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Brand Guidelines

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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 [email protected]

Recipe For Success: A Strong Brand

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.

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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.5 5 5 5And like a good cookbook, we hope it will be a source of inspiration for new and better ways to communicate the eBay brand.

Brand Cooks Tip #1Building a global brand requires a good amount of time, a bit of effort and a great deal of consistency.

Questions? Contact [email protected]

1.1

Recipe For Success: A Strong Brand

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. Thats branding at work.

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Simply put, a brand is a promise. When customers trust theyll get the result they expect, a preference for that brand is created. Good things begin to happen.5 5 5 5A 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.

Brand Cooks Tip #2Our community members and customers rely upon the eBay brand. Our job is to deliver on its promise.

Questions? Contact [email protected]

1.2

Recipe For Success: A Strong Brand

Branding Touches All Of An Organizations Audiences.Strong brands come from the internal truth of a company, so its important to clearly and consistently communicate our mission, values, BHAG and vision to all of our important constituencies.

Competitors Government Customers

Media

Brand

Wall Street

Community Suppliers

Employees

Questions? Contact [email protected]

1.3

Recipe For Success: A Strong Brand

Assembling The Ingredients Of Brand Identity.Before you begin cooking, its a good idea to assemble the ingredients youll need. In the following sections, well be doing just that. First well provide a brief introduction to the fundamentals of our brand:

eBay Brand Basics

(Sec. 2) (Sec. 3)

eBay Brand Essence

Then well 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.

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The tangible elements of a brand are what makes the brand identity.5 5 5 5The elements of brand identity are:

eBay Logo

(Sec. 4) (Sec. 5) (Sec. 6) (Sec. 7)

eBay Voice & Tone eBay Look & Feel

eBay Brand Architecture

Questions? Contact [email protected]

1.4

A Healthy Start: eBay Brand Basics

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 elementsour mission, values, BHAG and visionwe hope youll 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, BHAG and vision are not just wordstheyre the foundation of our brand.

Questions? Contact [email protected]

2.1

A Healthy Start: eBay Brand Basics

The 4 Basics Of Our Brand.Our BHAG:(Big, Hairy, Audacious Goal)To create a global economic democracy.

Our Mission:To build the peoples 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 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 corporation 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.

Questions? Contact [email protected]

2.2

The First Course: eBay Brand Essence

Starting With A Strong Base.In soup its called the stock. Sourdough bread has starter. Our brand essence is the core element that provides a base for everything we say and do.

5 5 5 5In 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.5 5 5 5The 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 were true to it, our communications should evoke an image of a real place where millions of people are working together accomplishing important things.

Brand Cooks Tip #4Our brand essence flavors everything we say and do. Every communication should be consistent with it.

Questions? Contact [email protected]

3.1

The First Course: eBay Brand Essence

eBay Brand Positioning Model.

Brand EssenceEnlightened Trading

What eBay MeansStronger 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 IsWeaker Relationship/ Generic

Questions? Contact [email protected]

3.2

The Main Course: eBay Logo

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 its seen on our Web sites, advertising, merchandise or promotional items, it is a visual emblem of everything we stand forits our signature. For this reason, it is critical that we use it with consistency.

Primary Signature:

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This is the preferred version of the logo for global applications. It should be used in global markets where eBay has wide awareness.5 5 5 5Note: All artwork in this section can be obtained through eBay brand marketing.

Questions? Contact [email protected]

4.1

The Main Course: eBay Logo

Secondary Signatures.Sub-Brands: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 logo character design (overlaps, realignment, multiple colors, etc.).Examples: *See Country Brand Development Formula on page 7.6.

International:In some cases, new eBay sites may also use a prominent URL as a trailer to signify its country site.* Example:

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 information about sub-brands.

Questions? Contact [email protected]

4.2

The Main Course: eBay Logo

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.

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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.5 5 5 5

Brand Cooks Tip #6Color is one of our brands best attributes. Use it often and have fun with it!

Questions? Contact [email protected]

4.3

The Main Course: eBay Logo

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

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

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

The specially designed white logo may also be presented on black background.

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

In non-color applications or black and white that allow grayscale images, this version of the eBay logo should be used only on white backgrounds.

In rare cases, 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 white, black or grayscale logo versions are preferable.

