The Story of Our Refreshed Look

Parrots, icons, and transformed bricks! BrickLink looks to the past for a fresh look

Buyers, sellers, and designers have been connecting and finding community through BrickLink® for more than 25 years. Shaped by community and built for fans, BrickLink continues to hold its history and heritage very close to its heart. So, when the team at BrickLink realized that the brand’s logo and icons needed a refresh, looking back at what made the original designs so special to its community seemed like the perfect place to start.

BrickLink believed in the community’s unlimited potential from the very beginning

For BrickLink founder, Dan Jezek, the blue and green of the original logo represented the colors of the natural world. The blue, Dan explained, represented the sky and that "BrickLink has no limits on where it can go." The green symbolized peace and that the Marketplace was a place where friends could connect.

The two parrots that appeared in the original logo represented buyers and sellers, while the white 1×12 brick symbolized the community's shared love of building. The enormous outpouring of love and support that the community expressed when Dan tragically passed away in 2010 reflected how important that vision had been to so many.

A refreshed look inspired by BrickLink's origins

Inspired by the original logo, the refreshed designs preserve the brand’s precious heritage while also meeting the needs of web users. The blue and green color palette that Dan valued so highly will stay, continuing to symbolize the natural world, community harmony, and the future potential of BrickLink. Two new icons for the Marketplace and Community have been created, while the existing icons for Studio and the Designer Program have been refreshed.

Together, those four icons follow a simple 1×1 LEGO® tile design that brings consistency and clarity, making it much easier to see what the digital platform has to offer. The BrickLink wordmark has also been updated, featuring a subtle connection to the past. Eagle-eyed fans will spot that the two 1×2 plates that make up the “L” are a transformation of the 1×12 brick that appeared in the original logo!

The new Marketplace icon represents buyers and sellers coming together just as the original logo did. The tiles create an “M” and the arches symbolize an “open book” to reflect how members explore the BrickLink Catalog.

The refreshed Studio icon represents the four core BrickLink products coming together into one creative system and represents the letter “S.”

The refreshed Designer Program icon creates a “D.” When rotated, it symbolizes an open window and the creative opportunities the Designer Program offers. From June onwards, the naming convention for the “BrickLink Designer Program” will also be shortened to “Designer Program” to be more concise and to reduce duplication.

The new Community icon creates a “C” within the tile system. When rotated, it also forms a heart and a smile to symbolize the joy of the community and its place at the heart of BrickLink.

The iconic BrickLink birds take flight

In the coming months, visitors will also see one of the parrots from the original logo take flight across the website. For Dan, as well as the wider community, the parrots held an important significance in bringing people together. In that spirit, the parrot will continue to be an important part of BrickLink online, appearing in fun ways to represent the incredible BrickLink community.

Brand icons and terms will be updated in the months ahead

From June 2026, the refreshed designs will launch on the main navigation of BrickLink.com and social media channels. The updates will then be rolled out in phases across the entire website. Event assets will be updated from Brickworld® Chicago onwards and, from 2028 onwards, the refreshed designs will also appear on BrickLink packaging. The BrickLink team will be listening carefully to what the community thinks of the updates to make sure that the branding of the future always honors the great ideas of the past.