The Lego Group has launched its first full set of design elements in a bid to evolve its brand identity and build a more consistent design experience for its audience.

Crafted in partnership with global branding consultancy Interbrand, the new elements will look to bring the joy and pride of building and creating to life in a variety of new and innovative ways.

Working in partnership with the brand’s in-house creative and strategic agency Our Lego Agency (OLA), Interbrand has looked to bring consistency to the brand’s extensive ecosystem through the re-design.

“The Lego Group has been the master of constant reinvention for 90 years. Lego play offers the chance for discovery and invention, where you can always create something new from something familiar,” said global head of design, Thomas Holst Sørensen.

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“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.”

Pursuing its key brand vision of helping children learn through play, the new design elements prioritise visual modes of storytelling, incorporating minifigures, cells and speech bubbles, as well as action graphics to ensure better connection.

Interbrand ECD portfolio lead, Oliver Maltby added: “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.

“The playfulness of the new identity reinforces the vision of the brand as a global force for learning through play.”