Using type in print

We define our type sizes, styles, hierarchy, and layouts differently in print applications than we do in digital applications. Print applications include posters, billboards, packaging, merchandise, and booth design. In print applications, we generally use larger type, smaller letter spacing, and smaller line height, and calculate the sizes based on the size of the logo.

Type hierarchy

Both the size and weight of our typography contribute to creating clear hierarchy. The type sizes we use in print are calculated based on the logo size as well as the size of the print material. For guidance on how to approach layout for print, see Layout in marketing.

A graphic wireframe of a print ad on a vibrant blue background. The left side of the ad has the large display type “Style always comes back around” with a number 1. Underneath is the subtitle “Download our app and find your passion.” with a number 2. The eBay logo is in the lower left and an image takes up the right side.
  1. Display
  2. Subtitle

Type styles

Titles

We scale our titles using the x-height of the logo as a baseline. To help with typographic consistency, we provide three designated type sizes as a guide for layouts: 50% of the logo, 75% of the logo, and 100% of the logo.

Video description: An animation showing the precise relationship between the height of the ebay logo and various headline heights defined in the playbook.

Subtitles

Subtitles are 30% of the title size.

Body

If subtitles are included in the layout, body copy should be 20% of the title size. If subtitles are not present, the body copy can be adjusted to either 30% or 50% of the title size.

Examples

A vertical eBay ad with a white background. The title “Coastal grandma realness.” is in the upper left. The eBay logo is in the bottom left and tagline “Things.People.Love.” bottom right. Three red images move in a diagonal way from the bottom left to the right right.
A vertical eBay ad with a white background. The title “We have things people love.” is in the upper left. The eBay logo is in the bottom left and tagline “Things.People.Love.” bottom right. A large image of two girls in colorful clothes fills the center.
A horizontal billboard with the headline “Style always comes back around.” in the upper left corner. The eBay logo and tagline “Things.People.Love.” are place along the bottom edge. A large image of 4 men and women wearing different streetwear brands fills the right half of the layout.

Resources

Change log

DateNotes
Jun, 2024
  • Created with eBay Evo