lego identity

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10

Manual for The LEGO®

Corporate Visual Identity

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 2Contents | LEGO® CVI Manual 2010

INTRODUCTIONIntroduction ➜ ..................................................... 3

1. DESIGNELEMENTS The official LEGO® logo ➜ .............................. 4Corporate Colours ➜ ....................................... 5The Core Graphic Identity ➜ ......................... 7The DUPLO® Brick ➜ ......................................... 9The System Brick ➜ .......................................... 10The Knob Configuration ➜ ............................. 11The Minifigures ➜ ............................................... 12The Minifigures Colours ➜ ............................. 13

2.TYPEFACELEGO Typeface ➜ .............................................. 14LEGO Chalet ➜ ................................................... 15LEGO Chalet Comprime ➜ ............................ 17Verdana ➜ ............................................................. 18

3.DESIGNEXAMPLESLetterhead, Envelopes, Address Label ➜ ................................................ 19Business Cards ➜ .............................................. 20ID Card ➜ .............................................................. 21E-mail Signature ➜ ............................................ 22PowerPoint Templates ➜ ................................ 23Poster ➜ ................................................................ 24Banners ➜ ............................................................. 25Flags ➜ .................................................................. 26www.LEGO.com ➜ ............................................. 27Postcards ➜ ......................................................... 28Calendar ➜ ........................................................... 29Car ➜ ...................................................................... 30Reception Area ➜ .............................................. 31Give-away ➜ ........................................................ 32

CONTACTDETAILSANDUSEFULLINKS ➜ .................................. 33

TABLEOFCONTENTS

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 3Introduction | LEGO® CVI Manual 2010

In this document you will find relevant information on how to use the new LEGO® Corporate Visual Identity.

You will find information on how to use the concept graphic and examples of the graphic used on different materials.

You will find all graphic elements on LEGO® ADAM (image server bank) under LEGO General in a LEGO Corporate Visual Identity folder.

For more information please see The LEGO Brand Manual and Contact details ➜ on page 33.

INTRODUCTION

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8 mm

8 mm

1:5

***

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 4

ILLUSTRATIONSOFTHEOFFICIALLEGO®LOGO,OFFICIALCOLOURSANDSIZE

Design Elements | Chapter 1 | LEGO® CVI Manual 2010

#7.Official LEGO logo colours (rule 3)

#5.Border protection: 1/5th logo’s size (rule 5)

#6.The four-colour printing method: magenta, yellow and black

#4.Minimum print size: 8x8 mm (rule 8)

#3.Outlined LEGO logo.Upward embossing only(note 3)

#2.Black and white LEGO logo.Downward embossing only(notes 1 and 2)

#1.The official LEGO® logo (rule 1)

CorporateRedPantone485CCMYK: C0 M100 Y100 K0RGB*: R220 G0 B20NCS**: S1085-Y90RRAL**: 3020Pantone textile: 18-1763 TC

YellowPantoneYellow012CCMYK: C0 M0 Y100 K0RGB*: R255 G243 B0NCS*: S0580-YRAL**: 1021Pantone textile: 13-0858 TPX

CorporateBlackPantoneBlackCMYK: C0 M0 Y0 K100RGB*: R0 G0 B0NCS**: S9000-NRAL**: 8022Pantone textile: 19-4006 TC

CorporateWhitePantoneWhiteCMYK: C0 M0 Y0 K0RGB*: R255 G255 B255NCS**: S0500-NRAL**: 9003Pantone textile: 11-0601 TC

*** RGB colours are only to be used on monitors. Not for converting.*** The NCS (Natural Colour System) and RAL values are only to be used as

overall guidelines. Always use the Pantone colour as benchmark.***NOTIDENTICALTOOFFICIALCORPORATEYELLOW.SEENEXTPAGE.

