Wembley, in particular, is doing the absolute most in promoting the collection. For the first time in the brand’s history, it changed its logo, adding quotation marks. Ikea is now “Ikea.” Yes, this is a nod to Abloh’s penchant for ironic punctuation marks and postmodern hyper-awareness of language. But it also kind of looks like a sarcastic teenager’s take on “Ikea,” whatever that may be.