Brand Identity and Elements of Lego

Lego is a trademark synonymous with the production of plastic building toys. It is a division of its parent firm, the Lego Group. The corporation was formed in 1932 by its Danish inventor Ole Kirk Christiansen, and the first Lego toys became popular in the market in 1949. In February 2015, Lego was named the world’s most powerful brand, and in July of the same year, it generated approximately 600 billion Lego components. This blog will concentrate on Lego’s marketing strategies.

What is the Brand Identity of Lego?

Lego has maintained a few procedures in mind to maintain its success. This firm not only got off to a good start but has also stayed strong.

Even though Lego items are accessible in over 130 countries, the brand is still gaining popularity. For example, the arrival of Lego in China opened several opportunities. The corporation opened storefronts in key cities with high demand for them.

Lego has a large selection of toy sets. It does, however, keep in mind that being present on several platforms boosts the likelihood of additional promotion.

For example, the Lego Batman Movie inspired the establishment of multiple Legoland theme parks.

Lego is also quite active on social media sites like Instagram, YouTube, and Facebook. It should be no surprise that Lego is the most popular brand channel on YouTube.

Besides being fun, Lego considers itself to be instructive. That is why it invests in instructional materials for schools regularly.

And, of course, because Lego’s primary audience, it ensures that everything is parent-approved. After all, it is the parents that purchase these items. And they must enjoy it to contemplate purchasing it for their children.

Lego brand positioning.

This commercial will help us. 

‘Let’s Build’ was created by Amsterdam agency WE ARE Pi in collaboration with Lego to create an emotional narrative about a father and his kid discovering the boundless creative possibilities of Lego as they embark on a play trip together.

The audience follows the story through the perspective of a youngster who views his father not as a parent but as a colleague, directed by award-winning director Joanna Bailey. It demonstrates how Lego encourages imagination while breaking through generational barriers. The commercial, set in a modern family atmosphere, is expertly structured to appeal to mum’s emotions, which are affected by the image of her family bonding through shared Lego play experiences.

These facts lead us to believe that Lego belongs to the Floaters archetype.

What are our current understandings of Floaters?

Values and way of life:

This segment’s life revolves around taking excellent care of their family. This segment’s ladies spend a significant amount of time at home. They are either making excellent meals or cleaning up their house.

Floaters ensure their family has a good life despite their limited financial resources.

Home is an essential aspect of the Floaters’ daily existence. They spend the vast majority of their time at home. Here is where they raise their children and ensure that it stays a safe environment.

Floaters need to be more concerned with their looks or themselves. They buy clothes for the sake of comfort rather than fashion. Floaters believe that others must accept them for who they are.

Floaters like to remain in their familiar surroundings. A career is merely a way for them to get money. As a result, they are not seeking additional possibilities or responsibilities at work.

This method extends to the segment’s personal life as well. Floaters value long-term partnerships. The women’s role in this phase is to care for the children and the house. Being accountable for such things is more vital than living for their delight.

Use of a brand:

When it comes to purchasing additional purchases, floaters take a realistic approach. People primarily buy from lower-priced brands. Floaters are constantly looking for deals and discounts. They take every dime into account.

When it comes to purchasing, floaters choose quantity above quality. As a result, special deals such as “buy one get one free” frequently reach Floaters.

Because this demographic is looking for the best deal, they typically shop at retailers such as Tesco, Auchan, and others.

Floaters are not among the first buyers of new brands or items. Instead, this sector waits for the hoopla to wear off and represents most consumers.

Additional fascinating facts:

Floaters have a calm existence that revolves mainly around the home and family. They would prefer to stay at home than go out in the evening. This demographic is not particularly fond of sports or social gatherings. Their primary source of information is television, and their intake of magazines and newspapers could be better. Floaters dislike the internet because computers confuse them. Their radio listening is likewise lower than the national average.

16 Personalities (Which one is for your business?)

Leggo is currently globally popular thanks to its well-designed product and segmentation approach. Who is our client? What must we do to appease them? How can we get their faith in our company?

Do you want to learn more about segmentation? Check out our book, 16 Personalities, where you will undoubtedly identify your perfect customer’s life preferences and values and remember more about others. You can find several marketing and negotiating strategies highlighted in the book.

Let’s discuss some essential qualities of Floaters. 

• People watch television regularly since it is their primary source of news.

• These people enjoy local newspapers even though they do not buy them frequently.

