Bloom is now Rainbrand

(Brand guidelines) // Home and living

IKEA brand
guidelines

IKEA’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from ikea.com.

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About IKEA

IKEA creates affordable, well-designed home furnishings and practical solutions for everyday life at home. Its work brings together functional design, accessible prices, personal expression, and the idea that small changes can make home life better.

Use the IKEA logo as one unit: the blue box, the yellow oval and the blue letters. Keep its proportions and colors intact and give it clear space so it reads at a glance.

IKEA colors

  • IKEA Blue

    Logo and primary brand color

    HEX
    RGB

  • IKEA Yellow

    Logo, highlights and price tags

    HEX
    RGB

  • Near-black

    Text and primary buttons

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

IKEA fonts

  • Noto IKEA

    Headings · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

IKEA’s voice

Write with warmth, clarity, and an everyday, human point of view. Be practical and encouraging: offer useful ideas and show how small, affordable actions can improve life at home. Keep the language direct and welcoming, with a light touch of playfulness when the subject invites it.

Use “you” to speak directly to people, and make advice feel possible rather than demanding. Explain the benefit in familiar terms—comfort, time, money, connection, or less waste.

  • “Our vision is to create a better everyday life for the many people”
  • “Home is the most important place in the world – and we're endlessly curious about it”
  • “Because that's the beauty of small things – together they add up”
  • “It’s OK to change your mind!”

Dos and don’ts

Do

  • Use IKEA’s own wordmark and symbol as identity artwork; keep the marks legible and intact.
  • Make functional, affordable home solutions feel inviting and achievable.
  • Show products in use and homes shaped around real routines, comfort, and personal expression.
  • Write in direct, welcoming language. Pair practical advice with a clear everyday benefit.
  • Bring warmth and playfulness into the voice when it suits the subject.

Don’t

  • Distort, recolor, or obscure IKEA’s identity marks.
  • Make home solutions feel exclusive, impractical, or out of reach; affordability and usefulness are central to IKEA’s offer.
  • Treat the home as a pristine display with no signs of human life. IKEA’s storytelling centers on how people live, connect, and make a space their own.
  • Use intimidating, overcomplicated, or impersonal language when a straightforward explanation will do.
  • Make broad sustainability claims unsupported by the specific message; frame progress through practical choices and actions.

IKEA imagery

163 images from ikea.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Visual language

50 images

Show products as useful parts of real home life, not isolated objects alone. Pair clear product views with lived-in room scenes that communicate scale, function, and how a solution fits into everyday routines. Interiors range from calm, softly lit bedrooms and living spaces to expressive rooms with confident color, pattern, and personal detail.

Use people naturally within the home: sharing food, relaxing, playing, caring for a space, or solving an everyday need. Favor warm, welcoming moments and visible human connection. For practical advice and sustainability stories, show the action—repairing, reusing, organizing, saving energy, or making a meal—rather than relying on abstract symbols.

Keep the products and their intended use easy to understand. Combine functional details with inviting surroundings, natural materials, and considered accents of color. The range spans simple product photography, styled room inspiration, and candid-feeling scenes of people at home.

