History of the Lego Logo Design Evolution

History of the Lego Logo Design Evolution

The history of the LEGO logo design begins in 1934 with founder Ole Kirk Christiansen, evolving from a simple ink stamp for wooden toys to its first official logo.

Its evolution mirrors the company's shift to plastic bricks, with notable versions including the 1953 oval logo and the first rectangular “red block” design introduced in 1960.

The globally recognised logo we know today was finalised in 1973, a refinement that standardised the brand's identity and perfectly captured the spirit of its “leg godt” (“play well”) name.

The History of the LEGO Brand

The iconic LEGO brand has captured the imaginations of children and adults worldwide for over 90 years. What began as a small carpentry workshop in Denmark has become one of the planet's most beloved and recognisable toy companies.

The LEGO story began in 1932 when Ole Kirk Christiansen opened a modest woodworking business in Billund, Denmark. Initially, the company produced simple household items like ironing boards, stepladders, and wooden toys.

It wasn't until 1934 that Ole Kirk adopted the name LEGO, derived from the Danish phrase “leg godt”, meaning “play well.”

Ole Kirk Christiansen was unaware at the time that “Lego” also means “I put together” in Latin. This was a fitting coincidence that was discovered later. The name choice reflected his strong belief in quality. This philosophy was captured in the motto he carved on the workshop wall: “Only the best is good enough.”

This guiding principle ensured every toy was made with care. It set a high standard for the brand from its earliest days. This aligned perfectly with the ethos of “playing well.”

Ole Kirk's son Godtfred joined the company in 1942 and began experimenting with different materials and manufacturing techniques that would allow LEGO to produce more versatile and durable toys.

The inspiration for the plastic brick came from a UK product patented in 1947. These were the “Kiddicraft Self-Locking Building Bricks,” created by toy maker Hilary Fisher Page. After examining the British bricks, LEGO purchased a plastic moulding machine. The company then began producing its own version, first called “Automatic Binding Bricks.”

While Kiddicraft provided the initial concept, a key improvement came in 1958. Godtfred's team patented the “stud-and-tube” coupling system. This design added hollow tubes to the underside of the brick. It dramatically increased its “clutch power,” providing the stable interlocking mechanism that defines LEGO today.

Godtfred pioneered the development of the now-iconic LEGO bricks in 1958, which could be locked together in limitless combinations. This ignited the LEGO System of Play concept that remains central to LEGO products today.

Godtfred Kirk Christiansen formally established the principles of this system in 1955. He wanted to ensure a cohesive and enriching play experience. He defined a set of core tenets for the product line. The system must offer unlimited play potential, suit both girls and boys, and be fun for every age.

Another principle was that it should promote healthy and quiet year-round play. A fundamental rule of the system is universal compatibility. Every brick made since 1958 connects with any other brick. This allows children to endlessly combine sets into a single, creative universe.

Under Godtfred's leadership as Managing Director, LEGO bricks evolved from simple rectangular blocks to more specialised pieces like doors, wheels, and windows.

New themes like Town, Space, and Castle launched throughout the 1960s and 70s, allowing children to build intricate worlds and act out stories. Introducing minifigures in 1978 added a role-playing element and a cast of characters that could inhabit the LEGO universe.

The LEGO Group has blossomed into an influential global enterprise since its humble beginnings. LEGO products are sold in over 130 countries, with LEGOLAND theme parks worldwide. While trends and technologies have changed dramatically since 1932, LEGO has stayed true to its mission of inspiring creative play and sparking wonder in children's minds.

Even in today's digital age, the endless possibilities of those simple plastic bricks continue to fire up kids' imaginations. LEGO's founding principles of quality, creativity, and fun live on in every set produced.

LEGO Logo Design Evolution

The LEGO logo has undergone an impressive evolution since the company was first established in 1932. Over the past 90 years, the iconic logo has been redesigned and refreshed numerous times, making LEGO one of the companies that have changed their logo the most frequently.

