Type wars

IKEA committed the unpardonable.  After 50 years, they abandoned Futura for Verdana.

Futura is a print font [created in the 1920s].  Verdana is a [Microsoft] computer font.  A print font is designed for printwork, or before computers were around basically.  A computer font is a font specifically designed for computer use, and bent to work with the particular limitations of computers.

If you want to see the 2 fonts, you can check out this excellent article on Graphic Arts Online blog: http://www.graphicartsonline.com/blog/1860000386/post/410048441.html

Personally we like both fonts.  But IKEA would have been better off to stick with Futura. It’s a better looking font overall.  If they had to use Verdana for some reason, they might simply have used it for computer stuff and kept Futura as their printed font.

Possibly IKEA is trying to begin a rebranding process.  This is something a lot of businesses did in the 1920s and 1930s.  There was a dramatic shift then in fonts for business and how they were used on stationary.

Someone at IKEA may feel the need to do this to have IKEA thought of as hip, contemporary or modern.  Presumably they tested this idea before going ahead.  But maybe not.

Only time will tell.

Published in: on August 31, 2009 at 5:49 PM  Leave a Comment  
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