IKEA

IKEA is a Swedish-founded multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home products, among other useful goods and occasionally home services. It has been the world’s largest furniture Retail since at least 2008. It was founded in Sweden in 1943 by 17-year-old carpenter Ingvar Kamprad, who was listed by Forbes in 2015 as one of the ten richest people in the world, worth more than $40 billion. The company’s name is an acronym that consists of the initials of Ingvar Kamprad (name of founder), Elmtaryd (the farm where he grew up), and Agunnaryd (his hometown in Småland, southern Sweden).

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The 2019 logo redesign brief was to:

– Redraw the logo to increase legibility. – Ensure optimization of the IKEA logo for both digital and physical use in small and large sizes. — The new IKEA logo shouldnt require re-registration of the trademark. — The new IKEA logo must co-exist and be used in close proximity to the old logo for a period of time.

One of these changes was increasing the optical size of the brand name. By changing the proportions of the box and oval, IKEA increased the letter size by 15%. Creating a bigger brand presence within the same amount of media space.

By refining and redrawing the letters, e.g. reducing the flares, the new IKEA logo is now optimized for both digital formats and small print formats. IKEA also increased the counters in letter E and A for greater legibility.

The ® was moved from outside the logo to be incorporated into the design, enabling an easier alignment of the logo.

The updated IKEA blue and yellow colors will take on a larger branding role, aiding the experience of IKEA in current and new meeting points. The new colors make it easier to reproduce the logo more consistently. They are now optically enhanced, optimized for individual color experiences, even when they are not sitting next to each other.

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