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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

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.

LEGO imagery

293 images from lego.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Digital Product and Experience Imagery

38 images

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.

  • A dark charcoal gray, thick-outlined icon representing a two-knob building brick.
  • A minimalist, dark gray line icon representing a shopping bag with two vertical handles.
  • A dark charcoal grey graphic icon featuring a bold question mark centered within a thick circular ring.
  • A square graphic featuring the iconic LEGO logo centered on a vibrant red background.
  • Two smiling LEGO minifigures, a boy and a girl, stand together against a solid bright yellow background.
  • A minimalist, circular gray play button icon featuring a soft-edged, light gray equilateral triangle pointing to the right.
  • A 3D-rendered profile picture of a female LEGO minifigure with voluminous, dark curly hair and a confident smile.
  • A bold horizontal wordmark logo for 'MINIFIGURE FACTORY' set in two stacked lines of black, sans-serif block lettering.
  • A digital graphic of a smiling LEGO minifigure wearing a navy baseball cap and a custom shirt featuring a Saturn graphic, the name 'CHARLIE', and the number…
  • A cheerful LEGO minifigure with wavy green hair and a freckled face stands against a solid blue backdrop.
  • A smiling Lego minifigure wearing a black top hat, tuxedo with a bow tie, and white sleeves stands against a solid blue background.
  • A digital graphic of a female LEGO minifigure bride with wavy brown hair and a smiling yellow face, set against a solid pale blue background.
  • A digital illustration of a smiling female LEGO minifigure with long brown hair, standing against a solid blue background.
  • A LEGO-style minifigure wearing a red baseball cap and black sunglasses stands next to a large gold-colored trophy on a solid blue background.
  • A blonde Lego minifigure woman smiles while standing next to a small, dark grey cat figure against a solid blue background.
  • A smiling blonde LEGO minifigure stands against a solid blue background, wearing a custom red and white shirt featuring a graduation bear graphic and the…
  • A smiling LEGO minifigure stands centered against a solid light blue background wearing a navy blue baseball cap.
  • A Lego minifigure of a girl with a brown side ponytail and a happy expression stands against a solid blue background.
  • A Lego minifigure with a large black afro and stubble beard stands next to a bronze two-handled trophy on a solid blue background.
  • A LEGO-style minifigure with dark curly hair and black aviator sunglasses stands against a vibrant blue background.
  • A LEGO minifigure with a black afro and mustache stands against a solid blue background, wearing red pants and a white-sleeved red shirt.
  • A playful collection of LEGO-style 2D vector icons floats in a loose circle.
  • A flat graphic illustration shows a customization interface for a blue LEGO minifigure torso with white sleeves and yellow claw hands.
  • A flat illustration of a classic yellow-headed minifigure wearing a black pirate hat with a skull and crossbones.
  • Two colorful 2D toy minifigures stand side-by-side in a flat graphic illustration.
  • A minimalist, flat graphic illustration of a classic yellow toy figurine head.
  • A digital illustration of a thick, medium-brown hairstyle with a textured, layered top and short sideburns.
  • A minimalist 2D graphic of a LEGO minifigure torso and arms rendered in a solid, medium gray.
  • A flat, 2D graphic of blue toy building block legs, presented from a front-facing perspective.
  • A flat, stylized graphic of a tennis racket angled toward the upper right.
  • A blank yellow minifigure head is captured in a clean product shot.
  • A 3D render of a white LEGO-style minifigure torso with matching white arms and bright yellow C-shaped hands.
  • A pair of solid white plastic toy minifigure legs is shown from a straight-on, eye-level perspective.
  • A high-angle photo shows a tablet resting on a wooden table, displaying a 3D digital instruction manual for a complex toy brick build.
  • A digital screenshot of a building instruction step for a black LEGO vehicle with flame decals.
  • A LEGO City Fire Command Unit box sits at the center of a vibrant purple gradient background featuring embossed LEGO studs.
  • A vibrant yellow graphic featuring a smartphone displaying a LEGO collection app surrounded by floating product boxes for Botanicals, LEGO City, NINJAGO, and…
  • This minimalist graphic illustration features a bold bi-color split between a bright yellow top and a deep navy blue bottom.

Lifestyle and Brand Imagery

16 images

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.

