FRANCHISE ICON REDESIGN
The icon had to communicate ‘skilled LEGO builder’ as well as ‘complex LEGO models’.
The design has been created by assembling 6 ‘Erling’ bricks (or ‘Headlight bricks’) – a cult element among the LEGO fans.
The LEGO® Creator EXPERT icon immediately communicate an obvious LEGO experience.
Together the 6 bricks form an hexagonal shape that represents the LEGO Creator Expert models: using simple elements and clever building techniques (as for instance the S.N.O.T.) complex, detailed results can be achieved. The icon has been intentionally ‘buildable’ and inspired by the Penrose triangle and M.C. Hescher’s optical illusions.
Client: The LEGO Group // LEGO Creator Expert
Art Direction: Roberta Sandri and Tommy Poulsen