July 21, 2007
LEGO Brand Name Usage Pretty Complicated
Seems that one of his readers wants us to use the word as LEGO, and we never add an "s", something I have written about before. The LEGO Company agrees.
Ken notes that the Chicago Manual of Style doesn't seem to agree, stating that the way we write ad copy is different from the way we write prose in other contexts. This means the all-caps formulation is not necessary.
Ken points out that a quick Google search (almost used that word as a verb) shows us that people just ignore these injunctions.
And nobody uses the term "LEGO bricks" — some of my staff have bags of the stuff and even though they are about as brand name conscious as can be, they admit to never, ever suggesting to their kids that they go "make something out of those LEGO bricks." It's "go make something out of Lego," which is a no-no, just as bad as "Go play with some Legos."
Friday's "Secret Diary of Steve Jobs" accuses Google employees of being "a bunch of spoiled coddled self-involved Lego-playing 20-somethings" — no, according to LEGO, they should be "spoiled twenty-somethings playing with LEGO bricks," which doesn't really work in context.
You also cannot point out to the world that "Salt n' Pepper's Here... in Lego Form" as Gearlog does in regard to a pretty nifty salt and pepper set made of LEGO bricks.
Plus you cannot tell the world about a Self-Stirring LEGO Mug (Gizmodo got the words right but forgot that nagging "bricks" as well as the registration mark).
On the other hand, maybe LEGO should just give it up and be happy that their brand name is so well recognized.
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