Brand Identity - PDF document

Brand Identity & Experience&
Brand Identity & ExperienceBIE_BI.indd 129/8/14 5:40 pmBIE_BI.indd 231/3/14 12:11 pmIndex1. Introduction2. LEGO Brand Identity3. LEGO Brand Experience4. Closing RemarksBIE_BI.indd 331/3/14 12:11 pmBIE_BI.indd 431/3/14 12:11 pmIntroduction1. BIE_BI.indd 531/3/14 12:11 pm1. IntroductionOne Voice. One Global Brand Identity.The purpose of the LEGO® Brand Identity & Experience is to support a unique and globally consistent positioning of our brand. As we increasingly expand our global presence, the LEGO® Brand Identity needs to be homogeneous and durable across touchpoints, channels and markets. Ensuring a strong global LEGO

Brand Identity will contribute to crea
Brand Identity will contribute to creating long lasting brand value in consumers’ minds, help us build brand trust and loyalty, expand into new markets and target audiences, and contribute to delivering premium consumer experiences. By eliminating inconsistencies in our brand identity, every campaign or experience we o er will reinforce the others, creating a virtuous circle of de nition and con rmation of our brand globally. If done better than our competitors, our brand execution will remain and expand as a sustainable position. The LEGO Brand Identity & Experience will direct, inform and inspire consumer & shopper communication and contribute to the integration of media channels an

d consumer touch points by ensuring a c
d consumer touch points by ensuring a coherent brand identity is being communicated. The purpose of the LEGO Brand Identity & Experience becomes to support a unique and globally consistent positioning of our brand. BIE_BI.indd 631/3/14 12:11 pmBrand Identity & ExperienceBIE_BI.indd 731/3/14 12:11 pm  

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  1. IntroductionBIE_BI.indd 825/8/14 1:46 pmBrand Identity & ExperienceTime to get hands-on!Just like a LEGO product, we’d like you to build your very own LEGO Br

and Identity & Experience. Follow the b
and Identity & Experience. Follow the building instructions the  rst time you build your model, as this will give you a further understanding of what constituent parts make up the LEGO Brand Identity & Experience. Once you’ve built the model, following the instruc-tions contained in this booklet, we encourage you to create your own versions. As with any LEGO play experience, sometimes you need a red brick. Sometimes you need a green brick. Sometimes you need both. It’s up to you how you combine the di erent bricks and elements according to your needs. Just remember that the LEGO Brand Identity & Experience always should be used as a starting point to ensure the LEGO Brand is positioned in a

unique and globally consistent way.LEG
unique and globally consistent way.LEGO® Brand FrameworkThe LEGO® Brand Framework guides us as an organization. It captures our: �˜��A�]�g�g�]�c�b��˜��5�g�d�]�f�U�h�]�c�b��˜��:�c�i�f��g�h�U�_�Y�\�c�`�X�Y�f��d�f�c�a�]�g�Y�g��˜��G�d�]�f�]�h��˜��6�f�U�b�X��j�U�`�i�Y�gIt’s here we  nd our Play Promise – Joy of Building, Pride of Creation. This is our promise to our consumers. But how do we actually authentically delive

r on this promise? This is where the bu
r on this promise? This is where the building bricks of the LEGO Brand Identity & Experience come into play.BIE_BI.indd 931/3/14 12:11 pmBIE_BI.indd 1031/3/14 12:11 pm The LEGO® Brand Identity2. BIE_BI.indd 1131/3/14 12:11 pm2. The LEGO Brand IdentityThe Foundation: Introducing the LEGO® Brand IdentityAs a ladder, Brand Bene ts build upon each other starting from the bottom and leading towards �X�Y�`�]�j�Y�f�]�b�[��c�b��c�i�f��D�`�U�m��D�f�c�a�]�g�Y�/��h�\�Y�m��U�f�Y��]�b�¿��i�Y�b�W�Y�

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 ­BIE_BI.indd 1231/3/14 12:11 pm1x14x213BIE_BI.indd 1331/3/14 12:11 pm1x314BIE_BI.indd 1431/3/14 12:11 pm1x2x2x6x44x1x2x1x515BIE_BI.indd 1529/8/14 5:40 pm2. The LEGO Brand IdentityTarget Audience ContextUnderstanding the world in which our consumers live enables us to identify what truly matters to our target audiences, and help us ensure the LEGO® brand resonates with them.Fun and Learning through PlayChildren learn about themselves, others and the world through play. Childhood is a cherished time of fun and freedom, and an opport

unity to develop skills like creativity
unity to develop skills like creativity and imagination. Parents are uni ed by a desire to raise happy children and ensure they learn 21st century skills to help them adapt in a changing world and shape�h�\�Y�]�f��`�]�j�Y�g��\�U�d�d�]�`�m�"��A�c�f�Y�c�j�Y�f� ��d�U�f�Y�b�h�g��U�b�X��W�\�]�`�X�f�Y�b�are coming closer together through play.Within this context our primary target audiences are:�7�\�]�`�X�f�Y�b���U�[�Y��%� �)�!�%�%� �&#

