User-centered design plays an extremely important role in branding a product. Once brand associations are built, they are difficult to change. Apple changed its logo quite successfully from a colorful apple to an apple in a solid color. Now that worked out just fine as they had reinvented themselves and the design philosophy went hand in hand with the much evolved product line. Not so much the case with Ikea (http://www.time.com/time/business/article/0,8599,1919127,00.html). We are witnessing a font war these days as Ikea fans fume over Verdana.