Journey of imagination…

I decided to make a logo which is visible from only one direction, and when you look at it from any other perspective, each letter becomes a different three-dimensional scene.

Each scene represents a different step in the journey.

I: The journey begins at home - a place where we forge lego ideas into reality. From here we set off into the world of imagination!

D: We can climb the stairs to the ruins of an old enchanted tower

E: Glide through the clouds in a futuristic city, inhabited by robots

A: Discover rock caves, full of sailor's treasures

S: Sail to the open sea and admire amazing creatures

As LEGO IDAS is a site where people share so many concepts, I tried to capture its spirit by showing different possibilities of creating letters, while referring thematically to the limitless of imagination.