How ad­ver­tis­ing agency True North pieced LEGO Ed­u­ca­tion’s iden­tity back to­gether again

How True North pieced LEGO's class­room pres­ence back to­gether

Computer Arts - - Contents -

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.thi­

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