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Lego Serious Play Trademark Guidelines

Trademark Guidelines (5 MB)

Below information has been announced by LEGO for all the certified trainers.

LEGO maintains all rights and intellectual property rights in and to the LEGO® SERIOUS PLAY® methodology as well as LEGO® SERIOUS PLAY® materials, including, without limitation, the following:

  • The trademarks LEGO® SERIOUS PLAY® and SERIOUS PLAY®
  • The trademark IMAGINOPEDIA™
  • The copyrighted LEGO materials for Real Time Strategy and Real Time Identity
  • The copyrighted IMAGINOPEDIA™ guide books
  • The copyrighted Facilitator Manual(s)
  • The copyrighted Window workshop materials
  • The copyrighted LEGO® SERIOUS PLAY® marketing materials

LEGO TRADEMARK GUIDELINES – how to inform about having received training

  • Individuals, who successfully have gone through the full LEGO® SERIOUS PLAY® training as organized by LEGO as either the five day training or the more concentrated four day training, are recognized by LEGO as “Trained LEGO® SERIOUS PLAY® Facilitator”. Such individuals receive a diploma as evidence for this recognition.
  • Individuals who have received the first day training (the one day training) will not obtain this recognition.
  • Trained LEGO® SERIOUS PLAY® Facilitators may place this recognition (Trained LEGO® SERIOUS PLAY ® Facilitator) on their own websites and other visual media as part of their marketing efforts.

LEGO TRADEMARK GUIDELINES – how to inform about LSP related offerings

  • No offerings must be marketed or labelled as “LEGO® SERIOUS PLAY® workshops / experiences / trainings etc”   and no other terms may be used to imply that such offerings originate from, are sponsored, endorsed or sanctioned by the LEGO Group.
  • The LEGO logo and the LEGO® SERIOUS PLAY® logo itself may not be used as part of facilitators’ visual marketing or offering.
  • No LEGO trademark or name may be used on facilitators’ stationary, business cards, websites or other corporate identity indicators.
  • Facilitators are of course allowed to market their services to end clients under their own brand while labelling the offering in a way, which clearly is not a copy of the wording and definitions used in the materials to which LEGO holds the proprietary rights.

LEGO TRADEMARK GUIDELINES – does and don’ts

The offering and marketing may make descriptive reference to the use of LEGO® SERIOUS PLAY® materials and methodology.

Good example:  a consultancy firm may market its services as follows:

“Better Process Consultancy offers Participatory Strategic Development Workshop using the LEGO® SERIOUS PLAY® materials and methodology”.

Good example: a consultancy firm may market its services as follows:

“Great Training Company offers “Facilitator Training Workshop in the use of LEGO® SERIOUS PLAY® materials and methodology”.

Bad example: a consultancy firm may not market its services as follows:

“Great Training Company offers LEGO® SERIOUS PLAY® training” or “Better Process Consultancy offers LEGO® SERIOUS PLAY® Workshop”.

LEGO, the LEGO logo, the Brick, Knob configuration and the Minifigure are trademarks of the LEGO Group.

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