Identity package

lego logo

LOGO RESEARCH PROJECT:

 I have chosen to do the well known Lego logo for my assignment. The Lego logo was first created in 1934 with a very simple black coloring, originally meant for the business which did not include today’s legos, instead the company sold wooden and plastic toys. A different logo was created for the actual packaging given to the toy boxes for children. It has been changed many times since its beginning, in each attempt trying to give off a stronger sense of familiarity and friendliness. Other than the original word much has changed including background (from white to red), font (scripture to bubble) and the change of shape from a rectangular shape to a square. What was interesting is the time between the first and present logo there were many that included other words than the actual “lego” word including; system, Billund Denmark, Klodser, and Mursten. The meaning of “lego” comes from Danish words ‘leg’ and ‘godt’ which translate to ‘play’ and ‘well’.  

The logo works well for all of the 5 logo design qualities. It is easily describable, a red box with white bubble like letters inside and black and yellow outlines over the letters. It is memorable and still works in black and white–however it doesn’t give of the same feeling that the right red gives. I have seen personally that the logo works well in varying sizes, the inch by inch logo on the Lego boxes or the several square foot sized signs for their stores.