Swedish furniture giant IKEA has unveiled an updated logo, although the changes will only be spotted by those with a keen eye for detail.
Stockholm brand agency Seventy Agency developed the new identity, in its first redesign since 1983. It sees the blue block letters of the iconic IKEA logo subtly enlarged to snugly fill the edges of its surrounding yellow oval.
The brief given to the designers was to increase readability both in a digital and physical format, and across a range of sizes. The challenge was to achieve these criteria without needing a re-registration of the trademark.
IKEA's previous logo featured smaller type, with the trademark symbol separated from the emblem
The new logo also had to be similar enough to the old design that both could be used in close proximity to one another for the time it takes to make the change across the stores, packaging and online, without the two clashing.
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