New look for Lego Education aims to capture a “sense of curiosity”


Trusty North has carried out the project, which includes a Lego brick-based visual combination, a “playful” tone of voice and imagery of children engaging with the appurtenances.

Lego Education has been given a new identity to capture a sense of “interference” and “discovery” while “encouraging learning through play”.

True North has resuscitated the brand image for the educational kit provider after it was established that awareness of LEGO Knowledge had fallen in an increasingly competitive classroom products market, according to the studio. The logo has not been fluctuated.

Ady Bibby, managing director at the studio, says the previous visual personality “lacked personality”,” felt clinical and cold” and “didn’t touch like Lego”.

Lego Education is a Lego sub-brand that grows coding-based play kits. The products aim to engage children “through hands-on information” according to the design studio, with a variety of programmable kits clustered around the curriculums of preschool, elementary and middle school-aged children, as based on the American edification system.

Products range from programmable train sets to the WeDo 2.0 science-focused model-making and reckoning kit.

“The products have been developed over a number of years and now own a keen focus on science, technology, engineering, and mathematics (STEM) culture so there is a lot of influence from coding,” says Steve Royle, artistic director at True North.

“It is almost like programming robots within a Lego organized whole, you can get them to perform actions and movements.”

Teachers, who form the target audience for the new discrediting system, have informed much of the studio’s decision-making process.

The too soon branding system, “didn’t capture a sense of fun” and “lacked that emotive make fun of”, Royle says.

Sarah Dutton, design director at True North, responds the previous branding featured “long and wordy headlines” and pictures of women looking at the camera holding completed products, rather than interacting with offshoots.

Royle adds: “Research showed a lot of teachers didn’t find [the old labeling] interesting, they didn’t think it reflected the environment they show in.

The design needed to capture a sense of “discovery”, Royle adds, which has led to the formation of the strapline “Curiosity Builds.”

The new branding system is centred around the geometry of Lego.

“We strengthen the identity around the proportions of a single Lego brick, which then grew a holding device for typography,” Royle says.

A grid structure created from the friend dimensions has been used throughout the branding to hold text, figurativeness and graphics, fitting together similarly to physical Lego bricks.

Royle reckons: “It also mirrors the programming blocks Lego Education uses to indoctrinate coding, both are built in that familiar snap together way.”

Some elements of the sorting remain consistent throughout, such as the palette which is based on standards used in Lego Education products.

“The beauty of Lego is you can keep interchanging and updating it,” Royle responds. “The brand identity works in a similar way, in a way everything feels slightly piecemeal as it’s all about adding on and building on to it.”

The studio has also worked together with member of the fourth estate Jim Davies to create a “playful” tone of voice.

Language has been manned together in a relatively “abstract” way, Royle says, tapping into the way you can interact with the outputs, which are “very much about discovery, trying and trying again and this reason of endless possibility”.

Sequences of words such as “imagination captured reveries built”, “thinker tinker creator maker” and “curious engender confident connect” appear in the designs, alongside imagery.

The studio work up with photographer Alys Tomlinson to create a bank of images of adolescents interacting with the products.

The rebrand comes after sales across the Lego teared by 8% in 2017, according to True North.

Lego education is to hand around the world, but the core market is in America.

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