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CorporateRedPantone485CCMYK: C0 M100 Y100 K0RGB*: R220 G0 B20NCS**: S1085-Y90RRAL**: 3020Pantone textile: 18-1763 TC

CorporateYellowPantone109CCMYK: C0 M15 Y100 K0RGB*: R255 G207 B0NCS**: S0575-Y05RRAL**: 1021Pantone textile: 13-0859 TC

CorporateYellowDarkPantone124CCMYK: C8 M27 Y100 K0RGB*: R233 G172 B0

CorporateBlackPantoneBlackCMYK: C0 M0 Y0 K100RGB*: R0 G0 B0NCS**: S9000-NRAL**: 8022Pantone textile: 19-4006 TC

CorporateWhitePantoneWhiteCMYK: C0 M0 Y0 K0RGB*: R255 G255 B255NCS**: S0500-NRAL**: 9003Pantone textile: 11-0601 TC

CorporateGreyLightPantoneCoolGrey3CMYK: C0 M0 Y0 K15RGB*: R190 G190 B190

CorporateGreyPantone421CCMYK: C0 M0 Y0 K30RGB*: R172 G172 B172NCS**: S5502-BRAL**: 7038Pantone textile: 14-4102 TC

CorporateGreyDarkPantone424CCMYK: C0 M0 Y0 K60RGB*: R100 G100 B100

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 5Design Elements | Chapter 1 | LEGO® CVI Manual 2010

THECOLOURSUSEDINCORPORATEVISUALIDENTITY

*** RGB colours are only to be used on monitors. Not for converting.*** The NCS (Natural Colour System) and RAL** values are only to be used as overall guidelines.

Always use the Pantone colour as benchmark.

***NOTIDENTICALTOOFFICIALLEGOLOGOYELLOW.SEEPREVIOUSPAGE.

***

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THEOFFICIALLEGO®CORPORATECOLOURS–SECONDARY

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 6Design Elements | Chapter 1 | LEGO® CVI Manual 2010

THEOFFICIALLEGO®CORPORATECOLOURS–PRIMARY

These secondary colours are thought of as an addition to our range of primary colours and must be used with extreme care. They must never be used alone, or in the role of the primary or most visible colour in any communication.

For colour specifications please see The LEGO Brand Manual. See Contact details ➜ on page 33.

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THECOREGRAPHICIDENTITYISMADEUPOFFOURELEMENTS

• Minifigure• LEGO® brick• DUPLO® brick• Knob grid

All the elements must have the same size in relation to each other.

If you want to create greater depth, use the size difference between the minifigure and the other elements.


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The disposition of the graphic is adjustable to size and message.

CONCEPTCOREGRAPICHS


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The stroke of the outlined DUPLO® brick is used in the colours grey, corporate red, corporate yellow or white.

When the DUPLO brick is used in solid colour, you can not convert the outlined version as there is a significant difference where the knob meets the brick.

SCALEScaling must follow size of the other elements. By use of the outlined version the stroke thickness must follow the scale.

THEDUPLO®BRICK


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The 2x4 LEGO® System brick must follow the size of the DUPLO® brick and the knop grid.

STROKEPlease be aware that you cannot convert the full-colour brick to an outlined version.

THESYSTEMBRICK


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The LEGO® knob grid must follow the size of the other elements.

NEGATIVE–POSITIVEWhen using the knob grid on dark surfaces use the white knob grid instead of the grey.

2X4KNOBWhen there is not enough space, it is possible to exclude the 2x4 knob configuration. When it is used, however, all 8 knobs must be visible, though it is also possible to crop the configuration.

STROKEThe thickness of the stroke must be 0.4 pt on white and grey knob grid.1.2 pt on the red knob grid in scale 1:1.

THEKNOBGRID


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THEMINIFIGUREISMADEIN13DIFFERENTPOSES:The first 9 minifigures shown are meant to be used in the same level as the brick or closer to it.The last 4 minifigures shown are meant to be used in elevated position, e.g. standing on a brick.

SIZESOFMINIFIGUREThere are made 3 different sizes:100%, 200% and 1.000%.

Always use the 100% version for most printed materials, to scale of max. 150%.

Always use the 200% and 1.000% for bigger materials as wallgraphics.

To ensure the right thickness of the stroke. Both versions have the same stroke thickness.

MINIFUGURES


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The minifigure can be used in all LEGO® corporate colours.

THEYELLOWMINIFIGUREISFORPRIMARYUSE.Othercoloursareforsecondaryuse.

MINIFIGURESINCOLOURS


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Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 14LEGO® Typeface | Chapter 2 | LEGO CVI Manual 2010

DESIGNERANDGENERALOFFICEUSE1. Designers: LEGO® Chalet 60, 80 and Comprime

used on LEGO communications internally and externally.

