The online auction house giant eBay has updated their logo. Following in the footsteps of Microsoft, the new logo features a cleaner, more modern design, which eBay says is to reflect who they are today. It's taken them 17 years, but they finally took out a ruler and managed to get all four letters in a straight line.

Seventeen years ago, eBay created a new way for people to buy and sell. Since that time, we've enabled millions of people to launch their own businesses, and helped change the way the world shops for things they need and love. We're pleased to introduce our refreshed logo. It reflects who we are today - a global online marketplace that offers a cleaner, more contemporary and consistent experience.

The new logo will begin to show up across eBay's sites and marketing campaigns in mid-October. As the years have progressed, eBay has tried to diversify into a multi-platform e-commerce giant, which they have seemingly done to great success. As it stands currently, the majority of items sold are listed as new and with a fixed BuyItNow price.

The new logo keeps the color palette as the original, as this is a widely recognizable scheme and order. eBay's president makes the following comment: "The eBay logo is known the world over, so changing it was not a decision made lightly." It's true, the old logo was instantly recognizable, a good sign. It will be interesting how long it takes people to adjust.