IKEA - Futura vs Verdana

In the last couple of months, the new 2010 edition of the IKEA catalogue has been published, however this year's edition has caused havoc in the design world. Not because IKEA have upped their renowned low prices, or that their furnishings are now old fashioned and ugly, but because they have changed their signature typeface from a customised version of Futura to the widely used meant-for-screen Verdana, invented by Microsoft.

IKEA's lifetime has spanned over 60 years and branding has always played an important part in the company's success - with Futura being an integral part of their branding. However, cutting Futura from the brand has seen hundreds of designers complain that in doing so, IKEA have also cut their excellent and much admired understanding of design. An IKEA spokeswoman (Monika Gocic) states that the typeface switch was made as it is now more cost-effective and efficient, as well as being a simple, modern-looking typeface. Verdana is also available in a large number of different languages so the catalogue can be printed in all the countries in which IKEA operates.

But Designers are not happy. According to "Time" magazine, the online forum Typophile closed its first post on the subject with the words, "It's a sad day." A letterpress printer in Melbourne by the name of Carolyn Fraser uses a metaphor to explain the problem: "Verdana was designed for the limitations of the Web — it's dumbed down and overused. It's a bit like using Lego to build a skyscraper, when steel is clearly a superior choice." Some people are so unhappy about the situation that a petition has even been going around - Ursache's petition - and as of August 27th it has gained over 700 signatures! So who knows, will this reaction provoke IKEA to revert to Futura?