Be Someone’s Home
Be Someone’s Home ︎
Client ︎︎︎ IKEA | Blued App
Technique ︎︎︎ Co-Branding ｜ Applications
BlueIkea brand guideline book ︎ Read
Ogilvy Exercise
As a longstanding supporter of equality and 🏳️🌈 LGBTQ+ rights, IKEA is excited to announce the launch of BluedIkea, a co-branding initiative with Blued, the popular gay dating app.
For many in the 🏳️🌈 LGBTQ+ community, discrimination remains a daily challenge, and feelings of isolation can even permeate their homes. That’s why the idea of “home” often transcends the physical space—it becomes a connection to communities where they are accepted. In today’s world, with nearly a third of the global population spending more time at home due to the COVID-19 pandemic, the importance of home has taken on new meaning. It has become a sanctuary, a place where people can feel safe, and free to be their true selves. However, for many in the LGBTQ+ community, finding such a welcoming and safe space is not always easy.
The BluedIkea logo symbolizes this safe space. Designed using IKEA’s iconic Swedish blue and medium yellow, the logo features a unique type design where Blued tilts upwards at a 30° angle and IKEA tilts downwards at -30°. When paired with the 🏳️🌈 LGBTQ+ rainbow flag, the logo forms a rainbow house, inspired by Sweden's traditional red wooden homes, the angles of walls seen from above, and IKEA's own wayfinding symbols.
Our message, Be Someone’s Home, reflects our belief that home should be a place where love and acceptance thrive. Sadly, many still face stigmatization, isolation, and discrimination, even within their living spaces. Just like the walls of a home, IKEA and Blued aim to create a haven, a place where everyone feels welcome and safe. We believe that everyone deserves the right to be their authentic selves, both at home and in the world.