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0;V�c�m�g��U�b�X��[�]�f�`�g� who appreciate hands-on, minds-on activities like creative building and role playing.�5�X�i�`�h�g���G�\�c�d�d�Y�f�g���]�b��h�\�Y�]�f��`�]�j�Y�g who recognize their role in guiding children in a rapidly changing world.Our secondary target audience is:Adult Fans of LEGO���5�:�C�@�g���k�\�c� ��k�\�Y�h�\�Y�f��h�Y�Y�b�g�or adults, also enjoy hands-on, minds-on play like creative build

ing and role playing. BIE_BI.indd 16
ing and role playing. BIE_BI.indd 1631/3/14 12:12 pm2x2x4x2x2x2x612317BIE_BI.indd 1731/3/14 12:12 pm45618BIE_BI.indd 1831/3/14 12:12 pm719BIE_BI.indd 1929/8/14 5:40 pmBrand Bene tsWithin the target audience context and the market context, the LEGO® brand value proposition builds on:Product Truths that are original, relevant, credible and appealing to consumersFunctional Bene ts that consumers gain as a result of using our productsEmotional Bene ts that consumers feel from using our productsSince we have two primary target audiences, namely �W�\�]�`�X�f�Y�b��U�b�X��h�\�Y��U

�X�i�`�h��]�b&
�X�i�`�h��]�b��h�\�Y�]�f��`�]�j�Y�g���g�\�c�d�d�Y�f�g�� �the LEGO Brand Identity re ects a brand that is relevant for both. For Children Product Truths: It all  ts – the pieces can be explored and put together in di erent ways.Functional Bene t: I can create whatever cool/cute* and exciting world I can imagine. Alone or with my friends and family.Emotional Bene t: I feel proud – look what I’ve created while I had fun.For AdultsProduct Truths: Quality – it is a thoughtfully designed system in play, versatile, intuitive, re-usable, and safe.Fu

nctional Bene t:��A�
nctional Bene t:��A�m��W�\�]�`�X�gains learning through play – by balancing challenges with my child’s capabilities, fun, creativity and imagination.Emotional Bene t: I feel that I am caring for my child as I make a di erence in his or her life to develop happily.2. The LEGO Brand Identity*For boys, 'cool' is an important functional bene t, whereas ‘cute’ is important for girls.BIE_BI.indd 2031/3/14 12:12 pm1x2x1x2x712321BIE_BI.indd 2129/8/14 5:40 pm1x1x1x2x1x812322BIE_BI.indd 2229/8/14 5:40 pm1x1x2x912323BIE_BI.indd 2329/8/14 5:40 pmMarket Context2. The LEGO Brand IdentityYouTube&#

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0;A�c�^�U�b�[DisneyAppleActivisionInsights into which brands, products and services that address the needs of our target audiences help us to better understand and manage the competitive landscape in which the LEGO® brand is positioned.Creative Play ExperiencesWe are in the business of Play. In that space we build a unique position within Creative Play Experienceswhich foster children’s ability to have fun, develop skills, express themselves and socialize. Although the need for play does not change, consumer preferences do change over time. Today’s play experiences span the physical and digital worlds of children’s daily lives, which put brands under increasing pressure. Within thi

s our competitors are:Global enablers o
s our competitors are:Global enablers of creative play experiences – both online and o ine Children’s wish lists – there are many commonalities across markets, but also some di erences between local markets.CreativeEnablers of Creativity, such as tools and platforms for creative self-expression.PlayEnablers of Play, such as manufacturers of toys and games.HasbroPlaymobilExperiencesEnablers of Experiences, such as brands that orches-trate experiences across platforms, touchpoints and categories.BIE_BI.indd 2431/3/14 12:12 pm1232x2x4x2x2x2x1025BIE_BI.indd 2531/3/14 12:12 pm45626BIE_BI.indd 2631/3/14 12:12 pm727BIE_BI.indd 2729/8/14 5

:40 pmOur Play Promise Joy of Building
:40 pmOur Play Promise Joy of Building, Pride of Creation.2. The LEGO Brand IdentityAs a ladder, Product Truths, Functional Bene ts and Emotional Bene ts build upon each other and lead towards delivering on our Play Promise.BIE_BI.indd 2831/3/14 12:12 pm21x1x1x2x4x2x2x2x11129BIE_BI.indd 2931/3/14 12:12 pm34530BIE_BI.indd 3031/3/14 12:12 pm31BIE_BI.indd 3129/8/14 5:40 pm  &#

