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
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.
★ ★ ★ ★
★ ★ ★ ★
Recipe For Success: A Strong Brand
1.2
Questions?Contact
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.
★ ★ ★ ★
★ ★ ★ ★
Questions?Contact
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
Recipe For Success: A Strong Brand
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)
Recipe For Success: A Strong Brand
1.4
Questions? Contact
Assembling The IngredientsOf Brand Identity.
The tangible elements of a brand are
what makes the brand identity.
★ ★ ★ ★
★ ★ ★ ★
A Healthy Start: eBay Brand Basics
2.1
Questions?Contact
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
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
Questions?Contact
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.
★ ★ ★ ★
★ ★ ★ ★
Questions?Contact
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
Questions?Contact
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:
★ ★ ★ ★
★ ★ ★ ★
Note: All artwork in this section can be obtained through eBay
brand marketing.
Questions?Contact
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
The Main Course: eBay Logo
Examples:
Example:
The Main Course: eBay Logo
4.3
Questions? Contact
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!
★ ★ ★ ★
★ ★ ★ ★
The Main Course: eBay Logo
4.4
Questions? Contact
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.
The Main Course: eBay Logo
4.5
Questions?Contact
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.
★ ★ ★ ★
★ ★ ★ ★
Brand Cooks’ Tip #8If at all possible, the eBaylogo should “float” by itselfon the background–not
enclosed in a box or othershape.
Questions?Contact
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
The Main Course: eBay Logo
The Main Course: eBay Logo
4.7
Questions?Contact
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.
★ ★ ★ ★
★ ★ ★ ★
Questions?Contact
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
The Main Course: eBay Logo
eBay Logo Color Palette.
eBay Logo On White:
The Main Course: eBay Logo
4.9
Questions? Contact
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.
★ ★ ★ ★
★ ★ ★ ★
X
Clear space = 1/2 X. X = Width of stem of “Y”.
Example:
Questions? Contact
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!
★ ★ ★ ★
★ ★ ★ ★
Questions? Contact
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
Cooking With Style: eBay Voice & Tone
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
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.
★ ★ ★ ★
★ ★ ★ ★
Cooking With Style: eBay Voice & Tone
Questions? Contact
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.
★ ★ ★ ★
★ ★ ★ ★
Cooking With Style: eBay Voice & Tone
Questions? Contact
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.
Cooking With Style: eBay Voice & Tone
Questions? Contact
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.”
Cooking With Style: eBay Voice & Tone
Questions? Contact
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.
Cooking With Style: eBay Voice & Tone
Brand Presentation: eBay Look & Feel
6.1
Questions? Contact
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.
★ ★ ★ ★
★ ★ ★ ★
Example:
Questions? Contact
Brand Presentation: eBay Look & Feel
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
Brand Presentation: eBay Look & Feel
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
Brand Presentation: eBay Look & Feel
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
Brand Presentation: eBay Look & Feel
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.
Brand Presentation: eBay Look & Feel
6.6
Questions?Contact
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
The eBay Family Of Iconic Illustrations.
Japan
SpainGermany
France
Taiwan
U.K.
Australia
The Netherlands
U.S.A.
Canada
6.7
Brand Presentation: eBay Look & Feel
Brand Presentation: eBay Look & Feel
6.8
Questions? Contact
★ ★ ★ ★
★ ★ ★ ★
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.
Brand Presentation: eBay Look & Feel
6.9
Questions? Contact
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
Brand Presentation: eBay Look & Feel
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
Brand Presentation: eBay Look & Feel
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
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.
★ ★ ★ ★
★ ★ ★ ★
Questions?Contact
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
The Framework:eBay Brand Architecture
7.3
Questions? Contact
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
Tools & Features Marketplace Tags
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
The Framework:eBay Brand Architecture
7.4
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
Tools & Features Marketplace Tags
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
The Framework:eBay Brand Architecture
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
eBay Portfolio of Brands eBay Brand
Independent Brands Endorsed Brands Marketplaces
Tools & Features Marketplace Tags
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
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
The Framework:eBay Brand Architecture
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
eBay Portfolio of Brands eBay Brand
Independent Brands Endorsed Brands Marketplaces
Tools & Features Marketplace Tags
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
The Framework:eBay Brand Architecture
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
eBay Portfolio of Brands eBay Brand
Independent Brands Endorsed Brands Marketplaces
Tools & Features Marketplace Tags
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
The Framework:eBay Brand Architecture
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
eBay Portfolio of Brands eBay Brand
Independent Brands Endorsed Brands Marketplaces
Tools & Features Marketplace Tags
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
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
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.
Cleaning Up: Glossary & Notes
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.
Cleaning Up: Glossary & Notes
9.3
Notes.
Cleaning Up: Glossary & Notes
9.3
Notes.