DOs and DON'Ts of Brand Rules and Legal Lines

Quick Read

• Trademark symbols are always applied when using the LEGO® wordmark and sub-brand the first time they appear on a page/spread/section and in a headline.

• Subsequently, the product name can be used without.

• LEGO is an adjective NOT a noun.

• LEGO and its sub-brands are written with capitalized letters. (Not all LEGO products are sub-brands.)

• A legal line should appear on each page/section, there are different versions of the legal line, depending on where the product is sold and which media is used.

DOs

• Always apply the trademark symbol (^TM or ®) when using the LEGO® wordmark and sub-brands the first time in a headline and the first time they appear in the body text on a page or a spread. (For example, every new section in LEGO® Education SPIKE™ Essential is treated like a new page.)
  Examples:

  • LEGO® Education

  • LEGO® DUPLO®

  • LEGO® Education SPIKE™ or LEGO® Education SPIKE^TM Essential App or SPIKE ^TM App NOTE: There is now only one SPIKE App. We don’t distinguish between Essential or Prime.

  • LEGO® Education STEAM Park

• Always use the wordmark LEGO in front of LEGO sub-brands (e.g. LEGO® SPIKE ^TM Portfolio, LEGO® DUPLO®) the first time they are used in a headline and the first time they appear in the material.

• Always write the LEGO wordmark and sub-brand names in UPPERCASE (e.g. MINDSTORMS, DUPLO, SPIKE) and include them in the legal line if they appear in the material.

• Always use the LEGO wordmark as an adjective, such as the LEGO brand, the LEGO bricks/pieces/sets/elements, etc.

• Always use the official name of The LEGO Group. This is the only exception where the registration mark should not be added after the LEGO wordmark.

• The complete product name must be used in the first mention (headline and first appearance in body copy) on every new page, new slide in a deck, web page etc. A short version of the product name may be used for subsequent mentions.

  • First mention: LEGO^(R) Education

  • Subsequent mention: LEGO Education

DON’Ts

• Never use the LEGO logo or the LEGO Education logo in headlines or body text.

• Never write LEGO in plural form (LEGOs) or in possessive case (LEGO’s).

• Never use LEGO as a noun.

• Never split the LEGO wordmark or other LEGO trademarks using a hyphen.

• Never combine LEGO trademarks with other words. Always use official product name provided by the LEGO Group.

Styling for all legal lines

• Font: Cera Pro Regular

• Color: black, white, or grey (based on background color)

• Size: 6pt on a A4 print size or 8px on digital communication. Scale dependent on material.

• Legal Line: The standard legal line consists of the trademark line and the copyright line (see below).

• Limited Space: If the standard legal line doesn’t fit or is so small it is unreadable, then the copyright line only can be used. ©LEGO is accepted only in very rare cases. Approval is required from the Brand Team.