Brand Cooks Tip #7Our logo is often a persons first exposure to our brand. Consistent and correct usage is critical to building a strong brand identity.Questions? Contact [email protected]

4.4

The Main Course: eBay Logo

Know When Its Not Right.Even if youre 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:

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Never alter, modify, distort or reorient the eBay logo in any way except to change its overall size.5 5 5 5As we continue building the eBay brand, anything that confuses or hinders a viewers quick recognition of our brand identity only dilutes our efforts. With that in mind, here are a few common mistakes to avoid.

Brand Cooks Tip #8If at all possible, the eBay logo should float by itself on the backgroundnot enclosed in a box or other shape.

Questions? Contact [email protected]

4.5

The Main Course: eBay Logo

eBay Logo Donts.

Dont add to, eliminate or alter anything from the logo.

Dont change the location of logo colors.

Dont add a design to any part of the logo.

Dont use colors that provide insufficient contrast.

ebayDont alter the relative position or proportion of the parts of the logo. Dont rotate the logo. Dont stretch or otherwise distort the letters. Dont recreate the logo in another font. Dont use unauthorized colors. Dont add a dropshadow. Dont add dimension to the letters. Dont place the logo over complicated backgrounds or photos.

Sailingon theDont use a portion of the logo as part of another design or logo. Dont separate the letters. Dont capitalize any of the letters in the logo. Dont create similar looking logos.Questions? Contact [email protected]

4.6

The Main Course: eBay Logo

Color Makes It Appetizing.Quality ingredients make for a tasty meal. And we have high standards when it comes to reproducing our logo.

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Each letter in the logo has a designated eBay primary color. Where letters overlap, specific eBay secondary colors are to be used.5 5 5 5In 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.

Brand Cooks Tip #9A specially-designed eBay logo has been optimized for use on black backgrounds. See next page for details.

Questions? Contact [email protected]

4.7

The Main Course: eBay Logo

eBay Logo Color Palette.eBay Logo On White:Pantone: CMYK: RGB: Hex:PMS 222C 0C,100M,15Y,60K 153R,0G,51B 990033HEX PMS 153C 0C,43M,100Y,18K 204R,102G,0B CC6600HEX PMS 575C 51C,0M,91Y,51K 153R,153G,0B 999900HEX PMS 376C 56C,0M,100Y,0K 153R,204G,0B 99CC00HEX PMS 185C 0C,91M,76Y,0K 255R,0G,0B FF0000HEX PMS 130C 0C,27M,100Y,0K 255R,204G,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,60M,0Y,6K 0R,0G,153B 000099HEX

a

overlap between a & yTM

1170

1049

y

black thread on white garments white thread on dark garments

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 artwork with white lines separating the letters. Correct color designations are built into the official digital logo artwork 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.

PMS 285C 91C,43M,0Y,0K 0R,102G,255B 0066FFHEX

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.Questions? Contact [email protected]

4.8

The Main Course: eBay Logo

Setting The Table For Our Logo.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.

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To be sure you are allowing at least the minimum clear space around the logo, construct an imaginary box as shown in this diagram.5 5 5 5With few exceptions, nothing else should appear within this minimum clear space box. Whenever possible, allow more clear space than this minimum.Example:

XClear space = 1/2 X. X = Width of stem of Y .Questions? Contact [email protected]

4.9

Cooking With Style: eBay Voice & Tone

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.

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Like our personality, the eBay voice is genuine, surprising and just a bit quirky.5 5 5 5

Brand Cooks Tip #10Have fun when you communicate the eBay brand. After all, were a fun company!

Questions? Contact [email protected]

5.1

Cooking With Style: eBay Voice & Tone

Were 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 honestcommunication 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 out the 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 should also try to be smart in the ways we communicate.

Questions? Contact [email protected]

5.2

Cooking With Style: eBay Voice & Tone

Were 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.

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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.5 5 5 5

Seriously into scale models? So are we. With over 110,000 modelcar listings every week, eBay is the best place to find exactly what youre looking for. Whether its 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

Questions? Contact [email protected]

5.3

Cooking With Style: eBay Voice & Tone

Were 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.

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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.5 5 5 5Of course, some subjects are sensitive to eBay. Illegal or inappropriate items are not things we take lightly. We always respect our many competitors. And were never offensive or derisive in our communication.