  • A woman in a blue robe sits at a round wooden dining table, carefully placing a final piece into a large, framed LEGO mosaic of Gustav Klimt's 'The Kiss'.
  • A mosaic recreation of Gustav Klimt’s 'The Kiss' made of interlocking bricks hangs on a pale green wall in a sophisticated home setting.
  • A high-angle, wide shot captures a textured 3D mosaic recreation of Gustav Klimt's 'The Kiss' hanging on a pale pink wall.
  • A LEGO mosaic recreation of Gustav Klimt's 'The Kiss' hangs on a tan gallery wall, viewed from behind the shoulders of a blurred group of onlookers.
  • A man and a woman hang a 3D brick recreation of Gustav Klimt's 'The Kiss' onto a neutral wall.
  • A man and woman lean in to hang a textured Lego mosaic recreation of Gustav Klimt’s 'The Kiss' on a neutral tan wall.
  • A woman with a serene expression wears tan over-ear headphones and a blue patterned blouse while assembling a vibrant LEGO mosaic art piece.
  • A top-down photo shows a partially completed LEGO recreation of Gustav Klimt's 'The Kiss' on a warm wooden table.
  • A woman with a serene expression and beige over-ear headphones sits at a wooden table, assembling a LEGO mosaic portrait.
  • A vibrant multi-paneled advertisement featuring three individuals interacting with LEGO models of a McLaren Formula 1 car, a sunflower bouquet, and a classic…
  • A group of six excited children and adults ride a green dragon-themed roller coaster with their arms raised high against a vibrant yellow background.
  • A square graphic on a solid yellow background features the bold, light yellow text "LEGOLAND DISCOVERY CENTERS" at the top.
  • A vibrant yellow graphic features an aerial photo of the LEGO House building alongside a smiling minifigure in a blue polo shirt.
  • A vibrant collage of slightly tilted photographs against a bright pink background showcases children and parents playing with LEGO sets.
  • Two young girls smile broadly as they pose flanking a life-sized LEGO figure at an outdoor theme park.
  • A family of four, including two children, a man, and a woman, react with joyful excitement while seated in a row on a dark amusement park ride.

Campaign and Editorial Imagery

104 images

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.

