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eBay brand guidelines

eBay Playbook documents the eBay Evo brand and design system, covering identity foundations, specialized expressions, and design resources.

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eBay guidelines: eBay Playbook
eBay Playbook Captured 15 Sep 2026

eBay Playbook homepage introducing the eBay Evo brand and design system.

eBay guidelines: Logo
Logo Captured 15 Sep 2026

eBay Playbook guidelines page detailing logo identity, clear space, containers, and resources.

eBay guidelines: Color
Color Captured 15 Sep 2026

The 'Our colors' page of the eBay Playbook shows the core brand palette, an expanded grid of 136 color swatches, and resource download links.

eBay guidelines: Typography
Typography Captured 15 Sep 2026

Typography documentation page from the eBay Playbook presenting the bespoke typeface Market Sans.

eBay guidelines: Expressions
Expressions Captured 15 Sep 2026

Index page for Expressions on the eBay Playbook brand portal showing a grid of specialized brand application areas.

eBay guidelines: Photography
Photography Captured 15 Sep 2026

eBay Playbook guidelines page detailing the brand's photography approach, visual characteristics, and access to photo assets.

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Freedam's take

I love seeing how eBay brings both brand and product design under a single roof with the eBay Playbook. The system, called eBay Evo, pairs comprehensive foundational standards with what they call Expressions—dedicated guides for specific brand touchpoints like Authenticity Guarantee, eBay Live, and email systems. The foundations are meticulously crafted, featuring their bespoke typeface Market Sans with an interactive type tester, along with an expansive palette of 136 color swatches. Seeing gated cards with locks directly alongside public guidelines is a smart way to signpost internal resources without losing public utility.

At a glance

Sections
Get started · Foundations · Design system · Expressions · Resources · Articles
Downloads
ASE, OTF, TTF, WOFF, EOT
Tone
Warm, practical, and systematic guidance balancing global consistency with local flexibility.

What I noticed

  1. The site documents eBay Evo, described as the company's brand and design system.1
  2. The typography documentation introduces Market Sans and includes an interactive type tester with size sliders.23
  3. The color foundation presents an expansive grid of 17 color families with 8 shades each, totaling 136 colors alongside four primary logo colors.45
  4. The Expressions index page presents specialized application areas like Authenticity Guarantee and eBay Live, with several cards displaying lock icons.67

Numbers refer to the screenshots above.

What I could not see

  • Content behind the locked Expression cards could not be viewed without authenticated access.
  • The full photo library tool linked from the photography page was not captured directly.

Ideas to borrow

  1. Provide an interactive type tester directly inside typography documentation so teams can preview custom fonts at various sizes.3
  2. Structure specialized touchpoints like email design or branded merchandise into an 'Expressions' directory alongside core brand foundations.869

Quick answers

What primary typeface does eBay use?

eBay uses its bespoke typeface Market Sans, featured in Regular and Bold weights.102

Can I download the eBay color swatches?

Yes, eBay provides a downloadable Color palette library in ASE format on its color foundations page.1112

Reviewed on 26 September 2026. Request a correction · I built this

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