When imagining a typical donut, the image in one’s head could (and should) be of a fat, perfectly circular (possibly iced) treat. Dunkin’ Donuts utilizes a rounded, bolded, sans-serif to achieve that image in their wordmark. Because the two words in Dunkin’ Donuts are perfect matches, it is effective to stack them. Through applying two different colors, orange and pink, Dunkin’ can also differentiate the two words, just like their two primary products – coffee and donuts.

Ikea, on the other hand, brands itself through interchanging the same two colors as its home country, Sweden’s, colors. Sweden and Scandinavia have a reputation for quality modern furniture and by creating a connection to their company, Ikea connotes the same reputation as other finer Scandinavian furniture stores. It is also important to note the thick-bodied letters and the tracking between the letters. There are minuscule serifs on the edges of the letters that can also add more character to the wordmark.