LG Logo | Smiles with New LG Brand Identity | Green screen
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LG smiles at the world with its new brand identity
SEOUL, April 12, 2023 — LG Electronics (LG) has unveiled a new brand direction and visual identity, which will shed more light on the value of Life's Good with a more dynamic and youthful look across all physical and digital customer touchpoints .
In the company's new brand communication guidelines shared with employees around the world, LG has outlined the new direction for the brand to be loved by customers across all countries and generations, including Generation Z, and ultimately establish yourself as an iconic brand. The brand communication guidelines reiterate LG's core values of "uncompromising customer experience", "human-centered innovation" and "warmth to fuel a smile".
The brand's slogan, Life's Good, encapsulates the message of how the company enables its customers to enjoy a quality life and indulge in precious moments through LG products, services and communication. And, as a brand mission, the company has pursued innovation for a better life, helping shape a better life and future for the planet.
The brand's new direction includes a revamp of LG's visual identity, reinterpreting the brand's existing warmth and sense of togetherness. The company aims to enhance interaction with more customers through a new visual identity that adds vitality and interactive elements, giving a new twist to the existing brand image.
In the digital space, the company symbol will come to life, engaging customers with a new level of expressiveness. The brand symbol, made up of the letters "L" and "G", can perform eight unique movements, including nodding, turning and winking. With its new features, the brand symbol can greet customers with a friendly smile or move with background music on digital platforms in a variety of witty ways.
In addition to the signature LG Red color, the company will use the more energetic LG Active Red across all customer touchpoints. Additionally, various gradient elements in LG Active Red, white and black have also been introduced, offering variety as they can be applied according to the unique characteristics of each product or service.
The company has also designed a new typeface for its Life's Good brand slogan, which will be used more widely as a branding asset in product packaging. Skillfully integrated into the typeface are shapes inspired by various LG products.
LG's new brand strategy not only reinforces the company's unique identity, but signals its willingness and ability to evolve with generations, along with its unparalleled commitment to innovating customer experiences around the world. The company plans to utilize its one-of-a-kind brand asset across all customer touchpoints globally throughout the year.
“Having a strong and consistent brand strategy allows us to better communicate our value proposition and our unique identity, which harmoniously combines innovation and warmth,” said William Cho, CEO of LG Electronics. “By implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”
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