It began with a vision: to strengthen LEGO’s visual expression across its diverse brand ecosystem—creating a unified identity that seamlessly connects physical, digital, and entertainment experiences. The LEGO Group teamed up with Interbrand to create a new, flexible, Visual Identity. I was an in-house team member that helped drive this project to fruition. 

With products sold across 130+ countries, LEGO has become a universal touchstone of creativity and play. Almost everyone has a cherished story, memory, or connection tied to the brand. Our mission was to craft a more cohesive and immersive design experience—one that resonates as deeply as the brand has throughout their 90 years of play. The LEGO System-in-Play empowers kids and adults to build and rebuild, with the endless possibility of creativity. The core of this system? The iconic LEGO brick.

First things first, we created our official brick-inspired font, in partnership with Typeface Design Colophon. Next, a brick “clutch system” created, also in the form of a font, that allows anyone with a desktop to digitally build. We simplified the brick to it’s graphic silhouette, consolidating the collection down to 130 glyphs. With this, shapes, illustrations, and other possibilities can be built—connecting the physical form to digital experiences. Action graphics add dynamics, drama and emotions to storytelling. Motion principles established to reinforce the behavior of the brick across touch-points. With this new visual identity established, it’s just the beginning to what we can create.