A logo isn’t just a logo, and though I am not a designer, this process was a lesson in the power of story. No one is sitting around waiting for the biggest brands in the world to optimise their logos. In truth the people it matters to the most are the people with emotional attachments to the brand sitting in the boardroom. So in addition to the optimization of pixels, we helped our clients sell through an update to the IKEA logo, by finding a rationale that was communicative of the company’s current direction. The logo had not been updated since the previous century.

With Josh Harris, Jordan Shevell, Richard Harrington, Michael Roberts