Lego Identity System Redesign
Lego, a globally recognized brand synonymous with creativity and play, has maintained a consistent identity system since its establishment in 1932. Despite the current logo's instant recognizability, there is a need for a redesign that aligns with the brand's values and modern aesthetic, fostering a stronger connection with new customers while preserving its core values of creativity and playfulness.
Existing Logo/ New Logo Design
Colours
The logo retains traditional colors but uses black, red, and white as predominant colors, with yellow as a secondary color. The logo's playful nature connects the characters.
Design Systems
Process Work
