lego brand identity & experience

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Brand Identity& Experience


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Index

1. Introduction2. LEGO Brand Identity

3. LEGO Brand Experience4. Closing Remarks


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Introduction1.


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1. Introduction

One Voice.One Global Brand Identity.

The purpose of the LEGOBrand Identity & Experience is to supporta unique and globally consistent positioning of our brand.

As we increasingly expand our global presence, theLEGOBrand Identity needs to be homogeneousand durable across touchpoints, channels andmarkets. Ensuring a strong global LEGO BrandIdentity will contribute to creating long lastingbrand value in consumers minds, help us buildbrand trust and loyalty, expand into new markets

and target audiences, and contribute to deliveringpremium consumer experiences. By eliminatinginconsistencies in our brand identity, everycampaign or experience we offer will reinforcethe others, creating a virtuous circle of definitionand confirmation of our brand globally. If done

better than our competitors, our brand executionwill remain and expand as a sustainable position

The LEGO Brand Identity & Experience willdirect, inform and inspire consumer & shoppercommunication and contribute to the integrationof media channels and consumer touch points

by ensuring a coherent brand identity is beingcommunicated.

The purpose of the LEGO Brand Identity &Experience becomes to support a unique andglobally consistent positioning of our brand.


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Imagination - Creativity - Fun - Learning - Caring - QualityValues

Only the best is good enoughSpirit

Planet PromisePositive impact

People PromiseSucceed together

Play PromiseJoy of building. Pride of creation

Partner PromiseMutual value creation

Promises

Globalize and innovate the LEGO system-in-playAspiration

Inspire and develop the builders of tomorrowMission

1. Introduction


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Brand Identity & Exp

Time to get hands-on!

Just like a LEGO product, wed like you toyour very own LEGO Brand Identity & Exper

Follow the building instructions the first timbuild your model, as this will give you a funderstanding of what constituent parts mathe LEGO Brand Identity & Experience.

Once youve built the model, following the intions contained in this booklet, we encouragto create your own versions. As with any play experience, sometimes you need a redSometimes you need a green brick. Someyou need both. Its up to you how you combindifferent bricks and elements according toneeds. Just remember that the LEGO Brand Id& Experience always should be used as a st

point to ensure the LEGO Brand is positioneunique and globally consistent way.

LEGOBrand Framework

The LEGO

Brand Framework guides us as anorganization. It captures our:

Mission Aspiration Four stakeholder promises Spirit

Brand values

Its here we find our Play Promise Joy of Building,Pride of Creation. This is our promise to ourconsumers. But how do we actually authenticallydeliver on this promise?

This is where the building bricks of the LEGO

Brand Identity & Experience come into play.


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TheLEGOBrand Identity2.


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2. The LEGO Brand Identity

The Foundation: Introducing the LEGO Brand Identity

As a ladder, Brand Benefits build upon each other starting from the bottom and leading towardsdelivering on our Play Promise; they are influenced by the outside context (Target Audience & Marke

Target AudienceContext

Market Context

JOY OF BUILDING, PRIDE OF CREATION

Emotional Benefit

PLAY PROMISE

Functional Benefit

Product Truths


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Target Audience Context

Understanding the world in which our consumerslive enables us to identify what truly matters to ourtarget audiences, and help us ensure the LEGO

brand resonates with them.

Fun and Learning through PlayChildren learn about themselves, others and theworld through play. Childhood is a cherishedtime of fun and freedom, and an opportunityto develop skills like creativity and imagination.Parents are unified by a desire to raise happy

children and ensure they learn 21st century skillsto help them adapt in a changing world and shape

their lives happily. Moreover, parents and childrenare coming closer together through play.

Within this context our primary target audiences are:Children (age 1,5-11, boys and girls)who appreciatehands-on, minds-on activities like creative buildingand role playing.Adults (Shoppers) in their liveswho recognize theirrole in guiding children in a rapidly changing world.

Our secondary target audience is:

Adult Fans of LEGO(AFOLs) who, whether teensor adults, also enjoy hands-on, minds-on play likecreative building and role playing.


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Brand Benefits

Within the target audience context and the marketcontext, the LEGObrand value proposition builds on:

Product Truthsthat are original, relevant,credible and appealing to consumersFunctional Benefitsthat consumersgainas a result of using our productsEmotional Benefitsthat consumersfeelfromusing our products

Since we have two primary target audiences, namely

children and the adult in their lives (shoppers),the LEGO Brand Identity reflects a brand that isrelevant for both.

For ChildrenProduct Truths: It all fits the pieces can beexplored and put together in different ways.Functional Benefit: I cancreate whatever cool/cute*and exciting world I can imagine. Alone or with myfriends and family.

Emotional Benefit: I feelproud look what Ivcreated while I had fun.

For AdultsProduct Truths: Quality it is a thoughtfudesigned system in play, versatile, intuitive, rusable, and safe.Functional Benefit:My childgainslearning througplay by balancing challenges with my childcapabilities, fun, creativity and imagination.Emotional Benefit: I feelthat I am caring for m

child as I make a difference in his or her life develop happily.

2. The LEGO Brand Identity*For boys, 'cool' is an important functional bene t, whereas cute is impor


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Our Play Promise

Joy of Building,Pride of Creation.


As a ladder, Product Truths, Functional Benefits and Emotional Benefits build upon each otherand lead towards delivering on our Play Promise.


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Target Audience ContextFun and Learning through Play

Children learn about themselves, othersand the world through play. Childhood isa cherished time of fun and freedom, andan opprtunity to develop skills likecreativity and imagination.

