By honouring the brand’s heritage and the product with a set of clear design elements, it is able to create a consistent brand experience for its evolving audience. Its enhanced brand identity is building increased global recognition for the brand and already driving efficiency, consistency, and excitement inside and outside the organisation.
Challenge
The LEGO Group has seen incredible growth over the last two decades which has cemented them as one of the world’s most loved companies. The LEGO logo has always been a consistent recognisable design element but the brand needed to be able to offer a fluid and cohesive brand experience across all physical products and digital platforms.
What we did
The LEGO Group’s in-house creative and strategic agency, Our LEGO Agency (OLA), in partnership with Interbrand created a set of design elements that the LEGO Group could own to evolve its existing brand identity across all physical products and in the digital world.
Recognising that the company’s youngest fans are still learning to read, Interbrand and OLA researched modes of visual storytelling. They found a promising answer in the semiotics of comic books and replicated these design elements when creating the brand experience.
Both agencies worked across the entire brand portfolio, connecting the dots between the business; ultimately assessing 23 guidelines and over 110 separate principles. They consolidated these into five key design principles (Design for your audience, Build from its System-in-Play, Tell stories, Be playful and optimistic, and Keep it simple).
Recognising that the company’s youngest fans are still learning to read, Interbrand and OLA researched modes of visual storytelling. They found a promising answer in the semiotics of comic books and replicated these design elements when creating the brand experience.
Both agencies worked across the entire brand portfolio, connecting the dots between the business; ultimately assessing 23 guidelines and over 110 separate principles. They consolidated these into five key design principles (Design for your audience, Build from its System-in-Play, Tell stories, Be playful and optimistic, and Keep it simple).
IDENTITY
Outcome
“Our new brand DNA reflects what is important for the LEGO brand. It is a beautiful, simple, and well-constructed system that both unifies and breaks free the creative and playful expression of our brand and product experiences.”
Thomas Holst Sørensen, former Global Head of Design at Our LEGO Agency.
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More work
![Collage displaying a cosmetics store featuring bright signage and products. A grid of illuminated panels above displays close-up images of faces and skincare products along with the brand names "SKIO" and "KOSE." The display is framed by a magenta-colored geometric structure. Additional images depict product displays with magenta accents and a storefront with neon signage reading "MATS JKIYO MAKE" and "カワイイ" [Kawaii - Cute] in Japanese. An animated cartoon character stands against a bright yellow background.](https://d338ucc43w64ir.cloudfront.net/wp-content/uploads/2025/10/11152826/12-04915-2023BC.0987860_CO.jpg?format=auto&width=3840&quality=75)
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