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The Lego Group, Denmark

Lego System A/S

Last modified: 2025-07-19 by klaus-michael schneider
Keywords: denmark | lego | brick |
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[white Flag of Lego] image by António Martins-Tuválkin, 23 Feb 2024

See also:


History of the Company

This image [above] is dated 2017.

[The company´s] current and formal name is Lego System A/S (Aktieselskab, English: stock company or limited company) using the trade name The Lego Group.
Source: LEGO-history page

It has been common practice to display the corporate logo and its respective flag on the model kits sold by the company, which of course includes not only the current logo, but also its past versions.
Esteban Rivera, 06 December 2020

The current company´s logo (see here,
Source: Logo) was designed in 1973 by Danish Graphic Designer Niels Hartmann and Swedish Graphic Designer Rolf Lagersson. "A single new LEGO logo replaces the various logos that have been useduntil now. The new LEGO logo unifies all the company is products under one banner."
Sources: LEGO history page and
LEGO brand website
Esteban Rivera, 18 July 2020

I don´t have any sources at hand, either, but that would surely be "ludo"? Concerning "lego" the Wiktionary says:
- I choose, select, appoint.
- I collect, gather, bring together.
- I take, steal.
- I traverse, pass through.
- I read (aloud), recite.

Regrading the flag, the letters are a special commissioned typeface, very rounded bold serifless capitals, indeed white but separated from the red background by a double thick fimbriation of black and yellow, the black filling the eyes of the lettereforms in such way that there's no isolated yellow or red areas.
This flag design has been available as one of the building blocks itself, to be used in lego buildings, since at least 1973 and as a decal to be glued on blank flags.
I generated a 216 px high rendering of the logo from the Wikimedia image and used, recanvased for flag image.
António Martins-Tuválkin, 21 May 2012

There is a picture showing the flag of LEGO, a popular line of construction toys, consisting of colorful interlocking plastic bricks and an accompanying array of gears, minifigures and various other parts. The source mentions that the highest Lego tower was built in Seoul, Korea, in 2012.
Source: http://noticias.latam.msn.com/co/fotos.aspx?cp-documentid=33764773

The Lego (trademarked in capitals as LEGO) Group began in the workshop of Ole Kirk Christiansen, a carpenter from Billund, Denmark, who began making wooden toys in 1932. In 1934, his company came to be called "LEGO", from the Danish phrase leg godt, which means "play-well"(Coincidentally, "Lego" also means "I assemble" in Latin.). Its known as The Lego Group since 1932.
Source: Wikipedia

The flag is a red horizontal background with the name in white capital letters, showing this logo.
For additional information go to: LEGO (official website)
Esteban Rivera, 14 May 2012

Others say (MERIAN, don't yet know the year), that LEGO is Latin, meaning: "I play".
Klaus-Michael Schneider, 14 May 2012

Based on the company´s own information, and connected time line pages:
Ole Kirk Kristiansen founded The Lego Group in 1932 and as it was passed fromfather to son, it is currently owned by Kjell Kirk Kristiansen, grandson of the founder. The company started out as a workshop producing wooden household appliances and toys, but the share of the toys quickly grew. During the nineteenforties the company went plastic, and introduced the "Automatic Binding Brick". In 1958, the current binding system for the bricks, by then simply called "LEGO bricks", was patented, and in 1963 the current material was introduced; the two improvements together creating very tightly binding bricks. The system of the bricks was extended to included similar elements, to include moving parts, and to include models built from LEGO parts, and eventually came to include quite a few other types of toys etc., in a LEGO style.
Already in 1934, though still producing other products as well, the company and its products were named "LEGO", formed after the Danish "Leg Godt" (play well) In 1954 the word "LEGO", in capitals, was registered as a trademark. The year 1973 saw the the company introducing the single LEGO logo, for all its now rather diverse products, a logo which was in use unaltered for 25 years. In 1998, a new graphic for the logo was introduced. (Both variants might appear on flags.)
At some point after the introduction of the building bricks, it was realised one could read "lego" as Latin for "I assemble". (Somehow, the Latin reference in some cases got mixed up with "ludo": "I play".)
Peter Hans van den Muijzenberg, 14 May 2012


Other flags


[LEGO bricks flag] image found by Esteban Rivera, 06 December 2020
(copied image from the original located here: https://zusammengebaut.com/wp-content/uploads/2016/10/lego-flagge-steine-stein-2016-zusammengebaut-andres-lehmann.jpg,
source: https://zusammengebaut.com/lego-gibt-zahlen-fuer-das-erste-halbjahr-2019-bekannt-im-wind-77457/).

