LG Electronics has announced a new brand direction and visual identity that aims to showcase the value of Life’s Good with a more dynamic and youthful look across all physical and digital customer touch points. In the company’s new Brand Communication Guidelines shared with employees worldwide, LG outlined the new direction for the brand to be loved by customers across countries and generations, including Generation Z, and ultimately establish itself as an iconic brand.
The brand slogan, Life’s Good, encompasses the message of how the company enables its customers to enjoy a quality life and indulge in precious moments via LG products, services, and communication. The company has pursued Innovation for a Better Life, contributing to the shaping of a better life and future for the planet. The newly established brand direction includes a revamp of LG’s visual identity, reinterpreting the existing warmth and sense of togetherness of the brand.
In the digital space, the company’s symbol will come to life, engaging customers with a new level of expressiveness. The brand symbol, composed of the letters “L” and “G,” 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.
In addition to its signature LG Red color, the company will be using the more energetic LG Active Red across all customer contact points. The new brand strategy not only strengthens the company’s unique identity but 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
