eBay is an ecosystem where people connect over shared passions, discover unique finds and build thriving businesses. But as commerce evolves, so must the experience that powers it. Enter eBay Evo, a bold, modern and scalable brand design system designed to create a more intuitive, accessible and seamless eBay for everyone. Developed entirely in-house over the past five years through a new creative platform: Things. People. Love., Evo ensures eBay feels familiar yet refreshed and maintains the core identity millions trust while introducing a refined experience.
eBay Evo was created to provide a consistent, flexible design system that works across every market while allowing local relevance to shine. This rebrand expands eBay’s visual and interaction language to make the platform feel more modern, smart, and effortless to navigate. The new design system introduces custom illustration, iconography, a proprietary typeface, a fully accessible color palette and story-driven photography, all of which contribute to a cohesive experience. Every interaction, from browsing to checkout has been thoughtfully designed to reduce friction and amplify ease, ensuring that all users, whether seasoned sellers or first time buyers feel confident and connected.
Visual Identity
The eBay logo is one of the most recognizable brand marks in the world. Over the years it has evolved in form but has always remained a reflection of the diversity and vibrancy of eBay’s global community. The signature four-color palette embodies eBay’s inclusivity and showcases the breadth of people, products, and perspectives that make eBay truly unique. While the traditional four-color logo is used in high-recognition areas like the homepage, transactional emails and financial applications, variations in black and white also provide additional flexibility. The eBay tagline system has also been refined to ensure it complements rather than overwhelms design layouts to reinforce eBay’s connection with their audience in a meaningful yet understated way.
Design System
Typography plays a crucial role in shaping the eBay brand voice and the introduction of Market Sans ensures a typeface that is bold, approachable and distinctly eBay. Designed exclusively for the platform, Market Sans reflects eBay’s open and welcoming spirit through its geometric, highly legible structure. With a balance of warmth and professionalism, the typeface creates a visual rhythm that guides users effortlessly through their shopping journey, ensuring clarity and cohesion across both digital and physical brand experiences.
The Evo color system includes 136 colors across 17 families, structured to maintain strong brand recognition while allowing for expressive visual storytelling. Core colors remain a foundation across global branding, ensuring consistency in off-platform marketing, while extended palettes introduce richer expression in social and on-platform experiences. Illustrations are the only application that use the full palette, bringing eBay’s creative identity to life.
Movement became an essential tool in guiding users through the platform. Evo’s motion system was crafted to be purposeful, complementary and natural, improving the interactions without feeling excessive. Inspired by real-world physics, animations helped direct attention, establish hierarchy and create a sense of flow.
Designing for Accessibility
Accessibility was an essential part of the system, designed to make eBay work for all users, regardless of ability, device, or environment. Evo aligns with WCAG 2.1 AA standards, creating a foundation that was perceivable, operable, understandable, and robust for everyone.
To support designers in prioritizing accessibility, eBay developed Include, an open-source Figma plug-in that helped teams consider and annotate accessibility requirements from the start. Evo also improved navigation, contrast, and readability, making interactions smoother for users relying on assistive technologies such as screen readers and alternative input devices.
