LEGO'S VIBRANT NEW BRAND IDENTITY FEELS BOTH NOSTALGIC AND TIMELESS

Summary from the TLDR Design newsletter

Lego intends to facilitate a seamless brand experience across digital and physical products by launching a complete brand identity built in-house. This resulted in 23 guidelines and 110 principles that were boiled down to five fundamental design principles: design for the audience, build from the system-in-play, tell stories, be playful and optimistic, and keep it simple.