Building the LEGO set of elements took over two years to complete. It was conceived then rigorously tested across different groups within the LEGO Group to ensure the system would be accepted across the organization. We tested the elements with six working groups that were used to pressure test the solution.

The LEGO vision is to help children learn through play. We thought about the barriers to play for children, researched modes of visual storytelling and recognized that the company’s youngest fans are still learning to read. The answer was found in the visual semiotics of comic books.

The language of comics had the power to attract and encourage storytelling. LEGO minifigures became the cast of a never-ending constantly adapting narrative owned by the individual who plays with the LEGO System in Play.

To deliver a more connected ecosystem, we dove into the LEGO archives to understand what makes them special. The solution was to build a full set of LEGO elements that could build cohesion and unlock creativity.

Each piece was painstakingly designed to work as part of a wider system. This included a new global Brand Typeface, LEGO Typewell™, available in 120 languages. A ‘Clutch System’ based on the brick, called LEGO Brick Pro which enables building anything digitally. Built as a font (or 130 glyphs). It can be used to quickly build crazy shapes, illustrations, and UX elements using the same geometry as the bricks.

Finally, illustrative ‘Action Graphics’ help add energy and emotion to storytelling. All these elements were brought to life authentically with Motion Principles based on how we all play with the LEGO brick.

The full LEGO brand identity establishes cohesion and builds recognition for the brand by fundamentally honouring the product, allowing creativity to flourish in display as well as in play. The new identity elements are already driving efficiency, consistency, and excitement inside the organization. This can already be seen across global markets, including in-store, packaging, marketing, and brand communications.