A new visual identity and campaign were created to empower LEGO colleagues to better understand, protect, and represent the brand.
Visual Identity
& Campaign
Brick by Brick: Empowering LEGO Colleagues to Build and Protect the Brand
The campaign focused on educating employees about the importance of brand consistency, offering clear guidelines on logo usage, color schemes, typography, and imagery. Through engaging materials and interactive sessions, colleagues were encouraged to embody the LEGO brand in every aspect of their work, ensuring a unified and authentic representation across all touchpoints. This initiative helped reinforce LEGO’s core values and maintained the integrity of its iconic identity, fostering a stronger, more cohesive brand presence worldwide.
LEGO Brand Builders: Sharing the Spirit, Shaping the Legacy
As part of the initiative to strengthen LEGO’s brand integrity, a dynamic social campaign was launched to engage employees across the company in the brand’s ongoing evolution. The campaign encouraged LEGO colleagues to share their personal connections to the brand and highlight how they actively uphold LEGO's values and visual identity in their daily work.
Robert Galt
