Ikea recently announced that it would be getting a new logo. The new logo will be more video friendly because their classic yellow and blue logo isn’t very flexible when it comes to design potential. In most of Ikea’s ads, the classic yellow and blue logo sits at the bottom right of the print ad. In the videos, it pops up in the middle of a TV spot’s closing frames and somehow blocks the view of the action.
About Ikea’s More Video Friendly Logo
Ikea’s more video friendly logo was created with their creative agency 72and Sunny Amsterdam. The new more video friendly logo is a spin on their classic yellow and blue logo but with a focus on transparency. The focus on transparency enables it to work better over video content. They have even given their video friendly logo a very quirky name. It is called “The Fönster,” Swedish for “The Window.”
According to Ikea, The Fönster won’t replace their classic blue and yellow logo. The Fonster logo was specifically crafter to appear over moving images, such as TV spots, Instagram content or digital out-of-home. According to the brand and the creative agency, its white colouring and transparent background allow it to integrate “into the beginning, middle or end of digital content. They say that this clearly signals the Ikea brand and creates more opportunities to integrate the brand with emotional stories.
With the new logo format, they are better equipped for the video-centric world of modern advertising and better prepared for the formats to come.
72 and Sunny and Ikea Speak on the New Logo
72 and Sunny Amsterdam’s ECD and partner Carlo Cavellone spoke about the Fonster logo. He stated that they have created a future-proof version of the iconic logo. Cavellone stated that the logo has been optimized both in form and function, and is now more relevant and effective for the future touch points of the brand. It will open up a deeper and far more emotional connection between the brand and a wide audience of people.
The Identity and symbols leader at Inter Ikea Systems Asa Nodin also spoke on the new logo. Nodin stated that the logo represents an opportunity for the brand to integrate itself with users and in the market place more than ever. Nodin explained that in a world where they can’t predict where the brand will show up. They needed a logo evolution that would allow them to be present and relevant in now and in the future.