Beneath a huge banner that hangs from the exterior wall of the Ikea store in Croydon, South London adults await their partners to emerge from their shopping expeditions by the childrens' playground where a climbing frame and wood-chip surface protects young bodies from injury. The poster's message is simple and clear: That their customers and especially children, are our most important assets - our responsibility to protect their safety and well-being. Strong corporate Ikea colours are dominant, their well-known yellow and blue are known throughout Europe as well as the added banner in red. The fonts are in block capitals and possibly easy for young readers too to understand.