BRAND BOOK
IKEA
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CALLUM WILLIAMSON
IKEA
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CONTENTS
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Tone of voice
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Store Requirements
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Introduction
Brand Values
Brand Guidelines (Typography) (Colour)
Products
Brand Story
Brand Positioning
The Consumer
Brand Mission & Vision
Brand Guidelines (Logo)
Sustainability
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Introduction “The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” Ingvar Kamprad
Founded in Sweden By Founder Ingvar Kamprad in 1943, IKEA is the world’s largest furniture store that sells a wide range of eco-friendly, ethical and ready-to-assemble home furnishings. In keeping IKEA’s reputation strong since opening, it is crucial in maintaining a consistent and distinctive identity and brand values that are applicable to all of our products. The IKEA concept is made up of smart packaging for easy and simple assembly between IKEA and its customers.
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Introduction
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BRAND STORY
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Ingvar Kamprad
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At the age of five Ingvar Kamprad starts selling matches around his neighbourhood, Later on, Ingvar found out he could buy matches in bulk cheaply in Stockholm and re-sell them individually at a very low price but still make a good profit. From matches, he expands to selling flower seeds, greeting cards, Christmas tree decorations, and later pencils and ball-point pens.
Brand Story
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1940-1950
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“Only those who are asleep make no mistakes.” Ingvar Kamprad
IKEA is founded by Ingvar Kamprad when he was just 17, his father gave him money as a reward for succeeding in his studies. He uses it to establish his own business. IKEA originally sells pens, wallets, picture frames, table runners, watches, jewellery and nylon stockings. In 1948 furniture was introduced in the IKEA range. The furniture was produced locally in the forests near Ingvar’s home. Further down the line in 1958 the first IKEA store opens in Sweden, the store was opened in Almhult. When the store opened it was the largest furniture display in Scandinavia.
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Brand Story
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1960-1970 Hej välkommen till IKEA In 1960 the very first IKEA restaurant opened in the IKEA store in Älmhult in Sweden. 3 years later The IKEA brand made its appearance in Norway where a store opened in Oslo. In 1965 the largest IKEA store opens in Stockholm in Sweden, thousands of people queued for the opening of the megastore now its flagship store. The store’s success leads to the opening of a self-serve warehouse - one of the most crucial parts of IKEA’s concept was created. 1969 - IKEA then arrives in Denmark with its first store opening in Copenhagen. 1973 - IKEA arrives in Switzerland the first store to open outside of Scandinavia in Zurich. 1975 - Australia then receives it’s first IKEA store opening in Sydney. 1976 - The first store then opens in Canada in Vancouver. 1977 - IKEA then arrives in Austria with a store opening in Vienna. 1979 - IKEA then makes its appearance in the Netherlands with a store opening in Rotterdam.
Brand Story
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1980-1990 In 1990 the first environmental policy was introduced at IKEA. The IKEA group developed an environmental policy to make sure that the company and coworkers take responsibility for the environment with caution when conducting activities within the IKEA group.
1991, Swedwood - the industrial group of IKEA. IKEA acquires its own sawmills and production plants which developed into establishing the industrial group Swedwood to produce wooden based furniture. 1997, IKEA launches our online presence, the website was such a huge success, giving people an opportunity to browse for furniture online. Later on, in 1999 the IKEA group grows to a staggering 50,000 coworkers and has over 150 stores in 29 countries. (AU, IKEA, 2018)
Brand Story
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2000
Den underbara everday. 2000, Child rights project in India is launched. IKEA and UNICEF initiate a broad programme in northern India to address the cause of child labour. The project involves 500 villages and benefited more than 1 million people, providing an opportunity for education for over 80,000 children. (AU, IKEA,2018) E-shopping is launched in Sweden and Denmark in 2000 ever since the launch e-shopping has been offered elsewhere ever since 2001, offering customers to shop online. 2001 - IKEA rail project begins, with it’s own rail operations being built through Sweden and Germany the rail train runs five round trips a week. In 2004 operations are taken over by an external company, with IKEA still continuing to use this route. The use of the rail continues to be a crucial part of our strategy to promote sustainable transport and living. 2005, IKEA give donations to schools in Liberia and Burundi with over 9,000 tablets each for a UNICEF school project. After the tsunami, IKEA gives UNICEF over 125,000 sheets, 100,000 quilts, 18,000 blankets, 145,000 toys and 300 mattresses to help the victims of the natural disaster. (AU,IKEA,2015)
Brand Story
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BRAND MISSION
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Brand Mission
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BRAND MISSION “At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering 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.�
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Brand Mission
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IKEA VALUES Togetherness Togetherness is at the heart of the IKEA culture. We are strong when we trust each other, pull in the same direction and have fun together.
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Caring for the enviornment We want to be a force for positive change. We have the possibility to make a significant and lasting impact - today and for the generations to come.
Cost-conscious
Simplicity
As many people as possible should be able to afford a beautiful and functional home. We constantly challenge ourselves and others to make more from less without compromising on quality.
A simple, straightforward and down-to-earth way of being is part of our SmĂĽland heritage. It is about being ourselves and staying close to reality. We are informal, pragmatic and see bureaucracy as our biggest enemy.
Renew & Improve
Different with a meaning
We are constantly looking for new and better ways forward. Whatever we are doing today, we can do better tomorrow. Finding solutions to almost impossible challenges is part of our success and a source of inspiration to move on to the next challenge.