2. Generalofficeuse:LEGO Chalet 60 is to be used on headlines, in body text and for other general purposes.

3. Specialuse:LEGO Chalet 50 may only be used in heavy text documents – eg. LEGO Life, the Annual Report, etc.

4. Specialuse:LEGO Chalet 70, 80 and all Italics may only be used on headlines and for calling attention to important information.

These fonts may not be used in body text because they are difficult to read.

5. Special use: LEGO Chalet Comprime is the standard typeface on MACs, not on PCs. Chalet Comprime may only be used on headlines and for calling attention to important information.

These fonts may not be used in body text because they are difficult to read.

In some special cases, you might need to contact Global IT for a special typeface. See Contact details ➜ on page 33.

WEBUSE1. Generaluse:Verdana is the default dynamic web

typeface for body text.2. Specialuse:LEGO Chalet 60 and 80 are for limited

use on web-based graphics (non-dynamic text) only.

The LEGO Chalet typeface is available for both PCs and MACs on LEGO® ADAM (image server bank). See Contact details ➜ on page 33.

THEOFFICIALCORPORATETYPEFACEOFTHELEGOGROUP

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LEGOCHALET50 LEGOCHALET60

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LEGOCHALET80 LEGOCHALETEXTRALEGOCHALET70

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VERDANA

PLEASENOTETHAT:Verdana is for web use only.

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LEGO System A/SGlobal Purchasing

Aastvej 17190 Billund

DenmarkTel.: +45 7950 6070

LEGO.com

CVR-nr: 47458714Den Danske Bank · Holmens Kanal 2-12 · DK-1092 Copenhagen KTelex 27000 · S.W.I.F.T.: DABADKKK · Kontonr.: 3100-3016487031

Chloe Freason123 Kings Road1WT 209 LondonEngland

Dear Chloe!Del eummolo rperosto duis adipit lobore dipsum quis num atincilisi. Raestie minibh ex euip etue conulpu tatet, cor sustinit lor sissequis erciliqui ex euisi. Si. Ibh eumsan ullaorerci blaor inis niat ut numssan hendio dolore tem zzriuscil ex ea faccum zzriusto ent la faccum nie eugue doloreet iureriusto conumsan ver sim quat vel utem nisl er dolore tie tat lortis dion.

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Kind regards

Woodrow Wilson K

Confidential information | ©2010 The LEGO Group | All rights reserved | Date 28.05.10 19Design Examples | Chapter 3 | LEGO® CVI Manual 2010

EXAMPLESOFLETTERHEAD,ENVELOPE,ADDRESSLABEL

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Johnny Marius Balsgaard PedersenWarehouse Assistant

Manufacturing & TransitionKOM Warehousing

Direct +45 7950 7705Mobile +45 2030 8253Company +45 7950 [email protected]

LEGO System A/SGlobal PurchasingAastvej 17190 BillundDenmark


EXAMPLESOFBUSINESSCARDS

Design Examples | Chapter 3 | LEGO® CVI Manual 2010

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Name Sirname50500

Photo

LEGO System A/S

ChaletLondonNineteenSixty 9 pt

Size 25 x 32 mmCorner radius 1.9 mm

4 mm

4 mm

37,25 mm

ChaletNewYorkNineteenSixty

9 pt

Name Sirname50500

Photo

LEGO System A/S


EXAMPLEOFIDCARD

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e-mail signature · legO® cOrpOrate identity · In-house agency 2008

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Ann HeidingerManagerMarketing Communication

Direct +45 7950 5050 Mobile +45 2030 5050E-mail [email protected]

LEGO System A/SAastvej 1DK-7190 BillundDenmark

Company +45 7950 6070www.LEGO.com

This email message contains confidential information and is intended only for the individual named. If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediately by e-mail if you have received this e-mail by mistake and delete this e-mail from your system.


EXAMPLEOFE-MAILSIGNATURE


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At. Magnit ea feu facillan hendre tat, quat, volum euguero dolut wismod tatummy nullut utpat, quipit il utat. ulla feugue commod te tie.

©2009 The LEGO Group - PPT owner - pagina - 2 ©2009 The LEGO Group - PPT owner - pagina - 2

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©2009 The LEGO Group · JH · 2

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Corporate Identity2 - A new presentation

©2009 The LEGO Group · JH · 2


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Corporate IdentityA new presentation

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