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

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.