In marketing overview

From 3D emojis to motion design, the eBay Live visual identity is designed to be cinematic and engaging. Follow these guidelines to ensure consistent and on-brand expression across marketing assets.

A 3D Kiwi pill tile with the word “LIVE” in all caps floats on a Kiwi background. Three proprietary 3D emojis, two fires to the left and one diamond on the right, are placed over and under the pill, giving a sense of depth and movement.

System use

Strategy

Expressions

Product

Within product, the eBay Live visual identity integrates seamlessly into the existing eBay ecosystem. The Live pill, blinking status indicator and proprietary 3D emojis all function as part of the core UI.

Product execution follows Live Domain Library guidelines.

On-site (Banners)

On-site banners extend the eBay Live identity within a fully branded eBay environment and can adopt the specific black, white, and kiwi palette for Live, while maintaining cohesion with the broader Evo system.

On-site (Owned channels)

For on-site expression in owned channels, such as social media, the eBay Live system can be pushed further by using color, depth, and animation to create a dynamic, interactive feel that mirrors the energy of live shopping while staying grounded in eBay’s design language.

Off-site (Partnered)

Co-branded environments like conventions and sponsorships require clear visual hierarchy between eBay and eBay Live. Expression flexes based on proximity to the brand. When using the keyline to represent a partnership between eBay and the convention or partner, the eBay logo always leads. eBay Live can come in separately through headline copy and branding elements.

The less eBay context there is, the more dominant the off-site Live system is. This approach ensures consistency, clarity, and adaptability across every touchpoint — from outdoor banners to booth interiors.

Logos

The eBay Live logo system includes two distinct lockups designed for different environments. The primary lockup is to be used overtop black and white backgrounds, whereas the secondary lockup is for use over video and still imagery that contains more color.

Together, they maintain brand consistency while adapting to the needs of each context.

Branding elements

eBay Live’s branding elements include the Overline and LIVE pill lockup. Each serves a specific purpose in signaling the Live experience while creating a cohesive system that flexes across all levels of expression.

Color

The eBay Live color palette expands the Evo system to express a broader range of energy and emotion. It ranges from the familiar 4-color eBay on white for core recognition to the bold pairing of Black N900, White N100, and Kiwi K400 for high-impact expressions.

Note: Black N800 and White N200 can be utilized when more contrast is necessary.

Typography

Live typography introduces new tools to convey motion, energy, and immediacy. Type becomes both communication and texture—an active part of the Live experience rather than a static design element.

The word “LIVE” in all caps Market Sans Bold in black on a white background, repeated three times in a vertical stack that bleeds off the top and bottom edges. Two Pink Hearts and two Fire emojis are overlaid on the type, also bleeding off the edges, giving a sense of movement.

Live emojis

Designed to feel playful, modern, and unmistakably ours, the proprietary 3D emojis help our identity show up as more relevant, expressive, and connected in social and streaming environments.

Video description: A grid showcasing our animated emojis: A checkmark badge, champagne glasses clinking, a crown shining, a diamond sparkling, a fire burning, stars twinkling, and hearts pulsing.

Voice and tone

eBay Live should sound how it looks—energized and personality-driven. It should be timely, spark urgency, and encourage interaction. The tone is bold but approachable, with room for humor and nostalgia, while emphasizing discovery, exclusivity, and excitement.