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(Brand guidelines) // Toys and games

LEGO brand
guidelines

LEGO’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from lego.com.

Download the Brand Skill
LEGO logo
  • LEGO red#E3000B
  • LEGO yellow#FFED00
  • Black#000000
  • Blue#005AD2

About LEGO

LEGO is a play and building brand whose creative world spans toys, imaginative builds, family experiences, and digital tools. Its work invites people to discover, make, learn, and share through play.

Use the LEGO logo as the default brand signature. Preserve its artwork and proportions; do not redraw, distort, or replace it with plain text.

LEGO colors

  • LEGO red

    The logo’s red square

    HEX
    RGB

  • LEGO yellow

    The logo’s outline

    HEX
    RGB

  • Black

    The logo’s outline

    HEX
    RGB

  • Blue

    Website accent and links

    HEX
    RGB

  • White

    Website background and the logo’s lettering

    HEX
    RGB

  • Charcoal

    Website text

    HEX
    RGB

LEGO fonts

  • Cera Pro

    Headings · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

LEGO’s voice

Write with warmth, imagination, and an inviting sense of possibility. Connect building and play with discovery, learning, creativity, and time together. Keep language accessible and action-oriented, with a friendly, encouraging tone.

  • “Only the best is good enough”
  • “Inspire and Develop the Builders of Tomorrow”
  • “A better place for children to play, today and tomorrow”
  • “Unleash your creativity and bring your ideas to life with LEGO® Pick a Brick!”

Dos and don’ts

Do

  • Use the LEGO logo, as supplied, as the brand signature.
  • Use LEGO red, yellow and blue with clean light backgrounds, and keep website work legible.
  • Write with warmth and optimism, inviting people to build, play, explore, and learn.
  • Keep copy clear and welcoming, with concrete language about what people can make or experience.

Don’t

  • Don’t redraw, distort, or substitute plain text for the LEGO logo.
  • Don’t let decorative treatments or dense layouts reduce the readability of text or interactive elements.
  • Don’t use cold, formal, or discouraging language where a friendly invitation fits the message.

More from the Brand Skill

Interface Design

Keep digital experiences clear and easy to scan. Use light backgrounds, dark text, and Blue for prominent interactive emphasis. Buttons are rounded pills with concise labels; cards use a restrained border and rounded corners. Maintain readable hierarchy between headings, body copy, and controls.

Digital Product and Experience Imagery

Preserve the recognizable appearance of LEGO’s digital products and shopping experiences. Show interface screens as interfaces—not as generic decorative artwork—and keep product pieces, controls, and screen context legible. The LEGO Builder app is presented through digital building instructions, collaborative building, and a collection view. The Minifigure Factory experience shows part selection, torso customization, and the completed character.

Lifestyle and Brand Imagery

LEGO’s brand imagery shows play as a shared, hands-on activity and builds as part of real life. Use warm, human scenes of people making, playing, exploring, or displaying LEGO creations. Product-focused lifestyle work can show both the building process and the finished creation in a home or family setting.

Campaign and Editorial Imagery

Use vivid, playful imagery that makes the invitation to build or explore immediately clear. Brand campaigns combine product, people, colorful settings, and bold thematic scenes; editorial cards and banners spotlight a specific experience, collection, or idea. Keep each image tied to one clear story.

Product Imagery

Show LEGO products clearly and make the build itself easy to recognize. Product presentations include packaging, clean views of the finished model, close-ups of distinctive parts, and contextual images that show the build being used or displayed. For a multi-image product story, use varied views that explain the product and its details.

Download LEGO’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow LEGO’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

lego-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ colors.md

│ ├ dos-and-donts.md

│ ├ logo.md

│ ├ typography.md

│ ├ interface-design.md

│ ├ voice.md

│ ├ imagery-digital-experiences.md

│ ├ imagery-lifestyle.md

│ ├ imagery-campaigns.md

│ └ imagery-products.md

└ assets/logos/

└ lego-wordmark.svg

Rainbrand’s Brand Agent built this Brand Skill from lego.com on 30 Oct 2026. It isn’t LEGO’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

LEGO and its logos are trademarks of The LEGO Group. Rainbrand isn’t affiliated with or endorsed by The LEGO Group.

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