Based in Denmark, Lego is an iconic producer of plastic construction toys. The brand’s logo has gone through many different iterations since the company’s inception in the 1930s. The current logo design was introduced in 1998.
Although it is basically a revision of the 1972 logotype, the current Lego logo bears two essential ingredients of the seventies version that made the brand so recognizable: the solid crimson background and the playful, bold sans-serif font.
Compared to the previous visual identity, the current logo boasts a narrower inscription and more saturated shades, while the letters are brought closer together. The trademark white wordmark has remained the same, as has the black and yellow outline.
This refreshment - “graphical tightening” as the company refers to it – resulted in a more polished and professional look. It also made the logo more applicable to different media carriers.
Lego logo’s signature color palette has been unchanged for decades. However, to usher the company into the twenty-first century, the hues were given a vibrant, bold treatment, keeping the well-known mood and the composition of the overall image.
The red, black, yellow and white combination was industry-leading and visionary when it was introduced. Numerous toy brands were emulating this palette, as it was closely associated with a child’s unlimited creativity and powerful imagination.
Incidentally, these bright, attention-grabbing colors are the basic hues of Lego sets of interlocking bricks.
This gives Lego’s logo a distinctive advantage over their competitors and a head start on future trends and the market’s ever-changing moods and requirements.
The brand name and logo wording are rooted in the meaning of the term “lego,” which is derived from the Danish phrase “leg godt” which means “play well.”
The current typeface originates from the font made in 1950s. Although somewhat similar to the original, today’s font is even less formal, more “bulky” and corresponds well to the meaning of the term.
The main portion of the logo’s font is white, the inner outline is black and the outer outline is yellow. This double border closely follows the shape of the rounded lettering, adding a playful and friendly tone to the logo as a whole.
The current typeface – now officially dubbed “LEGO font” – contributes to a better digital display and reproduction on different channels.
The entirety of the brand’s logo, as well as its specific elements, are considered to be a direct nod to the company’s plastic interlocking brick sets. The square shape of the red background calls to mind the square blocks that serve as the basis for any Lego’s construction set.
Much more substantial than previous versions, Lego’s current logo conveys a notion of fun that aligns perfectly with the brand. By creating a visual tie with their product in an eye-catching way, the company’s flashy presentation wins over their main demographic: children.
Another important consideration in favor of this logo is that its large size, vibrant colors and quirky typography make it stand out quite visibly in a sea of competitors.
When placed on a toy store shelf, Lego sets are immediately recognizable. This great visibility and recognizable quality allows undecided buyers to notice the well-established, trustworthy brand that Lego is and help them with their purchase decision.
Logo’s role in brand recognition bolsters the company’s sales and creates an emotional connection with consumers who, in this logo, see the embodiment of company’s values and reliable offering.
On their official website, Lego states that its brand belief is that “children are our role models,” while its mission is to “inspire and develop the builders of tomorrow.”
Among their promises, the company states the play and people promise as two cornerstones of their brand framework.
When it comes to the play promise statement, the company copy writes as follows:
“We know that play is vital to every child’s development. When children play, they learn to solve problems, to be creative, and to become resilient. It helps them thrive in a complex and challenging world.”
The joy of building and the pride of creation, creativity, fun, learning, education, quality and imagination – these are the foundations of the company. Lego’s products were declared the defining toy of the twentieth century on multiple occasions.
As such, their logo owes its success to the reputation that precedes it.
With its laidback typography, vivid colors and instant recognizability, the Lego logo is a telling example of how important it is to update a logo’s visual identity based on the given era, while maintaining the brand’s tradition and core values.