The LEGO Group Unveils a Bold New Design Identity: Building on Legacy, Inspiring Imagination.
Get ready to experience the iconic LEGO brand like never before! After 90 years of inspiring creativity and play, the LEGO Group has unveiled a fresh new design identity that blends nostalgia with innovation. In collaboration with Interbrand, the company has dug into its archives to revive classic elements, infusing them with comic book-inspired graphics and a dash of dynamism.
LEGO Unveils New Design System: A Milestone in Brand Evolution
The new design system, rolling out across all products and digital platforms, marks a significant milestone in the company’s evolution. By distilling its brand DNA into five core principles – design for your audience, build from its System-in-Play, tell stories, be playful and optimistic, and keep it simple – the LEGO Group has created a cohesive and fluid brand experience that speaks to its youngest fans on their own terms.
Comic Book Inspiration: Engaging Kids with LEGO Minifigures and Storytelling
The new design elements draw inspiration from comic books, featuring LEGO minifigures with speech bubbles and a panel approach to visuals, allowing kids to narrate their own stories and forge a deeper connection with the brand.
From Archives to Innovation: The Iconic Elements of LEGO’s New Design Identity
The LEGO Group’s archives yielded a wealth of design treasures, including the iconic “clutch system” and a new typeface based on vintage lettering. Action graphics made from 58 LEGO elements add a dynamic touch, while motion principles that mimic the joy of play complete the design system.
A Vision for Playful Creativity: Insights from LEGO’s Global Design Leaders
According to Thomas Holst Sørensen, global head of design at Our LEGO Agency, “The LEGO Group has been the master of constant reinvention for 90 years… Our new brand DNA reflects what is important for the LEGO brand – a beautiful, simple, and well-constructed system that unifies and breaks free the creative and playful expression of our brand and product experiences.”
Inspiring Generations: LEGO’s Revitalized Brand Experience for Creative Minds
Oliver Maltby, executive creative director at Interbrand, adds, “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.”
Get Ready to Build Your Imagination!
The LEGO Group’s new design identity is a testament to the power of creativity and innovation. As the company continues to inspire generations of children and fans, its refreshed brand experience is sure to delight and captivate audiences worldwide.