The driving forces behind the logo transformations have primarily been introducing new LEGO products and expanding into new markets, especially the lucrative American market. While the logo has seen dramatic changes in typography, shape, and colour over the decades, the LEGO name has endured throughout.

The first official LEGO logo was created in 1934, two years after the toy company was founded. This original logo was basic, simply spelling the company name in black capital letters without any decorative shapes or embellishments. It established the LEGO brand while it was still young and relatively unknown.

Over the next few decades, the LEGO logo evolved significantly as the company grew. The first major redesign came in the 1950s as LEGO began releasing early versions of the interlocking bricks that would become their signature product. The logo changed to an oval, adding a more dynamic and kid-friendly feel.

In the 1960s, the LEGO logo took on a rectangular shape with rounded edges as the company further expanded its building set offerings. The font also shifted to a bolder, blockier typeface reminiscent of the LEGO bricks.

As LEGO sets became popular globally in the 1970s, the logo was redesigned with a brighter red colour for more international appeal. The rectilinear shape was maintained, with a bold yellow outline bringing vibrancy against the red lettering.

In the late 1990s, the logo was transformed again with a softer, curved shape and darker shades of red and yellow as LEGO aimed to appeal to a more sophisticated, mature audience. This logo marked the company's evolution beyond just children's toys.

Most recently, in the 2000s, the LEGO logo has returned to its iconic square shape, evoking a sense of stability and tradition while still using bold, bright colours. Despite its evolution over 90 years, the LEGO name remains instantly recognisable, representing quality and creativity across generations.

History of the LEGO Logo Design

This is the most incredible section of this piece, pointing out LEGO World's logo concepts as one of the best. We will learn how the LEGO logo appeared and the year it happened. 

We will start from 1934, when the first logo was unveiled, and then take you through up to when the final and present iconic form was designed. Let’s begin!

1934 to 1936

The first LEGO logo was designed during the company's early years. This bold, black text logo was LEGO's purest and simplest design. The logo featured the company name “LEGO” in a bold, black font without any enclosing shape or imagery.

This clean, minimalist logo lasted only two years before being replaced by a new design. Though short-lived, the first LEGO logo began the brand's evolution and set the stage for the following iconic designs.

1936 to 1946

In the early 1940s, LEGO faced a growing need to include its logo on its products. With no logo that could easily be incorporated, the company set out to redesign it. The new LEGO logo featured the italicised brand name “LEGO” positioned between two straight parallel lines on either side.

This text-based logo was one of LEGO's longest-lasting logos, and it has been used for about ten years. The redesign enabled LEGO to finally add its mark to its building toys, meeting the demand for logo visibility.

1946 to 1950

The Lego logo underwent a colourful transformation in 1946. The company unveiled a multi-coloured logo, using orange and black text for the first time. The bright colours symbolised confidence, happiness and energy, giving the logo a more lively, official appearance than earlier versions.

During this evolution of the logo, Lego experimented with two variants. The first featured the word “Lego” in orange letters, paired with a black cursive “Klodster” at the bottom. This sleek, modern design expressed Lego's commitment to professionalism.

The second variant took on a three-dimensional form, with finer graphical details and a brown and black base. Unlike the first version, this traditional toy packaging-inspired logo was mainly used on wooden toys rather than corporate documents.

The 1946 redesign marked Lego's transition to a colourful, upbeat brand image that stood out from competitors.

1950 to 1953

The evolution of LEGO's logo designs has been driven by key events and innovations in the company's history. When LEGO began producing plastic toys in 1949, they needed a new logo to mark this milestone.

In 1950, LEGO unveiled a dramatically different logo to celebrate its plastic bricks and establish a renewed brand identity. The new design featured a bold, circular black outline containing the words “Billund, Denmark” in white. At the centre sat a stylised white LEGO logo, encapsulating the brand's spirit of creativity and imagination.

This logo announced LEGO's transition to a modern toy company and set the stage for its rise to global popularity. Over the decades, LEGO has updated its logo to reflect new eras and product lines. Still, that simple 1950 logo marked a turning point by boldly announcing LEGO's bright future in plastic toys and play.

