instruction set
part list
1
2
Brick by Brick
1.3 Building Blocks 1.5 Groundwork 1.7 Us Versus Them
The Identity 2.3 2.5 2.7 2.9
Core Elements Legal Mark & Sub-Branding Framework Usage Guide
3
Paint by Number 3.3 Color Palettes 3.5 Palettes Breakdown 3.7 Single Color Usage 3.9 Incorrect Color Usage 3.11 Identity on Colored Background 3.13 Identity on Pattern 3.15 Identity on Photograph
4
Our Toolbox 4.3 Tagline Usage 4.5 Minifig Graphic 4.7 Flat Bricks 4.9 Dimensional Bricks 4.11 Combination Graphic 4.13 Typography 4.15 Photography
5
Visualize Us 5.3 Letterhead 5.5 Business Card 5.7 Envelope 5.9 Website 5.11 Consumer Items 5.13 Industry Specific 5.15 Environment 5.16 Outdoor Advertisement 5.17 Mobile Billboard 5.19 Delivery Truck 5.21 Tram Station Advertisement
Brick by Brick Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future; experiencing the endless human possibility.
brick by brick
building blocks
Building Blocks We want to pioneer new ways of playing, play materials and the business models of play; leveraging globalization and digitalization. It is not just about products, it is about realizing the human possibility.
Creativity
Learning
Fun
Creativity is the ability to come up with ideas and things that are new, surprising and valuable. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination.
Learning is about opportunities to experiment, improvise and discover – expanding our thinking and doing (hands-on, minds-on), helping us see and appreciate multiple perspectives.
Fun is the happiness we experience when we are fully engaged in something that requires mastery (hard fun), when our abilities are in balance with the challenge at hand and we are making progress towards a goal. Fun is both in the process, and in the completion.
Imagination
Caring
Quality
Curiosity asks, ”Why?” and imagines explanations or possibilities (if.. then). Playfulness asks what if? and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it.
Caring is about the desire to make a positive difference in the lives of children, for our partners, colleagues and the world we find ourselves in, and considering their perspective in everything we do. Going the extra mile for other people, not because we have to – but because it feels right and because we care.
From a reputation for manufacturing excellence to becoming trusted by all – we believe in quality that speaks for itself and earns us the recommendation of all. For us quality means the challenge of continuous improvement to be the best toy, the best for children and their development and the best to our community and partners.
Our Belief Being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create.
1.4
brick by brick
groundwork
Groundwork We want to pioneer new ways of playing, play materials and the business models of play; leveraging globalization and digitalization. It is not just about products, it is about realizing the human possibility.
The Lego brick is our most important product. This is why we are proud to have been named twice – “Toy of the Century”. Our products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick. The brick in its present form was launched in 1958. The interlocking principle with its tubes makes it unique, and offers unlimited building possibilities. It’s just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play.
1.6
brick by brick
us versus them
Us Versus Them
Direct
Fig. 1
Indirect
1.8
The Identity Our brand is more than just the familiar logo. It’s the expectations that people have of us towards our products and services that the we feels towards the world around us. Our brand acts as a guarantee of quality and originality.
the identity
core elements
Core Elements Iconic brick
The identity is made up of two elements: The Lego word mark and the iconic brick. These two components are always placed in a fixed relationship and should never be altered, modified or reproduced in any way.
Fig. 2
Fig. 1
Past Logos
Word Mark
Core Elements When reproducing the logo, use only the artwork supplied with these guidelines. The logo must appear clearly and in the approved colors. To ensure the consistency necessary to build a recognizable identity, it is critical that the Lego logo appear only in the colors approved in these guidelines.
2.4
the identity
legal mark
&
sub-branding
Legal Mark & Sub-Branding Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig. 1
Fig. 2
Fig. 3
Fig. 4
Legal mark
Sub-Branding
The identity shown here includes a trademark symbol in the upper right corner of the mark. Do not manipulate or reposition the symbol if required to display.
Optionally the identity can be shown with our sub-brand categories. The logo should be positioned above the subbrand; situated far left, right or centered as demonstrated above.
2.6
the identity
framework
Framework Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
x
1.3 cm
3.1 cm
Fig. 1
Fig. 2
Minimum Size
Clear Space
Exclusion Zone
Baseline
For optimum readability, set the logo at no less than 10 mm. width. If possible set it at 31 mm.
To ensure its integrity and visibility, the logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace—a space equal in size to the x-height of logo, as shown at left.
It should also be the minimum when positioning the identity close to the edge of a page or trim area. This is the recommended minimum area, wherever possible allow more space.
