LG Electronics has recently revealed its new brand direction and visual identity, which aims to enhance the value of Life’s Good with a more dynamic and youthful look across all physical and digital customer touchpoints. This new brand strategy has been shared with employees all around the world, outlining LG’s commitment to becoming an iconic brand that is loved by customers across countries and generations, including Generation Z.
As part of the new brand communication guidelines, LG has reiterated its core values of “Uncompromising Customer Experience,” “Human-centered Innovation,” and “Warmth to Power a Smile.” The company’s brand slogan, “Life’s Good,” encapsulates the message of how LG enables its customers to enjoy a quality life and cherish precious moments through its products, services, and communication. Moreover, LG’s brand mission is to pursue innovation for a better life, contributing to shaping a better future for the planet.
The revamped LG visual identity, reinterpreting the existing warmth and sense of togetherness of the brand, aims to boost interaction with more customers. LG has introduced a new visual identity that adds vitality and interactive elements while putting a new spin on the existing brand image. The company has also designed a new typeface for its Life’s Good brand slogan, which cleverly integrates shapes inspired by various LG products. This new typeface will be used more widely as a brand asset in product packaging.
In addition to its signature LG Red color, the company will be using the more energetic LG Active Red across all customer contact points. 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 characteristic of each product or service.
LG’s symbol, composed of the letters “L” and “G,” will come to life in the digital space, engaging customers with a new level of expressiveness. The brand symbol can perform eight unique motions, including nodding, spinning, and winking. With its new capabilities, the brand symbol can greet customers with a friendly smile or move along with background music on digital platforms in a variety of witty ways.
LG’s new brand strategy not only strengthens the company’s unique identity but also signals its willingness and capacity to evolve with generations, along with its unmatched commitment to innovating customer experiences all around the globe. The company plans to utilize its one-of-a-kind brand asset at all customer contact points globally throughout the year.
“Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth,” said William Cho, CEO of LG Electronics. “Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”
LG Electronics has been committed to innovating customer experiences with cutting-edge technology and superior quality products. The company’s new brand identity aims to strengthen its position as a global leader in consumer electronics by establishing itself as an iconic brand that resonates with customers worldwide. LG’s innovative products and services have been empowering its customers to enjoy a better life, and this new brand strategy is yet another step towards delivering that promise.
LG Electronics’ new brand direction and visual identity are aimed at creating a more dynamic and youthful look across all customer touchpoints. With its new brand strategy, LG aims to become an iconic brand that resonates with customers across generations and locations.
