Case Study: LEGO Group builds a cohesive, playful brand system with Interbrand

LEGO Group streamlines brand identity with Interbrand, consolidating 23 guidelines and 110+ principles into 5 design principles

The LEGO Group faced the challenge of evolving its highly recognizable brand to create a cohesive and fluid experience across its vast range of physical products and digital platforms, especially for its youngest fans who are still learning to read. To address this, they partnered with the vendor Interbrand.

Interbrand, working alongside The LEGO Group's internal agency, developed a new set of ownable design elements inspired by the visual storytelling of comic books. This solution was consolidated into five key design principles. The outcome was an enhanced brand identity that built increased global recognition and drove efficiency, consistency, and excitement both inside and outside the organization, according to Interbrand.

LEGO Group