IKEA is the world’s largest furniture retailer, it operates in 47 countries with more than 373 stores. The company is known for its modern architectural designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity. The problem is that those values are not really portried in the company’s logo. And that’s the problem that Freytag Anderson, an award winning design company, tried to solve.
In its series Rethink, ICON magazine tackles problems that this and this asked Freytag Anderson to solve it. And the result is a flexible, appropriate identity, an identity that syncs with the values and the products of the company.
The use of squares adds sustainability, quality and function, which are what makes IKEA so succesful, the whole thing just feels more IKEA than the current logo.
I believe that flexible identities are the futur of Branding, they offer various options for every scenario encountred, the visual identity shouldn’t always be the same through all its applications. I pitched an idea like this to a client, but it flew like an air ballon. To be willing to adopt a flexible identity, one must be courageous and bold.