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Play@TED is a partnership between TED, the LEGO Group and the LEGO Foundation, built on a simple belief: the world needs more play. The identity unites two of the most recognisable brands in the world — TED and the LEGO brand — not as a compromise or a co-brand, but as a new identity with shared DNA that brings play from a conference stage to a boardroom to a primary classroom.
Animation by Kirill Yeretsky
The LEGO stud and TED’s iconic red dot have a shared geometry: a circle.
The identity started from that single unit to grow into a modular design system drawn from the same logic as the brick that inspired it.
The illustrations encourage a playful perspective shift. Instead of stacking in neat rows, characters climb over the studs, lean against them, break free of them — each rooted in one of six principles: big ideas, imagination, possibility, optimism, exploration, creativity. Proof that play can find possibilities anywhere.
The identity runs across the Play@TED conference at the TED World Theater in New York and the Play@TED Learning Lab on TED-Ed, and continues through Play@TEDx community events, an action toolkit for homes and schools, and original TED Talks and activations throughout the year.
PA Team
Chris Braden, Valdete Cake, Riley McClimond, Adam Globa
Credits