  • A 3D LEGO brick reconstruction of Gustav Klimt's 'The Kiss' is presented against a dark, vignetted background.
  • A surprised LEGO minifigure woman with black, textured hair and round glasses peers excitedly into an open cardboard shipping box.
  • A vertical, metallic gold LEGO brick stands upright against a solid, deep royal blue background.
  • A thick, red 3D price tag with a white percent symbol floats diagonally against a solid purple background.
  • A detailed LEGO Star Wars AT-AT walker stands prominently against a dark blue and black gradient background.
  • A close-up studio photograph features a small, squat Jack-o'-lantern built entirely from orange plastic bricks.
  • A British racing green toy sports car model, built with brick-like segments, is angled toward the viewer against a dark background with a soft orange glow.
  • A diverse group of six Lego minifigures stands together in a tight vertical composition against a dark navy blue gradient background.
  • A vibrant, orange brick-built Charizard figure is prominently displayed within a circular purple and blue portal, surrounded by a bright yellow background.
  • This colorful close-up product photo shows a forest floor scene built entirely from LEGO pieces.
  • A vibrant LEGO Friends Hot Springs Cabin set sits on a wooden tabletop, showcasing a two-story tan lodge with a purple roof and stone chimney.
  • A vibrant LEGO autumn cottage diorama sits on a wooden surface against a textured brown wall.
  • A vibrant yellow LEGO shopping bag overflows with an explosion of colorful, stylized 2D illustrations against a soft yellow background.
  • A young boy smiles warmly while assembling brick-built Pikachu and Charizard figures on a gray surface, framed by a vibrant yellow concentric circle design.
  • A bold graphic logo for "SMART PLAY" features heavy black sans-serif typography on two levels, with the letter 'A' in 'SMART' styled as a signal tower…
  • A classic Lego wizard minifigure with a long white beard and a star-patterned blue hat and robe holds a brown staff topped with a large blue gem.
  • A LEGO newsie minifigure with freckles and a missing front tooth holds up a white newspaper piece that reads "EXTRA!" against a solid blue background.
  • Two smartphones displaying the LEGO Insiders app overlap against a dark green backdrop patterned with serrated light green diamond shapes.
  • The LEGO Insiders logo featuring the iconic red square containing the white, bubble-lettered LEGO brand name outlined in yellow and black.
  • A dark green, pixelated sack icon is centered within a white diamond, which is framed by nested, concentric diamond borders in varying shades of green.
  • A stylized, five-pointed yellow star with a white dot at its center sits inside a large white diamond.
  • A flat pink gift box with a light pink ribbon is centered within a white diamond frame.
  • Four bright green diagonal bars are arranged in pairs to create a chevron-like visual pointing to the right.
  • A high-angle studio shot of a LEGO model-making hobby station set on a dark green cutting mat with white ruler markings.
  • A close-up 3D product shot shows a LEGO micro-model of a TIE Interceptor from Star Wars.
  • A man in a lime green shirt leans over a light oak table to admire a massive, cross-sectioned LEGO Star Wars Death Star model.
  • A LEGO Star Wars Boba Fett's Starship model stands vertically on a black display base atop a light wooden desk.
  • A massive, detailed LEGO Venator-Class Republic Attack Cruiser is displayed on a dark shelf against a textured wood-paneled wall.
  • A man in a maroon sweatshirt smiles as he carefully adjusts a LEGO Star Wars Jango Fett’s Starship model.
  • A young girl with long blonde hair and a blue backwards baseball cap makes a playful, concentrated face while playing with LEGO Star Wars sets on a wooden…
  • A monochrome toy photograph captures a Lego Darth Vader bowing before the Emperor, flanked by an Imperial officer and two rows of Stormtroopers.
  • A LEGO Darth Vader bust sits on a brown marbled surface, accompanied by a small minifigure and a display plaque reading "STAR WARS DARTH VADER".
  • A bright yellow, 3D "STAR WARS" logo takes center stage on a light wood bookshelf, its blocky font casting small shadows.
  • A top-down lifestyle photo shows a toddler with brown hair sitting on a lavender floor, surrounded by colorful LEGO DUPLO alphabet blocks and built structures.
  • A young Asian girl with her hair in pigtails lies on a light wood floor, focused on building with colorful LEGO Duplo blocks.