1953 to 1955

The LEGO logo has gone through several evolutions over the years, each aimed at better connecting with its core audience – children. In the 1950s and 60s, LEGO began associating its brand more directly with the end-users of its products through its logo design.

The emblem featured the LEGO name in a mix of red, yellow and white, which evoked a sense of joy and friendliness for kids. The logo took two shapes – a rectangle or oval – with LEGO lettering.

One early rectangular design had the LEGO name in red with a white outline, all set on a vibrant yellow background. This fresh, colourful look helped strengthen LEGO's branding among young builders.

Later, oval versions also used the red LEGO lettering but with variations on the outlines and striking lines through the centre. One had a thin black shape around white lettering and a bold white strike-through line. Another used a thick black design around the white LEGO name with a matching thick black line crossing through it.

The evolution of the LEGO logo during this pivotal era reflects the company's focus on making its brand more childlike and approachable. The colourful, friendly logo designs sought to inspire creativity and promote connections with the target audience.

The transformation from “Automatic Binding Bricks” to “LEGO Bricks” began in 1949 when these innovative building blocks were initially introduced to the market. Originally named “Automatic Binding Bricks,” they laid the groundwork for what would become a household name worldwide.

Just two years later, in 1951, a significant change occurred. Ole Kirk Christiansen's son, Godtfred, saw the potential to strengthen the brand identity. To achieve broader recognition and align the product with the brand, he renamed the bricks “LEGO Mursten,” which translates to “LEGO Bricks.”

This strategic name change was designed to associate the product directly with the LEGO brand, paving the way for its iconic status and enduring popularity.

1955 to 1960

In late 1955, the iconic dog bone logo was introduced as LEGO's first standardised logo in design and colour. This standardised logo became a hallmark across all toy lines, prominently on plastic and wooden products.

The LEGO logo underwent gradual refinement rather than dramatic redesigns during the late 1950s and early 1960s. While the basic oval shape was retained, the emblem was subtly modified to create a stronger brand identity.

The most notable change came in late 1959 when the logo was transformed from an oval into a bold rectangular shape. Additionally, the colour of the LEGO lettering switched from black to bright yellow, with thicker black outlines for more excellent legibility and impact.

This refined, rectangular LEGO logo, created in 1959, would become the basis for all future iterations of the iconic brand's visual identity. The period represented an evolution toward a more memorable, recognisable, and evocative logo of the LEGO brand.

1960 to 1964

The LEGO logo has undergone minor changes since 1960, but retains a similar overall look. In the 1960s, LEGO moved away from its earlier oval logo designs and introduced a new logo that featured the LEGO name in white lettering with black outlines inside a red rectangle. This logo also included the word “System” written below the LEGO name, referring to the LEGO System of Play.

While this logo has evolved over the decades, the essential elements of the white LEGO lettering inside a red rectangle have remained consistent from the 1960s until today. This design continuity over many decades contributes to the timeless and recognisable quality of the LEGO logo. Even with minor changes to update the look, the LEGO logo retains the iconic styling established in the 1960s.

1964 to 1972

The LEGO logo from 1960 to 1964 saw one of the most vibrant redesigns in the company's history. The previous rectangular logo was paired with a new multicoloured rectangle. This new addition featured five colours – yellow, red, blue, white and black – arranged vertically in that order.

The original 1960-64 logo remained on the left, now joined by the colourful new rectangle on the right. The inclusion of multiple bright colours conveyed a sense of joy and playfulness. This era represented a transition for LEGO, as the brand began expanding beyond its trademark bricks into new and creative toy sets. The revamped logo, with its burst of colour, reflected this evolution.

1973 – A Unified Global Identity

In 1973, LEGO made a move to standardise its brand image. It created a single, unified logo for global use. This decision replaced the various designs used across different markets. It also established the foundation for the logo we recognise today.

The new design featured the LEGO name in a custom, rounded white typeface. It had a distinctive black and yellow outline. This was set within a brightly coloured red square. The combination was simple, recognisable, and easy to reproduce on packaging worldwide.

