The Jeuns

“Evolution of Brand Identity: LEGO Group Introduces New Design Elements in Latest Full Set”

April 9, 2024 | by The Jeuns

The LEGO Group has experienced phenomenal growth in recent years, solidifying its position as one of the world’s most beloved companies. While the LEGO logo has always been a recognizable design element, the brand recognized the need to offer a seamless and unified brand experience across all physical products and digital platforms.

With a strong focus on attention to detail and quality, the LEGO Group saw an opportunity to enhance the connection within its existing ecosystem. Over the past two years, the LEGO Group’s in-house creative and strategic agency, Our LEGO Agency (OLA), collaborated with Interbrand to bring consistency and connectivity to all brand experiences across its ecosystem. Together, OLA and Interbrand developed a set of design elements that the LEGO Group could own, evolving its brand identity across all products and digital platforms.

Delving into the company’s history, OLA and Interbrand sought to elevate brand equity by highlighting the company’s commitment to helping children learn through play. Recognizing that young fans are still learning to read, the team researched visual storytelling methods and drew inspiration from the semiotics of comic books. This led to the incorporation of LEGO minifigures, cells, speech bubbles, and Action Graphics into the brand experience. These visual tools allow users to create their own narratives and evoke emotions when engaging with LEGO products.

Overall, the collaboration between OLA and Interbrand has not only strengthened the LEGO Group’s brand identity but also enhanced the brand experience for consumers across various touchpoints. By leveraging elements of visual storytelling, the LEGO Group continues to engage and inspire its audience, solidifying its reputation as a global leader in the toy industry.

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