  • A colorful, multi-level toy ramp built from LEGO DUPLO bricks stands prominently on a light wooden floor, featuring a long light-blue slide leading into a…
  • A whimsical product shot of a Bluey-themed building block set arranged on a soft blue surface.
  • Two toddlers, one in a lavender sweater and another in denim overalls, sit on a lime green floor against a matching solid background, focused on building…
  • A charming LEGO Duplo farm set is displayed against a clean, solid light blue background.
  • A high-angle bird's-eye view shows a young child with light hair wearing blue denim overalls and a yellow shirt, lying flat on a light oak herringbone wood…
  • A woman and a young boy smile as they play with a colorful LEGO DUPLO Alphabet Truck at a light wood table.
  • A bold black logo features the word "art" in a lower-case, heavy sans-serif font.
  • A complex black-and-white technical line drawing of a mosaic portrait is centered within a diamond-shaped white frame.
  • Three LEGO minifigures stand in a row on a light wood surface, representing a family.
  • A digital graphic depicts a customization menu for a LEGO minifigure against a blue blueprint grid background.
  • A life-sized LEGO tuxedo cat model stands alert in a seated position, looking slightly to its right.
  • A minimalist white typographic logo featuring the word "IDEAS" in a bold, geometric sans-serif typeface.
  • A smartphone angled on a navy and yellow background displays a LEGO Builder app interface featuring a 'LEGO Creator 3in1 Wild Panda' set.
  • A vibrant orange toy sports car built from plastic bricks features a large rear spoiler, a convertible top with blue seats, and a detailed side decal of a…
  • A vibrant LEGO figure of Stitch from Lilo & Stitch stands holding a brown ukulele, wearing a green grass skirt and a cheerful, wide-mouthed expression.
  • A high-angle studio shot of a buildable Eevee figure made of brown and cream interlocking plastic bricks.
  • A high-angle studio shot featuring a grey LEGO DeLorean time machine with blue glowing highlights and a long rooftop antenna.
  • A vibrant LEGO Minecraft village set features various blocky structures including a two-story brown house with a balcony, a small market stall with a yellow…
  • A colorful product shot of a LEGO blacksmith shop built in a traditional Japanese architectural style with a brown and black tiered roof.
  • A vibrant LEGO toucan with a large multi-colored beak in shades of orange, teal, and blue sits perched on a green base.
  • A product shot of a LEGO panda and its cub, both constructed from black, white, and tan plastic bricks.
  • A minimalist two-tone graphic banner featuring a sharp, notched horizon line that separates a solid navy blue top half from a bright yellow bottom half.
  • A vibrant poinsettia plant built from LEGO bricks features three large red blossoms with yellow centers nestled among thick green leaves.
  • A festive LEGO holiday centerpiece features a tall, bright red brick-built candle with a small yellow flame at the top.
  • A detailed LEGO Holiday Express steam train set features a blue and gold locomotive puffing white smoke on a curved grey track.
  • Two whimsical LEGO character planters stand side-by-side with simple, friendly facial expressions.
  • A vibrant wildflower bouquet constructed entirely from LEGO bricks, featuring a central pink and purple daisy alongside orange gerberas and yellow poppies.
  • Two LEGO water lilies, one vibrant magenta and one crisp white with a yellow center, stand in separate translucent teal and mint green cylindrical…
  • A studio product shot of a Lego botanical set featuring vibrant pink and white magnolia blossoms on curved, dark brown segmented branches.
  • A dense, top-down product shot of a dozen vibrant red roses constructed entirely from plastic toy bricks.
  • A minimalist graphic illustration features a stark, high-contrast landscape divided into two solid blocks of color: bright yellow on top and deep navy blue…
  • A buildable LEGO figure of Dobby the House-Elf stands with wide green eyes and large pointed ears, wearing a brick-built tan tunic.
  • A vibrant LEGO product shot features a towering, multicolored bird with an orange beak and blue neck standing beside a small, tan golden retriever dog…
  • A large LEGO build of Grogu from Star Wars features a posable green head with large dark eyes and tan robes holding a blue gear shift knob.
  • A high-resolution LEGO product shot of Pua the pig from Disney's Moana, constructed from white, grey, and pink bricks with a vibrant pink flower on its head.
