Logos and Trademarks
The name Lego was first used in commerce in 1934.
Lego incorporated in Denmark in 1944 but
it wasn't until 1953 that the company trademarked the name.
DK: Filed 30 Oct 1953, granted 01 May 1954
DE: Filed 28 Sept 1955
UK: Filed 11 Jun 1956
US: Filed 29 Jun 1962
The trademarks were originally the property of Interlego AG, they
were later transferred to Kirkbi AG and today are owned by
Lego Juris. All of these are holding companies owned by the
- The first logo. It was used on correspondance, shipping labels and other printed materials, but not on toys.
Starting in 1936 an ink stamp “LEGO Fabriken Billund” was used on the wooden toys.
- This logo, first introduced in 1939 or 1940, was used extensively on wooden toys, typically in the form of an
applied decal, for the next 10 years.
- This logo was introduced with the first plastic toys. There was typically writing in the outer
circle and examples exsist in both Danish and English.
Lego Mursten Logos
- These logos appeared on Lego Mursten boxes from 1952-1955 and in 1953 all 3 were used concurrently.
- Late 1954
- The first of the oval logos. This first appeared on Lego Mursten catalogs. The company had still not standardized on
color. Examples exsists in several colors, typically depending on the color of the catalog.
The System i Leg and Lego System Logos
- This logo first appeared on the System i Leg sets. The original logo was appears to be
hand drawn and is different on various boxes from early 1955.
- The classic dogbone logo from late 1955. It was the first time the logo was standardized, in terms of both design and color. It was used across
all toys lines and appears widely on both plastic and wood toys.
- The first of the square logos. This and many variants were used worldwide for the
next 13 years.
The Modern Logos
- A variation of the 1960 logo. Includes the color bars and was the first to include the registered trademark as
part of the Lego name.
- This logo appeared in 1973, the same year that Lego began its own production and distribution in the US.
It represents an attempt to standardize on a single worldwide logo and remains the most
recognizable version of Lego’s brand identity.
- Apr 1998–present
- A redesign, or in Lego's words, a “graphic tightening”, of the 1973 logo to allow for better
digital (i.e. internet) reproduction.