To properly set the logo on a line or other elements, use the indicated baseline as reference.
2.8
the identity
usage guide
Usage Guide Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig.1
Fig. 2
Fig. 3
Never stretch the logo, it’s just so evil.
Do not add embellishments like drop-shadows, embossings etc. to the logo.
Fig.4
Fig. 5
Fig. 6
Don’t knock-out the logo in a busy background or any background at all!
Don’t be mean and separate the brick from the wordmark, they are best friends.
There is no need to adjust tweak anything with the logo whatsoever, its pretty as is.
It is not nessecary to reposition the brick components in any way.
Fig. 7
Fig. 8
Fig. 9
It is best to leave the logo some space to breathe. It is preffered to use white or neutral backgrounds.
If nessesary the logo is allowed to be vertically position as such.
If it’s unavoidable to sit the Lego logo on a colour (we prefer Lego blue) or a photo, use the negative logo.
Notes We’re not a rules and regulations kind of company, nonetheless here are some examples of what we think is cool and what should be punishable by a red-hot poker to the buttocks.
2.10
Paint by Numbers Our colours are what give us our personality. We’re bright, bold, colourful and confident. They’re simply loud & clear.
paint by number
color palettes
Color Palettes The consistent use of these colors will create recognition and strengthen the identity. The identity system color palette consists of a primary, secondary and supportive color palette.
Secondary
Primary
Fig. 1
Fig. 4
Accent
Accent
Fig. 2
Fig. 5
Neutral
Neutral
Fig. 3
Fig. 6
Primary Palette
Secondary Palette
Accent
Neutral
The identity is compose of this palette combination. Always use these colors for the main highlight elements.
This palette can be apply to the identity, when using the one color version. The secondary palette can also be use to highlight elements.
Use this palette to support the secondary palette when needed.
It is recommended to only use this palette as a background fill to compliment highlight elements.
3.4
paint by number
palette breakdown
Palettes Breakdown Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back. Primary
Secondary
Main
CMYK PMS U RGB WEB
C_00 M_95 Y_98 K_00 PMS 60-1 R_238 G_049 B_038 #EE3126
C_04 M_03 Y_99 K_00 PMS 5-4 R_250 G_230 B_000 #FAE600
C_84 M_60 Y_61 K_56 PMS 327-2 R_028 G_054 B_056 #1C3638
C_61 M_00 Y_09 K_00 PMS 233-4 R_073 G_198 B_226 #49C6E2
C_02 M_67 Y_98 K_00 PMS 49-1 R_238 G_117 B_037 #EE7525
C_82 M_75 Y_00 K_00 PMS 188-2 R_074 G_086 B_166 #4A56A6
C_31 M_01 Y_95 K_00 PMS 302-1 R_188 G_211 B_060 #BCD33C
Fig. 1
C_60 M_47 Y_45 K_13 PMS 326-3 R_107 G_115 B_118 #6B7376 Fig. 4
Accent
CMYK PMS U RGB WEB
C_04 M_69 Y_47 K_00 PMS 107-3 R_233 G_114 B_114 #E97272
C_03 M_09 Y_98 K_00 PMS 1-1 R_251 G_220 B_013 #FBDC0D
C_53 M_36 Y_39 K_04 PMS 327-8 R_239 G_065 B_035 #EE3126
C_73 M_20 Y_00 K_00 PMS 230-4 R_239 G_065 B_035 #EE3126
C_01 M_41 Y_59 K_00 PMS 49-4 R_239 G_065 B_035 #EE3126
C_48 M_39 Y_02 K_00 PMS 193-6 R_239 G_065 B_035 #EE3126
C_20 M_00 Y_64 K_00 PMS 302-5 R_239 G_065 B_035 #EE3126
Fig. 2
C_40 M_29 Y_30 K_00 PMS 327-6 R_239 G_065 B_035 #EE3126 Fig. 5
Neutral
CMYK RGB WEB
20% of Primary R_239 G_065 B_035 #EE3126
20% of Primary R_239 G_065 B_035 #EE3126
20% of Primary R_239 G_065 B_035 #EE3126
Fig. 3
20% of Secondary R_239 G_065 B_035 #EE3126
20% of Secondary R_239 G_065 B_035 #EE3126
20% of Secondary R_239 G_065 B_035 #EE3126
20% of Secondary R_239 G_065 B_035 #EE3126
20% of Secondary R_239 G_065 B_035 #EE3126
Fig. 6
3.6
paint by number
single color usage
Single Color Usage Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig. 1
Fig. 2
Fig. 3
Black & White
Greyscale
Solid Color
Take a moment to think about how you apply the Lego identity.
