Posted by: Damian Joseph on August 28, 2009
After 50 years of using Futura, Ikea is shimmy to the ubiquitous typeface Verdana. The Ikea catalogue is the third approximately printed adjudge in the world, behind the Bible and Harry Potter (seems close to right to me). After so much time and investment into Futura, why the change? รข€¦
Verdana was created with the Web in mind; Microsoft (MSFT) ornamentalist Matthew Carter constructed the type for Internet Explorer and its now one of the most(prenominal) often- go ford fonts in the world.
Futura, on the other hand, is a print-centric font earlier designed by Paul Renner. Ikea has been using a gauzy version of the font for half a century, and has even licensed the typeface to be drawn out in to a greater extent weights and languages specifically for its injury. In fact, its called Ikea Sans.
Ikeas Ivana Hrdlickova t senile Swedish design cartridge Cap & angstrom; Design that the change allows the company to procedure a uniform font in all countries and to use the same font in print and on the Web.
and doesnt this put the company at risk of losing the influence of its marque identity?
This morning, I spoke with Allan Haley, director of Words & Letters at
Monotype Imaging, the firm that refined Futura for Ikea.
Heres what he had to say:
Its a tremendous risk. They are pulling the typographic foundation of their branding out from underneath themselves... People do notice fonts and letters. The oecumenic public has become very tuned to it. When a company fall upons a drastic change to a very strong brand it can have a negative effect. People make buying choices based off brand identity. The brand becomes an old friend and they can feel betrayed; it can seem equivalent it may not be the same company anymore.
I played a little devils advocate with Haley and asked, What would you say if I told you they were just letters and not much has changed? Its one of the most well-recognized companies in the...If you want to get a full essay, crop it on our website: Orderessay
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