LG Electronics has unveiled a youthful and dynamic new look as part of its “Brand Reinvent” campaign. The company’s circular smiling symbol has been given a three-dimensional digital play design, and its slogan “Life’s Good” has been refreshed with new colors and fonts.
On April 12th, LG Electronics announced its brand reinvention campaign, with the aim of redesigning the company’s brand direction and identity. The company has shared its new brand communication guidelines with all employees, emphasizing a younger and more dynamic approach to conveying the “Life’s Good” slogan to customers.
The brand’s reinvention focuses on three core values: uncompromising customer experience, human-centered innovation, and warmth that makes people smile. LG Electronics seeks to deeply understand customers’ daily lives and provide innovative solutions that exceed their expectations, demonstrating LG Group’s emphasis on customer experience and customer-centricity.
LG Electronics’ new digital play symbol and lively slogan target younger customers and future generations. The symbol, which moves in various directions and expresses different emotions, is more like a character than the previous logo image. The interactive elements, such as witty eye contact or rhythmic movement to music, enhance customer engagement and connection.
The brand’s new look features a dynamic and highly visible “LG Active Red” color as the main accent, along with gradient elements using various colors that suit different business segments. The new font for the “Life’s Good” slogan was inspired by the design of the company’s representative products.
LG Electronics aims to evolve into a young and dynamic brand rather than just giving its brand a new meaning or design. The company plans to establish itself as a brand that young people, MZ, and future generations seek out, rather than just a brand that parents like. The new visual identity and communication guidelines reflect this vision, and LG Electronics hopes to enhance its relationship with customers through this reinvention.
In conclusion, LG Electronics’ brand reinvention campaign has transformed its visual identity to appear more youthful and dynamic. The company’s three core values of uncompromising customer experience, human-centered innovation, and warmth that makes people smile have been the driving force behind this change. The brand seeks to target younger customers and future generations with its new dynamic and interactive identity, and establish itself as a brand that is sought out by the youth.