IKEA has always been known as a scrappy brand, famous for its multipurpose products and ideas. Now, the brand is projecting its best quality onto the humble typeface made from⁠—what else?⁠—its very own couches. Here’s how the idea is impacting its digital presence.

One of IKEA’s most malleable online tools is its Vallentuna Sofa Planner, which is exactly what it sounds like – a tool through which furniture fiends can create the “megadesk” sofa of their dreams – which many did, and took to showing off on social media, particularly Twitter. It’s safe to say the brand took note and took its follower’s dreams to new lengths in the form of a font. The brand has always been active on social media. It boasts high YouTube video views and high engagement on Instagram, according to Gartner L2’s Digital IQ Index: Big Box. Most brands find their forte on Instagram, due to its highly visual nature. But, given that Twitter is one of the best platforms around for customer-brand interactions, it makes sense that IKEA would look to it when crafting Soffa Sans, its new font.

Twitter may not be the most aesthetically pleasing platform, but it is perfect for encouraging engagement and gleaning new ideas, as IKEA has demonstrated.

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