Since the LEGO Group acquired BrickLink in 2019, various changes have been made to the popular online marketplace. Not all of those changes have been welcomed, but the latest will see the site get a visual makeover. The refresh will see a more uniform, modern design of BrickLink and its related platforms, such as Studio and the Designer Program. The changes will, of course, give the site a new look, but they will reflect the site’s heritage, including a new take on the parrot mascot and a new main logo. There will also be some slight changes to the BrickLink Designer Program. The series will become parts showcased within a yearly collection. These changes will be integrated across BrickLink this month. Learn more below.
Refreshed brand icons and terms inspired by BrickLink heritage
Irvine, California, June 17th, 2026: Over the past few months BrickLink has been making some important improvements to its website so that it’s easier for mobile users to navigate. As part of that work, we will be refreshing the BrickLink wordmark and some of our icons so that visitors can more easily differentiate between what’s available across the website and to make navigation easier for those viewing bricklink.com on smaller screens.
From June 2026, visitors to BrickLink.com will start to see refreshed designs for the main BrickLink wordmark, new icons for the Marketplace and Community as well as refreshed icons for the Designer Program and Studio. The changes will be rolled out gradually across the entire website as content is updated in phases as part of ongoing replatforming work. While the introduction of the refreshed designs won’t impact website functionality beyond improving navigation, this is an important and exciting step in the website and BrickLink brand journey overall.
Taking inspiration from some of the original BrickLink logos, blue and green will be prominent colors of the refresh with the two new Marketplace and Community icons using those colors. BrickLink founder, Dan Jezek, originally chose those colors for their connection to the natural world. When discussing the meaning of the original logo, Dan explained:
“The blue and green colors are colors of nature. The blue on top represents the skies in that BrickLink has no limits on where it can go. The different shades of green represent peace and that this is a friendly site with a lot of friendly people (which it is) and is a place to come to relax.”
– Daniel Jezek, BrickLink Founder
In addition to those two new icons, the Designer Program icon will also be refreshed. From July onwards, the naming convention for the ‘BrickLink Designer Program’ will also be shortened to ‘Designer Program’ to be more concise and to reduce duplication. Finally, the way we describe Designer Program series and stages will also be changing in the future to help make it clearer what series are at what stages. From 2028 onwards, we will describe the BrickLink sets released within a year as a ‘Collection’ and will describe the release cycles as ‘waves’ instead of ‘series’. So, for example, when this change is introduced at the start of 2028, what would have previously been called ‘Series 12’ will now be called ‘2028 Wave 1 Collection’.
The Studio icon will also be refreshed, continuing to use the four colors of the other icons to celebrate the Studio as the core engine on the platform.
All four icons will follow a consistent, simple 1×1 LEGO® tile design so that they stay true to the overall BrickLink brand while also being easy to tell apart within a clearer visual system.
Visitors to bricklink.com will also see the green and blue parrots that were part of the original logo appearing more often across the website in the months ahead. For Dan, as well as the wider community, the parrots always held an important significance in representing buyers and sellers being brought together by the brick. In that spirit, the parrots will continue to be an important part of BrickLink online where they’ll appear in fun ways and continue to represent our incredible BrickLink community. As well as the parrots, eagle-eyed fans might spot that the white 1×12 brick from the original logo has been used within main BrickLink wordmark… except in the redesign it’s been transformed into two 1×2 plates that are stacked on top to represent the ‘L’!
The updates to the wordmark and icons will also be reflected on social media channels, event assets and future physical box art. BrickLink packaging will feature the updated designs from 2028.
As Head of BrickLink, Steven Lee recognises, BrickLink continues to evolve while still staying deeply connected to the original mission of bringing buyers and sellers together:
“The refresh of the wordmark and icons celebrates everything the community has built and recognises the breadth of experiences that are now available on BrickLink.com. Simplicity has been key in the designs because they need to help anyone visiting the website to find what they’re looking for at a glance. Inspired by Dan’s original idea as well as the spirit of community past, present and future, the refreshed icons meet our users’ needs while standing as a strong link to the heritage and the future of the BrickLink brand. It’s great to know that connection is so strong throughout the design.”
– Steven Lee, Head of BrickLink
Key highlights
The visual design:
- Has been inspired by original BrickLink icons
- Retains the parrots as recognizable brand elements
- Reinterprets the original 1×12 brick as the ‘L’ in the BrickLink wordmark
- Creates a simple system that’s flexible and clear
- Celebrates the BrickLink community and the original idea of bringing community together
Marketplace Icon
The Marketplace icon represents buyers and sellers coming together through BrickLink. The tiles create an ‘M’. The arches symbolize an ‘open book’ and how members can explore the BrickLink Catalog.
Community Icons
The Community icon creates a ‘C’ within the tile system. When rotated, it also forms a heart and a smile which symbolize the joy of the community and its place at the heart of BrickLink.
Designer Program Icon
The Designer Program icon creates a ‘D’. When rotated, it symbolizes an open window and the opportunities the Designer Program offers expert creators.
Studio Icon
The Studio icon represents the four core BrickLink products coming together into one creative system and is represented by the letter ‘S’.
About BrickLink
Founded in 2000 by Dan Jezek and acquired by the LEGO Group in 2019, BrickLink.com is a community for the most passionate adult LEGO® fans.
BrickLink has grown and evolved over the years, but our purpose remains the same: to connect builders, sellers, and designers to the parts, tools, and resources they need to bring their creations to life.
From Marketplace and Community to Studio and the Designer Program, BrickLink is a place to connect, create, and share your love for LEGO bricks.
Q&A
Why hasn’t the wordmark and icon been updated everywhere on bricklink.com?
In June 2026, we’ll be making the first updates to the designs on bricklink.com. We’ll focus first on updating the main navigation bar which appears across the website. The designs will then be aligned gradually across the entire website as content is updated in phases through ongoing replatforming work.
Will the designs be updated elsewhere?
Yes, from June 2026, you’ll also see updated wordmark and icons on our social media channels. From 2028, the refreshed designs will also appear on BrickLink packaging. And we’ll also be updating our event assets from BrickWorld Chicago 2026 onwards.
Wouldn’t it be better to focus more on improving functionality?
We continue to focus on making improvements to the functionality of BrickLink.com with the current replatforming work set to make the website better (especially for mobile users). Developing the wordmark and icons supports better navigation and develops the BrickLink branding to support improvements to the platform.
How can you be community focused when this change doesn’t reflect community needs?
Community continues to be the heart of BrickLink as the platform grows. While we work to better meet the needs of users, we’re making these updates to make the website easier to use while still celebrating the original BrickLink mission.
