Brand
toolbox
Logos
Play Included
Main version
The Play Included logo is constructed on a grid, in which the “PLAY” letters are modular in their placement and orientation. The main logo version is simpler in its structure and therefore easier to read.
Alternate versions
Four alternate versions of the logo are available for use in various applications, hinting at the playfulness, diversity and adaptability of the brand.
Colors
The primary logo color is Play Red, but it can also be used in Play Green, Play Blue and Play Black, depending on the context.
Brick Club
The Brick Club name and logo are used when addressing the Brick-by-Brick intervention participants, mainly kids. The primary color use is Play Red, but it can also be used in Play Green, Play Blue, Play Peach and Play Black, depending on the context.
Brick-by-Brick
The Brick-by-Brick name and logo are used when refering to Play Included’s brick based methodology. The primary color use is Play Red, but it can also be used in Play Blue, Play Green and Play Black, depending on the context.
Play Included Symbol
The Play Included symbol hints to the playful potential contained in each brick. It is not necessarily used in conjunction with the Play Included logo, but as an independent brand mark throughout the brand applications. The primary color use is Play Red, but it can also be used in Play Green, Play Blue and Play Black.
Ressource level symbols
Within the Play Included ressources, there are 3 distinct levels of progression associated to various social skills and achievements. These symbols can be used is Play Red, Play Green, Play Blue, Play Peach and Play Black, depending on the context.
Colors
— Primary
Play Red
Play Green
Play Blue
Play Peach
Play Black
Play White
— Secondary
Play Olive
Play Lilac
Play Yellow
Color proportions
The color usage proportions favor the 4 primary brand colors (Play Red, Play Green, Play Blue & Play Peach). The secondary colors are meant to complement the primary colors, if need be.
Play Red — 25%
Play Green — 25%
Play Blue — 20%
Play Peach — 18%
Play Olive — 5%
Play Lilac — 5%
Play Yellow — 2%
Play Black — When necessary
White — When necessary
Typography
Typography use
The brand font is ATAK, and the Medium weight should always be favored. The Light and Bold versions are used only if there is a need for additional levels of complex information, within a report for example.
When using type, it is important to keep it simple. The type sizes should be limited to one, two or three per single application, if possible.
Typography & color
Text
Colored text can be used to place emphasis on a short amount of information, but should not be used for longer text blocks. The colors that can be applied to text are Play Black, Play Red, Play Green and Play Blue only.
Background
Colored backgrounds can be used to help content stand out within an application, but should not be used when laying out longer amounts of text. The colors that can be applied to text backgrounds are White, Play Blue, Play Peach, Play Olive, Play Lilac and Play Yellow.
A few rules
– The lighter brand colors should never be applied to text, and the darker brand colors should never be used as backgrounds.
– When applying color to text, it should be in one color only, never in combination with other colors.
– When placing type on a background color, the type should always be black, never another color or white.
Storytelling
Our tone of voice
Playful
Friendly
Informative
Enthusiastic
Trustworthy
Passionate
Brand idea
Brand story
All children love to play. So, let’s build on that, brick by brick.
All children struggle with something, and that’s a beautiful thing. It’s how we grow into full human beings who can cope with the ups and downs of everyday life.
But to some children, particular struggles get in the way of life. So how do we help them best?
After years of research and clinical work with different intervention models, we believe in using the tool that’s the most joyous and intuitive to children: Play.
Because while some may think of play as disconnected from the real world, the opposite is true. It’s an activity children seek out to make sense of the world and build the skills essential to thrive in it.
As the leading learning centre for play-based therapy using LEGO®, we are dedicated to sharing best practices, new research and professional training to help children worldwide struggling with communication and social interaction.
Our core belief is that all children love to play.
So, let’s build on that, brick by brick.
Brand lines
Play Included
Building fuller lives through play.
Building empathy through play.
Building confidence through play.
Building team-work through play.