IKEA is not like other companies and we don’t want to be. We like to question existing solutions, think in unconventional ways, experiment and dare to make mistakes always for a good reason.
Give & take responsibility
Lead by example
We believe in empowering people. Giving and taking responsibility are ways to grow and develop as individuals. Trusting each other, being positive and forwardlooking inspire everyone to contribute to development.
We see leadership as an action, not a position. We look for people’s values before competence and experience. People who ‘walk the talk’ and lead by example. It is about being our best self and bringing out the best in each other.
Brand Values
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BRAND POSITION “My theory was that good furniture could be priced so that the man with the flat wallet would be attracted to it, would make a place for it in his spending, and could afford it.� Ingvar Kamprad
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High Price
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Low Quality
High Quality FIG 25.
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Low Price
Brand Position
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BRAND GUIDELINES
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LOGO DEVELOPMENT
IKEA
Logo Evolvement In order to maintain our simplistic style that is consistent with IKEA brand identity, minimalism has been implemented through IKEA and its logo from the beginning. The original logo was dissected and rescaled into geometric shapes that delineates simplicity.
Logo Development
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LOGO CONSTRUCT Logo Construct By applying the golden rotation from the Fibonacci Sequence into our logo. We managed to create a composition that will engage with the consumer which will draw attention to the important part of the logo. Revealing the upwards diagonal from the square towards the circle.
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Logo Construct
LOGO The logo Two diagonally aligned box and circle in an elevating format. this minimalist logo represents IKEA’s process of smart and sustainable packaging for smart assembly between IKEA and its consumers. The form bodes well with IKEA’s simplistic brand identity which finds a balance between the modernity and traditional range of products IKEA has to offer with furnishings.
IKEA IKEA IKEA
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TYPOGRAPHY “Simplicity and common sense should characterize planning and strategic direction.” Ingvar Kamprad
Futura Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & * (
Verdana Bold/Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & * ( A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & * (
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Typography
COLOUR VARIATION The colour blue has been known to have positive effects on the brain, this can cause the body to produce chemicals that are calming and exude feelings of tranquility. Blue has also been known to balance selfexpression. Yellow has the meaning of warmth, cheerfulness and has been known to increase mental activity, increased muscle energy. The colour helps activate the memory, encourage communication, enhance vision, build confidence and stimulate the nervous system.
In combination, the colours contrast to create emotions and optimism stability and trust.
C=92 M=62 Y=4 K=0
C=7 M=18 Y=94 K=0
Colour Variation
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TONE OF VOICE We have dedicated ourselves to create and sell affordable, well designed, easy-to-assemble furniture, appliances, decor, home accessories for the many.
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Tone of voice
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STORE REQUIREMENTS Inter IKEA Systems B.V. is constantly evaluating new countries and is consistantly following a long-term strategic expansion plan, which sets our priorities for future growth.
Store Requirements
1) Experience
6) Fire Prevention
2) Local market knowledge and presence
7) General Conditions and Legal Compliance
3) Corporate culture and values
8) Harassment, Abuse, and Disciplinary Actions
4) Environment – Air, Noise and Water Pollution 5) Worker Health & Safety
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9) Freedom of Association 10) Fulfillment of IKEA and Legal Forestry Demands
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Store Requirements
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THE CONSUMER
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“Young Married Couples” With the increase in young marriages, our aim is to refine the brand IKEA into a more modernized look whilst retaining it’s traditional identity, IKEA’s core brand consumer has always been, Young married couples, who are drawn to the modernized temporary feel of IKEA with minimalist household appliances. The lack of experience with home lifestyle come from their careerminded mentality. A minimalist identity helps provide a hassle-free lifestyle to ease up their busy schedule. This creates a strong connection between IKEA and its consumers.
The Consumer
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SUSTAINABILITY HIGHLIGHTS FY17
85 MILLION LED BULBS SOLD If each bulb replaced an incandescent bulb, they could save enough energy to power 750,000 households for a year.
91% of waste from our stores is recycled or incinerated for energy recovery.
Food Waste We aim to cut as much food waste within IKEA restaurants. Over 200,000 kg of food was saved in FY17.
100% Cotton 77% Wood
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73% renewable energy
Generated renewable energy equivalent to 73% of the energy we used in our operations.
416 wind turbines 750,000 solar panels on our buildings. 5 countries with Home Solar offer IKEA home solar offer launched in Poland and Belgium, joining the Netherlands, Switzerland and the UK. Now even more people can turn their rooftops into power stations.
PEOPLE & PLANET We are going all-in for a more sustainable future At IKEA, we like to have a positive impact on people and our planet. That’s why we have gone all in on positive impacts to the environment that matter, from switching all our entire lighting range to energy efficient LED bulbs to sourcing all our materials we use in production from more sustainable sources. We are also working towards making all of our energy 100% renewable energy - producing as much as we consume in our operations and sourcing all of our wood from more sustainable sources by the year 2020. since 2009 IKEA has invested and signed to invest 1.7 billion into wind and solar energy.
Sustainability
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Vision Our vision is to create a better everyday life for the many people
Mission To offer a wide range of well designed functional home furnishing products at prices that as many people as possible will be able to afford them.
Marketing position Your partner in better living. we do our part, you do yours. together we save money
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Essence of Living
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