www.ikea.com
STYLE GUIDE
IKEA Style Guide 2018 | 1
STYLE GUIDE 2018
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CONTENTS INTRODUCTION About Company
01
LOGO IDENTITY The Logo Logo Clear Space Logo Variations Logo Minimum Size Logo Don’ts
03 04 05 07 08
LOGO SIZE & PLACEMENT Business Card Letterhead With Compliments Card Email Signature
09 11 13 15
LOGO IN ADVERTISEMENT A4 Advert Bus Stop Billboard
17 18
CORPORATE IDENTITY Corporate Colours Corporate Typeface
19 20
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INTRODUCTION ABOUT COMPANY Founded in 1943 by Ingvar Kamprad from Småland in southern Sweden. The name IKEA is formed from the founder’s initials (I.K.) plus the first letters of Elmtaryd (E) and Agunnaryd (A), the farm and village where he grew up. Began with sales of pens, wallets, jewelry, and nylon stockings with the goal of meeting customer needs with products at reduced prices. Five years later introduced furniture. After reviewing it’s branding and identity, IKEA has decided to rebrand their logo and associated elements to
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reflect the IKEA marketing ethos: ”simple, modern, affordable”. The new brand aims to be modern and stylish and reflect an international company that creates innovative designs with affordable prices. Regardless of wallet size or living space, 2018 is about enabling you to make more room for the things you love in your life. So, we couldn’t be more excited to share with you our brand new face, made from parts of stories that you can put together to tell your own.
“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
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LOGO IDENTITY THE LOGO The logo maintains the well known identity of the brand by respecting and using the colours of the old logo, based on the Swedish flag, that consumers are used to and trust, thus making the transition from one logo to another easier and less confusing, leaving consumers pleasantly surprised with the new logo’s up-to-date look and feel. The font is reminiscent of the flat packaging they are famous for, being fused with the blue border to give a sense of connection with all the pieces of those packages and completeness with the end result when those pieces are connected, as if a final assembled furniture. It is clean, simple, elegant and minimal, reflecting IKEA’s marketing ethos of being modern and affordable. It has a strong visual presence through the use of straight lines only being broken with small round shapes that make it more interesting. The use of a lighter blue in some small elements brake monotony and make it vibrant.
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GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Please follow and respect the guidelines. The tagline may be added under the logo at the same width. Don’t use on background with colour similar to blue logo colour.
LOGO IDENTITY LOGO CLEAR SPACE To ensure the legibility of the logo, it must be surrounded with a minimum amount of clearspace. This isolates the logo from competing elements such as photography, text or background patterns that may detract attention and lessen the overall impact. Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of the IKEA brand.
X
X
X
X
X
GUIDELINES
The clearspace minimum is equivalent to half the vertical height of the logo (shown here as x), regardless of the size at which the logo is reproduced.
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LOGO IDENTITY LOGO VARIATIONS COLOUR WITH TAGLINE
BLACK & WHITE (normal)
Design for real living GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. The tagline may be added under the logo at the same width. Don’t use on background with colour similar to blue logo colour.
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GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Background colour is removed giving more impact. When monochrome is used, then all elements are to be 100% black. This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility.
LOGO IDENTITY LOGO VARIATIONS BLACK & WHITE (inverted)
GRAYSCALE
GUIDELINES
GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Background colour is removed giving more impact. When white out is used, all is inverted to white. This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Background colour is removed giving more impact. When grayscale is used, most elements are to be 100% black and some 70% black as shown. This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility. IKEA Style Guide 2018 | 6
LOGO IDENTITY LOGO MINIMUM SIZE To ensure the legibility of the logo, it must be sized with a minimum amount of width. This makes sure the logo does not lose readability or get lost among elements such as photography, text or background patterns that may detract attention and lessen the overall impact. Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of the IKEA brand.
Minimum width of 30mm or 85px
GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Please follow and respect the guidelines. The minimum size should be used only when layout space is extremely limited. Use the logo at a larger size whenever possible.