  • A LEGO-style green dragon figure hatches from a brown egg, breathing a translucent orange flame from its mouth.
  • A bright pink and cream-colored LEGO build of Lotso from Toy Story stands upright, holding a brown block cane in his right hand.
  • A stylized, black building-block dragon figure of Toothless stands in a seated position with its mouth open, revealing a large pink tongue.
  • A vibrant LEGO brick recreation of the house from Pixar's 'Up' features a colorful, two-story victorian facade with yellow, blue, and lime green walls.
  • A brown LEGO brick-built Slinky Dog playfully stretches his silver spring body through two large upright LEGO books titled "Knick Knack" and "Tin Toy." The…
  • A close-up photograph captured from an over-the-shoulder perspective shows three people collaboratively building a LEGO world map at a light wood table.
  • A Black woman and a young girl with curly hair share a joyful moment playing with a colorful LEGO Friends horse set on a light wood table.
  • A cheerful family of four lies on a light wood floor, playing with colorful Duplo blocks in a bright, modern living room.
  • A high-angle lifestyle photo shows a child and an adult building a LEGO Marvel Spider-Man Goby island set on a light wood grain table.
  • A boy in a trucker hat and a girl in a purple shirt smile as they build the LEGO Star Wars Yavin 4 Rebel Base together at a wooden table.
  • A minimalist two-tone graphic features a jagged, blocky dividing line separating a navy blue upper half from a light blue lower half.
  • A close-up lifestyle photo captures a child's hands carefully placing a blue LEGO minifigure next to a small brick-built campfire.
  • A close-up studio shot features a colorful, multi-story street front constructed from various building blocks.
  • A close-up shot shows fingers pulling a sliding panel of orange and yellow bricks out of a grey and green block construction.
  • A high-angle, close-up photograph shows a child's hand carefully placing a grey wedge brick onto a vibrant, multi-colored LEGO baseplate construction.
  • A minimalist graphic banner features a clean, horizontal split between light blue and white.
  • The LEGOLAND Resorts logo features the brand name in bold, black block letters, with a small red square containing the classic white LEGO logo positioned…
  • A high-angle, Dutch-angle action photo taken from a roller coaster as it dives down a dark green track.
  • A smiling female Lego minifigure with long wavy brown hair is the central subject of this close-up digital illustration.
  • A smiling LEGO hiker minifigure with swept-back brown hair and a large blue backpack stands against a split yellow and green background.
  • A close-up 3D graphic of a LEGO minifigure man with a friendly smile and swooping brown hair.
  • A close-up 3D graphic features two yellow toy minifigure hands reaching toward a central glass vial filled with glowing pink liquid.
  • A detailed LEGO jazz club modular building sits atop a mid-century wooden sideboard, featuring a blue-domed corner tower and a pizzeria.
  • A man in an orange textured sweater sits at a mid-century wooden desk, smiling as he examines a blue LEGO brick-built Shelby Cobra with white racing stripes.
  • A woman with blonde, curly hair in a blue and white striped shirt sits at a dark desk, carefully attaching a small platform with Pac-Man and two ghosts to…
  • A complex LEGO model of the NASA Hubble Space Telescope sits angled on a yellow metal shelf against a textured concrete wall.
  • A LEGO model of Wallace and Gromit riding a red motorcycle with a sidecar, set against a warm, domestic wooden background.
  • A man with a dark beard and a maroon-and-navy striped rugby shirt smiles while adjusting a brick-built Shrek figure on a wooden table.
  • A vibrant yellow LEGO delivery truck is shown in a dynamic three-quarter view, angled as if driving forward on a gray road.
  • A smiling blonde girl looks down at a colorful, two-story toy LEGO apartment building situated on a wooden table.
  • A vibrant LEGO pizza shop play set is centered on a light wooden table, featuring a large, brick-built pepperoni pizza slice mounted atop the main stall.
  • A line of five small LEGO brick-built pets, including a dog, rabbit, cat, bird, and hamster, stands on a light wooden tabletop.
  • A close-up macro photograph features a LEGO minifigure woman with red hair and protective goggles holding up a single chocolate chip cookie.
  • The word "BUILDER" is rendered in a bold, vibrant orange sans-serif typeface with thick lettering.

