LEGO launches vibrant rebrand with dynamic graphics

The LEGO Group is evolving its brand identity to build a more consistent design experience for its audience. Beyond its iconic logo, it has created a new set of design elements to bring the joy and pride of building and creating to life in a new way.

The rebrand consists of cohesive design language, refreshed assets and architecture.

The LEGO logo has always been a consistent recognisable design element. However, the brand needed to be able to offer a fluid and cohesive brand experience across all physical products and digital platforms, it said in a release. 

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With the LEGO group’s attention to detail and focus on quality, there was the opportunity to strengthen the connection within the ecosystem that had already been created.

As such, over the last two years, LEGO Group’s in-house creative and strategic agency, Our LEGO Agency (OLA), in partnership with Interbrand, worked to bring consistency and connectivity to all LEGO Group’s brand experiences across its entire ecosystem. 

OLA and Interbrand created a set of design elements that the LEGO Group could own to evolve its existing brand identity across all physical products and in the digital world.

Recognising that the company’s youngest fans are still learning to read, Interbrand and OLA researched modes of visual storytelling. They found an answer in the semiotics of comic books and replicated these design elements when creating the brand experience.

This included using LEGO minifigures, cells and speech bubbles, as well as Action Graphics – which provide a set of visual tools that allow one to narrate their own stories and feel a sense of emotion when playing with LEGO products, it said. 

Interbrand and OLA first created a “clutch system” (named LEGO Brick Pro), enabling the process of building LEGO elements to be replicated digitally in the form of a font. This could then be used to quickly build holding shapes, illustrations, UI buttons, and more using the same geometry as the bricks. For example, an in-store big button made out of LEGO elements could be built at the same ratio to transition between physical and digital experiences.

It then worked on the typeface and introduced the first dedicated LEGO brand typeface – LEGO Typewell, which is used across all physical products and digital platforms. Inspired by the LEGO geometry of the System-in-Play, Typewell will be deployed globally across 120 languages, it said in a statement. 

These primary elements are supported by “action graphics,” which add dynamism, drama, and emotion to images using LEGO elements instead of words. It was made from 58 LEGO elements.

It also used motion principles which are branded ways of transitioning, editing or moving design elements. OLA and Interbrand built these based on how people play with LEGO elements, including separating, dropping, and even mistakes based on how people play with the product.

“LEGO play offers the chance for discovery and invention, where you can always create something new from something familiar," said Thomas Holst Sørensen, global head of design at Our LEGO Agency. "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.”

“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,” added Oliver Maltby, executive creative director, and portfolio lead at Interbrand.

The wider design system is being rolled out globally across all product ranges and digital platforms. 

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