Take a moment to think about how you apply the Lego identity.
Take a moment to think about how you apply the Lego identity.
3.8
paint by number
incorrect color usage
Incorrect Color Usage Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig. 1
Incorrect You wouldn’t wear one blue and one orange sock.
3.10
paint by number
identity on colored background
Identity on Colored Background The demonstrations below show which colors look best on dark backgrounds and which colors look best on light backgrounds.
The logo should always be seen clearly and legible. Try to set the logo so it will stands out from the background color. If possible change the background color using a neutral color.
Correct Usage
Incorrect Usage
Fig. 1
Fig. 2
Fig. 3
Fig. 4
Complimenting Background
Solid and Knock-out color
Dramatic Contrast
Bad Tone-on-tone
On very light coloured backgrounds when white is not appropriate the colour for the identity should complement the background colour.
When using the new identity on a coloured background, the preferred colour for the identity would be white for maximum contrast.
The logo should not be too contrasting agaisnt the background color. Both the logo’s component should be clearly visible on the background.
Never set the one color logo agaisnt a stronger background color, or else the logo will be faded out.
3.12
paint by number
identity on pattern
Identity on Pattern This is the correct way to treat a textured background. To show the identity with optimum readability.
Fig. 1
Fig. 3
Fig. 2
Fig. 4
Solid & Reserve-Out
Blur & Depth of Field
It is best to use contrasting solid color or white reversed out logo over colored texture as shown above.
On multi-colored background, apply a soft blur or create depth-of-field to the background. This will allow the usage of full colored or single color logo.
3.14
paint by number
identity on photograph
Identity on Photograph When using the logo on imagery, always make sure that it is positioned away from any competing imagery.
Fig. 2
Fig. 3
Fig. 4
Fig. 1 Fig. 5
Placement
Color
Place the logo in an area of the image that is not busy in order to enhance legibility.
Because every image is different, be sure to choose a color with a strong contrast to the background.
3.16
Our Toolbox The support system is designed to be dynamic and flexible. This section will explain the use of typography, image style and graphic elements. The use of these guidelines will assure that the visual system will reinforce and strengthen our identity.
our toolbox
tagline usage
Tagline Usage Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
limitless creation Fig. 1
limitless creation
Fig. 2
limitless creation
Hang Line Fig. 3
Tagline variations Our identity comes with a tagline that you can use whenever is nessecary. The tagline is allow to be use within the guideline for the clearspace. Idealy you should pair it with an appropirate secondary color.
4.4
our toolbox
minifig graphic
Minifig Graphic Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig. 1
Fig. 2
Color Usage
Variations
The consistent use of these colors will create recognition and strengthen the identity. The logo must always use the primary and supportive color palette.
The consistent use of these colors will create recognition and strengthen the identity. The logo must always use the primary and supportive color palette.
4.6
our toolbox
flat bricks
Flat Bricks Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig. 1
Fig. 2
Usage Example
Variations
The consistent use of these colors will create recognition and strengthen the identity. The logo must always use the primary and supportive color palette.
The consistent use of these colors will create recognition and strengthen the identity. The logo must always use the primary and supportive color palette.
4.8
our toolbox
dimensional bricks
Dimensional Bricks Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Fig. 1
Fig. 2
Variations The consistent use of these colors will create recognition and strengthen the identity. The logo must always use the primary and supportive color palette.
4.10
our toolbox
combination graphics
Combination Graphics Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back.
Usage The consistent use of these colors will create recognition and strengthen the identity. The logo must always use the primary and supportive color palette.
Fig. 1
Fig. 2
Fig. 3
4.12
our toolbox
typography
Typography The identity system typography consists of three typefaces: Lego Serif, Lego Rounded and Lego Sans. Commitment to these typefaces will create a consistent & strong identity.
Lego Serif 20/22 pts
ABCDEFGHIJKLMNOPQRST UV WXYZ abcdefghijklmnopqrstuv wxyz 1234567890!#$%&*() Fig. 1
Lego Sans Thin Lego Sans 18 pts
Lego Sans Light Lego Sans Roman Lego Sans Medium
Lego Rounded 20/22 pts
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!#$%^&*()
Lego Sans Bold Lego Sans Heavy Lego Sans Black
Fig. 2
Fig. 3
Display & Headline Type
Body & Caption Type
Only use the typeface above for headline and large display copy
Only use Lego Sans for body and caption copy.
4.14
our toolbox
photography
Photography When using photography, it must contains elements of our product; the bricks pieces, minifigs or an individual set. The photograph must also show children playing and interacting with the elements.