Product Imagery

135 images

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.

  • A high-gloss LEGO Darth Vader minifigure stands in a commanding pose, gripping a glowing red lightsaber in his right hand.
  • The iconic Star Wars logo is rendered in a solid, flat white color using its classic bold and blocky sans-serif typeface.
  • A dynamic product shot of the LEGO Star Wars Advent Calendar 2026 box, featuring a festive scene where minifigures like The Mandalorian and Finn wear holiday…
  • A LEGO Star Wars Advent Calendar set, product number 75456, includes a festive blue box illustrated with characters like The Mandalorian and Grogu enjoying a…
  • A studio product shot features a highly detailed LEGO version of Jango Fett's Starship, angled diagonally upward on a black display stand.
  • A high-angle studio shot features the LEGO Ultimate Collector Series Jango Fett's Starship, rendered in its iconic green, white, and dark blue color scheme.
  • A large, grey LEGO Imperial Star Destroyer model is angled sharply toward the upper right, showcasing its iconic wedge-shaped hull and tiered command bridge.
  • A large gray LEGO Imperial Star Destroyer model is angled sharply to the left, showing its triangular wedge shape and tiered bridge.
  • A massive, grey LEGO Star Wars AT-AT walker dominates the frame, featuring an open side panel that reveals an interior cockpit with a pilot minifigure.
  • A built LEGO Star Wars Imperial Remnant AT-AT stands tall alongside its retail box featuring a snowy planet landscape.
  • A highly detailed LEGO build of Boba Fett stands prominently on a tan desert base, clutching a black blaster rifle.
  • A tall, intricate LEGO Star Wars Boba Fett figure stands beside its black 18+ packaging, which features the '75455' set number and a 1544 piece count.
  • A large, grey LEGO Sandcrawler on treads dominates this product shot, featuring tan and brown paneling and two radar dishes on top.
  • A LEGO Star Wars set product shot features a grey Offworld Sandcrawler with brown accents and treaded wheels alongside its retail packaging.
  • A massive, light grey LEGO Star Wars Executor Super Star Destroyer is the focal point of this product shot, angled diagonally from left to right.
  • A comprehensive product shot of the LEGO Star Wars Ultimate Collector Series Executor Super Star Destroyer, featuring the large gray model mounted on a black…
  • A high-angle product shot of a LEGO Star Wars box for the 'Gingerbread AT-AT' (set 40806).
  • A high-action LEGO studio product shot features four minifigures in a combat scene.
  • A LEGO Star Wars 'Siege of Mandalore Battle Pack' product shot featuring the box art alongside its physical minifigures and vehicles.
  • A detailed product shot of a black LEGO Star Wars Kylo Ren's Command Shuttle with its massive, angled wings flared upward in a V-shape.
  • A detailed LEGO Star Wars model of Kylo Ren's Command Shuttle is shown both as a completed build on a black display stand and alongside its retail packaging.
  • A detailed LEGO Ultimate Collector Series TIE Interceptor model is displayed on a black stand, featuring four dagger-like solar collector panels and a…
  • A detailed LEGO Star Wars TIE Interceptor from the Ultimate Collector Series is presented alongside its black packaging.
  • A LEGO battle scene features a dark grey bipedal AT-ST Raider piloted by the Mandalorian and Grogu facing off against a white Imperial gun turret.
  • A product shot features the LEGO Star Wars AT-RT Attack set, showcasing the 297-piece box and built models of a grey two-legged walker and a white…
  • A detailed LEGO Star Wars Kylo Ren helmet stands on a textured black display pedestal.
  • A LEGO Star Wars Kylo Ren helmet building set is displayed alongside its black retail box, which features the product glowing against a red aura.
  • A high-angle product shot of a large-scale LEGO Darth Vader figure constructed from black bricks, captured in a mid-stride walking pose.
  • An up-scaled LEGO Darth Vader minifigure stands in a mid-stride pose, brandishing a translucent red lightsaber.
  • A detailed LEGO Star Wars AT-AT Walker model stands on a black display base, featuring an articulated head with a red-tinted cockpit window and jointed…
  • A LEGO Star Wars AT-AT set is displayed alongside its black box, featuring a detailed grey walker model mounted on a black display base with a matching…
  • A high-angle studio product shot of a LEGO Star Wars Imperial Remnant AT-RT Driver helmet model.
  • A LEGO Star Wars display set featuring a detailed, brick-built Imperial Remnant AT-RT Driver helmet on a black pedestal.
  • The 'STAR WARS' logo is rendered as a 3D structural model made entirely from bright yellow and black plastic building blocks.
  • A studio product shot features a LEGO Star Wars logo building set, consisting of the iconic blocky yellow text assembled from bricks.
  • A highly detailed LEGO Ultimate Collector Series model of The Mandalorian's N-1 Starfighter is shown from a side-angled perspective, revealing its sleek grey…
  • A sleek, grey LEGO Star Wars model of The Mandalorian's N-1 Starfighter is shown both in its retail box and as a completed build on a display stand.
  • A detailed product shot of the LEGO Star Wars Death Star set, featuring a cross-section model that reveals multiple iconic room dioramas filled with…
  • A high-angle studio product shot of the LEGO Star Wars Death Star box for the 'Ultimate Collector Series.' The black packaging features a massive…
  • A bold yellow warning icon shaped like an equilateral triangle with a thick charcoal grey border.
  • A smooth, light gray wedge-shaped building block tile shown from an elevated perspective.
  • A glossy, black curved tile piece is presented as a high-resolution 3D digital rendering.