This unified logo created a powerful and consistent brand identity. This was important as the company was rapidly expanding its international presence. It ensured a LEGO box would look the same in the United States as in Denmark.

1972 to 1998

In 1983, 40 years after the founding of the LEGO Group, the company entered the US market. This significant milestone led to further evolutions of the LEGO logo, even though the design had already become relatively consistent.

The most noticeable change was replacing the multicoloured rectangular background with a solid red square. The LEGO lettering in the centre was updated to a bold font with thick double outlines in black and yellow.

While these tweaks made the logo appear more substantial and striking, it retained the overall friendly and approachable spirit that has defined the LEGO brand.

The 1983 logo update coincided with LEGO's expansion into the sizable US toy market. While staying true to the company's values, the revised logo helped usher in this new growth phase in LEGO's history. The bolder, more vibrant aesthetic matched the brand's increasing prominence worldwide.

1998 to Date

The current owner of the LEGO Group is Kjeld Kirk Kristiansen, the grandson of the company’s founder. Kristiansen holds the distinction of being the wealthiest individual in Denmark.

Since 1998, the LEGO logo has been carefully enhanced to optimise its appearance for digital environments. The modifications to refine the design focused on ensuring the logo remains clear and vibrant across various digital platforms.

The 1998 update was a subtle evolution, not a complete redesign. It aimed to make the logo more compact and visually appealing on screens. This process is often called a “graphic squeeze.” It involved tightening the letterforms and adjusting the kerning, which is the spacing between letters.

These changes created a more unified and solid appearance. The colours were also fine-tuned to appear brighter. Outlines were refined to keep the logo crisp and legible at any size, from small website icons to large billboards. This optimisation preserved the logo's iconic look while ensuring its effectiveness in the burgeoning digital era.

The key changes include:

1. Streamlined Design: When displayed on screens, the logo was adjusted to enhance its legibility and clarity. This involved simplifying intricate details that might render poorly in smaller sizes or on lower-resolution devices.
2. Colour Optimisation: Colours were fine-tuned to ensure they maintained their intended hue and brightness across different devices, which can vary significantly in colour display.
3. Improved Proportions: Adjustments to the spacing and alignment of elements within the logo were made. This is especially important in digital formats where precision can impact visual harmony.

The LEGO logo has undergone subtle yet meaningful evolutions over the decades, reflecting the company's core values while adapting to the times. Though the basic brick-inspired letterforms remain intact, designers have tweaked spacing, proportions and colours to keep the logo fresh.

For instance, the letters were squeezed together in the 1990s for a more unified look. The vibrant red background gave way to more straightforward black or white backdrops, symbolic of LEGO's timeless appeal. Still, the logo retains its quintessential playful, geometric style – inspired by those iconic interlocking bricks.

The LEGO logo truly has an extensive and fascinating design history. Perhaps most importantly, it shows how a brand can thoughtfully evolve its image while remaining recognisable and authentic to its origins.

One key lesson I've learned is that creativity often thrives under constraints. LEGO designers had to work within strict spatial and geometric confines to update the logo. This required clever problem-solving and vision to modernise within those limitations. It's a good reminder that constraints can lead to innovation!

Conclusion

The evolution of the Lego logo provides essential lessons for brands looking to refine their visual identities. While Lego has updated its logo over the years, it has maintained brand consistency by keeping the name and essential design elements intact.

This adherence to its core identity has allowed Lego the flexibility to adapt its logo to new styles and technologies without sacrificing recognition.

At the same time, Lego has leveraged design innovations, especially in colour, to stay fresh and appeal to changing consumer tastes. Its early embrace of bright, eye-catching hues gave it a distinctive edge in the toy industry.

Lego created a cohesive brand image by aligning its logo design with its colourful, youthful products.

Striking this balance between consistency and evolution has strengthened Lego's brand over decades of changes in the marketplace and consumer preferences.

Companies should follow Lego's lead by maintaining their core identities while also being open to updating visual components like logos. Refreshing a logo can revitalise a brand but requires thoughtfully balancing continuity with change.