Lego's vibrant new brand identity feels both nostalgic and timeless

Lego branding
(Image credit: Lego)

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 recent Lego AI controversy, it seems like a good idea to make sure everyone's on message with a cohesive design language.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.