IKEA switches to verdana, designers get mad
Why did IKEA go from creating cool ads with type to switching its catalogue font from Futura to Verdana? Their official answer can be found on Typophile, here it is.
IKEA abandons 50 years of Futura and Century Schoolbook for… Verdana.
In an interview with swedish design magazine CAP&DESIGN the reason for the change is to be able to use the same font i all countries, including asian countries. Also they want to be able to give the same visual impression both in print and the web.
The design community responded very negatively to this announcement, a petition was created to ask IKEA to get rid of Verdana, a Facebook group was created for pretty much the same reasons and designers have been ranting about it on Twitter. This was already quite bad in terms of public relations, but it get even worst when the magazine Time writes an article about it.
Before and after, image via Please copy me.
So what do you think about this controversy? Personally I think that this kind of font change is a mistake, but I don’t really people get all emotional in their reactions. It’s just a big corporation chosing an inapropriate font for their catalogue, I don’t look at their catalogue, I don’t buy their shit and so should you…
If people have that much time on their hands to complain and rant about a font change, maybe they should start volunteering some of that time to make the world a better place for everyone.
I really don’t think anyone cares… Public relations debacle? Somehow I doubt this will make it to the prime time news. Even if we do… people are going to just say, “What the hell is a Verdana and a Futura… where’s my Nancy Grace?”
Designers always speak of consistency, it sounds as if Ikea is doing just that.
exactly!
A petition? Facebook group? If something like this is seriously becoming an issue–please asteroid, hit us now! Nevertheless, both fonts are great when used well, but I’m guessing that most of the people who shop at Ikea aren’t flipping through the catalog with a sensitivity to what font the name GRUNDTAL is set in. Plus, I kind of like their point about unity between print and web.
And may Verdana be forevermore known as the typeface that launched a thousand ships.
I am a User Experience Designer with degrees in print and interactive media. That said,
Unity between print and web?
Ever heard of cufon,typekit, sifr, etc. IKEA? They even use flash on a ton of their website anyway so font embedding doesn’t even have to be an issue.
What a lame reply to a poor design decision. Most redesigns result in a typography upgrade… not a downgrade.
Oh please… It was a business decision and it makes perfect sense. Just because you can rant about something doesn’t mean you have to open your mouth and start howling. What is it? A FONT CRIME? Take a fucking nap already.
Do you think a bunch of designers getting their berets in a knot has any real impact on such an insignificant issue? Please remember this incident when you’re on your deathbed – it will surely be a cherished memory of the good fight you devoted your life to.
seriously? are people really this anal about something like a font change?
I laughed about this at lunch
Seriously, I still love IKEA, no matter what. Who cares that their design department drunk too much when they decided to changes fonts…
*change (sorry)
Is silly changed! Verdana is not for print, means is not. Same thing to using a low res web images for print. The creative agency trying to out smart? no way. If you pay peanut you get monkey I can understand, if you pay more than peanut you still getting monkey work, is such a disaster.
Verdana not for print? Who says? Section 5 of the Graphic Designers’ Rule Book? I’ve done it with good success. Many have. If that were the case, kudos to Ikea for breaking such a ‘cardinal rule’ and making box-bound web designers cringe.
I should be very careful about telling us what we should and shouldn’t buy to be honest.
As for getting all upset about a font change – why the hell do you care if you don’t even like the company?
The font change by IKEA clearly constitutes a much more strategic business decision than a purely aesthetic faux pas. It sounds as if IKEA is calibrating their marketing tactics ‘in print’ to fit a new target audience within ‘all countries, including asian countries” and with specific company goals in mind. Surely, a decision logically based upon very thorough market research and strategic planning.
An wildly successful international retailer (a pro) knows that they are not likely to alienate an appreciable number customers (aside from a handful of designers, who are probably not even customers) due to such a triviality which does not affect their products, services or brand identity.
The benefit, that was no doubt projected, for using, what they believe to be a more accessible font, would have to be considerably significant for such a choice to have been made. Not to mention that veranda, all be it an “uglier” font, is more readable than is the “sexy” futura.
If you were in charge of a massive international retail organization who’s goal (loosely) it was to capture as much of the market as possible and you learned a better way to do that, would you do the same?
Just something to consider.
Great comment–All very good points.
Crazy…
I so agree with this one.
I actually don’t mind the font Verdana, and although I am quite fond of Futura, its a very modern looking font, I think it is quite severe looking. All in all its just interesting that a change like this caused so much debate.
I think IKEA is doing the right thing! Their brand stands for that everything should be cost-effective, in order to be able to produce nice furniture for a reasonable price.
So, why shouldn´t typography be included in the brands core values?
Go IKEA, now i´m gonna buy even more things from you!
Personally Verdana seems fine to me (personal opinion). Well, IKEA gained FREE publicity from this and they are still a winner isnt it?
I mean there are some people who believe publicity IS publicity (regardless of good or BAD).
And may Verdana be forevermore known as the typeface
Oh, and as for them choosing it so that they have continuity through print AND web, I think that’s a pretty good idea!