{"id":20328,"date":"2020-08-19T10:30:11","date_gmt":"2020-08-19T08:30:11","guid":{"rendered":"https:\/\/graphiste.com\/blog\/?p=20328"},"modified":"2025-08-20T17:23:36","modified_gmt":"2025-08-20T15:23:36","slug":"success-story-histoire-logo-lego","status":"publish","type":"post","link":"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-lego\/","title":{"rendered":"Success Story\u00a0: l\u2019histoire du logo Lego"},"content":{"rendered":"<p>Lego a construit son succ\u00e8s brique par brique. La marque a travers\u00e9 bien des temp\u00eates et quelques \u00e9volutions, au fil des ann\u00e9es.<\/p>\n<p>Leur <a href=\"https:\/\/graphiste.com\/blog\/comment-faire-logo-zero-budget-gratuit-free\">logo<\/a> aussi, m\u00eame si, dans l\u2019ensemble, les designers ont toujours gard\u00e9 en t\u00eate certains \u00e9l\u00e9ments symboliques. Ils se retrouvent ainsi dans les diff\u00e9rentes versions du <a href=\"https:\/\/graphiste.com\/blog\/logo-rebranding-marque-entreprise\" target=\"_blank\" rel=\"noopener noreferrer\">logo.<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>1934, le d\u00e9but de l\u2019histoire de Lego<\/h2>\n<p>C\u2019est en 1934, au Danemark, que d\u00e9marre la grande histoire de Lego. Et, d\u00e9j\u00e0, tout part sur une reconstruction\u00a0: apr\u00e8s l\u2019incendie qui d\u00e9truit l\u2019atelier de menuiserie de Ole Kirk Christiansen, ce dernier d\u00e9cide de se lancer dans la fabrication de jouets.<\/p>\n<p>Le nom Lego est directement trouv\u00e9. Il vient du danois <em>Leg Godt<\/em>, soit <strong>\u00ab\u00a0jouer bien\u00a0\u00bb.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20333 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1934.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"160\" \/><\/p>\n<p>Au d\u00e9part, ce ne sont que des jouets en bois. Et le premier logo est tr\u00e8s simple. Il \u00e9tait surtout utilis\u00e9 pour la correspondance, ou les \u00e9tiquettes d\u2019envoi. On ne le voyait pas sur les jouets. Il fallait donc garder un aspect industriel, s\u00e9rieux, et la<a href=\"https:\/\/graphiste.com\/blog\/typographies-free-logo-monogramme\" target=\"_blank\" rel=\"noopener noreferrer\"> typographie<\/a> choisie r\u00e9pond \u00e0 ce besoin.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20336\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/Logo-LEGO-1936.jpg\" alt=\"histoire du logo lego 1946\" width=\"659\" height=\"133\" \/><\/p>\n<p>Deux ans plus tard, seulement, le logo \u00e9volue d\u00e9j\u00e0. Ils cherchent \u00e0 convaincre et \u00e0 rassurer une client\u00e8le, plut\u00f4t ais\u00e9e. Pour se donner une image traditionnelle, apr\u00e8s deux ans d\u2019existence, le logo Lego insiste sur l\u2019emplacement de sa fabrique, Billund, au Danemark. Le logo a alors pour but de <strong>l\u00e9gitimer la marque.<\/strong><\/p>\n<blockquote><p>\u00c0 lire aussi&nbsp;: <a href=\"https:\/\/graphiste.com\/blog\/inpi-pourquoi-proteger-logo-nom-marque\">INPI&nbsp;: pourquoi prot\u00e9ger votre logo et nom de marque&nbsp;?<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>1946, un double message<\/h2>\n<p>En 1946, Ole Kirk Christiansen se lance dans le plastique moul\u00e9. C\u2019est une \u00e9volution dans son entreprise, et il \u00e9largit son catalogue. Il est temps d\u2019opter pour un logo qui repr\u00e9sente ce changement. Mais la marque se cherche encore, et ce n\u2019est pas un, mais deux logos, qui la repr\u00e9sentent alors.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20337 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1946.