Starting in July 2009, IKEA began to change their typography from Futura to Verdana. Typography in graphic design refers to the selection of appropriate typefaces and their arrangement on the page. Typeface is the actual design of the collection of letters, and font is the format the letters are put in so that they can be used. Furthermore, font choice is the primary concern of text typography.

IKEA has been using a modified version of Futura for decades, and it is often called “IKEA sans”. So why would IKEA decide to change its font now? IKEA’s Ivana Hrdlickova said the change allows the company to use a uniform font in all countries and to use the same font in print and on the Web. However, there has been a negative reaction online, primarily from designers, typographers, and font developers, since the change started to be implemented.

The above picture illustrates IKEA’s former typography, Futura, on the left, and the new Verdana on the right.

IKEA spokespersons admitted they were surprised by the backlash, but they are confident this change will not be detrimental to IKEA’s brand identity. They said “the visual identity of IKEA does not rely primarily on typography. Instead, the identity of IKEA lies in the wide range of well-designed home furnishing products of function and low prices with a meaning.” This quote presents a different perspective on brand identity, so let’s take a minute to revisit what the term means.

According to Aline Wheeler, author of Designing Brand Identity, brand identity is the visual and verbal expression of a brand; it is tangible and appeals to the senses. She explains that the best brand identity systems are memorable, authentic, meaningful, differentiated, sustainable, flexible, and add value. If an identity meets these criteria, its recognition becomes immediate across cultures and customs. Thus, IKEA products could be considered an element of their brand identity, but aspects such as pricing would not be consistent with this definition.

Wheeler goes on to state that typography is a core building block of an effective identity program, so it cannot be said that typography doesn’t matter. Although risky, a well orchestrated change for sound business reasons could make sense for a brand.

Even though visual identity professionals were shocked and appalled, it does not appear that consumers care much about the change in typography at this point. Furthermore, IKEA is attempting to make their brand identity more consistent across various visual identity applications and in the 37 countries they operate. Perhaps the inconsistency in the short run in moving from Futura to Verdana will result in a long term enhancement of brand identity. If so, this will help IKEA build their brand.