  • A collection of earthy home decor items rests on a warm wood console, illuminated by soft dappled sunlight and shadows.
  • A vibrant blue, bulbous upholstered lounge chair dominates the center of a modern living room interior.
  • Terracotta-colored fluted cabinets anchor this modern, eclectic studio apartment featuring a checkered area rug and yellow dining chairs.
  • A vibrant shared bedroom is anchored by blue and red floral branch wallpaper behind a white-striped bed and a white bunk bed.
  • A clean, white three-drawer dresser sits against a textured clay-colored wall in a bright, rustic bedroom.
  • A woman and a young girl share a cream-colored wingback chair in a cozy, monochromatic room with beige paneled walls and warm wooden floors.
  • Two people wearing bucket hats and warm jackets sit on a blanket atop a rugged rock, facing a vibrant orange sunset over the ocean.
  • A close-up interior shot of a terracotta-colored cabinet with vertical fluted doors, one of which is swung open to reveal organized shelves.
  • A woman with red-toned hair sits in a rounded blue armchair, viewed from behind as she holds a vinyl record sleeve near a turntable.
  • Two smiling women stand together in a brightly lit showroom that looks like a bedroom and bathroom suite.
  • A vibrant living room photograph centers on a light gray sectional sofa adorned with mustard yellow, peach, and patterned throw pillows.
  • Brand image
  • A high-angle, vertiginous shot looks down a spiral staircase where two women are attempting to maneuver a bright orange sofa through the narrow passage.
  • Two young women smile at each other while walking past a large IKEA store window display featuring colorful storage units and a bright blue logo.
  • A close-up photograph captures a young girl with long brown hair leaning over a white sink to wash her face.
  • A white three-tier metal utility cart on wheels stands against a soft green curtain and light wood wall.
  • A blonde woman wearing glasses and a light blue t-shirt sits on a wooden bench in a cluttered entryway, recording a video with a bright red smartphone.
  • A man in a denim jacket and a woman in a maroon fleece smile at each other while wheeling two metal flatbed carts through a bright, modern showroom.
  • A worker in a yellow long-sleeved shirt and blue pants pushes a flatbed trolley loaded with furniture past large windows reflecting a bright blue exterior.
  • A close-up photograph captures a young blonde girl held by her mother as they interact with a male employee in a yellow IKEA uniform.
  • A woman in a vibrant pink patterned dress opens the drawer of a charcoal gray desk in a brightly lit furniture showroom.
  • An extreme low-angle shot looks up at a woman standing behind a white wooden spindle-back chair, her hands gripping the seat and backrest.
  • Two women with bicycles, one with wavy red hair in a denim jacket and another with short black hair in a grey sweater, laugh together while looking at their…
  • A woman with thick black glasses and a star-patterned black blouse welcomes the viewer through an open bright red door.
  • A close-up photograph captures a person's hands gently touching the large, glossy green leaves of a peace lily.
  • A smiling teenager with curly hair lies flat on a dark blue duvet, wearing blue over-ear headphones while holding a smartphone.
  • A man with salt-and-pepper hair and a beard watches a white paper airplane glide mid-air with a joyful, wide-eyed expression in an eclectic room.
  • A light-filled, organized artist's studio is captured in a wide interior photo featuring a trestle desk and a white pegboard filled with tools.
  • A massive, pixelated blue dragon made of digital blocks hovers in a living room as a family plays video games.
  • A man with glasses and an afro sits on a couch in a green tracksuit, intensely playing a video game in a room bathed in purple and pink neon light.
  • A wide vertical shot of an elderly man with glasses and a sweater vest excitedly shouting while wearing gaming headphones and holding a controller in a…
  • A young girl with curly hair smiles while gaming on a handheld console, lounging in a green beanbag chair and wearing large white headphones.
  • A woman wearing a blue jacket with a yellow name tag labeled 'CAROLINE' sits on a white sofa between two clients, holding a charcoal fabric swatch and a…
  • An older man leans over a wheelbarrow filled with iced glass bottles, serving two young children seated on light blue chairs outside a rustic, dark wood barn.
  • A close-up lifestyle photograph captures a tattooed arm reaching across a table to light a cream-colored taper candle with a silver lighter.
  • A candid indoor photograph captures a multi-generational South Asian family sitting together on a tan sofa around a glass coffee table.
  • A woman with long dark curly hair focuses on assembling a dark green metal furniture frame using an Allen key.
  • A striking low-angle photograph captures a light grey wooden spindle chair towering over the viewer against a bright blue, cloud-streaked sky.
  • A close-up photograph captures a woman with blonde hair, seen from the side, as she sands the slats of a white wooden chair frame outdoors.
  • A close-up photograph features a person's hand pressing a folded white cloth onto a smooth, light-brown butcher block wood countertop.
  • A close-up photograph captures a person's hand carefully applying a small, grey felt pad to the bottom of a white metal chair leg.
  • A close-up photograph features a person's hand in sharp focus, holding a small silver hex key and a single bolt against a neutral white background.
  • Brand image
  • A close-up photograph captures a multi-generational family dining together at a white cafe table.
  • A vibrant indoor photo looking through a bright orange doorway into a room lit with moody neon blue light.
  • A blurred motion photo captures a child in orange and white striped pajamas running across a green striped rug.
  • A sleek, white dome-shaped pendant light hangs prominently in a vibrant room, glowing with warm light.
  • A warm, glowing globe pendant lamp with a decorative cutout pattern hangs above a neatly made platform bed in a cozy bedroom.
  • A close-up lifestyle photo of two matte black roller blinds partially covering a large wooden-framed window.
  • A round bamboo mirror with a layered circular frame hangs on a soft sage green wall next to a bright window.

