Joe is a regular freelance journalist and editor at Creative Bloq. He writes news and features, updates buying guides and keeps track of the best equipment for creatives, from monitors to accessories and office supplies.
We all know the Lego logo, but beyond that core brand asset, our favourite purveyor of coloured building bricks has been a little inconsistent in its branding. That's changing with the launch of a full brand identity built in-house brick-by-brick.
Covering physical products and digital, the playful new branding takes advantage of the recognisable form of Lego bricks to construct both digital and physical assets with an emphasis on learning through play. After the recentWhile the Lego logo has long been a consistent recognisable design element, the Danish toy brand found itself in need of a broader fluid and cohesive brand experience across all products.
Lego says that a massive 23 guidelines and 110 principles were whittled down to five key design principles: design for the audience, build from the system-in-play, tell stories, be playful and optimistic and keep it simple. The result is an identity that fits Lego's history – indeed, it might trigger nostalgia for anyone who grew up with the brand, but also feels fresh and modern.
Meanwhile the new typeface, Lego Typewell, is based on type discovered in the Lego company archive. Action graphics add dynamism, drama, and emotion to images using 58 Lego elements instead of words, while motion principles included branded ways of transitioning, editing or moving design elements, inspired by the way people play with Lego, for example separating and dropping the bricks.Daily design news, reviews, how-tos and more, as picked by the editors.
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