Parents are unified by a desire to raisehappy children and ensure they learn 21stcentury skills to help them adapt in achanging world and shape their lives

happily. Moreover, parents and childrenare coming closer together through play.

Target Audiences:

Children (age 1,5-11, boys and girls)who appreciate hands-on, minds-on activ-ities like creative building and role playing.

Adults (Shoppers) in their liveswho recognize their role in guidingchildren in a rapidly changing world.

Secondary Target Audience:Adult Fansof LEGO(AFOLs) who,whether teens or adults, also enjoyhands-on, minds-on play like creativebuilding and role playing.

Market ContextCreative Play Experiences

We are in the business of Play. In thatspace we build a unique position withinCreative Play Experiences which fosterchildrens ability to have fun, develop skillsexpress themselves and socialize.

Although the need for play doesnot change, consumer preferences dochange over time. Todays playexperiences span the physical and digital

worlds of childrens daily lives, which putbrands under increasing pressure.

Competitive Landscape:

Global enablers of creativeplay experiences both online and offline.

Childrens wish lists there are many commonalities acrossmarkets, but also some differencesbetween local markets.

ChildrenI feel proud- look what Ivecreated while I had fun

JOY OF BUILDING, PRIDE OF CREATION

Emotional Benefit

PLAY PROMISE

Functional Benefit

Product Truths

ChildrenI can create- whatever cool/cute andexciting world I canimagine. Alone or with myfriends and family

ChildrenIt all fits- the pieces can beexplored and put

together in different ways

AdultsI feel that I am caring

- for my child as I makea difference in his/her life

to develop happily

AdultsMy child gains

learning through play- by balancing challenges

with my childscapabilities, fun,

creativity and imagination

AdultsQuality

- it is a thoughtfullydesigned system in play,

versatile, intuitive,re-usable and safe


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The LEGOBrand Experience3.


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Introducing the LEGOBrand Experience

While the LEGOBrand Identity brings depth to the description ofthe LEGO brand from a Consumer & Shopper point of view, the LEGOBrand Experience offers a set of five tangible guidelines for execution.This is how we want consumers to experience the brand and theseelements can be used and combined in many ways.

Remember the LEGO brand is also build through an open dialogue

and interaction with consumers who actively contribute to theinterpretation of the brand via social conversations, events or othertypes of experiences. When engaging consumers and shoppers inLEGO experiences, such experiences should also express the essenceof the LEGO brand by enabling participation, dialogue, co-creationand if possible drive further sharing of LEGO experiences.

Brand Identity & Exp


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dusty

childish for

simplified over com

disengaged talked do

restrained uncontrolled ene

Tone of voice

Too Little Just Right Too M

The way the brands personality writes and speaks. When usedacross touchpoints the LEGO brand speaks with one voice.

3. The LEGO Brand Experience:Tone of voice

boring playfully humorous

energetic and active

respectful and encouraging

inclusive and intuitive

human and authentic

relevant and contemporary

non-gender stereotypical, non-religious, non-political, non-prejudical, ethical


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Symbols

The strategic symbols of the brand. Strong symbols make it easier to gain recognition and encouragrecall one glance should be enough to be reminded of the LEGO brand.

3. The LEGO Brand Experience:Symbols

LEGOLogo

LEGO Bricks with theLEGO wordmark

on the studs. LEGO MinfiguresLEGO Knob

Configuration

Please note that the proportions and dimensions between the LEGObricks, the LEGO Minifiguresand the Knob Configuration have to be correct when used together.


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Visual Signatures

How the LEGO brand is visually communicated.

3. The Brand Experience:Visual Signatures

I

L , h L l , h L ri n l , h ric n n c nfi ur i n n h fi urin r r m r n / r c ri h h L r u . 3 Th L r u

i i i i . . .i

Gender balanced Energetic Proud moments

Amazement Trigger the mind Humorous


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Rit l


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Rituals

A way of doing things unique to the LEGOexperience, which can contribute to a sharedexperience among consumers and strengthen their bond to the LEGO brand.

The unique LEGO brand riShowing the finished mod

It links strongly to our branpromise, Joy of Building, of Creation. Additionally

ritual carries a social elein proudly showing the finmodel to friends, familycommunity.

3. The Brand Experience:Rituals

It

s as one of a kindas she is.

Its a garden, a pirate ship, a castle,an island, an enchanted forest and anepic adventure. Its exactly what shewants it to be.

Shes an explorer, a builder, adesigner, a creator and an inventor.Shes every child that ever spilleda bucket of LEGObricksonto thecarpet and made them her own.

Shes not just showing you what shemade. Shes showing you what shesmade of.

Its a LEGOthing.

LEGO, theLEGO logo, theLEGO Friendslogo, theBrick andKnobconfigurationand thefigurinesare trademarksand/orcopyrights of theLEGO Group. 2013TheLEGO Group

i i t i i . . .i :


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History


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History

How to use the LEGO Brand Identity & ExperienceNow that you have built the LEGOBrand Identity & Experience, its your job toensure it comes alive across local markets, channels and touchpoints.

Its up to you how you combine the different elements according to your specificneeds. Just remember that the LEGO Brand Identity & Experience always shouldbe used as a starting point to ensure the LEGO Brand is positioned in a unique

and globally consistent way.

Please keep in mind that Brand Development always must be involved during theearly stages of any LEGO brand initiatives.


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For questions, pleaseGlobal Brand Deve

Sara Riis-Ca+45 5

sara.riis.carstensen@L

LEGO and the LEGO logo are trademarks of the L2014 The L

lego brand identity & experience

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