Visitors to the Liverpool One shopping centre have probably noticed that a new and exciting logo design has recently gone up: the Lego logo design that represents a new Lego store in the area. This brand is very much in demand in the UK, with many enthusiasts bemoaning a lack of Lego stores in the country. While people in the Liverpool area are certainly happy for the new addition, those in other, Lego-less areas are still waiting to get a Logo location of their own.
About the new Lego store: it is in a prime shopping centre location near other child-friendly brands such as the Pumpkin Patch and The Disney Store. It includes a ‘Pick-A-Brick Wall’ with bulk bins of different shaped and sized blocks, a ‘Living Room’ that functions as a play area, and a ‘Brand Ribbon’ with different Lego projects, brand information and inspiration.
The Lego brand and logo design are recognized not just throughout the UK, but throughout the world. However, it was not always this way. Lego began making wooden toys in the traditional manner; their plastic blocks were very unpopular because parents did not want to buy plastic toys for their children. However, the building potential of the blocks was enough to woo the market, and the brand was quite popular by the late sixties, when the first Legoland was built.
The rest is history. Most people in Europe recognize this popular logo design, which has remained unchanged since 1998. It features bright colours that are appealing to the mainly youthful market, with a red background and white letters that are outlined in black and yellow. The letters are rounded and bubbly and rounded, which is ironic when you consider that the blocks are as square as can be. This just goes to show that a logo does not always have to refer to the product itself if it builds the right brand. In this case, it is a logo that currently is placed on millions of products as they leave the Lego factories.
The Lego logo design is currently a favourite in pop culture as well. For example, Google made a Lego tribute logo on their home page on the fiftieth anniversary of the patent for the little plastic blocks. It featured the Google logo made from Legos. In addition, Lego products were prominently placed in the Toy Story films, with the logo design in full view. This line of children’s movies includes mainly classic children’s logos toys, so this put Lego in a new category for many people.
One reason that Legos have been so popular is that they have never lost sight of their core market. While many adults enjoy Lego products, especially those of us who grew up using them, Lego continues to market to children. Indeed, the name is a shortened version of the Danish phrase leg godt, which means to play well. Hundreds of children in the Liverpool area are now playing well thanks to a new and exciting store in their area!