requirements:• The eBay brand and identity are included and dominant.

• Marketplace name and identity retain the vision and valuesof the eBay brand and extend our positioning to encompassthe new marketplace.

Example:

Questions?Contact

[email protected]

BRAND

New

AcquiredCompany

eBay.”country available url”(eBayfrance.fr)

eBay.”countryextension”

(eBay.fr)eBay

eBayeBay dominant with“formerly X brand”

Acquired brand dominant with“an eBay Company”

Country Brand Development Formula.

Launch3-6 mos

Early Growth6-12 mos

Acceleration12-30 mos

Prof. Growth18-36 mos

Brand Cooks’ Tip #18Special Note:

We’re working toward the day when all our sites

can be known only as eBay. This general timeline shows

how the process will work.

7.6

The Framework: eBay Brand Architecture

Questions? Contact

[email protected]


7.7

eBay Sub-Brands: Tools And Features.

Tools and features in some cases may have a unique sub-brand mark.

Brand Cooks’ Tip #19If a tool or feature does not

meet these criteria, it issimply nomenclature or

language used for descriptionand navigation. It should still

retain the eBay voice and tone.

eBay Inc.

Corporate Programs




Enabling Programs

Example:

Characteristics:• Tool or feature widens our marketplace and enhances the

trading experience.

• Tool or feature is a proprietary offering and an essentialingredient in the user experience.

• Tool or feature distinguishes itself from a competitiveoffering.

• There is a business owner to champion and market thetool or feature.

Requirements:• Sub-brand may have its own unique graphic identity.

• The eBay brand is dominant in the identity.

Questions? Contact

[email protected]


7.8

eBay Sub-Brands: Enabling Programs.

Enabling programs are important sub-brands at eBay that are designed

specifically for our users.

eBay Inc.

Corporate Programs




Enabling Programs

Example:

Characteristics:• Enabling program typically spans both online and

offline venues.

• Program was created to help people trade and becomemore successful on eBay.

• Program benefits from the eBay brand association.

Requirements:• Program name is always accompanied by a dominant eBay

brand and identity.

• Program name must retain the vision, values, personalityand positioning of eBay.

Questions? Contact

[email protected]


7.9

eBay Corporate Programs.eBay corporate programs are sometimes given special status

within the brand architecture.

Brand Cooks’ Tip #20To minimize confusion andunnecessary work, remember

that not every idea gets its own name, logo or graphicmark. Check with eBay brand

marketing before you design.

eBay Inc.

Corporate Programs




Enabling Programs

Characteristics:• Created to help our employees and the world be

more successful.

• Integral to the experience of being a part of eBay.

Requirements:• Program name is always accompanied by a dominant eBay

brand and identity.

• Program charter, name and identity must retain the vision,values, personality and positioning of eBay.

Example:

Making It Right: eBay Legal Guidelines

8.1

Questions? Contact

[email protected]

Important Information For All Brand Cooks.

When building brands, just as in the kitchen, 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 business.

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), 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, pen,

mousepad or other advertising specialty item—the trademark (™)

version of the logo must be used:

As a final note, remember we’re all guardians of the eBay brand.

If you see misuse of our brand anywhere, whether internally or

externally, please contact eBay brand marketing immediately.

Questions? Contact

[email protected]

Making It Right: eBay Legal Guidelines

8.2

Copyright Notices:For all offline marketing materials—including advertising and

collateral—the following copyright notice must be used:

© [YEAR] eBay Inc. All rights reserved. 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, use:

© [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.

When products representing items available on eBay are shown, add the

following line of text to the end of the notice:

All items subject to availability.

Brand Cooks’ Tip #21The optimum font size for copyright notices or “mouse type” is 6 pt. with

the minimum being no smallerthan 4 pt.

Cleaning Up: Glossary & Notes

9.1

Glossary Of Terms.Architecture, brand: The structure that defines the relationshipbetween the main brand identity and all its sub-brands.

BHAG: An acronym for Big Hairy Audacious Goal.

Brand: The unique set of emotions, expectations and responses that form in the hearts and minds of customers resulting from interactions with a company.

Core values: The beliefs of a company that drive its actions.

Clear space: The empty area surrounding a logo.

CMYK: A reflective process for reproducing colors using Cyan (C), Magenta (M), Yellow (Y) and Black (K).

Enabling program: An eBay program created to assist eBay customers.

Endorsed brand: A sub-brand of eBay that visually indicates a relationship to eBay.

Essence, brand: A distilled expression of the emotional and intellectual components of a brand.

Goal: The ideal future result of a company’s success.

(Hex) Hexadecimal: A color system used to define browser-safe colors.

Icon: A small, usually simple illustration or graphic that represents or alludes to an idea or concept.

Identity, brand: The tangible expressions of a brand, including primary and secondary logos, visuals, tone and language.

Independent brand: A sub-brand of eBay that is not visibly connected to the eBay brand.

Internal truth: The real values of the individuals in a companyreflected in the attributes of a brand.


9.2

Layout: The arrangement of visuals, text and logos.

Logo: The consistent graphical expression of the name of a company,product, service, etc.

Look and feel: The combined appearance of visuals, type styles,headlines, text and logo placement.

Marketplace: A place where all kinds of transactions are conducted.

Marketplace, eBay: A unique area of business within eBay.

Mission: The stated business objective of a company.

Pantone®: A color matching system.

Personality: The traits of a brand that affect the way it is communicated.

Promise, brand: Assurance that the brand will deliver on all expectations of performance.

RGB: A passive process for reproducing colors using Red (R),Green (G) and Blue (B).

Signature, primary: The predominant logo of a company.

Signature, secondary: A logo that includes the primary signaturewith additional or alternate elements.

Sub-brand: A brand that derives some of its characteristics andvalue from another larger brand.

Tone: The unique manner in which words and visuals are used.

URL: Universal Resource Locator—an address used to access a Web site or page on the Internet.

Vision: A company’s view of a future world resulting from successfulimplementation of its mission.

Voice: The unique language and manner of “speaking” by a company.


9.3

Notes.

Download - Ebay Brand Guidelines

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