Ikea Identity Style Guide
Purpose of rebranding Ikea currently has a recognizable logo, but despite its recent font change, I think the logo is still weak and outdated. I wanted to convey the brand’s reputation more clearly through their visual identity with an overarching sense of functionality and innovation. The company is minimalistic and approachable, so I thought a sans serif font would be the best match. I wanted to make something that could double as a geometric symbol and typography—tying into the fact that the company is globally established. I wanted the new logo to have an abstract, modern, and interactive aesthetic. In addition, I wanted to represent the idea of the “piecing together” of their products, since that is a distinctive feature to the company’s strategy. Thinking about the bigger picture, I wanted to create a logo that would have geometric elements to be repeated in marketing materials to establish a cohesive rebranding system.
Logo elements The typography is created with the same rectangle width for every stroke. All angles in the letters K and A are at 30 degrees. House icon is hidden in the negative space between the K and E.
Grid system
Colors
Blue CMYK 90 / 59 / 0 / 0 RGB 0 / 104 / 183 HEX #0068b7
Yellow CMYK 2 / 4 / 99 / 0 RGB 255 / 230 / 0 HEX #ffe600
Corporate typography Primary: Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Secondary: Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Sizing guidelines Cap heights shown below: .5" / .75" / 1" / 1.5"
.5"
.75"
1"
1.5"
Example of usage Business cards
John Smith Marketing Manager 999-999-9999 johnsmith@ikea.com
U.S.A. (2x3.5″)
John Smith Marketing Manager 999-999-9999 johnsmith@ikea.com
European (85x55mm)