LG Electronics (LG) has revealed a fresh brand direction and visual identity, designed to illuminate the essence of Life’s Good with a vibrant and youthful approach across all customer touchpoints, both physical and digital.
LG’s New Brand Direction for a Better Life
The company’s new brand direction is aimed at creating a customer-centric and iconic brand loved by people of all generations, including Generation Z. The brand direction is based on LG’s core values of “Uncompromising Customer Experience,” “Human-centered Innovation,” and “Warmth to Power a Smile,” as outlined in their Brand Communication Guidelines shared with employees worldwide.
Encompassing the brand message of enhancing customers’ quality of life and precious moments, LG’s brand slogan, “Life’s Good,” reflects how their products, services, and communication enable such experiences. The company’s mission is to pursue “Innovation for a Better Life,” contributing to a better future for the planet.
Revamped Visual Identity: A New Spin on the Existing Brand Image
LG has revamped its visual identity to add vitality and interactive elements, while retaining the warmth and sense of togetherness associated with the brand. In the digital space, LG’s symbol, composed of the letters “L” and “G,” will come to life with eight unique motions, such as nodding, spinning, and winking, engaging customers in new ways on digital platforms. The brand symbol can greet customers with a friendly smile or move along with background music, adding a touch of wit.
Energetic Colors and Typeface Inspired by LG Products
LG will be using the vibrant LG Active Red, in addition to its signature LG Red color, across all customer touchpoints, conveying energy and enthusiasm. The company has also introduced gradient elements in LG Active Red, white, and black, offering versatility for application based on each product or service’s unique characteristics.
Furthermore, LG has designed a new typeface for its brand slogan, “Life’s Good,” cleverly incorporating shapes inspired by various LG products, which will be widely used as a brand asset in product packaging.
Evolutionary Brand Strategy: Unmatched Commitment to Innovating Customer Experiences
LG’s new brand strategy not only reinforces the company’s unique identity, but also signifies its willingness and capacity to evolve with changing generations, while maintaining its unwavering commitment to innovating customer experiences worldwide. LG plans to utilize its distinctive brand assets across all customer touchpoints globally throughout the year, showcasing its one-of-a-kind brand identity.
Speaking at the announcement, William Cho, CEO of LG Electronics, said,
Our brand strategy reflects who we are: a blend of innovation and warmth. We want to communicate our value and identity clearly and consistently. With this strategy, we hope to become an iconic brand that connects with people across generations and locations.