The new IKEA logo is slick, elegant and digitally savvy. The furniture megastore attempts to transport its business into the digital era by redesigning a fundamental part of its identity. The latest version — one that boasts a white rectangle with a cut-out oval that is transparent, provides the company with more opportunities to engage with its consumers. Designed in collaboration with creative agency 72andSunny Amsterdam, the new IKEA logo system comes to be known as 'Fönster' which, translated from Swedish, means 'window.'
The latest version does not only have a minimalist and accessible design, but it also features opportunities for interaction and customization. The way it sits, the new IKEA logo has the potential to "connect the brand with people through photography and videos of people."