IKEA’s Slogan (What It Means, Evolution + More)

Operating since 1943, IKEA has established itself as one of the largest retailers in the world and one dedicated to helping its customers improve their homes.

If you’re a frequent visitor to IKEA, you may be wondering – what is its slogan, and what does it mean? I’ve looked into it, and here is what I’ve found out about the IKEA slogan!

IKEA’s Slogan

IKEA’s slogan is “Let’s Make Your Home Special ”, which was released at the 70th anniversary of the first IKEA catalog. The slogan refers to implementing practical solutions at affordable prices to make everyday life easier for customers. IKEA’s current logo has been in use since 1983.

If you want to learn more about what previous IKEA slogans have been, what IKEA’s tagline, brand promise, and values are, and much more, keep reading!

What Does The IKEA Slogan Mean?

IKEA’s slogan is ‘Let’s Make Your Home Special’ and was introduced in 2021 along with the release of their new catalog, which has reached its 70th anniversary in publication.

The idea of making your home special relates to IKEA wanting to improve its customers’ lives with its functional products for affordable prices.

Along with that, the new IKEA slogan further relates to the concept of the IKEA catalog being transformed into a ‘how-to’ guide to improving customers’ homes.

This is relevant to the recent pandemic, where many people have been spending time indoors.

What Was The Previous IKEA Slogan?

The previous IKEA slogan was ‘creating a better life for many people,’ referencing how its products can help improve the lives of its customers.

IKEA has focused its marketing content on its customers, often utilizing its catalog to promote and spread its brand messages.

What Is IKEA’s Tagline?

Following IKEA’s slogan of ‘creating a better life for many people,’ IKEA has adopted the tagline ‘the wonderful everyday’, which features prominently in its television advertisements.

IKEA started its ‘Wonderful Everyday’ campaign in 2017, which encourages the public to celebrate the small things in life.

What Is IKEA’s Brand Promise?

What Is IKEA’s Brand Promise?

IKEA’s brand promise is ‘to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.’

To work alongside its slogan of ‘let’s make your home special’ and its old saying ‘to create a better everyday life for many people’, IKEA also has a brand promise.

The brand promise can help IKEA build trust with its customers and connect to helping its customers innovate their homes by providing low-priced, high-quality products.

By adhering to its brand promise, IKEA encourages its regular customers to return while enticing new customers to try its products.

What Are IKEA’s Key Values?

IKEA has listed 8 key values that it follows in order to run its business successfully. The retailer encourages leading by example and wants those who lead by example.

Togetherness is a central focus at IKEA, as well as caring for the people and the planet, as it wants to be a positive change-maker in the world.

Along with that, IKEA has a strong desire to provide low-price items, which is why cost-consciousness is an important part of its key values.

Giving and taking responsibility are also crucial to IKEA’s core values as it wishes to empower people.

Additionally, IKEA is always looking to renew and improve its products for the best, as well as maintaining the simplicity of its shopping experience as part of its Småland heritage.

Lastly, IKEA always wishes to be different with meaning by thinking in unique ways, experimenting and questioning existing ideals to provide a good outcome.

What Is The IKEA Logo?

The IKEA logo is an acronym of the founder, i.e. the retailer was named for the founder Ingvar Kamprad, the farm where he grew up, Elmtaryd, and the nearby village of Agunnaryd.

With the first logo being used in 1951, the current IKEA logo of the retailer’s blue name within a yellow circle and inside a larger blue square has been in use since 1983.

To find out more information about IKEA, you might also be interested in reading up on IKEA’s target market, if IKEA is ethical, and some interesting IKEA facts.


The IKEA slogan of ‘Let’s Make Your Home Special’ has been used since 2021 and was introduced during the 70th anniversary celebration of the IKEA catalog.

IKEA ensures that its slogan, tagline, and brand promise all align with its aim to give customers quality home and lifestyle products at low prices.

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Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of QuerySprout.com.

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