Product imagery

113 images

Make the product the clear subject. Show its form, material, color, and practical features in a clean view; then use a room or detail view to demonstrate how it works in a home. Keep styling supportive rather than distracting, and make the setting feel attainable and lived in.

Show product variations accurately and distinctly. Use settings, props, and furnishings that help explain the product’s use, scale, and role in the room. IKEA’s range includes quiet neutrals and natural wood alongside expressive color, pattern, and sculptural accents.

  • A low-profile media console with textured, vertical-slatted wood cabinet doors takes center stage in this warm living room photo.
  • A close-up shot focuses on a white, minimalist table lamp with a wide cylindrical shade being adjusted by a hand in a dimly lit bedroom.
  • A light wood dining table set for a meal stands against a sage green vertical shiplap wall.
  • A minimalist, light-colored wooden cabinet with a smooth, vertical grain finish stands against a plain white background.
  • A light wood sideboard cabinet with an open door stands against a deep navy blue wall, flanked by a woven jute rug and a large seagrass basket.
  • A minimalist, opaque white spherical table lamp dominates this product shot.
  • A glowing, frosted white orb table lamp serves as the focal point, resting on a clean white sideboard.
  • A glossy, donut-shaped orange glass lamp sits at a low angle against a plain white background.
  • A luminous, warm orange glass lamp shaped like a rounded donut sits on a ledge, peeking through a narrow architectural gap.
  • A light-colored, natural pine wood cube-shaped storage cabinet or side table shown in a clean product shot.
  • A wall-mounted, white rectangular storage cabinet features three stacked rows of light oak wood doors with a distinct vertical slat texture.
  • A tall, light-oak storage cabinet with a distinctive vertical slat texture serves as the centerpiece in a modern open-plan home.
  • An ivory wooden bed frame is dressed in cream-colored linens featuring a dense blue toile pattern of flowers and small houses.
  • A close-up lifestyle photograph features a stack of pillows and textiles against a terracotta-pink paneled wall.
  • A minimalist two-seat sofa with an integrated rounded ottoman on the left side, all upholstered in a uniform sage green fabric.
  • A mint green modular sofa with rounded edges sits on a black and white striped rug in a bright, modern living room.
  • A light-filled, minimalist living room photo features a long beige sectional sofa accented with a forest green throw blanket.
  • A top-down lifestyle photograph shows an open white mesh storage cube filled with baby clothes, including a white sweater with a stitched cat face.
  • A light-oak wood four-drawer dresser sits in a serene, neutral-toned bedroom setting, flanked by a round rattan chair with a white cushion.
  • A tall, matte burgundy bookshelf with asymmetrical cubbies stands against a light grey wall next to a bright window.
  • A deep forest green KALLAX shelving unit serves as the focal point in a modern, neutral-toned living room with bright, natural lighting.
  • A light wood TROFAST storage unit with white plastic bins sits against a two-toned wall of bright fuchsia and white.
  • A close-up lifestyle photograph features three ceramic, tiered evergreen tree figurines in varying shades of sage and forest green as a table centerpiece.
  • A wide-angle action photo merges reality and gaming as a ginger cat in a high-tech blue flight suit and Tracer from Overwatch burst into a bright, modern…
  • A wide lifestyle photograph captures a cozy living room featuring an expansive, dark wood cabinet wall unit with illuminated glass display doors showcasing…
  • An overhead product shot features a bag of IKEA FYRTAKT Sweet Licorice spilled onto a bright mint-green wooden table next to a small white bowl filled with…
  • A close-up, high-angle lifestyle photograph captures two people sitting across from each other at a light wood table, eating creamy mushroom soup.
  • A glowing, donut-shaped wall lamp is the centerpiece of this cozy interior scene, mounted against a dark mustard yellow wall.
