Identity Guidelines
Identity Guidelines
CONTENTS Introduction Our Philosophy
Visual Identity 11 Color Palette 15 Scale & Clearance 12 Logo Development 16 Typography 13 Logo Construction 18 Dos and Dont's 14 Logo Variations
Brand Application 22 Stationery 26 Logo Applications
www.ikea.com
Identity Guidelines
5
INTRODUCTION “Our business idea is to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them”
EVERYONE WHO IS A PART of IKEA has a story to share. Some stories stretch far back into our roots, and others are new and reflect where we are today. When we share our stories, like we do in these pages, we find there is a red thread that connects all we do back to the very beginning and when we were first founded. And that is our vision: to create a better everyday life for the many people. It inspires us even more today than ever before.
IKEA store in Småland, southern Sweden, and the origins of our unique value chain can all be found in INGKA.
www.ikea.com
Identity Guidelines
TODAY WE CONNECT WITH more than 780 million customers in our 355 IKEA stores in 29 countries and employ over 149,000 co-workers. The digital and technology revolution has radically altered how people connect and experience the world. It means that today we can count more than 2.1 billion visits to IKEA.com — a number INGKA which is based on Ingvar’s that will continue to grow as we further name (INGvar KAmprad), was created develop our digital touch points. around 30 years ago. The first ever
7
OUR PHILOSOPHY We constantly ask: Is there a better way? That’s how the IKEA home furnishings offer remains unique and how we try to make everyday life better for the many people.
THE IKEA CONCEPT starts with the idea of providing a range of home furnishing products that are affordable to the many people, not just the few. It is achieved by combining function, quality, design and value always with sustainability in mind. The IKEA Concept exists in every part of our company, from design, sourcing, packing and distributing through to our business model. Our aim is to help more people live a better life at home.
THE IKEA CONCEPT comes to life in many ways: Through our worldwide stores, in the IKEA catalog, via the web and apps, and most importantly in millions of homes around the world. Today, IKEA reaches millions of hearts and homes all over the world, but every success story has to start somewhere. Did you know that IKEA once was as a tiny business in Ă„lmhult, a small Swedish village in the countryside, selling through a mail-order catalog?
www.ikea.com
Identity Guidelines
9
VISUAL IDENTITY “Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?” – Paula Scher
In the past 30 years, the IKEA logo has remained the same and has become the logo we all know to this day. However, as times change and as our company grows, so must our identity. Our old logo holds some restrictions, the oval shape for example, at smaller scales reduces visibility across our products. In order to maintain branding recognition, we will continue to use the blue and yellow colors of the Swedish flag that has become synonymous with IKEA.
Our new identity is very much inspired by the modularity of IKEA products. IKEA has become well known for its Build-it-yourself furniture that requires user interaction with our furniture. Our logo, minimal and modern, it is not only a reflection of our furniture, but it is also a reflection of our progress and growth. With this new updated logo, we can create a clear and concise link between brand and merchandise.
Color Palette Yellow and blue, both primaries evidently represent the colors of the Swedish national flag, but they also communicate very interesting meanings from a design standpoint. Yellow symbolizes joy, happiness, intelligence and energy. People perceive it as a lighthearted color. While blue symbolizes freshness and transparency. It has a soothing effect in the mind and is associated with peace, stability and depth.
www.ikea.com
Pantone 2728c
Pantone 803c
Identity Guidelines
11
1951
1954 Logo Development
1967
1981
1983
2018 12
Identity Guidelines
www.ikea.com
Logo Construction
To maintain brand consistency, we took the original logo and dissected it into separate pieces of the letter forms. The idea comes from our furniture assembly, where each part of the product is separated and must be assembled by the consumer. By coalescing this idea into our logotype, it leaves the consumer to mentally “assemble� our logotype to reveal IKEA.
www.ikea.com
Identity Guidelines
13
Our standard Black and White logo. To be used in all Gray scale printing and digital materials.
The main brand logo. To be used across all digital and print marketing materials.
The inverted color scheme of our logo. To be used ONLY when the background of the material is primarily yellow or there is a bigger emphasis on yellow.
14
Identity Guidelines
www.ikea.com
Logo Variations
Our knockout logo. To be used in any situation where a dark background is presented, or when more contrast is needed to emphasize our logo. The black background in this version is merely to represent transparency in the logo, and will instead have a white border.
Our Identity is unique, and must be presented in a way that is clear, concise and consistent, with plenty of room to breathe.
Minimum Size For Print: 0.625”
When reproducing the IKEA logo in print, the minimum size of the logo is 0.625”.
For Digital: 45px
Scale & Clearance
To make sure the logo is always clear and legible, there is a minimum size requirement. The minimum size requirement is based on the width of the logo.
For online use, the minimum size is 45 pixels at 72 dpi.
Clearance To ensure the logo has consistent, optimal legibility and prominence, an area of clear space should be maintained around the logo.
X This distance should, ideally, be equal to or greater than the width of the letter “I” in the logo. The minimum size is “X” as indicated in the diagram
www.ikea.com
Identity Guidelines
15
Meet Abrade, Abrade is a geometric sans serif with rational design choices for contemporary functionality. The family is designed with a medium x-height to provide great legibility in both display and text sizes. With 12 weights, the family is ideal for our rebranding of IKEA.
16
Identity Guidelines
www.ikea.com
Typography
IKEA’s new typeface.
Ultra
abcdefghijklmnopqrstuvwxyz
Black
abcdefghijklmnopqrstuvwxyz
Heavy
abcdefghijklmnopqrstuvwxyz
Bold Medium
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Regular
abcdefghijklmnopqrstuvwxyz
Book
abcdefghijklmnopqrstuvwxyz
Light
abcdefghijklmnopqrstuvwxyz
Extra Light
abcdefghijklmnopqrstuvwxyz
Thin
abcdefghijklmnopqrstuvwxyz
Thin
abcdefghijklmnopqrstuvwxyz
Hairline
abcdefghijklmnopqrstuvwxyz
www.ikea.com
Identity Guidelines
17
Proper Logo Usage Original This is the original arrangement that should be used across all materials.
Vertical
Dos and Don’ts
If needed, a vertical arrangement is allowed. However, it is always preferable to use a horizontal arrangement
Although a vertical allignment in some instances are allowed, it must ALWAYS always read top to bottom, and NEVER bottom to top!
No Background In certain situations, the logotype can be used without a background, but ONLY if the complementing color is used within the same instance elsewhere.
18
Identity Guidelines
www.ikea.com
Improper Logo Usage Arrangement
Appearance
The arrangement of the letters should always be on the same line, and never rearranged
Under no circumstances should you add any strokes, effects or other appearance changes to the logotype
Size and Scaling
Color
The logotype should NEVER under any circumstances be skewed out of proportion.
The colors should always reflect the brand approved color scheme and should never be changed.
www.ikea.com
Identity Guidelines
19
BRAND APPLICATION
The application of our logo across all our items and products are an important part of our brand identity. This section shows the correct usage of our logo across several examples of stationery, storefront design, and additional marketing materials.
www.ikea.com
Identity Guidelines
21
22
Identity Guidelines
www.ikea.com
www.ikea.com
Identity Guidelines
23
24
Identity Guidelines
www.ikea.com
www.ikea.com
Identity Guidelines
25
26
Identity Guidelines
www.ikea.com
www.ikea.com
Identity Guidelines
27
28
Identity Guidelines
www.ikea.com
www.ikea.com
Identity Guidelines
29
30
Identity Guidelines
www.ikea.com
www.ikea.com
Identity Guidelines
31
Fall 2018 – COMD3501 Identity Design
Bryant Azúcar