Ikea recently switched its font from Futura to Verdana, causing a huge uproar among the advertising and design community. Check out the article below for more details:
I think its interesting that people are so concerned about how another company chooses to market itself. Its almost as if many people feel as if they need to own part of the Ikea brand for themselves. Perhaps the reason is that Ikea has a strong enough brand that people actually DO feel as if they own part of the brand for themselves, even if in spirit alone.
Perhaps if I owned part of the actual company I might worry about a rebrand, or in this case, a repositioning, but generally speaking its ultimately up to Ikea how they choose to present themselves to the world. If they fail, thats ultimately their problem as well. I'm not so concerned with making it my own.
So what about the notion of creating better design instead of pandering to the lowest common denominator? Thats certainly a concern, but luckily, there are companies out there who do care about the finer points of design, legibility, and typography. Fortunately for the consumer, those company's products also usually reflect that conern as well.
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