The LEGO Group collaborated with Interbrand to create a new design identity. The red brick logo is a powerful, recognizable design, but we needed a system that could be used flexibly across digital platforms. As a brand that does a lot of collaborations, it would have needed an identity that would be more memorable.

Our LEGO Agency (OLA), the LEGO Group’s in-house creative and strategy agency, has been working with Interbrand for two years to build a design ecosystem. OLA and Interbrand explored ways to grow brand equity within the design ecosystem that has formed over the company's history.

They found 'storytelling' as a delivery method suitable for the LEGO Group's vision of 'helping children learn through play'. A young fan who was still learning about the world started by creating stories with Legos.

We established principles to keep our new visual identity consistent. We established design principles consisting of ‘Design for the Audience’, ‘Create as a System-in-Play’, ‘Tell a Story’, ‘Be Playful and Optimistic’, and ‘Simple’. Based on this, we created 23 guidelines and more than 110 individual principles.

LEGO System-in-Play is a system that allows you to express LEGO's clutch system with 130 glyphs that represent LEGO blocks in a digital environment. LEGO Typewell, a proprietary typeface created with Colophon based on typefaces discovered in the company's archives, will also be available in 120 languages around the world. Action graphics made from 58 Lego elements with motion based on the way people play with Lego. This included separating blocks, dropping them, and even making mistakes.

“For 90 years, the LEGO Group has been a master of constant reinvention,” said Thomas Holst Sørensen, Global Head of Design at OLA. “Lego play provides opportunities for discovery and invention, always creating something new from the familiar.”

When you think of Lego, you think of square blocks and clutches towering over them. The iconic block silhouette seems to have been somewhat toned down in this update. It seems that the size of the block, which is the minimum unit, has become smaller so that it can be used in various digital environments, but it seems to be somewhat difficult to determine whether the result of combining blocks is made of Lego or not. It feels dull, neither pixel nor real.

More and Sources

• https://interbrand.com/newsroom/building-beyond-the-bricks-the-lego-group/