Brand profile

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eBay
Brand DNA

eBay

eBay is a marketplace for new and second hand goods, auctions and small sellers, strongest in collectables, parts and things no shop still stocks.

50%
Background#FFFFFF
28%
Secondary#E53238
12%
Text#191919
7%
Primary#0064D2
3%
Surface#191919
Typography
Aa
Market SansDisplay · Modern & cleanMarket SansText · Softly rounded

Functional marketplace type. Small bold headings, prices and bid counts set large enough to scan a whole page of listings.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

describe an item's condition better than it is

use a stock photo in place of the seller's own

hide postage costs

Never says
curatedluxurypremium experienceexclusive
Sounds like this

Second hand, tested, posted tomorrow.

Practical and seller friendly. Say what the item is, what it costs and when it ships. No retail gloss.

Audience

Buyers hunting for a specific or discontinued item, and the small sellers and collectors who list them.

Loves

+Second hand as a first choice

+Small sellers

+Finding the thing nobody else stocks

Loathes

×Fakes

×Sellers who hide condition

×Retail gloss over an honest item

The hill it
would die on

A used thing that still works should not be thrown away.

DensityDense
AlignmentLeft
MotionNone
AddressInformal
eBay · brand DNA at a glance 10 of 12 traits
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