BRIEF: LEGO Playbox is a new idea developed by the LEGO Group to create engagement with shoppers at the LEGO Stores and strengthen the LEGO brand image even more. It is a new in-store game, introduced to customers by the employees, that fosters adults and children playing together in a fun and innovative way. In this way, LEGO Stores are not only shops that sell one of the largest selections of classic LEGO products, but also places where people can meet and experience a playful and unique game together.
What to do: design the logo for LEGO Playbox and create a brand identity that represents the Playbox Idea.
The project is born from the meeting of two purposes: design the brand identity for Playbox and create a playful and engaging game experience for adults and children at the LEGO Store. The result is the creation of 'the first logo you can play with', a logo which is both a symbolic world, the synthesis of the brand values, and a physical world, a setting you can interact and play with.
Each letter is composed of LEGO bricks columns in different colours: you can construct, deconstruct, expand, assemble, customize the letters to shape new settings and breathe life into different worlds for your adventures.
Furthermore, inside LEGO Stores the Playbox sign will not appear immediately to the eyes of customers but it will become visible as their point of view changes. Customers will be able to recognize the letters clearly ony looking at the logo front-on.
The payoff ‘Build your imagination’ evokes the idea of ‘building’ creativity, both physically and metaphorically, and feeds the imagination of both children and adults.
The development of the idea has followed the intention of going beyond the digital language, much as beyond the analog one, searching for a whole physical overlap between representative and represented: the logo not only ‘represents’ LEGO Playbox, but it is also a real physical extension of the game.
The logo design has transcended the field of graphic design and has gone beyond the two-dimensional representation, moving in three dimensions on the basis of a thinking process in terms of ‘identity’.
The video-presentation of the idea was created using the technique of stop motion. The shots of the model, realized in two studio sessions, were followed by the post production of the pictures and the video editing of the assembled frames.
THANKS FOR WATCHING.