Lego evolves brand identity, launching first full set of design elements [Video]

The cohesive and refreshed assets are being rolled out globally with the hope of creating a more consistent experience for its audience.

Beyond its logo, Lego has embarked on a complete design refresh and evolved brand identity to give its comms a more coordinated feel across all aspects of the business.

Over the past couple of years, the Lego Group’s in-house creative and strategic shop, Our Lego Agency, in partnership with Interbrand, has created a set of ownable design elements that will encompass everything from physical products to its digital presence.

At the core of the branding is still the vision of helping kids learn through play. With this audience in mind and knowing that a vast majority of its young customers are still developing their reading skills, the team researched different modes of visual storytelling.

What stood out was the visual language used in comic books, which the creatives …

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