Online marketplace eBay has unveiled a new logo, a re-design the company says reflects a shift away from auctions and collectibles toward full-priced, buy-it-now merchandise.
The new logo keeps eBay's famous colours, red, blue, yellow and green, but the letters are thinner and arranged inline, rather than the uneven, slightly jumbled logo that the company has used for the past 17 years.
They follow in the footsteps of Microsoft, who redesigned their logo last month for the first time in 25 years. The new design will be rolled out across the company's websites from mid-October.
"The eBay logo is known the world over, so changing it was not a decision made lightly. The time felt right," Devin Wenig, president of eBay Global Marketplaces, wrote in an email to employees.
The company is focusing more on new, fixed-priced sales as it tries to compete better with Amazon.com, which has been growing faster. Mr Wenig said the new logo reflects this new direction.
"It's eBay today: a global online marketplace that offers a cleaner, more contemporary and consistent experience," he wrote.
"Auction-style listings, used goods, vintage items and quirky, one-of-a-kind finds are still a big part of what makes buying and selling on eBay special," Mr Wenig added. "But we've evolved a lot in the past few years, and eBay is much more than auction-style listings today."