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

Questions? Contact [email protected]

5.4

Cooking With Style: eBay Voice & Tone

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 its time for the entree. Heres a comprehensive look at the eBay voice in small, easy-to-digest bites.

eBay is human. After all, humans are our engine. Were human becausewere 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. Were not about irony, or guile or hidden meaning. Thereis almost an innocence to eBay. Were unassumingeven self-effacing sometimes. And you should feel it in the way we communicate.

eBay is inclusive. We welcome anyone and everyone. There are nobarriers. 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. Nevercynical, never overly sarcastic, never denigrating and never at someone elses 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 smalla neighborhood store, not a Walmart. Big doesnt 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. Ourcommunications need to be equally bright. We shouldnt 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]

5.5

Cooking With Style: eBay Voice & Tone

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.

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, auction house, auctioneer, etc. A flea market, garage sale, swap meet, etc. An auction format only.

And Sometimes: A global online marketplace. A place to buy, sell or trade virtually anything. A dynamic marketplace where people have a choice to bid or buy instantly.

Brand Cooks Tip #12Say, Find just about anything at eBay or on eBay. Dont say, Buy stuff in or from eBay. Listings are never eBay auctions.

Questions? Contact [email protected]

5.6

Cooking With Style: eBay Voice & Tone

Boiler Plate Marketplace Descriptions:10-WORD:eBay is The Worlds Online Marketplace .

25-WORD:eBay is The Worlds 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 Worlds Online Marketplace Its 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 and language above in your descriptions of eBay. It adds the right consistency to our messaging.

Questions? Contact [email protected]

5.7

Brand Presentation: eBay Look & Feel

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.

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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.5 5 5 5Example:

Questions? Contact [email protected]

6.1

Brand Presentation: eBay Look & Feel

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]

6.2

Brand Presentation: eBay Look & Feel

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 dont overwhelm our logowe want it to stand out!Questions? Contact [email protected]

6.3

Brand Presentation: eBay Look & Feel

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]

6.4

Brand Presentation: eBay Look & Feel

Photography.

Perhaps youve seenor possibly ownsome 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.Questions? Contact [email protected]

6.5

Brand Presentation: eBay Look & Feel

Iconic Illustrations.On our business cards and letterheadand around the eBay campusesyoull 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.

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While theyre consistent with the eBay brand look and feel and our personality, they arent intended to be used when communicating with general consumers. For them, the eBay logo should be the strongest representation of the eBay brand.5 5 5 5

Brand Cooks Tip #14Before developing any new illustrations in the style you see in this section, contact the eBay brand marketing team at [email protected]

Questions? Contact [email protected]

6.6

Brand Presentation: eBay Look & Feel

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

The Netherlands Canada Japan

U.S.A.

Germany

Spain

Taiwan

Questions? Contact [email protected]

6.7

Brand Presentation: eBay Look & Feel

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

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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 ScriptITC Officina Sans

Questions? Contact [email protected]

6.8

Brand Presentation: eBay Look & Feel

Recommended Typefaces.Applications OptionsGoudy Regular+Primary Text

Univers 45 Light*+ Univers 55 Regular*+

Secondary Text

ITC Officina Sans Book+

Matrix Script BookPrimary 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 #15Typefaces can be an important tool in design. While the fonts above are recommended, youre free to try other things, as long as theyre consistent with our brand.

Questions? Contact [email protected]

6.9

Brand Presentation: eBay Look & Feel

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. Thats 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 EBAYCommon Mistakes:

Ebay eBAY ebayBrand Cooks Tip #16Always use a capital B when writing eBay. It reinforces the idea that eBay is fun and whimsical.

Questions? Contact [email protected]

6.10

Brand Presentation: eBay Look & Feel

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

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

eBay.ca

For audiences that may be less familiar with Internet addresses, it is also acceptable to use the form shown here without capitalization of the B:

www.ebay.com www.ebay.ca

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

www.ebaymotors.com

To guide audiences to specific categories or locations that are less than two clicks away from the eBay home page, the URL should not be modified. Instead add a line of descriptive text such as:

Go to eBay.com and click onDolls and Bears .

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.g., trade advertising), the URL can be modified in this way:

www.ebay.com/metalworking

Questions? Contact [email protected]

6.11

The Framework: eBay Brand Architecture

Know Your Way Around eBay.If youre 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. Heres a quick guide to help you find where things best fit around eBay.

