LEGO® SERIOUS PLAY® Trademark Guidelines


Trademark Guidelines (5 MB)

The information below 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 organised by LEGO® as either the five-day training or the more intensive four-day training, are recognised by LEGO® as “Trained LEGO® SERIOUS PLAY® Facilitator”. Such individuals receive a diploma as evidence for this recognition.
  • People 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 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 is not a copy of the wording and definitions used in the materials to which LEGO® holds the proprietary rights.


The offering and marketing may make detailed 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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