At 17 years young, eBay is getting its first-ever makeover. The teenage internet auction house has slimmed down and modernised with a bold rebranding.

The logo has been redesigned to present a contemporary and dynamic front to a company that will be realigning its remit. The rebrand will be promoted beginning in October with a marketing campaign and redesigned website. The company rebranded to alter its stance from a second-hand auction site to a marketplace of new items.

President Devin Wenig has taken to calling the rebrand ‘the new eBay.’ The rebrand will maximise on the popularity of the Buy It Now option that 65 per cent of eBay shoppers prefer by focusing on selling, not auctioning, goods.

“Our refreshed logo is rooted in our proud history and reflects a dynamic future,” Wenig says. “It’s eBay today: a global online marketplace that offers a cleaner, more contemporary and consistent experience, with innovation that makes buying and selling easier and more enjoyable.”

Other digital sector companies are also meeting the move towards a cleaner, more modernist internet by rebranding. Microsoft introduced a new identity last month, featuring an ironed-out logo and a contemporary typeface. Similarly, eBay’s logo will retain the familiar red, blue, yellow and green colouring but with a more modern feel.

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