  • A close-up lifestyle photo showcases a large, spherical amber glass bowl perched atop wooden blocks on a dark sideboard.
  • A well-lit, cozy bedroom centered on a bed with chocolate brown linens, a vibrant orange fringed throw, and plush pillows in pink and burnt orange.
  • A cozy, sun-drenched bedroom features a daybed tucked under a sweeping light gray fabric canopy that forms a tall triangle against a white wall.
  • A cream-colored sectional sofa is the focus of this bright, airy living room, styled with an assortment of textured pillows in black polka dots, stripes, and…
  • A well-lit, industrial-style home office is anchored by a black metal desk featuring a built-in shelf and a black rolling office chair.
  • A light-filled hallway transitions through an open door into a compact, traditional bathroom featuring a white vanity and blue-and-white checkered tile floor.
  • A spacious, sunlit kitchen features white shaker-style cabinets set against warm mustard-yellow vertical wood paneling.
  • A tall, grey paneled wardrobe stands as the centerpiece of this sunlit, organized mudroom or entryway.
  • A well-organized child's bedroom features a striking black accent wall decorated with colorful drawings and white storage units filled with light blue bins.
  • A front-loading white washing machine sits centrally in a sun-drenched, highly organized laundry room with yellow-tiled walls and terrazzo flooring.
  • A bright, vertical lifestyle photograph showcases an organized refrigerator shelf filled with healthy meal prep.
  • A close-up studio photograph features a hand applying a dark brown wood stain to the slats of a light-colored wooden garden chair.
  • A close-up lifestyle photo captures a hand reaching to adjust a brushed nickel, high-arc kitchen faucet as a steady stream of water flows into a stainless…
  • A single, browned meatball sits speared on the tines of a silver fork against a stark white background.
  • A vibrant red curtain with a thin white grid pattern dominates this interior photograph, partially drawn to reveal a bright, backlit window.
  • A dark wood sideboard with a slatted vertical texture features an open door and drawer, revealing organized storage boxes and file folders.
  • A brass table lamp with a pleated white conical shade and a pull-chain switch glows warmly on a white bedside nightstand.
  • A warm, contemporary bedroom features a dark wood bed frame dressed in crisp white linens and a brown throw blanket.
  • A minimalist dark brown wood bed frame features a panelled headboard with two vertical cut-outs and a solid wood footboard.
  • This product shot features a slender table lamp with a classic white pleated fabric shade and a brushed brass finish.
  • A tall, slender brass table lamp with a pleated white conical shade casts a warm, soft glow from a white bedside table.
  • A serene, minimalist bedroom features a bed with a beige upholstered frame and floral-patterned grey and white bedding.
  • A minimalist bed frame upholstered in a light beige, sand-colored fabric, featuring a clean-lined rectangular headboard with a subtle piped border.
  • A modernist table lamp features a large, glossy white spherical globe resting on a vibrant matte blue cylindrical base.
  • A minimalist, modernist table lamp with a large, matte white globe bulb sits atop a cylindrical cobalt blue base.
  • A large, matte white frosted glass orb table lamp sits prominently on the left with a thin white power cord trailing away.
  • A vibrant, glowing orange-pink spherical lamp sits prominently on a white sideboard, casting a warm hue across the scene.
  • This product shot features a tall, slender storage cabinet in a light oak wood finish.
  • A tall, light wood display cabinet with integrated warm lighting stands against a matte gray wall in a modern dining room.
  • A long, modern sideboard with light oak-colored slatted cabinet doors and a matching wooden top.
  • A minimalist, light-wood media console with a vertical slatted front anchored in a contemporary living room.
