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Style Guide.indd 1
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Style Guide.indd 2-3
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brand
logo
colours
typography
who were are........5 our aesthetic........7 our voice................9
design.....................13 placement............17 our tagline............ 19 what not to do......21
how we use colour..... 25 cmyk................................26 pantone.........................26 rgb.................................... 27 hex................................... 27
headings............. 31 body copy......... 32
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d n a r
b
our
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who we are founded in 1928 Sweden by Ingvar Kamprad, ikea has been a household name for decades, synonymous with value for money furniture that is built to last. we’re not just a warehouse devoted to amazing furniture at fantastic prices. we’re a family, from our ceo right down to our christmas casuals. now in over 38 countries, ikea have a real responsibility to ensure that their branding and company philosophy truly represent not only who they are currently, but who they intend to be looking towards the future. we constantly strive for the best, from our designers to our warehouse staff and this includes our branding across all 313 ikea stores globally.
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our aesthetic we are not a bargain basement and we are definitely not a second-hand thrift store. we pride ourselves in creating good quality furniture & homewares at affordable pricing. our target market are 20-35 year olds who may or may not own their own home but still want to feel like a king or queen. for young families who want the best for their children’s future - who want them to thrive and prosper. our look is clean. simple. uncluttered. our tone is casual and conversational. our branding within stores is easy to understand and crosses languages and barriers that overcomplicated signage does not. we are modern and exciting and proud to be unique.
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our voice at ikea we are not formal - we prefer to err on the conversational side. we’re your friend. your neighbour. the guy you’re happy to shoot the breeze with down at the pub. we sell furniture - we’re not creating legal documents. let’s keep it that way. our signage is inviting and warm. it speaks to the customer - it tells a story. we’re happy to have a sign that says “hey you! fancy a meatball?” rather than “Ikea Meatballs only $7.99”. the copy on our website is inviting and also converstational. we address the customer regularly and try to relate to them if we’re able. we’re in different countries. different languages. different vernaculars. we’re adapting to our surroundings. instead of ikea we prefer ‘we’ or ‘us’. we’re not a fan of capital letters and we only use them for names. our new logo doesn’t have one, so we shouldn’t need them either.
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Style Guide.indd 10-11
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o g o l our
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our design we’re shedding our old look. sure, it was iconic, but it was firmly set in the 20th century. we’ve evolved - and so has our logo.
this is our logo. it utilizes the blue and yellow colour scheme that has become synonymous with ikea. this is the preferred logo and should be used as the primary choice for logo. please note: it is perfectly acceptable to use a small but tasteful white outerglow to ensure the colours are legible on colourful backgrounds.
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sometimes you’ll be unable to use the standard logo. this may be due to black and white printing options, or the background is too similar to one of the hero colours. let us introduce you to our logo family.
these are both only to be used when you can only print in black and white.
Style Guide.indd 14-15
these two alternatives are only to be used when the background is too similar to any of the two colours in the logo.
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logo placement as a general rule, our ikea logo should be placed at the top right of any media. this is where it should be placed on print advertisements, on front covers, on compliments slips & letterheads, etc. if for any reason this is not possible, it is important to try to keep it as far right as possible (i.e. a business card)
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it is important to ensure that the logo has adequate room around its placement to allow it to not feel crowded. this distance is equivalent to the width of the ‘i’ in ‘ikea’ and should be measured from the furthest outside points as shown in our diagram to the left. minimum size the minimum size the logo should be for legibility is 20mm x 10.6mm or 75px by 38px 12/19/17 9:33 PM
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our tagline our tagline ‘design for real living’ should be present on all secondary media. this includes letterheads, business cards, compliments slips and email signatures.
n desig
g
fo
in v i l l a r re
this tagline is found running parrallel with the underside of our yellow ikea roof and runs across the majority of the line. this tagline should never be removed from the logo and is an important part of our branding.
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what not to do with our logo
do not use a drop shadow
do not remove the roof element
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do not change to any unacceptable colours
do not angle the logo. it should always be used horizontally
do not stretch or squash
do not slant or skew
ikea do not change fonts. also, never ever use comic sans.
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Style Guide.indd 22-23
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s r u o l co
our
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how we use colour life is colourful. our products our colourful. our customers are colourful. let’s celebrate our vibrancy! our signature blue and yellow are not only patriot of our motherland, but they are iconic and we needf to make sure that they stay constant throughout all of our stores, whether in Dubai or New York City. on the following pages you’ll find all of the necessary information to ensure our colours are universal whether in print or online. our preference is that the majority of ikea printing is done with pantone inks, especially business cards, letterheads and compliments slips. if pantones are unavailable then you’ll find everything else in the following pages. live life in colour, but start with our branding first.
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cmyk
rgb
c - 87 m - 55 y - 23 k-7
c-0 m - 26 y - 91 k-0
c - 75 m - 68 y - 67 k - 90
c-0 m-0 y-0 k-0
pantone
PANTONE 301
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PANTONE 109
rgb(36,97, 142)
rgb(255, 198,0)
rgb(0, 0, 0)
rgb(255,255,255)
FFC500
000000
FFFFFF
hex
BLACK C
No INK
23618E
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Style Guide.indd 28-29
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g o p y t
y h p a r
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headings our heading font is the same font as our logo - Montserrat Alternative Bold. it is both modern yet playful, informal yet inviting. it should be used sparingly and only for headings. this font is also used for navigation signs in store, names on business cards and anywhere else you need to make a splash.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Style Guide.indd 30-31
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body text our body text also uses a sans serif font - Omnes Regular. it is clean, modern and easy to read. it oozes quality and reliability and we believe that it makes the perfect pairing with our heading font.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Style Guide.indd 32-33
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www.ikea.com/au Style Guide.indd 34
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