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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.5 5 5 5

Questions? Contact [email protected]

7.1

The Framework: eBay Brand Architecture

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 well 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]

eBay Inc.

Corporate Programs

eBay Portfolio of Brands

eBay Brand

Independent Brands

Endorsed Brands

Marketplaces

Enabling Programs

Tools & Features

Marketplace Tags

Questions? Contact [email protected]

7.2

The Framework: eBay Brand Architecture

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

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. 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.Examples:

Questions? Contact [email protected]

7.3

The Framework: eBay Brand Architecture

Endorsed Brands.Some acquired brands benefit from the eBay brand. These are known as endorsed brands.eBay Inc. 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. 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.Example:

Questions? Contact [email protected]

7.4

The Framework: eBay Brand Architecture

eBay Sub-Brands: Marketplaces.There are some marketplace business areas eBay cannot easily enter into. In these cases, they are treated as sub-brands.eBay Inc. 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, special policies or pricing restrictions. The standard eBay user experience must be significantly modified.

Requirements: The eBay brand and identity are included and dominant. Marketplace name and identity retain the vision and values of the eBay brand and extend our positioning to encompass the new marketplace.Example:

Brand Cooks Tip #17Marketplace Tags are applied to select vertical businesses to help accelerate adoption (e.g., eBay Sports).Questions? Contact [email protected]

7.5

The Framework: eBay Brand Architecture

Country Brand Development Formula.

Launch 3-6 mos

Early Growth 6-12 mos

Acceleration 12-30 mos

Prof. Growth 18-36 mos

BRAND NeweBay.country available url (eBayfrance.fr) eBay.country extension (eBay.fr) eBay

Acquired Company

Acquired brand dominant with an eBay Company

eBay dominant with formerly X brand

eBay

Brand Cooks Tip #18Special Note: Were working toward the day when all our sites can be known only as eBay. This general timeline shows how the process will work.

Questions? Contact [email protected]

7.6

The Framework: eBay Brand Architecture

eBay Sub-Brands: Tools And Features.Tools and features in some cases may have a unique sub-brand mark.eBay Inc. 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. Tool or feature is a proprietary offering and an essential ingredient in the user experience. Tool or feature distinguishes itself from a competitive offering. There is a business owner to champion and market the tool or feature.

Requirements: Sub-brand may have its own unique graphic identity. The eBay brand is dominant in the identity.Example:

Brand Cooks Tip #19If a tool or feature does not meet these criteria, it is simply nomenclature or language used for description and navigation. It should still retain the eBay voice and tone.

Questions? Contact [email protected]

7.7

The Framework: eBay Brand Architecture

eBay Sub-Brands: Enabling Programs.Enabling programs are important sub-brands at eBay that are designed specifically for our users.eBay Inc. 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 was created to help people trade and become more 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, personality and positioning of eBay.Example:

Questions? Contact [email protected]

7.8

The Framework: eBay Brand Architecture

eBay Corporate Programs.eBay corporate programs are sometimes given special status within the brand architecture.eBay Inc. 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. 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:

Brand Cooks Tip #20To minimize confusion and unnecessary work, remember that not every idea gets its own name, logo or graphic mark. Check with eBay brand marketing before you design.

Questions? Contact [email protected]

7.9

Making It Right: eBay Legal Guidelines

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 companys productsuch as a shirt, pen, mousepad or other advertising specialty itemthe trademark () version of the logo must be used:

As a final note, remember were 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]

8.1

Making It Right: eBay Legal Guidelines

Copyright Notices:For all offline marketing materialsincluding advertising and collateralthe 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 smaller than 4 pt.

Questions? Contact [email protected]

8.2

Cleaning Up: Glossary & Notes

Glossary Of Terms.Architecture, brand: The structure that defines the relationship between 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 companys 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 company reflected in the attributes of a brand.

9.1

Cleaning Up: Glossary & Notes

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 signature with additional or alternate elements. Sub-brand: A brand that derives some of its characteristics and value from another larger brand. Tone: The unique manner in which words and visuals are used. URL: Universal Resource Locatoran address used to access a Web site or page on the Internet. Vision: A companys view of a future world resulting from successful implementation of its mission. Voice: The unique language and manner of speaking by a company.

9.2

Cleaning Up: Glossary & Notes

Notes.

9.3

Cleaning Up: Glossary & Notes

Notes.

9.3