  • A mushroom-shaped table lamp sits against a plain white background, featuring a large, bulbous white frosted glass shade.
  • A glowing mushroom-shaped lamp with a cylindrical wooden base and frosted glass shade sits on a bright windowsill next to a bed.
  • A minimalist light oak storage cabinet with four rectangular doors and vertical wood grain is shown in a three-quarter product shot.
  • A light-toned wood sideboard with vertically grained cabinets stands against a beige wall, featuring one drawer pulled open to reveal storage boxes.
  • A traditional bedroom features a dark wood storage bed with neutral linens and a matching nightstand against an intricate patterned wallpaper in shades of…
  • A dark wood storage bed with a sage green duvet and brown throw is the centerpiece of this tranquil bedroom.
  • A tall, industrial-style pink metal mesh cabinet with double doors and thin legs.
  • A tall, pink industrial wire mesh cabinet stands against a muted terracotta wall with decorative wainscoting.
  • A high-backed side chair is entirely upholstered in long, shaggy bubblegum pink faux fur.
  • A young girl with glasses and an orange shirt sits on a vibrant, shaggy pink faux-fur chair in a brightly lit playroom.
  • A spherical table lamp features a smooth, milky white glass surface decorated with large, soft pink polka dots.
  • A close-up lifestyle photograph features a large, spherical table lamp made of white frosted glass with soft pink polka dots.
  • A close-up photograph captures a hand applying a clear, glossy coat of varnish to a slatted wooden outdoor table with a black-handled paintbrush.
  • A close-up photograph features a person's hand delicately pinching a single, bright green pea above a massive diagonal mound of thousands more peas.
  • A close-up photograph captures a hand holding a white LED light bulb by its frosted dome, positioning the metal screw base over a white socket.
  • Brand image
  • A matte black cordless power drill and its battery pack sit nestled in a custom teal-blue molded tray inside an open, semi-translucent white storage box.
  • A close-up photograph of a single golden-brown Swedish meatball held up on a silver fork.
  • A close-up lifestyle photograph shows a person holding a smartphone displaying an 'Energy Insights' app with peach and yellow data cards.
  • A close-up studio photograph focuses on a hand holding a golden-brown, breaded chicken nugget over a white plate.
  • A top-down, overhead photo captures two vibrant orange salmon fillets sizzling in shimmering oil within a matte black skillet.
  • A top-down lifestyle photo of a coffee break featuring two IKEA BEL NING milk chocolate bars with oat biscuit and caramel.
  • A close-up lifestyle photo shows a person using mint-green handled shears to snip a fresh rosemary plant.
  • A close-up photograph captured from a low angle shows a hand inserting a white IKEA LED light bulb into a lamp socket.
  • Two identical matte white LED light bulbs are presented side-by-side against a plain white background.
  • A minimalist, circular white IKEA remote or control button is shown from a slight three-quarter angle.
  • A vertical photo captures a meticulously organized, bright white laundry room featuring a metal drying rack filled with gray and white button-down shirts.
  • A thick, white duvet is neatly folded into a rectangular stack on a plain white background.
  • A close-up lifestyle photo features a pair of glossy ceramic holiday canisters: a red Santa mug with a white beard and a brown reindeer jar with a red nose…
  • A bulbous, pale green ceramic vase with a textured, speckled finish serves as the focal point on a white coffee table.
  • A close-up lifestyle photograph features a taupe-colored upholstered sofa module with a blocky silhouette and a thick back cushion.
  • A vibrant bed set with a dense, oversized floral print of pink, yellow, and blue blossoms covers a ruffled duvet and matching pillowcases.
  • An ivory three-drawer dresser with gold pulls is the focal point of this sage green bedroom, positioned beneath a gold-framed mirror.
  • A mushroom-shaped lamp with a woven rattan dome shade sits glowing on a dark wooden sideboard, its warm light casting textured shadows on the wall.