This image is dated 2016 and it is located in Billund, the original factory of Lego. It features three building blocks (from left toright: blue, yellow and red).
Esteban Rivera, 6 Dec 2020

[LEGO red flag] image by António Martins-Tuválkin, 21 May 2012


[5-stripes Flag of Lego] image by António Martins-Tuválkin, 23 Feb 2024

The flag vertically divided by five stripes, from hoist black-white-blue-red-yellow.
António Martins-Tuválkin, 23 Feb 2024

Nowadays, Lego may have any colour, but originally, Lego only came in those five colours which is present in the flag with vertical stripes. That should be the origin of the colours.
Elias Granqvist, 24 Feb 2024

Past Logos

[LEGO logo (1955)] image found by Esteban Rivera, 06 December 2020
(cropped image from the original located here: (https://www.logodesignlove.com/images/evolution/lego-logo-08.jpg,
source: https://www.logodesignlove.com/lego-logo)

[LEGO logo (1960-1965)] image found by Esteban Rivera, 06 December 2020
(cropped image from the original located here: (https://www.logodesignlove.com/images/evolution/lego-logo-10.jpg,
source: https://www.logodesignlove.com/lego-logo)

[LEGO logo (1965-1972)] image found by Esteban Rivera, 06 December 2020
(cropped image from the original located here: (https://www.logodesignlove.com/images/evolution/lego-logo-11.jpg,
source: https://www.logodesignlove.com/lego-logo )

[LEGO logo (1973-1998)] image found by Esteban Rivera, 06 December 2020
(copied image from the original located here: https://blog.logomyway.com/wp-content/uploads/2017/08/lego-logo-evolution.jpg,
source: https://blog.logomyway.com/lego-logo/)

[Past LEGO logos] image found by Esteban Rivera, 06 December 2020
(copied image from the original located here: https://blog.logomyway.com/wp-content/uploads/2017/08/lego-logo-evolution.jpg,
source: https://blog.logomyway.com/lego-logo/)

[Past LEGO toy model flags] image found by Esteban Rivera, 06 December 2020
(copied from the original located here: https://www.brickshelf.com/gallery/Jojo/sonstiges/flaggenparade.jpg,
source: https://steinwurf.wordpress.com/tag/legoland/).

This [above] is a set of company flags featuring both past and present company logos, from left to right:

  1. 1955 logo flag: It features the 1955 logo over a white horizontal background.
  2. 1960-1965 logo flag: It features the 1960-1965 logo (without the word "system", since it was used both with and withouth the word "system") over a red horizontal background.
  3. 1973-1998 logo flag: it features the 1973-1998 logo over a red horizontal background.
  4. 1965-1972 (other sources mention 1964-1972) logo flag: it features the 1965-1972 logo all over tha background (this is the same logo used on Legoland flags).
  5. 1973-1998 (other sources mention 1972-1998) logo variant flag: it features the 1973-1998 logo variant (https://www.logodesignlove.com/images/evolution/lego-logo-12.jpg) in square shape, over a white horizontal background.
  6. Legoland hotel (sky blue background)
  7. Legoland hotel (dark blue background)
Esteban Rivera, 6 Dec 2020

Pirateland

Legoland is a luna park, located in Billund. Its special is, that (nearly) all attractions are made by supersized lego bricks, besides riding the roundabouts you can also explore the park by small boats in canals and by a monorail, all made of bricks of course. Pirateland had been a toy series during the 1990s and then also one "country" in the park. The flag images are based on toy images, but in Pirateland the could also be seen for real, the flags of the pirates and their opponents of the Empire, sometimes referred to as blue coats. The flags of the former mainly on sale for children (everybody wants to be a pirate but nobody wants to be an imperial soldier), those of the latter were hoisted on top of the castle tower and on top of the masts of imperial warships.
Source: own photos from August 1995 showing the flags
Pirate Flag
[Legoland-Pirateland pirate flag] image by Klaus-Michael Schneider, 18 July 2025
It is a black flag with white skull and bones and a white bordure.

Imperial Flag
[Legoland-Pirateland imperial flag] image by Klaus-Michael Schneider, 18 July 2025
It is a light blue flag parted by a centred white cross with crossbars approx. 25% of total height and width. On every blue quarter is a black fleur-de-lis, so simple that it could be a spearhead or arrowhead as well. On the upper arm of the cross is a black coronet. Shifted to base are two black cannon barrels in saltire.
Klaus-Michael Schneider,18 July 2025