IKEA Font Change

Loyal IKEA customers are upset over the recent font change reported in TIME.  Everyone’s tweeting about the change from their signature logo in futura font to the newer modern look of veranda.  You may be thinking….so what’s the big deal, it’s just a font change?

Damian Joseph from BusinessWeek wrote an article questioning if IKEA is ‘at risk of losing the influence of it’s brand identity’.  He brings up a very good question….when a company builds their reputation on providing quality goods and services, customers may perceive a change as something more than just a mere font change…..they may begin to question a companies ability to continue providing the same quality that they’ve come to expect.

When you’re considering change, regardless if it affects your internal or external customers, you should communicate the change before it occurs so that:

• Your customers are given the opportunity to ask questions and understand the need for change.
• You can explain how the change may or may not affect your customers….this will put them at ease.
• You can be transparent by providing as much information as possible….this will help build trust.
• You can avoid any incorrect or negative conclusions that your customers may jump to.

I think that If IKEA had taken the time to give their customers a ‘heads-up’ before the change had occurred, the number of people upset would have been minimal.  Now they’ll probably will have to spend time trying to assure their customers that IKEA quality won’t be compromised and rebuild their trust!

Take care,
Sandra