Style The images should have warm and bright colors. The composition is best at low eye level, focusing on the child interacting with the product.
4.16
Visualize Us Our identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and other media. Correct and consistent use of the visual system will be the determining factor for a successful identity.
visualize us
letterhead
3.81 cm
0.42 cm
2.51 cm
Letterhead
1.27 cm 3.81 cm
Aastvej 1, 7190 Billund . Denmark
7.62 cm To Whom It May Concerns,
The Management Board and the Board of Directors have today considered and adopted the Annual Report of LEGO A/S for the financial year 1 January – 31 December 2009. The Consolidated Financial Statements are prepared in accordance with International Financial Reporting Standards as adopted by the EU, and the Financial Statements are prepared in accordance with the Danish Financial Statements Act. Moreover, the Consolidated Financial Statements and the Financial Statements are prepared in accordance with additional Danish disclosure requirements for Financial Statements. Management’s Review is also prepared in accordance with the Danish Financial Statements Act. In our opinion, the Consolidated Financial Statements and the Financial Statements give a true and fair view of the financial position at 31 December 2009 of the Group and the Company and of the results of the
Specifications
Group and Company perations and consolidated cash flows for the financial year 1 January - 31 December 2009. In our opinion, anagement’s Review includes a true and fair account of the issues it addresses as well as a description of the Group’s most significant risks and elements of uncertainty. We recommend that the Annual Report be adopted at the Annual General Meeting.
Format 8.5" x 11" Shown at 50% of actual size. Jørgen Vig Knudstorp President and CEO
Return address Helvetica Light 7 pt
Body Copy Helvetica Roman 9/12 pt
tel . 45 79 50 60 70 drt . 45 79 50 75 98 fax . 45 75 35 33 60
1.11 cm Fig. 1
5.4
visualize us
business card
Business Card
0.42 cm
1.47 cm
Back
Front 0.43 cm 1.82 cm
1.85 cm
1.09 cm
0.9 cm
0.31 cm Fig. 1
Fig. 2
1.47 cm
Specifications Format 3.5" x 2" Shown at 100% of actual size.
Contact Information Lego San Light 7/9 pt
Name Lego Rounded 10 pt
5.6
visualize us
envelope
Envelope
0.55 cm 0.42 cm
0.55 cm
0.69 cm
9.73 cm
0.78 cm
2.16 cm
Front
Fig. 1
Fig. 2
Back
Specifications Format 9.5" x 4.13" Shown at 65% of actual size.
Return Address Lego Rounded 9 pt
5.8
visualize us
websites
Websites
Home page Fig. 1
Fig. 3
Product page Fig. 2
Fig. 4
Format Horizontal Scrolling Apply to various resolution size
Fig. 5
5.10
visualize us
consumer items
Consumer Items
Baseball Cap
Fig. 2
Umbrella
Sneakers
Fig. 1
Fig. 3
5.12
visualize us
industry specific
Industry Specific
Fig. 1
Fig. 2
Polo Shirt
Fig. 3
Coffee Mug
Ballpoint Pen
5.14
visualize us
industry specific
Industry Specific
Fig. 1
USB Drive
Fig. 2
Shopping Bag
5.16
visualize us
environment
Legoland Entrance
Side View
Fig. 2
Top View
Fig. 1 Fig. 3
Eye Level
5.18
visualize us
environment
Corporate Headquarters
Fig. 1
Fig.2
Front Entrance
Lobby Area
5.20
visualize us
environment
Corporate Headquarters
Fig. 1
Fig. 2
Elevator Entrance
Inside Elevator
5.22
visualize us
environment
Corporate Headquarters
Fig. 1
Fig. 2
Escalator Sideview
Escalator Eye Level
5.24
visualize us
environment
Art Department
Fig. 3
Ceiling Lamp
Fig. 1
Fig. 4
Employee Badge
Meeting Room
Workspace
Fig. 2
5.26
visualize us
environment
Concept Store
Register View
Fig. 2
Store Interior
Fig. 1 Fig. 3
Store Front
5.28
visualize us
outdoor advertisements
Outdoor Advertisements
Fig. 3
Fig. 1
Fig. 2
Bus Shelter
Lamp Post Banner
5.30
visualize us
mobile billboards
Mobile Billboard
Fig. 1
Cable Car
Fig. 2
Taxi Cab
5.32
visualize us
delivery trucks
Delivery Truck
Fig. 1
Delivery Truck Signage
5.34
visualize us
tram station advertisement
Tram Station Advertisement
Poster Ads
Fig. 1
5.36