Ever since the new IKEA font was announced this past summer, many in the design community have voiced their disapproval. The company's switch from Futura to Verdana (the same font you're reading now) was seen as an unnecessary marketing decision. Designers see Verdana as a body font meant for onscreen rather than a headline for-print material font. The characteristics of Verdana which justify this are its legibility, spacing, and obvious stylistic variations. While these are great legibility attributes, it makes for somewhat dull header font. IKEA has joined the crowd of companies who've recently changed their look. Burger King, Jack in the Box, and Tropicana to name a few have also changed their packaged familiarity. These design redesigns are for various reasons, mostly to keep up with changing times and for a fresh look. The risks this always brings is altering a look customers have grown comfortable and familiar with, as many tend to not like change. Another is recognization and making sure they know it's the same company and product, just a new look. Then there's the time and money invested into the change. A lot is at stake with redesign and consumers either like it, are turned off, or somewhere in the middle. As for IKEA, generally from the minds of the average furniture shopper they'll simply say "Who cares?". To view the 2010 issue be sure to check your local mailboxes.pic credit: Shelter Pop
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