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LOGO IDENTITY LOGO DON’TS 1. Don’t place the logo on similarly coloured backgrounds. 2. Don’t change the logo colours. 3. Don’t crop the logo in any way. 4. Don’t present the logo in “outline only” fashion.
BACKGROUND COLOUR
COLOUR
CROP
OUTLINE
STRETCH/SQUEEZE
RECONFIGURE
ORIENTATION
FRAME
5. Don’t stretch or squeeze the logo to distort proportions. 6. Don’t reconfigure or change the size or placement of any logo elements. 7. Don’t change the logo’s orientation. 8. Don’t remove frame and leave the type.
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LOGO SIZE & PLACEMENT BUSINESS CARD 5mm
5mm
Design for real living
Markus Blomgren Director of Marketing 37mm GUIDELINES
0402 456 789
markus.blomgren@ikea.com | www.ikea.com
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Please follow and respect the guidelines. The margin is 5mm top and right. Logo size is 37mm width.
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LOGO SIZE & PLACEMENT LETTERHEAD 15mm
15mm
Design for real living
55mm GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Please follow and respect the guidelines. The margin is 15mm top and right. Logo size is 55mm width.
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LOGO SIZE & PLACEMENT WITH COMPLIMENTS CARD 5mm
5mm
Markus Blomgren
Design for real living
Director of Marketing
0402 456 789 markus.blomgren@ikea.com | www.ikea.com
75mm GUIDELINES
With compliments
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Please follow and respect the guidelines. The margin is 5mm top and right. Logo size is 75mm width.
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LOGO SIZE & PLACEMENT EMAIL SIGNATURE 22px
22px
Design for real living
Markus Blomgren Director of Marketing
0402 456 789
markus.blomgren@ikea.com | www.ikea.com 204px GUIDELINES
The IKEA logo is a visual representation of our brand and its integrity must be maintained at all times. Please follow and respect the guidelines. The margin is 22px top and right. Logo size is 204px width.
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LOGO IN ADVERTISEMENT A4 ADVERT
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LOGO IN ADVERTISEMENT BUS STOP BILLBOARD
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CORPORATE IDENTITY CORPORATE COLOURS It is impossible to overemphasize the importance of brand consistency. Using a set corporate colour pallet in a consistent manner across all applications helps to both establish and reinforce immediate recognition of the IKEA brand. It is important that this pallet is applied consistently. PANTONE 7693 C
PANTONE 298 C
PANTONE 116 C
CMYK 100/70/29/14 RGB 0/72/118 HEX #004876
CMYK 68/8/2/0 RGB 60/180/229 HEX #3cb4e5
CMYK 0/20/93/0 RGB 255/205/0 HEX #ffcd00
GUIDELINES
The IKEA colour pallet represents our brand across print and digital applications and its integrity must be maintained at all times. Please follow and respect the guidelines. In addition to black and white our colours must be respected for consistency and brand identity.
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CORPORATE IDENTITY CORPORATE TYPEFACE It is impossible to overemphasize the importance of brand consistency. Using a consistent typeface across all applications helps to both establish and reinforce immediate recognition of the IKEA brand and identity. It is important that VISION typeface be used for all publications, internal and external. Vision is perfect for display and small text, it’s born to be versatile, a clear and modern font with great legibility in large and short texts.
VISION THIN VISION THIN ITALIC VISION LIGHT VISION LIGHT ITALIC VISION REGULAR VISION ITALIC VISION BOLD VISION BOLD ITALIC VISION HEAVY VISION HEAVY ITALIC VISION BLACK VISION BLACK ITALIC
VISION REGULAR
Aa
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
VISION BOLD
Aa
ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
GUIDELINES
The IKEA typeface represents our brand across print and digital applications and its integrity must be maintained at all times. Please follow and respect the guidelines. Vision is the only typeface to be used across all IKEA corporate communications. This typeface is effective across the entire range of communication regardless of scale. The main wights used are Bold for headlines and Regular for body text, although the use of others are acceptable depending on the application. IKEA Style Guide 2018 | 20
Design for real living Sergio Pina 2018
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