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 brand@ebay.com.

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

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

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

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

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As we describe these elements—our mission. values. In a similar way. BHAG and vision are not just words—they’re the foundation of our brand. And they affect everything we do. A healthy meal is built on the four basic food groups.com 2.1 .A Healthy Start: eBay Brand Basics The 4 Basics Of Our Brand. values. the eBay brand is built on four fundamental elements. Questions? Contact brand@ebay. Brand Cooks’ Tip #3 Our mission. 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.

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

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

com 3.2 .The First Course: eBay Brand Essence eBay Brand Positioning Model. Brand Essence Enlightened Trading What eBay Means Stronger Relationship/ Ownable Personality Genuine Surprising Quirky Emotional Benefits Fairness Validation Engaging Community Empowerment Rational Benefits Value Efficiency Transparency Choices Profit Hard-To-Find Smart Convenience Functional Attributes Breadth & Depth Feedback Global Dynamic & Efficient Pricing New & Used Person/Merchant-To-Person Collectibles Practicals What eBay Is Weaker Relationship/ Generic Questions? Contact brand@ebay.

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

they should be created with these guidelines in mind: • The eBay logo must be the most prominent element of the mark. When developed. • No elements of the mark may touch or cover any portion of the eBay logo. these names and identities may be created only in consultation with the eBay brand marketing team. etc. new eBay sites may also use a prominent URL as a trailer to signify its country site.com 4.6. To protect the integrity of the brand.* Example: Brand Cooks’ Tip #5 The eBay Brand Architecture describes how sub-brands fit into the overall brand of eBay. See Section 7.). • The eBay logo must be displayed over a white background. International: In some cases. the eBay logo is sometimes included in a “mark” with other descriptive words or graphics. multiple colors.The Main Course: eBay Logo Secondary Signatures. Sub-Brands: For approved eBay sub-brands. Questions? Contact brand@ebay.2 . • The full-color eBay logo should be used. • Other words in the mark may use only approved eBay typefaces and may not be modified to mimic the eBay logo character design (overlaps. Examples: *See Country Brand Development Formula on page 7. realignment. The Framework: eBay Brand Architecture for more information about sub-brands.

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

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

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

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

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

0K 153R.27M. and proof for accurate reproduction.153G.0B 99CC00HEX PMS 185C 0C.102G.100Y. Web page designers and vendors. *The colors shown in the examples in these guidelines are not intended to match the PANTONE® Color Standards.204G.0Y.100M.43M.204G.0Y.76Y.100Y.51B 990033HEX PMS 153C 0C. • Correct color designations are built into the official digital logo artwork available from eBay brand marketing.60K 153R.0M.0B 999900HEX PMS 376C 56C. PMS 285C 91C.0B FF0000HEX PMS 130C 0C.0M. Follow the CMYK. Note: The trademark (™) version of the logo must be used for embroidery applications.0G. Questions? Contact brand@ebay.60M.0K 255R.com 4.8 . RGB. eBay Logo On White: Pantone: CMYK: RGB: Hex: PMS 222C 0C.1 for details.0K 255R.6K 0R. • When reproducing the logo with embroidery.51K 153R.153B 000099HEX “a” overlap between a & y TM 1170 1049 “y” black thread on white garments white thread on dark garments • Always provide these specifications to your printers.0B CC6600HEX PMS 575C 51C.15Y.100Y.91M.18K 204R.255B 0066FFHEX The colors displayed on these pages may not be accurate and should not be used for color matching.43M.91Y.0G. See page 8.0K 0R.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. follow the thread color specifications for each letter and overlap. • Matched color screen-printing uses special four-color artwork with white lines separating the letters.0G. PANTONE* and thread color specifications provided.102G.The Main Course: eBay Logo eBay Logo Color Palette.

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

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

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

Every transaction is different. die cast or plastic model.com 5. Hobbies category. Fall 2001 ” Questions? Contact brand@ebay. At eBay. Whether it’s a slot car. Advertising copy for model cars.000 model car listings every week. we recognize that people also want to know about the assurances we provide for each transaction. unexpected things can happen. With over 110.3 . Unique items are always popping up.Cooking With Style: eBay Voice & Tone We’re Surprising. 5 5 5 5 “Seriously into scale models? So are we. eBay is the best place to find exactly what you’re looking for. radio control. When we speak or write. 5 5 5 5 As we convey the thrill of buying and selling on eBay. check out our amazingly large-scale selection. our language is infused with excitement.

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

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

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

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

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5 5 5 5 The best demonstration of the eBay look and feel is our home page. 5 5 5 5 Example: Questions? Contact brand@ebay.1 . The following recommendations will help ensure that your specific projects reinforce the brand as it grows.com 6. 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.Brand Presentation: eBay Look & Feel The eBay “Look And Feel. Our Web site is the embodiment of the eBay brand in all its facets. ” This is where your imagination can really take you beyond the recipe.

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

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

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

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

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

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 brand@ebay.com

6.7

Brand Presentation: eBay Look & Feel

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

5 5 5 5

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

Recommended Fonts: Goudy Univers

Matrix Script
ITC Officina Sans

Questions? Contact brand@ebay.com

6.8

Brand Presentation: eBay Look & Feel

Recommended Typefaces.
Applications Options
Goudy Regular+
Primary Text

Univers 45 Light*+ Univers 55 Regular*+

Secondary Text

ITC Officina Sans Book+

Matrix Script Book
Primary Headlines And Subheads

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

Secondary Headlines And Subheads

Matrix Script Bold

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

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

Questions? Contact brand@ebay.com

6.9

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

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

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

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

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

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

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

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

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

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

personality and positioning of eBay. Check with eBay brand marketing before you design.com 7. Questions? Contact brand@ebay. values.The Framework: eBay Brand Architecture eBay Corporate Programs. Corporate Programs eBay Portfolio of Brands eBay Brand Independent Brands Endorsed Brands Marketplaces Enabling Programs Tools & Features Marketplace Tags Characteristics: • Created to help our employees and the world be more successful.9 . remember that not every idea gets its own name. • Program charter. • Integral to the experience of being a part of eBay. logo or graphic mark. name and identity must retain the vision. Example: Brand Cooks’ Tip #20 To minimize confusion and unnecessary work. eBay Inc. Requirements: • Program name is always accompanied by a dominant eBay brand and identity. eBay corporate programs are sometimes given special status within the brand architecture.

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

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

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

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

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

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