  • A close-up lifestyle photo of two woven rattan baskets with rounded corners organized on dusty-pink shelves.
  • A high-angle studio photograph features a comprehensive set of matte black cookware with polished stainless steel handles and glass lids arranged on a dark…
  • Two dusty blue slat-back wooden chairs sit at a matching table with a natural wood top in a rustic dining area.
  • A bright, airy bedroom interior centered on a white wooden bed frame styled with dark forest green bedding featuring a delicate white botanical pattern.
  • A vibrant orange, armless sleeper chair is shown in its folded sofa position against a plain white background.
  • A vibrant red armchair-bed sits at the center of a playful, maximalist living space, accented by a white cushion with colorful abstract blobs.
  • A modern three-seater sofa is upholstered in a deep navy blue fabric with a subtle sheen.
  • A contemporary, bright living room features a sage green sofa centered against a cream wall, accented by mustard yellow and brown pillows.
  • A cylinder-shaped table lamp features a cage-like outer shade made of vertical, curved bamboo slats.
  • A vertical wooden slat table lamp glows warmly on a dark wood sideboard, casting dramatic striped shadows across the surface and adjacent wall.
  • A vibrant cobalt blue, tall and narrow bookcase stands vertically against a plain white background.
  • A tripod of three oversized wooden matchsticks, topped with glossy red bulbous heads, leans against one another to form a minimalist floor lamp structure.
  • A decorative light fixture consisting of three oversized wooden matchsticks with glowing red bulb tips stands upright on a grey textured rug.
  • A top-down studio photograph features a child's hands picking green grapes next to an open, pale yellow lunchbox on a solid vibrant green background.
  • A vibrant green metal shelving unit stands angled against a plain white background, showcasing its three mesh-bottomed shelves.
  • A close-up studio shot highlights the corner of a vibrant green metal shelving unit, showcasing its square leg and perforated mesh shelf.
  • A close-up lifestyle photograph features a bed dressed in rumpled, deep blue duvet covers and matching pillows against a light yellow beadboard wall.
  • A close-up product shot focuses on the tactile texture of a deep slate-blue cotton duvet cover and matching pillowcase.
  • A side-by-side product shot of two rectangular pegboards, one in deep navy blue and the other in a dark burgundy red.
  • A modern interior vignette showcases a deep red low shelving unit filled with black storage boxes and art books like "THE ART BOOK" and "Design as Art."…

More from the Brand Skill

Brand foundation

IKEA’s vision is “to create a better everyday life for the many people.” Express this through home furnishings that are functional, well-designed, and affordable, and through useful ideas for homes of many sizes and needs. Keep the focus on real life: comfort, organization, shared moments, personal style, and small improvements that make a meaningful difference.

Balance practical value with warmth and inspiration. IKEA’s home is not a showroom set apart from daily life; it is a place where people rest, play, eat together, work, and express who they are. Show solutions that feel useful and achievable, while leaving room for color, individuality, and joy.

Download IKEA’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow IKEA’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 163 images and the logos. The font files belong to Inter IKEA Systems B.V, so they’re left out.

Download the Brand SkillZIP, 19.1 MB

ikea-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ brand-foundation.md

│ ├ visual-language.md

│ ├ voice.md

│ ├ product-imagery.md

│ ├ colors.md

│ ├ logo.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from ikea.com on 30 Oct 2026. It isn’t IKEA’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

IKEA and its logos are trademarks of Inter IKEA Systems B.V. Rainbrand isn’t affiliated with or endorsed by Inter IKEA Systems B.V.

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