LG gives its logo an animated twist with a new brand identity

The company aims to actively communicate with customers beyond generations and locations through the LG rebranding.

LG Electronics (LG) has unveiled a new brand identity to shed more light on its value of 'Life’s Good'. With a dynamic and youthful look, the LG rebranding aims to communicate with people beyond generations globally, across all physical and digital customer touch points.  

In the digital space, the company’s symbol will come to life, engaging customers with a 2D animation. The brand symbol, composed of the letters ‘L’ and ‘G,’ can perform eight unique motions, including nodding, spinning and winking.

via GIPHY

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 colour, the company will be using the more energetic LG Active Red across all customer contact points. Also, various gradient elements in LG Active Red, white and black are also introduced, offering a variety as they can be applied according to the unique characteristic of each product or service.

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This change comes after nine years for the iconic brand. Its previous logo, which was enclosed in a circle, was based on the four pillars - Global, Tomorrow, