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.

As part of the roll out, we wanted a simple way to encourage creative usage of the new LEGO visual elements, to show how they could be used to connect the wider LEGO ecosystem.

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 the brand 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, which is now available in 120 languages. A ‘Clutch System’ based on the brick called LEGO Brick Pro enables building anything digitally, functioning as a font (or 130 glyphs). It can be used to quickly build crazy shapes, illustrations, and UI elements using the same geometry as the bricks. Finally, illustrative ‘Action Graphics’ help add energy and emotion to storytelling.

To encourage usage of the system, we created a series of posters that would be displayed in LEGO offices to inspire employees to use the new elements in creative ways. We took LEGO franchise characters and remade a series of iconic film posters that showed an inventive combination of the new elements.

The full LEGO brand identity establishes cohesion and builds recognition for the brand by fundamentally honoring 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.

This poster series presents the new system in a light-hearted and creative expression which sets the tone for all communications being created by internal teams at the LEGO Group.