South Korean consumer electronics company, LG Electronics (LG), has unveiled a new brand direction and visual identity, highlighting the value of its slogan, 'Life's Good,' with a fresh and youthful look. In the company’s new Brand Communication Guidelines shared with employees all around the world, LG outlined the new direction for the brand and its ambition to establish itself as an iconic brand.
The brand slogan, 'Life's Good,' captures the message of how LG empowers its customers to enjoy a quality life through its products, services and communication, the company said in a press release. The company also stated that it intends to fulfil its mission of pursuing "Innovation for a Better Life" and contributing towards a better future for the planet.
The company said that it has revamped its visual identity, incorporating vitality and interactive elements, while maintaining its warmth and togetherness. The brand symbol, composed of the letters 'L' and 'G,' can now perform eight unique motions, engaging customers with a friendly smile or grooving to background music on digital platforms.
In addition to its signature LG Red colour, the company will now be using the more vibrant LG Active Red across all customer touchpoints, with various gradient elements in LG Active Red, white and black for flexibility. The South Korean company has also designed a new typeface for its brand slogan, inspired by its products.
LG's new brand strategy reinforces its distinctive identity and signals its readiness to evolve with changing generations while upholding its commitment to innovating customer experiences worldwide. The company plans to leverage its unique brand assets at all customer touch points globally throughout the year.
"Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which seamlessly combines innovation and warmth," said William Cho, CEO of LG Electronics. "Through the implementation of the new brand strategy, LG aspires to become an iconic brand that resonates with consumers across generations and locations."