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"360\" \/><\/p>\n<p>Le premier insiste sur l\u2019aspect jeu, et plus sp\u00e9cifiquement sur la bo\u00eete de jeux dont sortent les pi\u00e8ces en plastique. Il fat d\u2019ailleurs remarquer que l\u2019on trouve d\u00e9j\u00e0 dans ce logo les couleurs qui deviendront embl\u00e9matiques de la marque.<\/p>\n<p>La typographie demeure cependant assez s\u00e9rieuse, sans trop de fioritures, sinon un relief qui en impose. La localisation de l\u2019enseigne est toujours pr\u00e9sente, un petit c\u00f4t\u00e9 made in Danemark qui doit rassurer les familles.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20338 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1946bis.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"360\" \/><\/p>\n<p>Le deuxi\u00e8me logo qui est utilis\u00e9 simultan\u00e9ment par l\u2019entreprise est beaucoup plus \u00e9pur\u00e9. Pour l\u2019\u00e9poque, la typographie est moderne. Le mot \u00ab\u00a0klodser\u00a0\u00bb signifie \u00ab\u00a0blocs\u00a0\u00bb. Le logo int\u00e8gre donc d\u00e9j\u00e0 l\u2019id\u00e9e de construction, mais il reste destin\u00e9 \u00e0 un public plus adulte, malgr\u00e9 l\u2019introduction de caract\u00e8res manuscrits.<\/p>\n<blockquote><p>\u00c0 lire aussi&nbsp;: <a href=\"https:\/\/graphiste.com\/blog\/7-outils-pour-creer-typographie\">7 outils pour cr\u00e9er sa propre typographie<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>1950, tout roule pour Lego\u00a0?<\/h2>\n<p>Dans les ann\u00e9es\u00a050, Lego d\u00e9veloppe de plus en plus son syst\u00e8me de blocs qui s\u2019imbriquent les uns dans les autres. Il veut dor\u00e9navant se pr\u00e9senter comme un produit moderne, tourn\u00e9 vers l\u2019avenir. C\u2019est d\u2019autant plus important pour lui que le plastique ne s\u00e9duit pas toujours les magasins de jouets.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20339 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1950.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"240\" \/><\/p>\n<p>Le nouveau logo est alors <a href=\"https:\/\/graphiste.com\/blog\/symbolique-forme-logo-rond\" target=\"_blank\" rel=\"noopener noreferrer\">rond<\/a>, pour symboliser l\u2019action, le mouvement. La typographie s\u2019arrondit sur l\u2019ext\u00e9rieur pour s\u2019int\u00e9grer dans ce cercle qui la contient. Un cercle qui mentionne toujours l\u2019origine g\u00e9ographique de Lego\u00a0.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20340 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1953.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"240\" \/><\/p>\n<p>Quand la marque commence \u00e0 s\u2019exporter, quelques ann\u00e9es plus tard, ce label r\u00e9gional dispara\u00eet. En 1953, on voit ainsi appara\u00eetre un logo ovale, sur <a href=\"https:\/\/graphiste.com\/blog\/logo-rouge\" target=\"_blank\" rel=\"noopener noreferrer\">fond rouge<\/a>. Et une police de caract\u00e8re qui demeurera relativement \u00e9gale \u00e0 elle-m\u00eame dans les d\u00e9cennies suivantes.<\/p>\n<blockquote><p>Ce logo est d\u00e9j\u00e0 tr\u00e8s proche de celui utilis\u00e9 actuellement, que ce soit dans ses couleurs ou son apparence. Il faut noter la ligne noire et ses deux cercles \u00e0 ses extr\u00e9mit\u00e9s. Elle correspond \u00e0 la forme des briques de l\u2019\u00e9poque, le logo int\u00e8gre donc le produit dans son apparence.<\/p><\/blockquote>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20341 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1958.