  • A single bright yellow L-shaped LEGO bracket piece is shown from a three-quarter perspective.
  • A single, bright yellow square LEGO building plate is shown from a high-angle, isometric perspective.
  • A dark blue LEGO minifigure torso is angled three-quarters toward the left, featuring matching dark blue arms and tan hands.
  • A single, bright yellow L-shaped building block is shown from an angled high-perspective.
  • A medium brown wedge-shaped LEGO plate with three circular studs on its top surface, each embossed with the "LEGO" logo.
  • A single dark navy blue curved LEGO wall brick with a rectangular window cutout in the center.
  • A mint green, plastic cog-shaped component sits at a slight angle on a white background.
  • A three-quarter studio shot of a LEGO dragon head component featuring a white armor-like exterior and translucent light blue crystalline elements.
  • A single T-shaped black LEGO plate sits at a slight angle on a plain white surface.
  • A vibrant yellow, egg-shaped plastic toy depicts a stylized honeybee with a friendly, smiling face.
  • A rectangular white toy block tile features a colorful graphic of three female cartoon characters smiling and embracing.
  • A white rectangular LEGO brick features a colorful illustration of three cartoon children with their arms raised in excitement on a roller coaster.
  • A light purple, rectangular toy smartphone tile is shown from an angled, top-down perspective.
  • A round, turquoise toy whale with a matte plastic finish and a cartoonish, friendly expression.
  • A square tan plastic toy tile depicts a stylized pizza box with a flat, graphic illustration.
  • A white ceramic cat figurine sits in a crouched pose with its thick tail curved upward.
  • A cream-colored pug toy figure is captured in a product shot from a high-angled perspective against a white background.
  • A flesh-toned or light peach plastic building block with rounded ends and three hollow vertical studs aligned in a row.
  • A plastic toy headpiece accessory features a vibrant blue ninja hood with an integrated mask.
  • A high-gloss black plastic ninja helmet toy with a vibrant red headband.
  • A black, low-profile square button or keycap with a high-gloss finish sits angled on a white background.
  • A long, lavender-colored rectangular box is shown at an isometric angle against a plain white background.
  • A single dark green L-shaped LEGO brick is shown from a high-angle perspective against a white background.
  • A single dark green plastic slope brick, specifically a 1x1 curved piece with a smooth, matte finish.
  • A three-dimensional grey plastic toy component shaped like a six-pointed snowflake or starburst.
  • A close-up studio shot of a dark red, metallic industrial component with a smooth, glossy finish.
  • A 1x4 medium gray LEGO slope brick rendered from a three-quarter high-angle perspective.
  • A studio-lit 3D render shows a medium stone grey 1x4 LEGO slope brick with a smooth, curved side profile.
  • A light gray 4x4 wedge-style curved LEGO plate shown from a high-angle 3D perspective.
  • A single, matte mustard-yellow plastic component shaped like a bell or a domed collar sits isolated on a plain background.
  • A single dark green plastic toy palm leaf element, shown from a high-angle perspective against a white background.
  • A single sage green plastic building block piece shaped like a three-pronged leaf.
  • A single sage green plastic toy building piece shaped like a curved leaf.
  • A tan, dome-shaped figurine features a kawaii-style pink frosted donut face on its front surface.
  • A black, matte-textured toy helmet or headpiece designed with two large, curved horns extending upward from the sides.
  • A vibrant yellow, glossy plastic object shaped like a three-pronged tooth or a stylized crown.
  • A 3D product render of a single sand green LEGO curved slope brick, angled to show its quarter-circle profile and smooth surface.
  • A single medium-brown 4x12 LEGO base plate shown in a high-angle, three-quarter isometric view.
  • A single reddish-brown plastic building block with a distinct curved, wedge-like tail.
  • A single bright orange plastic toy leaf piece rests at an angle against a plain white background.
  • A single beige, L-shaped interlocking toy brick is shown from a high-angle perspective.
  • A stark white Z-shaped LEGO brick is shown at an isometric angle against a clean white background.
  • A cream-colored, rectangular plastic toy baseplate with a grid of circular studs on its surface.
  • A bright teal, wedge-shaped plastic building block with a stepped, serrated left edge and a straight right side.
  • A single bright red LEGO wedge plate with three circular studs on top, each embossed with the "LEGO" logo.
  • A single, narrow green LEGO plate featuring a one-by-five stud configuration.
  • A single, matte black plastic flower pot is shown from a high-angle perspective against a plain white background.
  • A high-angle studio product shot of a yellow LEGO minifigure head against a white background.
  • A flat-style graphic illustration featuring an assortment of colorful LEGO parts scattered across a white background.
  • A meticulous three-dimensional LEGO brick recreation of Gustav Klimt's 'The Kiss' is presented in a gold-framed mosaic style.
  • A LEGO Art building set reimagines Gustav Klimt's 'The Kiss' as a three-dimensional brick-built masterpiece with golden, geometric robes and floral accents.
  • A high-angle studio product shot showcases a detailed LEGO mosaic recreation of Gustav Klimt's 'The Kiss' set within a tan-colored frame.
  • A vertical product shot shows a LEGO brick mosaic recreation of Gustav Klimt's 'The Kiss' set against a solid black background.