Brick-by-Brick
Building fuller lives, brick by brick.
Building resilience, brick by brick.
Building patience, brick by brick.
Building friendships, brick by brick.
Brick by brick.
That’s how we play.
We play for laughs.
(And self-confidence, too.)
Not much for eye contact?
We can build around that
Blue-bricks-only kind of guy? We can build on that.
Collaboration comes easy, when everyone has a part to play.
Brand
elements
Photography
— Kids & Brick Club
Content
The Play Included photography aims to document kids participating in Brick Club activities, interacting with one another and learning through play. The images aim to show genuine human moments, real interactions captured in time.
Art Direction
The photo direction should be human and warm, modern and down to earth. It should be professional but not too polished, curated but not too staged, and set up in a way that the participants and the bricks stand out from the background.
Retouching
The retouching aims for an end result that is natural and does not look like filters were applied. The photography should use natural light. The whites and the general hues are neutral, with small pops of color from either the bricks or certain garments.
— Activities
Illustrations
— Play Included
Illustrative language
The Play Included illustration style is graphic, lively, playful and emotive.
The language is composed of LEGO bricks combined with a series of more emotive graphics. For their part, the key visuals hint at the positive impact that the Brick-by-Brick methodology can have for its participants.
The use of illustrations is always monochromatic, in one of the 4 primary brand colors.
Key visuals
Activity visuals
Illustration use
Throughout the brand, the illustrations help breathe life and inspiration in the various applications.
When working with key visuals, it is important to use one color per application, analogous to the logo, on a white background. It is also important that their size occupy at least 50% of the available space.
A few rules
– Illustrations should be monochromatic, never combining various colors within the same key visual.
– Illustrations should always be on a white background, never color on color, or placed on a photograph.
– Key visuals should always occuply at least 50% of the available space, and should never be used as smaller icons.
Illustrations
— Brick Club
Illustrating for kids!
The Brick Club illustration style is an extension of the Play Included illustration style, tweaked to cater to a younger audience and to the autistic community.
Brick Club badges
The Brick Club badges use a combination of illustative elements to showcase different skills aquired during Brick Club sessions.
Emotions range
In order to help children understand and communicate their emotions, a specific set of illustrations has been developed as part of the Brick Club’s illustration toolbox.
Patterns
Brick pattern
Based on the grid system, a brick pattern has been developed,
which can be used either horizontally or vertically. The patterns variations
are monochromatic, using either of the 4 primary brand colors.
Dot pattern
Based on the the brick, an oversized dot pattern has been developed,
which can be used either horizontally or vertically. The pattern variations
are monochromatic, using either of the 4 primary brand colors.
Pattern use
Throughout the brand, patterns can add playfulness to various types of content. Patterns are used to help divide content graphically or as overlays on photography, adding a layer of branding on top of an image.
When working with patterns, it is important to use one color per application, analogous to the logo, on a white background, or on a photo.
A few rules
– Patterns should be monochromatic, never combining various colors within the same application.
– The pattern size should always be used according to the grid system, never scaled down and repeated to fill in blank space.
Grid system
The grid
Based on the construction of the logo, a precise 6 column grid has been developed which can be applied to most applications. Text, images and illustrations can shift around within the grid, making it flexible and playful but also structured and organised.
Horizontal version
The horizontal version of the grid is mostly used for screen presentations, activity cards or landscape layouts.
Vertical version
The vertical version of the grid is mostly used for report layouts and covers, posters and activity worksheets.
Models & Graphs
Simple infographics
When creating models and graphs, it is important to keep it simple. It is better to limit the amount of colors, ideally to one, as well as limit the amount of text.
Library of shapes
A library of simple shapes is available when creating models and graphs. They can be used in all brand colors, depending on the application and message to be communicated.
Screen presentation
Layout grid
Layout design
Application
examples and ressources
— Posters
— Branded imagery
— Report covers
— Business card
— Email signature
— Brick Club
