Listen, everyone: you might think that eBay’s new logo is pretty much the same as its old one, but really it’s totally different and is definitely going to launch the company over its competitors. At least, that’s the thinking behind the update, which keeps eBay’s signature colors but lines up all the letters in a straight line instead of the previous jumbliness it had going on.

A company executive explains how the change will help the company to boost itself over competitors like Amazon and establish it as more of a full-priced online retailer instead of an online auction feel, reports Reuters.

“The eBay logo is known the world over, so changing it was not a decision made lightly. The time felt right,” said the president of eBay Global Marketplaces in an email to employees. “It’s eBay today: a global online marketplace that offers a cleaner, more contemporary and consistent experience.”

The eBay of yesterday was all about bidding on whatever you fancied, from a set of rare coins to cases of cheap pens. But with behemoth Amazon breathing down every e-tailer’s neck, something had to change.

“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,” the exec admitted. “But we’ve evolved a lot in the past few years, and eBay is much more than auction-style listings today.”

EBay redesigns logo, reflecting marketplace shift [Reuters]

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