  • A close-up, high-angle photograph focuses on the intricate plastic studs of a tan baseplate used for building block sets.
  • A vibrant, macro photograph captures a cluster of colorful circular and square LEGO studs arranged like abstract floral bouquets on a yellow baseplate.
  • A close-up, high-angle photograph focuses on a dense field of yellow LEGO flower petals arranged in neat rows atop green baseplates.
  • A close-up, high-angle photograph focuses on a vibrant yellow LEGO mosaic featuring concentric circular plates and small white and orange studs.
  • A close-up lifestyle photo shows a person's hand using a thin black tool to adjust a small piece within a large LEGO mosaic of Gustav Klimt's 'The Kiss'.
  • A close-up, high-angle photograph focuses on the intricate face and hands of Gustav Klimt's 'The Kiss' recreated entirely in layered LEGO bricks.
  • A close-up, high-angle photo features a mosaic-like surface made entirely of interlocking plastic building bricks in vibrant yellow, gold, black, and white.
  • A close-up, high-angle photograph focuses on an intricate Lego mosaic depicting a meadow.
  • This product box for a LEGO Art set of Gustav Klimt's 'The Kiss' features a black background with several inset photographs.
  • A vertical product shot shows Gustav Klimt's 'The Kiss' recreated as a three-dimensional mosaic made entirely from toy building bricks.
  • A woman with dark hair in a vibrant blue patterned shirt sits at a round wooden table, focused on assembling a framed, mosaic-style LEGO art piece of Gustav…
  • A close-up photograph features a mosaic of interlocking gold and tan plastic building bricks, mimicking the style of Gustav Klimt.
  • A high-angle macro photograph captures an intricate internal assembly of tan, black, and blue plastic construction blocks.
  • A close-up photograph captures a hand using a pencil to point into a small gap of a large, framed LEGO mosaic reminiscent of Gustav Klimt's 'The Kiss'.
  • A vibrant 3D mosaic of the Milky Way galaxy, constructed entirely from thousands of interlocking plastic building bricks and decorative studs.
  • A light blue arched bridge built from plastic bricks spans across a vibrant garden scene in this three-dimensional toy construction set.
  • A 3D LEGO relief sculpture depicts a serene Japanese landscape within a thick black frame with gold filigree corners.
  • A sculptural LEGO brick recreation of Robert Indiana's iconic LOVE design features red blocks arranged into a stacked four-letter square with a tilted 'O'.
  • A 3D LEGO recreation of Vincent van Gogh's 'Sunflowers' is presented in a white and light brown brick-built frame.
  • A vertical LEGO mosaic portrait of the Joker is built from black, white, and red interlocking plastic bricks.
  • A three-dimensional LEGO recreation of Vincent van Gogh's 'The Starry Night' is presented inside a deep black frame, with plastic bricks used to create…
  • A dynamic LEGO-style diorama features the three final evolution Pokémon: Charizard, Blastoise, and Venusaur.
  • A sprawling LEGO model of the elven sanctuary Rivendell features intricate stone towers, a mosaic-tiled roof, and a white decorative gazebo.
  • A detailed LEGO Technic model of a Koenigsegg Jesko hypercar is captured in a high-angle studio shot, showcasing its sleek black body with gold accents and a…
  • A towering, intricate LEGO model of Barad-dur fortress, primarily constructed from matte black and dark grey bricks with highlights of orange lava at the base.
  • A highly detailed, large-scale brick model of the Titanic is shown from a side-angled perspective.
  • A highly detailed LEGO micro-scale model of Hogwarts Castle features tan stone walls, grey pointed spires, and a rocky cliffside base.
  • A vibrant aquarium scene constructed entirely of colorful LEGO bricks is framed by a thin black border.
  • A complex LEGO set depicts a vibrant Disneyland Main Street scene, featuring the Disneyland Fire Dept.
  • A detailed model of the Amelia paddle steamer boat, constructed entirely from interlocking plastic toy bricks.
  • A highly detailed, tall model of the Eiffel Tower constructed entirely from gray plastic building bricks, topped with a small French flag.
  • A wide-angle product shot features a snowy LEGO model of Hogsmeade Village, including iconic buildings like Honeydukes and The Three Broomsticks.
  • A highly detailed toy brick model of the U.S.S.
  • A detailed LEGO Christmas tree product shot features a tiered dark green evergreen topped with a gold and white crystalline snowflake star.
  • This product shot features a detailed, side-on view of the LEGO Goonies pirate ship and underground cavern set.
  • A smiling LEGO minifigure wearing a blue baseball cap and overalls labeled 'ALEX' stands against a light blue background holding a large blue paintbrush.
  • Two smiling LEGO minifigures sit behind a white desk in this high-definition 3D rendered graphic.
  • A red Ninjago-themed box is stacked on top of a larger blue LEGO City storage container, with a smaller blue tray leaning against the side.
  • A five-pointed star figure constructed from bright yellow building bricks stands at a slight angle.
  • A wide, cinematic array of colorful toy building bricks and accessories floats mid-air as if in a zero-gravity scene.

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.

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.

It has the guidance, 311 images and the logos. The font files belong to The LEGO Group, so they’re left out.

Download the Brand SkillZIP, 17.4 MB

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/

├ images/

└ logos/

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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