Seoul, South Korea – Multinational conglomerate corporation LG Electronics has announced a new brand direction and visual identity, which focuses on angling the brand as more ‘youthful and dynamic’ across its multiple customer touch points.
According to the company’s updated brand communication guidelines, 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.
Moreover, the updated brand guidelines reiterate LG’s core values of ‘Uncompromising Customer Experience,’ ‘Human-centered Innovation’ and ‘Warmth to Power a Smile.’
The new visual identity will see LG using also a more energetic LG Active Red color hue across all customer contact points. Also, various gradient elements in LG Active Red, white and black were also introduced, offering variety as they can be applied according to the unique characteristic of each product or service.
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.
Lastly, the company also designed a new typeface for its ‘Life’s Good’ brand slogan, which will be used more widely as a brand asset in product packaging. Said typeface have been inspired by shapes depicted by various LG products.
William Cho, CEO of LG Electronics, said, “Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth. Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”
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