REBRANDING MODERN
TRÖSTA
IKEA IDENTITY REBRAND
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BACKGROUND
RESEARCH
VISUAL VERVE
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LOGO REDESIGN
IDENTITY
CONTENTS
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PRODUCT OFFERINGS
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CAPABILITY BROCHURE
PACKAGING
LARGE FORMAT
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TRÖSTA
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IKEA IDENTITY REBRAND
REBRANDING MODERN
Providing Comfort & Style Since 1982
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TRÖSTA
IKEA IDENTITY REBRAND
01 BACKGROUND COMPANY
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BACKGROUND
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TRÖSTA
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BACKGROUND
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TRÖSTA
IKEA IDENTITY REBRAND
SELECTED COMPANY I selected IKEA as my existing reference company. IKEA is a Swedish company which is registered in the Netherlands, that designs and sells furniture that you assemble yourself. With 298 stores in 26 countries, IKEA has steadily grown since 2008, to be a destination for low cost, good quality furniture and decor. IKEA has three growth ideas that I think really explains why IKEA is such a great company. They are as follows: 1) Quality products at low prices; 2) People and planet positive; and 3) When people grow, IKEA grows too. I selected IKEA because I personally love their products, the shopping experience, and for the purposes of this project, I have access to very clean photos of their design and furniture. I believe in the companies message and goals, and think their niche in “quality meets affordability” is very attractive. The products offered by IKEA, although mostly modern, attract people of all backgrounds and aesthetic needs.
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BACKGROUND
LIVING ROOM
KITCHEN
BEDROOM
BATHROOM
OFFICE
TEXTILES
Sofas
Dining
Beds
Sink Cabinets
Desks
Rugs
Armchairs
Cabinets
Mattresses
Storage
Chairs
Bedroom
TV & Media
Organizers
Storage
Sinks
Storage
Bathroom
Storage
Appliances
Lighting
Faucets
Organizers
Living
Coffee & Side
Counter tops
Mirrors
Mirrors
Flooring
Tables
Faucets
Lighting
Sinks
Accessories
Wall Storage Islands & Carts Lighting Handles/Knobs
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TRÖSTA
IKEA IDENTITY REBRAND
02 RESEARCH COMPANY
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RESEARCH
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TRÖSTA
IKEA IDENTITY REBRAND
COMPANY NAME Sticking with it’s Swedish roots, the company is called Trösta, which means comfort in Sweden. For Trösta, creating a better everyday life starts with comfort. Beginning with an idea that started more than 70 years ago, Trösta has evolved into a values-driven company with a passion for life at home. Every product Trösta creates is their idea for making home a better place.
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RESEARCH
BUSINESS CONCEPT Trösta’s vision 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. Ultimately, the goal is to create a better everyday life for the people who enjoy the Trösta brand. Trösta works hard to achieve high quality at affordable prices for their customers through optimizing their entire value chain, by building long-term supplier relationships, investing in highly automated production and producing large volumes. Trösta’s vision also goes beyond home furnishing. We want to create a better everyday for all people impacted by our business.
AUDIENCE The target market is very broad. Trösta is aiming to appeal to people of all ages, sexes, and geographic locations, all who have one thing in common: price preference. In order to provide its customer with the lowest price, Trösta uses several key strategies, which includes using inexpensive materials, high-quality design, build yourself products, and the convenience of providing everything under one roof. Trösta’s products are visually appealing, modern, and generally easy to use and put together, which attracts a wide range of people. Additionally, Trösta offers furniture in a variety of sizes. This makes Trösta a great destination for those who live in smaller spaces, such as dorms or apartments with low square footage.
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TRÖSTA
COMPETITORS
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IKEA IDENTITY REBRAND
RESEARCH
MARKET STRATEGY Trösta’s products are not only low price but are great quality for the money. This is what differs Trösta from other discount furniture stores. The products are brand new, good quality, economically produced. They are bought in bulk to keep the costs down, and to ensure they’re more affordable. The furniture is also flat packed to cut down on transportation costs as well as assembly costs. The Trösta concept is based on the market positioning statement. “We do our part” focuses on their commitment to product design, consumer value and clever solutions. By using inexpensive materials in a novel way and minimizing production, distribution and retail costs, their customers benefit from low prices. “Everything under one roof” available for an immediate acquisition and take home. Offers service when needed but generally allows customers to make their decisions. Trösta shows the products as they look, and also have a return policy if and when customer should change their mind about an acquisition. Costs are cut and way necessary to be able to sell the product for less and still turn a profit. They use large volumes and flat packaging to cut cost, the transports are economics from the furnisher via the stores, to the customers. Their prices are less expensive than most competitors, and their stores are outside city centers to keep prices even lower.
