Changes to LEGO packaging on the way as the company refreshes its brand identity

The LEGO Group is overhauling its brand identity with a full suite of ‘design elements’, with changes on the way to both physical products and digital experiences.

The company’s in-house creative arm, Our LEGO Agency (OLA), has partnered with brand consultancy Interbrand to devise a new design language that goes beyond just the LEGO logo, offering a ‘fluid and cohesive brand experience across all physical products and digital platforms’. The results include a new typeface, animations, graphics and more.

LEGO Typewell, for example, is a new font that will seemingly appear across LEGO packaging and LEGO.com – Interbrand says it will be rolled out globally across 120 languages – and is based on a typeface discovered in the company’s archives. It’s joined by another ‘font’ that recreates LEGO elements digitally, allowing designers to build illustrations, buttons and more to the same geometry as physical bricks.

That font could allow the LEGO Group to build a button from bricks in a store (for example), and then recreate it one-for-one digitally, easing the transition between physical and digital experiences. It’s just one of the ways in which the company is hoping to harmonise its brand identity through this new design language, which will also rely on ‘action graphics’ – made of 58 LEGO elements – to communicate emotions and dynamism without words.

The move towards visual storytelling was apparently a result of recognising that ‘the company’s youngest fans are still learning to read’, with specific design elements – LEGO minifigures, panels and speech bubbles – inspired by comic books.

Initial images shared by the LEGO Group and Interbrand suggest this new brand identity will result in a fresh take on LEGO packaging, with new info boxes in complementary or contrasting colours, and a redesigned storefront at LEGO.com. None of that is explicitly confirmed at the moment – the press release for this launch is basically clear as mud – but we’ll presumably find out for sure over the next few months.

“The LEGO Group has been the master of constant reinvention for 90 years,” said Thomas Holst Sørensen, Global Head of Design at Our LEGO Agency. “LEGO play offers the chance for discovery and invention, where you can always create something new from something familiar. 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.”

“The LEGO Group’s archives were a treasure trove of elements that contributed to crafting the final solution – a mix of storytelling pieces that we used to build out a full LEGO set just as iconic and timeless as the brick itself,” added Oliver Maltby, Executive Creative Director and Portfolio Lead at Interbrand. “The playfulness of the new identity reinforces the vision of the LEGO brand as a global force for learning through play.”

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