“In closing. Not good.”

Brand New on the new eBay logo:

This logo is not bad. Let’s establish that. There is nothing wrong with it. The letters haven’t been mangled, the colors don’t induce puking, and the ™ is, amazingly, all lowercase to match the logo.

But this logo is not good either. Very far from good actually but unfortunately not so far that it demands the full berating it deserves. Of all the potential logos that could be done for eBay this is the absolute most boring and risk-averse logo that could have been both presented and selected.

As for what the logo might have been, even one that was visually “rooted in [their] proud history” perhaps better than the Lippincott-designed one? See Tony Gines’ 12-minute makeover.