IKEA is a popular European furniture company that showcases sleek, modernist design at affordable prices. The store's catalog is the world's most-published non-fiction work, with more than 175 million copies printed each year. The standard blue and yellow logo has come to represent innovative design.
This year, IKEA's 2010 catalog underwent one subtle change. Instead of having the logo set in the typical Futura font - as it had been since its inception - IKEA changed the font to verdana. Criticisms flew fast and furious, as the public fumed about the affront to design.
"With Futura, we really could believe that IKEA was offering us great design at affordable prices. Now, they are nothing more than a blue warehouse with cheap things to put in your house."
Designers feel betrayed and dissatisfied with IKEA's motive. "They went cheap," said designer Iancu Barbarasa. "Designers have always thought of IKEA as one of their own, so now, in a way, the design community feels betrayed."
So why the switch? "It's more efficient and cost-effective," said IKEA's spokeswoman Monika Gocic. Since Verdana is a universal font, and IKEA's decision enable the company consistency in both online and print versions of their products.
I have shopped at IKEA for several years, and am a huge fan of their creative furniture design. Call me crazy, but I'm not up-in-arms against the company's subtle logo alteration. I must not be a design purist, because I cannot see how IKEA's decision to choose a more practical, widely accepted font demeans the product that they create. I do not believe that their business move compromises their essential design. Rather, they are making a statement: We are offering you universally affordable design. What's wrong with that? Modern, stylish, affordable design. This is IKEA
This year, IKEA's 2010 catalog underwent one subtle change. Instead of having the logo set in the typical Futura font - as it had been since its inception - IKEA changed the font to verdana. Criticisms flew fast and furious, as the public fumed about the affront to design.
"With Futura, we really could believe that IKEA was offering us great design at affordable prices. Now, they are nothing more than a blue warehouse with cheap things to put in your house."
Designers feel betrayed and dissatisfied with IKEA's motive. "They went cheap," said designer Iancu Barbarasa. "Designers have always thought of IKEA as one of their own, so now, in a way, the design community feels betrayed."
So why the switch? "It's more efficient and cost-effective," said IKEA's spokeswoman Monika Gocic. Since Verdana is a universal font, and IKEA's decision enable the company consistency in both online and print versions of their products.
I have shopped at IKEA for several years, and am a huge fan of their creative furniture design. Call me crazy, but I'm not up-in-arms against the company's subtle logo alteration. I must not be a design purist, because I cannot see how IKEA's decision to choose a more practical, widely accepted font demeans the product that they create. I do not believe that their business move compromises their essential design. Rather, they are making a statement: We are offering you universally affordable design. What's wrong with that? Modern, stylish, affordable design. This is IKEA
source:
http://www.time.com/time/business/article/0,8599,1919127,00.html
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