LEGO was founded in 1932 in Denmark and has a history of 87 years. LEGO has established a good brand image for the public for a very long time, and it’s brand logo has considerable impact on it. Lego’s logo is one of the most recognisable logos in the whole world. It took an extended period to develop.
In 1932, Ole Kirk Kristiansen set up a business in the village of Billund. At the beginning, the company was active in making ladders, ironing boards, stools and wooden toys. His 12-year-old son, Godtfred Kirk Christiansen, began working alongside him. In 1934, Ole’s company and its products adopted the name LEGO, an abbreviation of the Danish word “leg godt,” which means “play well.” Despite the first corporate logo, the logo was used only for communications, shipping labels and other printed materials, not on toys. From 1934 to 1946, the lego group made wooden toys only.The logo is just a label printed on a wooden toy to indicate the manufacture.
In the next 12 years, the brand was not yet mature. Lego had changed the LOGO frequently, but the text-based design style remained unchanged. Because of the use of serif font, the logo looks classic which can also make viewers feel the company has a sense of elegance and sobriety.
The first plastic lego Bricks came out in 1949, called Automatic Binding Bricks. From 1953, the word “LEGO” started to appear on every Lego brick.
The three logos are used for Lego. In order to make customers see the LEGO in many other brand’s products, they changed the serif font to sans serif font. Personally, the logo encourages the brand to have a sense of science and technology. LEGO may not sure about its brand positioning, so they have changed the logo a lot.
In 1953, the overall shape of the lego LOGO became an oval, or rugby ball. It started to convey the message that lego is a brand of toys.
Lego logo from 1953 to 1958 is a classic “dog bone” font which looks cute and childish. The standard color of the LOGO has not been unified yet. The “system” in the LOGO emphasizes LEGO is different from other building block toys. A fire in 1960 led the lego group to end its era of wooden toys and focus on plastic. In 1961, lego began production in North America, beginning the process of globalization. In 1969, lego launched the home depot line for the smallest players, 1.5 years old, which is twice the size of lego bricks and easy for young children to play with. At this time, the LOGO has taken the classic red color of bricks as its standard color, and changed the “system” to gold script.
Starting in 1973, the Lego logo began to resemble the modern version. As a text badge logo, it becomes simpler and more eye-catching and easier to spread. Most importantly, the logo removes the text like system, leaving only “LEGO”.
Blakemore, Erin. “The Disastrous Backstory Behind the Invention of LEGO Bricks.” History.com, A&E Television Networks, 21 Sept. 2017, www.history.com/news/the-disastrous-backstory-behind-the-invention-of-lego-bricks.
“Cubic Promote.” Blogging on Design & Marketing, www.cubicpromote.com.au/blog/history-lego-logo/.
Eduardo, et al. “Evolution of the LEGO Logo.” Logo Design Love, 21 Mar. 2019, www.logodesignlove.com/lego-logo.