www.creativebloq.com Open in urlscan Pro
151.101.194.114  Public Scan

Submitted URL: http://www.creativebloq.com/news/lego-brand-identity/
Effective URL: https://www.creativebloq.com/news/lego-brand-identity
Submission: On May 03 via api from IE — Scanned from DE

Form analysis 2 forms found in the DOM

GET https://www.creativebloq.com/search

<form class="search-box" action="https://www.creativebloq.com/search" method="GET" data-analytics-id="search-submit" data-before-rewrite-localise="/search" data-component-tracked="19">
  <label for="search-input" class="sr-only">Search Creative Bloq</label>
  <input tabindex="0" type="search" name="searchTerm" placeholder="Search Creative Bloq" class="search-input" id="search-input">
  <button type="submit" class="search-submit" aria-label="Search">
    <span class="search-icon">
      <svg class="icon-svg" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1000 1000">
        <path d="M720 124a422 422 0 1 0-73 654l221 222 132-131-222-222a422 422 0 0 0-58-523zm-92 504a291 291 0 1 1-412-412 291 291 0 0 1 412 411z"></path>
      </svg> </span>
  </button>
</form>

POST https://newsletter-subscribe.futureplc.com/v2/submission/submit

<form data-hydrate="true" class="newsletter-form__form newsletter-form__form--inbodyContent" method="POST" action="https://newsletter-subscribe.futureplc.com/v2/submission/submit"><input data-hydrate="true" type="hidden"
    class="form__hidden-input form_input form__hidden-input form__hidden-input--inbodyContent" name="NAME"><input data-hydrate="true" type="email" class="form__email-input form_input form__email-input form__email-input--inbodyContent" name="MAIL"
    required="" placeholder="Your Email Address"><input data-hydrate="true" type="hidden" class="form__hidden-input form_input form__hidden-input form__hidden-input--inbodyContent" name="NEWSLETTER_CODE" value="XCQ-X"><input data-hydrate="true"
    type="hidden" class="form__hidden-input form_input form__hidden-input form__hidden-input--inbodyContent" name="LANG" value="EN"><input data-hydrate="true" type="hidden"
    class="form__hidden-input form_input form__hidden-input form__hidden-input--inbodyContent" name="SOURCE" value="15"><input data-hydrate="true" type="hidden"
    class="form__hidden-input form_input form__hidden-input form__hidden-input--inbodyContent" name="COUNTRY"><label class="form__checkbox-label"><input data-hydrate="true" type="checkbox"
      class="form__checkbox-input form_input form__checkbox-input form__checkbox-input--inbodyContent" name="CONTACT_OTHER_BRANDS">Contact me with news and offers from other Future brands</label><label class="form__checkbox-label"><input
      data-hydrate="true" type="checkbox" class="form__checkbox-input form_input form__checkbox-input form__checkbox-input--inbodyContent" name="CONTACT_PARTNERS">Receive email from us on behalf of our trusted partners or sponsors</label><input
    data-hydrate="true" type="submit" class="form__submit-input form_input form__submit-input form__submit-input--inbodyContent" required="" value="Sign me up"></form>

Text Content

Skip to main content
Open menu Close menu
Creative Bloq Creative Bloq ART AND DESIGN INSPIRATION
Search
Search Creative Bloq
Sign in
 * 
 * View Profile
 * Sign out

Subscribe

Design Magazine Subscriptions
Why subscribe?
 * Why not try a subscription?
 * Every issue is packed with art and design inspiration
 * Delivered to your IOS or Android device
 * Never miss an issue

From€12
View
 * 
 * Graphic Design
 * Digital Art
 * 3D
 * News
 * Buying guides
 * Reviews
 * Magazines
   * ImagineFX
   * 3D World
 * Events
   * Vertex
   * Brand Impact Awards
   * About Us




Trending
 * Vertex
 * Adverts by decade
 * A day in the life
 * Unreal Engine 5
 * UX course



When you purchase through links on our site, we may earn an affiliate
commission. Here’s how it works.


 1. News
 2. Graphic Design




LEGO'S VIBRANT NEW BRAND IDENTITY FEELS BOTH NOSTALGIC AND TIMELESS

By Joe Foley
published 10 April 2024

It's all about the bricks.

 * 
 * 
 * 
 * 
 * 
 * 


(Image credit: Lego)


We all know the Lego logo, but beyond that core brand asset, our favourite
purveyor of coloured building bricks has been a little inconsistent in its
branding. That's changing with the launch of a full brand identity built
in-house brick-by-brick.



Covering physical products and digital, the playful new branding takes advantage
of the recognisable form of Lego bricks to construct both digital and physical
assets with an emphasis on learning through play. After the recent Lego AI
controversy, it seems like a good idea to make sure everyone's on message with a
cohesive design language.



The new Lego brand identity includes a range of brick-based assets (Image
credit: Lego)

While the Lego logo has long been a consistent recognisable design element, the
Danish toy brand found itself in need of a broader fluid and cohesive brand
experience across all products. So Our Lego Agency, with input from the brand
consultancy Interbrand, set about creating an identity by researching different
modes of visual storytelling. 





