Meet LEGO’s first official, global brand identity.
KISP: Keep it simple and playful!
LEGO's brand transformation has been epic. After years of scattered sub-brands, there’s finally a unified global identity launched in 2024—a project that The LEGO Group undertook together with one of their partner agencies, Interbrand. I joined when custom typefaces like LEGO Typewell and Brick Pro were already in motion, with my job being to refine and bring this brand to life.
Beyond looking good on paper, I've stretched the new identity across packaging, graphics, motion, ads, stores, and merchandise. Sitting in the masterbrand team as a brand governance guru, I've also updated franchises like LEGO Classic, VIP, Ninjago, and Dreamzzz (and more to-be-announced) to align with the new identity.
The result? A playful, consistent LEGO brand that's fresh yet familiar. Brick-building, reimagined!
Please note that what you see here are mostly concept work and copyrighted—do not take or use for any purpose.
The video above has been taken from LEGO’s Instagram account, a podcast idea where I featured in.
The final animation above has been executed by LEGO’s partner agency, Hello Monday.
LEGO's new brand identity is a playful revolution. Custom fonts like LEGO Typewell and LEGO Brick Pro (created by Colophon Foundry) aren't just typography—they're storytelling tools. By transforming type into shapes, backgrounds, and patterns, and adding interactive elements, the brand stays true to its youthful spirit while feeling fresh and modern. It's LEGO, evolved!
But I didn't want to stop there. I challenged myself to design systems that break the mould—dynamic, unexpected, and with stories coming to life through brick-clicks. As one of the earliest projects to introduce the new brand identity within the company, I proposed and created merchandise to be given to each team, showcasing the new brand elements. After all, employees are a company’s natural brand ambassador!
As LEGO is a product-focused company, it’s very important to create systems that tie experiences, whether in packaging, digital, retail materials, or campaigns.
The box series sample above was executed by LEGO’s partner agency for the rebrand, Interbrand. The similar idea is used for LEGO Classic , which I worked on and >> you can view here <<.
LEGO is also segmenting more and more into the adults market, it’s crucial to look how the new identity could be applied in ‘grown up’ ways while still keeping the feeling of fun and play. Deeper colours, gradients, textures, it’s still underway—pixel by pixel brick-by-brick.
Finally, I did a photoshoot with actual employees for >> LEGO’s Brand Promises <<. Capturing genuine moments and work environments, these images were the first public peek at the brand's new direction already in mid-2023: authentic visuals that not only embodied the LEGO brand, but also set the tone for recruitment campaigns from 2024. Real people, real stories—that's the new LEGO vibe.
>> Read about Interbrand’s – the partner agency for this global rebrand - take on the project. <<
>> Read about the brand identity project on design sites, e.g. CREATIVEBLOQ. and CREATIVE BOOM. <<
>> Read about a LEGO fan’s take on the new identity. <<
Brand identities & strategies // Brand governance // Packaging // Experience design // Visual, product and motion design // UX // Campaigns // Art direction // Photography // MORE
