Global toy brand Lego unveils re-design of its key branding elements

By our African Marketing Confederation News Team | 2024

Company worked with Interbrand to evolve its brand identity and build a more consistent design experience.

Lego, the iconic global toy brand, has launched its first full set of design elements in an effort to evolve its brand identity and build a more consistent design experience for its audience.

Developed in partnership with branding consultancy Interbrand, Lego says the new elements will “look to bring the joy and pride of building and creating to life in a variety of new and innovative ways”.

Photo: Lego Group

Interbrand worked with extensively with Our Lego Agency, which is Lego’s in-house creative and strategic agency on the project. The aim was to bring consistency to the brand’s extensive ecosystem through the re-design.

“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,” says the company’s Global Head of Design, Thomas Holst Sørensen.

“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 new design elements prioritise visual modes of storytelling, incorporating mini-figures, cells and speech bubbles, as well as action graphics to ensure better connection.

Adds Interbrand’s Oliver Maltby: “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 [design] set just as iconic and timeless as the brick itself.

“The playfulness of the new identity reinforces the vision of the brand as a global force for learning through play.”

Lego ranked world’s most reputable company

Meanwhile, the Lego Group has been ranked as the most reputable company in the world in the annual Global RepTrak100 survey released by RepTrak, the US-based corporate reputation management specialist.

This is the second consecutive year that Lego has been ranked number one, and the eighth year in a row that it has been ranked in the top three.

For the study, RepTrak gathers data on a variety of elements of reputation. These include environmental, social and governance (ESG), workplace fairness, leadership and branding.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.