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brings depth to the description of the
brings depth to the description of the LEGO brand from a Consumer & Shopper point of view, the LEGO Brand Experience o ers a set of  ve tangible guidelines for execution. This is how we want consumers to experience the brand and these elements can be used and combined in many ways.Remember the LEGO brand is also build through an open dialogue and interaction with consumers who actively contribute to the interpretation of the brand via social conversations, events or other types of experiences. When engaging consumers and shoppers in LEGO experiences, such experiences should also express the essence of the LEGO brand by enabling participation, dialogue, co-creation and if possible drive further

sharing of LEGO experiences.Brand Ident
sharing of LEGO experiences.Brand Identity & ExperienceBIE_BI.indd 3531/3/14 12:12 pmPersonalityThe human-like characteristics that de ne how the brand behaves – ‘my LEGO friend’. Just as human personalities a ect relationships between people, the LEGO brand personality can be the basis of a relationship between our consumers and the LEGO brand. Therefore, ensure that the LEGO brand personality is expressed in all brand communication. �A�m��@�9�;�C��Z�f�]�Y�b�X�"�"�" ...has a vivid imagination ...is curious and likes to try out new things ...is always positive and optimistic ...is fun to be around with ...enjoys bringing peop

le together ...is friendly and approach
le together ...is friendly and approachable ...is caring for others ...doesn’t get bothered by the little things ...can comfortably adapt to play di erent roles3. The LEGO Brand Experience: PersonalityBIE_BI.indd 3631/3/14 12:12 pm1x1x1x1x1212337BIE_BI.indd 3729/8/14 5:40 pmdustyfadchildishformalsimpli edover complexdisengaged‘talked down’restraineduncontrolled energyTone of voice Too LittleJust RightToo MuchThe way the brand’s personality writes and speaks. When used across touchpoints the LEGO brand speaks with one voice.3. The LEGO Brand Experience: Tone of voiceboringplayfully humoroussillyenergetic and activerespectful and encouraginginclusive and

intuitivehuman and authenticrelevant a
intuitivehuman and authenticrelevant and contemporarynon-gender stereotypical, non-religious, non-political, non-prejudical, ethicalBIE_BI.indd 3831/3/14 12:12 pm2x2x2x13122x39BIE_BI.indd 3929/8/14 5:40 pmSymbolsThe strategic symbols of the brand. Strong symbols make it easier to gain recognition and encourage recall – one glance should be enough to be reminded of the LEGO brand.3. The LEGO Brand Experience: SymbolsLEGO® LogoLEGO Bricks with the LEGO wordmark on the studs.�@�9�;�C��A�]�b�¾��[�i�f�Y�gLEGO Knob Con gurationPlease note that the proportions and dimensions between the LEGO®��V�f�]�W&#

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0;_�g� ��h�\�Y��@�9�;�C��A�]�b�]�¾��[�i�f�Y�g�and the Knob Con guration have to be correct when used together.BIE_BI.indd 4031/3/14 12:12 pm1x1x142141BIE_BI.indd 4131/3/14 12:12 pmVisual SignaturesHow the LEGO brand is visually communicated.3. The Brand Experience: Visual Signatures�0�[�»�Z��H�Z��V�U�L��V�M��H��R�P�U�K�H�Z��Z�O�L��P�Z��0�[�»�Z��H��N�H�Y�K�L�U���H��W�P�Y�H�[�

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FriendsPrintAd_Living_7.875x10.5.indd 112/21/12 2:56 PMGender balancedEnergeticProud momentsAmazementTrigger the mindHumorousBIE_BI.indd 4231/3/14 12:12 pm1x1543BIE_BI.indd 4331/3/14 12:12 pmRitualsA way of doing things unique to the LEGO® experience, which can contribute to a shared experience among consumers and strengthen their bond to the LEGO brand.The unique LEGO brand ritual is Showing the  nished model.It links strongly to our brand play promise, ‘Joy of Building, Pride of Creation’. Additionally, this ritual carries a social element in proudly showing the  nished model to friends, family and community.3. The Brand Experience: Ritu

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 FriendsPrintAd_Living_7.875x10.5.indd 112/21/12 2:56 PMBIE_BI.indd 4431/3/14 12:12 pm1x1x161245BIE_BI.indd 4531/3/14 12:12 pm3. Closing RemarksBIE_BI.indd 4631/3/14 12:12 pmHistoryHow to use the LEGO Brand Identity & ExperienceNow that you have built the LEGO® Brand Identity & Experience, it’s your job to ensure it comes alive across local mar

kets, channels and touchpoints. It’s up
kets, channels and touchpoints. It’s up to you how you combine the di erent elements according to your speci c needs. Just remember that the LEGO Brand Identity & Experience always should be used as a starting point to ensure the LEGO Brand is positioned in a unique and globally consistent way.Please keep in mind that Brand Development always must be involved during the early stages of any LEGO brand initiatives.Brand Identity & ExperienceBIE_BI.indd 4731/3/14 12:12 pmFor questions, please contact:Global Brand DevelopmentSara Riis-Carstensen+45 5215 9137sara.riis.carstensen@LEGO.comLEGO and the LEGO logo are trademarks of the LEGO Group. ©2014 The LEGO Group.6123880BIE_BI.indd