IKEA’s brand identity took a left turn ever since it adopted Verdana as their main corporate typeface. Don’t get me wrong, Verdana is a great font and is one of the most legible screen fonts available. And maybe this is just a sign of the times, as embracing Verdana mirrors IKEA’s intentions of transitioning from a brick and mortar storefront to a digital warehouse of cheap yet stylish furniture. But Futura’s presence in all things IKEA was the perfect choice and typographic anchor that gave their products a clean and modernist aesthetic without taking itself too seriously. Hence, this post is a reminder that if something isn’t broken, there’s no need to fix it.
I really miss seeing the proprietary Futura variant in brochures (Below: IKEA Sans — Redesigned / Digitized by Stockholm Design Lab.) Take a look at the x-height. It’s perfectly designed, makes me want to use this version of Futura instead of the original.