The LEGO E-tailer Rulebook for Digital Presence ® Version 8 | January 2016 | Confidential information | ©2016 The LEGO Group | All rights reserved |
INTRO | Confidential information | ©2016 The LEGO Group | All rights reserved | THE LEGO ® BRAND IS A STRONG BRAND The LEGO® brand is one of the most well-known and admired brands in the world. This is a result of the products we create, the way we interact with the world around us, and, not least, how we choose to present ourselves when we communicate our brand.
HOW TO USE LEGO® CONTENT CAN I USE LEGO CONTENT? It must be clear to the consumer, that it is an e-tailer website or banner, not created by the LEGO Group. The e-tailer logo and e-tailer graphic design must be the primary elements on the web page/banner. All LEGO® content should therefore only be used as secondary elements, clearly differentiated from other products and graphic design, so that the consumer understands that he/she is not visiting a LEGO website. See ill. 1-2.
CORRECT AND INCORRECT USE OF THE LEGO® LOGO | Confidential information | ©2016 The LEGO Group | All rights reserved | 1:5 Partner logo • 7 Border protection: 1/5th logo’s size. Minimum LEGO logo size: 25 x 25 pixels. • 8 Avoid placing the LEGO l ogo on a red background. If you do, a shadow/effect in the background will make the logo stand out more. • 9 Always show the product logos including the LEGO logo.
HOW TO USE THE LEGO® ASSETS | Confidential information | ©2016 The LEGO Group | All rights reserved | The LEGO® Asset Portal provides assets including product images, logos and product text to create the product and theme pages. These are the primary assets. Assets created by the e-tailer and approved by the LEGO Account Manager can only be used if official material is not available. MINIMUM REQUIREMENTS FOR ASSET USAGE: Always add an image showing the built set and the front of the box on a product page.
| Confidential information | ©2016 The LEGO Group | All rights reserved | LEGO® models, loose bricks and minifigures can be used decoratively on the page, if they are part of the product sold on the website. See ill. 33-34. Do not manipulate or animate any of the LEGO elements. Avoid using minifigure parts e.g. the minifigure head decoratively. Use the whole minifigure instead. See ill. 34-35. The minifigure must not be designed by the e-tailer in any shape or form. See ill. 36.
| Confidential information | ©2016 The LEGO Group | All rights reserved | You will find a folder with theme logos on the LEGO® Asset Portal. All the active LEGO product lines are represented as thumbnails to be used for overviews. Avoid creating your own thumbnails with theme logos. If you need thumbnails that differ in shape and size to the assets provided on the Portal, speak to the manager responsible for your account to find a solution.
| Confidential information | ©2016 The LEGO Group | All rights reserved | It is mandatory for all websites using LEGO® materials to have a LEGO legal line present on the website. Preferrably the legal line should be applied on the LEGO landing page. HOW DO I USE THE LEGAL LINES? The LEGO legal line for web is shown to the right. See ill. 54. The legal line must be produced in at least 6pt. If there is a need for a shorter legal line, please contact the manager responsible for your account.
HOW TO USE LEGO® CONTENT ON SOCIAL MEDIA USING LEGO SOCIAL MEDIA CONTENT You can share content from the LEGO® Social Media channels on your own social media channels. Ensure that you are clicking ‘Share’ from the original post on the LEGO channel. Do not create a new post with the same content. If a post cannot be ‘shared’ for a given reason, we can provide you with the original assets. This applies to ‘retweeting’ on Twitter and ‘repining’ on Pinterest. Always tag LEGO usernames where possible. See ill.
CORRECT AND INCORRECT USE OF THE LEGO® WORD MARK AND TRADEMARKS The boy loved to play with LEGO® toys. | Confidential information | ©2016 The LEGO Group | All rights reserved | The boy loved to play with legos. • 62 Always write LEGO in capital letters followed by a descriptive word The LEGO Group has a large number of product lines. LEGO® has a large number of product lines. • 63 The LEGO company is referred to as 'The LEGO Group' LEGO® products are loved by kids all over the world.
THE OFFICIAL LEGO ® CORPORATE COLOURS FOR WEB | Confidential information | ©2016 The LEGO Group | All rights reserved | The LEGO Group has chosen a colour range for corporate use. The colours should be used in situations where you create your own graphic elements such as the LEGO® Brick for decorational use. Other LEGO colours including brick colours can be found in the LEGO Colour Guide. This guide and other guidelines are available on the LEGO Asset Portal.
TERMS AND CONDITIONS These guidelines are applicable for on-line use of IP assets permitted by the LEGO Group, including but not limited to presence on e.g.: shops, market places, social media, newsletters, mobile, etc. CUSTOMER OBLIGATIONS The Customer shall follow any guidelines or requirements provided by the LEGO Group, including those set forth in this document (collectively the “Guidelines”), and is solely responsible for appropriate and lawful marketing and promotion of LEGO® Products.
