To mark its 17th birthday, eBay has redesigned its logo, with something a little sleeker, more modern, and … a bit samey.

Its kept the same colours, but ditched the unaligned letters of the previous logo – which, while iconic, was starting to look a bit dated.

“Our refreshed logo is rooted in our proud history and reflects a dynamic future,” said eBay president Devin Wenig. “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.”

Which is all well and good – but if youre asking us, its sacrificed a bit of recognisability to help the logo look more contemporary. One of the reactions Ive heard to the logo is did Google buy eBay? and theres a point there. Its not particularly distinctive, and – thinking mobile – it doesnt look like itll lend itself to small square app logos, either.

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