How advertising agency True North pieced LEGO Education’s identity back together again
How True North pieced LEGO's classroom presence back together
True North has redesigned LEGO Education’s visual identity, aiming to re-establish its credibility in classrooms around the world. A member of the LEGO family, LEGO Education has been a leading provider of classroom tools for 30 years, but its share of brand awareness has recently dropped significantly.
Though the logo couldn't be touched, True North reviewed the brand positioning and visual identity, showing how LEGO Education encourages learning through play.
For True North's managing director Ady Bibby, the previous visual identity, “lacked personality, feeling clinical and cold – it didn't feel like LEGO. It wasn't aligned with the businesses strategy and felt out of touch and out of control”.
Creative director, Steve Royle added, “it's taken over a year to complete and it centres around the inherent curiosity children have with LEGO. The new identity is based around the geometry of LEGO, using a grid structure aligned to the proportions of a single brick." Royle continues: “Using the dimensions of the LEGO brick as the framework for all design, provides something truly ownable for LEGO Education. Using this grid as a basis, we developed shape blocks to house imagery, text or graphics," adding, "the excitement that playing with LEGO brings, is something that True North has a nostalgic (and for some staff, a current) passion for.”
It was also important to ensure the brand language replicated the visual identity. Gone are the wordy, explanatory headlines, replaced with snappy, pieced-together messaging. True North worked alongside writer Jim Davies to develop a verbal brand that was easy to translate for numerous markets, and also with award-winning photographer Alys Tomlinson to create a bank of authentic classroom images. www.thisistruenorth.co.uk