Ikea: The Fönster, 1

As part of their successful pitch to lead the design strategy for IKEA logo optimisation, 72andSunny Amsterdam have created a dynamic application of the IKEA logo called 'The Fonster'. The Fonster forms part of a logo system that is designed to reinforce and integrate the brand into modern touchpoints. Inter IKEA Systems, the IKEA franchisor, continuously observes and adapts to meet the needs of consumer behaviours and have chosen this moment adopt a new approach, proposed by 72andSunny, that approaches logo design with digital and mobile as the starting point. Fönster (Swedish) translates into English as “Window” and is designed to reflect the point at which IKEA connects with the world, and the world connects back with IKEA. The transparency reflects core IKEA values of openness, curiosity and optimism that have been central to the brand as they strive to create a better everyday life for the many people. The Fönster complements the existing and iconic IKEA blue and yellow logo (also optimised as part of the recent process). It will be used to tag and brand IKEA content that isn’t consumed in traditional channels by highlighting specific details, providing different perspectives and complementing work created with any increasing array of partners and collaborators.