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.

Rethinking IKEA' logo1

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.

 

 

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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.

 

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Check out more The Rethink series over at ICON magazine. And go to Freytag Anderson for more of their awesome work.

Rhei is the result of a year’s work by Damjan Stanković, a digital product designer passionate about industrial design form New york, USA. It’s a prototype of an electro-mechanical clock with a liquid display.

rhei-the-liquid-clock1rhei-the-liquid-clock2rhei-the-liquid-clock3

Design-wise, the overall look is gorgeous , it has a very friendly face. The two black dots in the middle, however feel out of place, i wonder why they couldn’t be made with the liquid as well.

rhei-the-liquid-clock4 rhei-the-liquid-clock5

Using mecanics and physics to control the liquid to display tangible forms, which, according to the designer, has never been done before.

 

rhei-the-liquid-clock

 

 

 

Very unusual, but beautiful identity design by Jason Little

 

 

The Danish String Quartet is a 4 member violin band from Denmark, they have participated in competitions and made some recordings as well.

I don’t really want to talk about their music as much as i want about their identity, it  is absoluty AMAZING, i mean to succefully turn something complicated into something so simple is what i call creativity. A great concept and excelent execution from art director  Maibritt Lind Hansen  , programmer  Bjarne Christensen and photographer Caroline Bittencourt

The Danish String Quartet Identity

The Danish String Quartet Identity

The inspiration behind the logo

The Danish String Quartet IdentityThe Danish String Quartet Identity

 

The Danish String Quartet Identity

The Danish String Quartet Identity

The Danish String Quartet Identity

 

 

Check out The Danish String Quartet website.

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'DESIGN BY ASSENDAL' is the online portfolio of HASSAN ASSENDAL, a Graphic and web designer, front-end developer. Passionate about design, typography, arts... based in Casablanca, the heart of The Moroccan Kingdom.

With a rich background in Graphic design and extensive experience creating functional interfaces, Hassan Assendal is able to create beautiful, effective, unique brands & websites.

during his career, he worked with clients from different sectors of activity and from different parts of the globe: Asia, Africa and Europe