IKEA ties up with 72andSunny Amsterdam to unveil new logo

IKEA has collaborated with 72andSunny Amsterdam to create a new logo called “The Fönster”. The Fönster forms part of a logo system that is designed to reinforce and integrate the brand into modern touchpoints. Inter IKEA Systems, the IKEA franchisor which observes and adapts to meet the needs of consumer behaviours, has chosen to adopt a new approach proposed by 72andSunny that approaches logo design with digital and mobile as the starting point.The Fönster, being white and transparent, is said by the company to integrate into the beginning, middle or end of digital content, signalling the IKEA brand and creating more opportunities to integrate the brand with emotional stories. The Fönster also builds on and formalises behaviour for anyone working with the IKEA brand by providing a set of design and implementation guidelines.Complementing the existing blue and yellow IKEA logo, The Fönster will be used to tag and brand IKEA content that isn’t consumed in traditional channels by highlighting specific details, providing different perspectives and complementing work created with any increasing array of partners and collaborators.Fönster, which is Swedish for “window”, is designed to reflect the point at which IKEA connects with the world, and the world connects back with IKEA. According to a press release, the transparency of the new logo reflects core IKEA values of openness, curiosity and optimism that have been central to the brand.Åsa Nordin, identity and symbols leader at Inter IKEA Systems said: “The Fönster represents an opportunity for IKEA to integrate itself with users and in the marketplace more than ever. In a world where we can’t predict where IKEA will show up, we need a logo evolution that would allow us to be present and relevant in now and in the future”.“We have created a future-proof version of the iconic IKEA logo. It has been optimised both in form and function, and is now more relevant and effective for the future touch points of the IKEA Brand because it will open up a deeper, and far more emotional connection, between IKEA and a wide audience of people,” said Carlo Cavallone, executive creative director, partner at 72andSunny Amsterdam.Read also:IKEA Southeast Asia calls for creative pitch‘We are not Kay Kia. We are IKEA,’ says new IKEA campaign for Penang storeIKEA Malaysia drums up publicity for its foray into the northern regionIKEA to cut 7,500 jobs to focus on e-commerce, but looks to add 11,500 more