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"240\" \/><\/p>\n<p>En 1958, le logo devient <a href=\"https:\/\/graphiste.com\/blog\/symbolique-formes-logo-carre\" target=\"_blank\" rel=\"noopener noreferrer\">rectangulaire<\/a>, comme ses blocs. Les quatre couleurs phares sont d\u00e9j\u00e0 pr\u00e9sentes\u00a0: rouge, blanc, noir, jaune. Par ailleurs, pour s\u2019imposer un peu plus, la typographie est cercl\u00e9e d\u2019un trait plus \u00e9pais. Il faut aussi noter le petit R qui appara\u00eet, et qui impose d\u2019autant plus la marque.<\/p>\n<blockquote><p>\u00c0 lire aussi&nbsp;: <a href=\"https:\/\/graphiste.com\/blog\/exemples-couleurs-associer-concevoir-logo\">10 exemples de couleurs \u00e0 associer pour votre logo<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>L\u2019\u00e8re moderne pour Lego<\/h2>\n<p>Les modifications du logo sont un peu moins fr\u00e9quentes par la suite. En 1972, il prend ce qui ressemble de plus en plus \u00e0 son apparence actuelle.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20342 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1972.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"240\" \/><\/p>\n<p>Il adopte une forme carr\u00e9e, et le jaune vient s\u2019ajouter au noir pour faire ressortir le nom de la marque. Objectif\u00a0: un maximum d\u2019impact avec un minimum d\u2019effet.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20343 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/logo-lego-1998.jpg\" alt=\"logo Lego chronologie histoire success story\" width=\"600\" height=\"360\" \/><\/p>\n<p>En 1998, le cerclage <a href=\"https:\/\/graphiste.com\/blog\/logo-jaune\" target=\"_blank\" rel=\"noopener noreferrer\">jaune<\/a> s\u2019\u00e9paissit jusqu\u2019\u00e0 atteindre la m\u00eame largeur que le noir. Le nom Lego gagne en visibilit\u00e9. Et ce mod\u00e8le n\u2019a plus \u00e9volu\u00e9 depuis.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-20345\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2020\/08\/Histoire-logo-LEGO.jpg\" alt=\"\" width=\"654\" height=\"422\" \/><\/p>\n<p>La marque a-t-elle trouv\u00e9 l\u00e0 son apparence ultime\u00a0? Seul l\u2019avenir nous le dira\u2026<\/p>\n<p>\u00c0 lire aussi&nbsp;:<\/p>\n<ul>\n<li><a href=\"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-pepsi\">Success story&nbsp;: l\u2019histoire du logo Pepsi<\/a><\/li>\n<li><a href=\"https:\/\/graphiste.com\/blog\/success-story-histoire-du-logo-microsoft\">Success story&nbsp;: l\u2019histoire du logo Microsoft<\/a><\/li>\n<li><a href=\"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-ikea\">Success story&nbsp;: l\u2019histoire du logo Ikea<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Lego a construit son succ\u00e8s brique par brique. La marque a travers\u00e9 bien des temp\u00eates et quelques \u00e9volutions, au fil des ann\u00e9es. Leur logo aussi, m\u00eame si, dans l\u2019ensemble, les designers ont toujours gard\u00e9 en t\u00eate certains \u00e9l\u00e9ments symboliques. Ils se retrouvent ainsi dans les diff\u00e9rentes versions du logo. &nbsp; 1934, le d\u00e9but de l\u2019histoire [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-20328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Success Story\u00a0: l\u2019histoire du logo Lego - Graphiste Blog<\/title>\n<meta name=\"description\" content=\"Lego a construit son succ\u00e8s brique par brique. La marque a travers\u00e9 bien des temp\u00eates et quelques \u00e9volutions, au fil des ann\u00e9es. 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