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IKEA Gets See-Through Logo Redesign For The Digital Era—With A Special Touch
By Yimin Huang, 15 May 2019
Image by 72andSunny Amsterdam via LBB Online
For nearly 60 years, IKEA has been known for its iconic logo comprising of a blue box, yellow oval and blue block letters. Last month, the company secretly tweaked its branding to appear more pronounced, but a new change sees it focusing on the digital world.
The new logo system is known as ‘Fönster’, Swedish for “window,” and sheds away its recognizable blue and yellow color scheme. The digital version has an all-white outline with a cut-out ovular shape to reveal backdrops like a window would.
The new wordmark brings emphasis to what IKEA is truly about: its myriad solutions, now flaunted within the design. Creative agency 72andSunny Amsterdam is behind the innovative overhaul.
The “window” design also seeks to connect the brand with people through photography and videos of people who are either assembling or using IKEA products.
This is not just a branding update, but also a subtle implication of the larger shift in IKEA’s business model that is transitioning from brick-and-mortar to the web. In the online environment where information gets lost easily, the new logo seeks to help people pay attention even when bombarded with imagery.
[via Fast Company, video and cover image by 72andSunny Amsterdam via Little Black Book Celebrating Creativity]
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