Recognising that the company’s youngest fans are still learning to read, they
turned to the visual language of comic books, something Lego has leaned into in
the past. The result is a new brand architecture and assets that represent the
Lego brand experience with the use of cells, speech bubbles, action graphics,
and, of course, Lego minifigures.

LATEST VIDEOS FROM creativebloqCreative Bloq



Lego says that a massive 23 guidelines and 110 principles were whittled down to
five key design principles: design for the audience, build from the
system-in-play, tell stories, be playful and optimistic and keep it simple. The
result is an identity that fits Lego's history – indeed, it might trigger
nostalgia for anyone who grew up with the brand, but also feels fresh and
modern.





Lego Typewell is the appropriately named new typeface (Image credit: Lego)

The rebranding includes a clutch system named Lego Brick Pro, which enables the
process of building Lego elements to be replicated digitally in the form of a
font (or 130 glyphs). This can be used to quickly build holding shapes,
illustrations, UI buttons, and more using the same geometry as the bricks. For
example, a store button made out of Lego could be built at the same ratio to
transition between physical and digital experiences.

Meanwhile the new typeface, Lego Typewell, is based on type discovered in the
Lego company archive. Action graphics add dynamism, drama, and emotion to images
using 58 Lego elements instead of words, while motion principles included
branded ways of transitioning, editing or moving design elements, inspired by
the way people play with Lego, for example separating and dropping the bricks.


GET THE CREATIVE BLOQ NEWSLETTER

Daily design news, reviews, how-tos and more, as picked by the editors.

Contact me with news and offers from other Future brandsReceive email from us on
behalf of our trusted partners or sponsors
By submitting your information you agree to the Terms & Conditions and Privacy
Policy and are aged 16 or over.



Under construction, new Lego brand assets (Image credit: Lego)

Thomas Holst Sørensen, global head of design at Our Lego Agency, said: “The Lego
Group has been the master of constant reinvention for 90 years. Lego play offers
the chance for discovery and invention, where you can always create something
new from something familiar. Our new brand DNA reflects what is important for
the Lego brand. It is a beautiful, simple, and well-constructed system that both
unifies and breaks free the creative and playful expression of our brand and
product experiences.”



Lego brick art (Image credit: Lego)

Oliver Maltby, executive creative director, portfolio lead at Interbrand,
said: “The LEGO Group’s archives were a treasure trove of elements that
contributed to crafting the final solution – a mix of storytelling pieces that
we used to build out a full Lego set just as iconic and timeless as the brick
itself. The playfulness of the new identity reinforces the vision of the Lego
brand as a global force for learning through play.”

For more branding news, see the new Papa Johns brand identity, the Decathlon
rebrand and the "cheap and nasty" new Massimo Dutti logo.



Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

Join now
Already have an account ? Sign in here

*Read 5 free articles per month without a subscription



Join now for unlimited access

Try first month for just £1 / $1 / €1

Join now Already have an account ? Sign in here
Joe Foley
Social Links Navigation

Joe is a regular freelance journalist and editor at Creative Bloq. He writes
news, features and buying guides and keeps track of the best equipment and
software for creatives, from video editing programs to monitors and accessories.
A veteran news writer and photographer, he now works as a project manager at the
London and Buenos Aires-based design, production and branding agency Hermana
Creatives. There he manages a team of designers, photographers and video editors
who specialise in producing visual content and design assets for the hospitality
sector. He also dances Argentine tango.


TOPICS
Graphic Design
Branding
Advertising
Lego
News
Typography
Fonts
font design

RELATED ARTICLES

 * Ingenious national park rebrand is packed with natural symbolism
 * The rise of sonic design: how sound is key to brand success
 * Creatives need to be vigilant about AI washing
 * The new Umbro logo is a powerful tribute to a 100-year legacy in sport





Recommended
Why is everyone obsessed with Unreal Engine and Unity?


MOST READMOST SHARED
 1. 1
    “Unwarranted and relentless”: Baseball team rejects logo design dispute
 2. 2
    These bizarre AI optical illusions made me do a double take
 3. 3
    The best rebrands of the 2010s, chosen by experts
 4. 4
    Cybertruck’s latest design fail looks like the beginning of the end
 5. 5
    Nvidia RTX 4080 Super review: one of the fastest GPUs I've used

 1. 1
    The best number fonts
 2. 2
    I’ve been waiting for a 3D printer like the Anycubic Kobra 3 Combo
 3. 3
    OLED iPad Pro: everything we think we know about Apple's long-awaited tablet
 4. 4
    These bizarre AI optical illusions made me do a double take
 5. 5
    The best rebrands of the 2010s, chosen by experts

Design Magazine Subscriptions
 * ●

 * Why not try a subscription?

From€12
View


Creative Bloq is part of Future plc, an international media group and leading
digital publisher. Visit our corporate site.

 * About Us
 * Contact Future's experts
 * Terms and conditions
 * Privacy policy
 * Cookies policy
 * Advertise with us
 * Accessibility Statement
 * Careers

© Future Publishing Limited Quay House, The Ambury, Bath BA1 1UA. All rights
reserved. England and Wales company registration number 2008885.