• They are below-average radio listeners.

• They are more interested in global news than in their surroundings.

Brand Identity of Lego.

Category:

Since its patent, the basic Lego brick has remained unchanged, and the company created its simple, child-friendly design based on the toy’s durability. As a result, these bricks have permeated most of the world’s childhood culture.

Lego, which has been in the Christiansen family for generations, was among the first inductees into the United States National Toy Hall of Fame in 1998 and was selected “Toy of the Century” by several organizations in 2000. Massive reproductions of iconic monuments (such as the Eiffel Tower and Mount Rushmore) to contemporary art Lego created using its ‘bricks”. 

Benefits and differentiation: 

Lego robots are helpful in cognitive rehabilitation therapy for the aged. Many people use them to assist the elderly and visually impaired individuals with home activities.

Lego is also used to simulate neurological systems and build equipment for investigating cell and tissue physiology and habitats for studying plants and creatures. Professionals also use it to calibrate ultrasound machines, test cellphone camera lenses, and test spatial organization approaches.

Even though the patent expired in 1978, Lego’s global popularity skyrocketed. The goal was to include themes that provided context for the playsets. Lego Town (renamed City in 1999), Lego Castle, and Lego Space, as well as the Lego mini-figures, were released that year. Lego Pirates first appeared in 1989.

But, popularity bred competitors and knockoffs, and the following years witnessed dwindling sales and poor strategic decisions. By 2003, Lego was losing money and was $800 million in debt.

Core communication: 

Lego’s digital platform gives an integrated customer experience to each sector of its consumer base. Lego Life, a social network app geared for children under 13, allows users to post images of their Lego projects and write comments on other people’s works. The online community has over 10 million members and efficiently grows brand exposure by allowing younger people to participate via social media.

Yet, Lego has a sizable adult consumer base that may participate in its creative process by joining the Lego Ideas online community. This forum allows users to upload photographs of their Lego creations and propose new Lego Ideas sets that members vote on for the business to manufacture.

Brand elements of Lego.

Name:

He called his firm Lego after the Danish term lego (“play well”) two years later. In 1949, Lego produced its first plastic brick, a predecessor to its iconic brick with interlocking studs on top and tubes on the bottom. Christiansen’s son Godtfred Kirk, who took over the corporation after his father, patented it in 1958.

Logo:

Lego, headquartered in Denmark, is a well-known manufacturer of plastic building toys. Since the company’s founding in the 1930s, the logo has undergone several variations. The current logo design debuted in 1998.

Although it is essentially a redesign of the 1972 logotype, the present Lego logo retains two critical elements of the 1970s version that helped to establish the brand: the solid crimson backdrop and the whimsical, strong sans-serif typeface.

The overall logo and its parts are an apparent reference to the company’s plastic interlocking brick sets. The red background’s square form is reminiscent of the square blocks that serve as the foundation for each Lego construction set.

Lego’s new logo, far more substantial than prior incarnations, gives a sense of playfulness ideal for the brand. The company’s dazzling presentation wins over its crucial demographic: youngsters, by building an eye-catching visual tie with its product.

This refreshment, dubbed “graphic tightening” by the corporation, produced a more polished and professional appearance. It also made the emblem more adaptable to other media platforms.

For decades, the Lego logo’s characteristic colour palette has remained constant. To take the firm into the twenty-first century, the company gave the colours a lively, dramatic treatment while retaining the well-known mood and overall visual arrangement.

Slogan: 

“Construct the Future.” The phrase has several connotations. To begin, the term emphasizes that Legos assist youngsters in developing creativity and intellect, which they will employ in their future occupations. It also gives the impression that they inspire youngsters to be creative and confident in their world perspective. Finally, the term refers to a youngster constructing and realizing their aspirations.

Color: 

Compared to the former visual identity, the present logo has a thinner inscription, more vivid colours, and letters that are closer together. The iconic white wordmark, as well as the black and yellow outline, have remained unchanged.

The colour scheme of red, black, yellow, and white was industry-leading and imaginative when first presented. Several toy companies copied this palette since it directly connects with a child’s boundless inventiveness and great imagination.

These vibrant, eye-catching colours form the foundation of Lego sets of interlocking bricks.

The “Brand Identity and Components of Lego” blog has ended. To further understand this company’s performance, we investigated its marketing methods in-depth. Visit our main page to view more blog post articles!