The Origins of LEGO: How the Company Got Its Name

LEGO is one of the most recognizable names in the world of toys. But have you ever wondered how the company got its name? It all started in Denmark with a simple Danish phrase and a smart branding decision.

The Danish Phrase and the New Name

LEGO, as we know it today, originated from a Danish phrase. According to the company, the name was in use since 1934, which aligns with the story of its founder, Ole Kirk Kristiansen. The name LEGO is a contraction of the Danish words leg godt, meaning Play Well. Kristiansen chose this name for a deliberate reason: he sought to create a name that would not only represent the quality of his products but also make a lasting impression on customers.

Why LEGO is Singular and Plural

Interestingly, LEGO is considered both singular and plural. This unique naming convention was a strategic choice. If the name had been Lego and it were used in plural form (Legos), many might have added an 's' to the end. This could have been interpreted as a sign of a cheap product. By keeping the name singular, LEGO maintained a feeling of unity and consistency, which better represented the company's values and the quality of its toys.

A Clever Recipe for a Brand Name

Ole Kirk Kristiansen, the founder of LEGOMA, originally came up with two potential names for his company: LEGIO and LEGO. LEGIO implied a large "legion" of toys, but LEGO was a clever contraction of the Danish phrase leg godt. The name LEGO won out, not just because it was Kristiansen's own creation, which he personally liked, but also because it conveyed a positive message: Play Well.

The Journey from Wooden Toys to LEGO

Before LEGO became synonymous with colorful plastic bricks, the company started by producing wooden toys. Ole Kirk Kristiansen, a carpenter by trade, named his company LEGO in 1934. Despite his skills in woodworking, Kristiansen faced financial challenges during the Great Depression, which forced him to diversify into toy production.

In the 1920s, Kristiansen worked on local projects such as building houses and barns, and crafting furniture. However, when the economic downturn hit in 1932, he nearly went out of business. Recognizing the need to adapt, Kristiansen turned to toy production, which offered smaller, more affordable products for families.

Recognizing the importance of branding, Kristiansen sought a name that would reflect the quality of his products. After considering two options, LEGIO and LEGO, Kristiansen ultimately chose LEGO. He held a contest, offering a prize of homemade wine to the person who could come up with the winning name. Surprisingly, he ended up picking his own creation. The name LEGO was not only chosen for its simplicity and positivity but also for its simplicity and ease of pronunciation in various languages.

The Evolution of the LEGO Logo

The LEGO name was initially printed in a simple, stamp-like design on the company's products. Over time, LEGO developed a distinct logo featuring a red color and bubble-like typography. This logo has become an iconic symbol, synonymous with creativity and playfulness in the world of toys.

Conclusion

From a Danish phrase meaning “play well” to a global brand known for its quality and innovation, the story of LEGO reflects the ingenuity and creativity of its founder. The choice of the name LEGO not only represents the company's mission of promoting quality play but also serves as a clever marketing strategy that has withstood the test of time.