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TRÖSTA
IKEA IDENTITY REBRAND
03 VISUAL VERVE COMPANY MOOD BOARD PACKAGING MOOD BOARD LAYOUT MOOD BOARD
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VISUAL VERVE
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TRÖSTA
COMPANY MOOD BOARD
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IKEA IDENTITY REBRAND
VISUAL VERVE
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PACKAGING MOOD BOARD
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IKEA IDENTITY REBRAND
VISUAL VERVE
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LAYOUT MOOD BOARD
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VISUAL VERVE
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IKEA IDENTITY REBRAND
04 PRODUCT OFFERINGS LIVING ROOM KITCHEN BEDROOM BATHROOM OFFICE LIGHTING TEXTILES
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PRODUCT OFFERINGS
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TRÖSTA
LIVING ROOM Sofas & Armchairs TV & Media Storage Coffee & Side Tables Lighting
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IKEA IDENTITY REBRAND
PRODUCT OFFERINGS
KITCHEN Dining Cabinets Organizers Appliances Counter tops Faucets & Sinks Wall Storage Islands & Carts Lighting Handles & Knobs
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TRĂ–STA
BEDROOM Beds Mattresses Storage Lighting Mirrors
BATHROOM Sink Cabinets Storage Sinks Faucets Mirrors
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IKEA IDENTITY REBRAND
PRODUCT OFFERINGS
OFFICE Desks Chairs Storage Organizers Flooring
LIGHTING Rugs Bedroom Textiles Bathroom Textiles Living Textiles
TEXTILES Rugs Bedroom Textiles Bathroom Textiles Living Textiles
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TRÖSTA
IKEA IDENTITY REBRAND
05 LOGO REDESIGN BRAND NAME SKETCHES VARIATIONS REVISED LOGOTYPE DIVISIONS
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LOGO REDESIGN
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TRĂ–STA
IKEA IDENTITY REBRAND
BRAND NAME Coming up with a new brand name for IKEA was not a
Chic Habitation
simple task. People enjoy IKEA’s furniture and accessories
Whole House
because it is welcoming, homey and available at a great
Whole Living
price. I wanted to try to encompass all of these things in
Living Collection
the brand name. I developed five names, and chose to
Fine Fittings
further explore the name Living Collection, because IKEA goal for its customers is to enjoy living comfortably in your home. After deciding upon a name, I put pen to paper and began to sketch out typographic logo ideas.
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SKETCHES
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TRÖSTA
IKEA IDENTITY REBRAND
BRAND NAME VARIATIONS
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LOGO REDESIGN
01 Lavanderia + Gotham
02 Avenir Condensed+ Wisdom Script
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03 Wisdom Script + Gotham
04 Gotham + Lavanderia
05 Gotham Bold + Thin
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TRÖSTA
IKEA IDENTITY REBRAND
BRAND NAME REVISION After receiving feedback from my fellow classmates and
TRÖSTA
instructor, I felt that they name of the company needed
LEVA
to relate more closely with its background. Looking back to the roots of IKEA, I began exploring translated key words, such as comfort and live, into Swedish and Dutch. Trösta is translated to comfort, and Leva is translated to live in Swedish. Both words exemplify what the company hopes to achieve, so I explored both options as typographical logos, ultimately deciding with Trösta.
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LOGO REDESIGN
REFINEMENT
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Avenir Condensed Light
02 Rockwell
03 Gotham Light
04 Minion Italic
05 Gotham Light
06 Gotham Light + Italic
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TRÖSTA
IKEA IDENTITY REBRAND
REFINEMENT
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Gotham Roman + Thin
02 Gotham Roman + Rockwell
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Gotham Roman + Bold
04 Gotham Roman + Thin
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02
LOGO REDESIGN
FINAL MARK
DIVISIONS
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TRĂ–STA
IKEA IDENTITY REBRAND
06 IDENTITY STATIONARY Business Card Letterhead Envelope Mailing Label Digital Signature
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IDENTITY
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TRÖSTA
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IKEA IDENTITY REBRAND
IDENTITY
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TRÖSTA
STATIONARY
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IKEA IDENTITY REBRAND
IDENTITY
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TRÖSTA
IKEA IDENTITY REBRAND 01
02
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IDENTITY
STATIONARY
01 Letterhead 11 x 8.5
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02 Envelope
thomas.jones@trosta.com
9.5 x 4.125
03 Mailing Label 5 x 3.5
04 Digital Signature
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WWW.TROSTA.COM
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Business Card 3.5 x 2
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TRÖSTA
IKEA IDENTITY REBRAND
07 CAPABILITY BROCHURE INTRODUCTION DEPARTMENT MAP DIVISIONS
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CAPABILITY BROCHURE
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CAPABILITY BROCHURE
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TRÖSTA
BROCHURE
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IKEA IDENTITY REBRAND
CAPABILITY BROCHURE
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TRÖSTA
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IKEA IDENTITY REBRAND
CAPABILITY BROCHURE
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CAPABILITY BROCHURE
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IKEA IDENTITY REBRAND
08 PACKAGING TAGS LABELS PACKAGING
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PACKAGING
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PRICE TAGS
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PACKAGING
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TRÖSTA
LABELS
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IKEA IDENTITY REBRAND
PACKAGING
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PACKAGING
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PACKAGING
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PACKAGING
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PACKAGING
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TRÖSTA
IKEA IDENTITY REBRAND
09 LARGE FORMAT MAGAZINE AD POSTER BILLBOARD
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LARGE FORMAT
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TRÖSTA
MAGAZINE AD
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LARGE FORMAT
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IKEA IDENTITY REBRAND
LARGE FORMAT
POSTERS & BILLBOARDS
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LARGE FORMAT
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LARGE FORMAT
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IKEA IDENTITY REBRAND
CREDITS
DANIELLE SCHNEIDER COURSE
GR 601 // TYPE SYSTEMS
SEMESTER
FALL 2013
INSTRUCTOR
LIAN NG
INSTITUTION
ACADEMY OF ART UNIVERSITY
PUBLISHER
DANIELLE SCHNEIDER
PUBLISHED
DECEMBER 2013
PRINT & PRODUCTION
WWW.BLURB.COM
SOFTWARE
ADOBE CS6
LOGOTYPE
GOTHAM
BOOK TYPEFACE
GOTHAM
COLOR PALATE
PANTONE 7546 C PANTONE 7545 C PANTONE 663 C PANTONE 021 C
All TRÖSTA images were acquired from the IKEA website, and are products of IKEA. Copyright Danielle Schneider © 2013
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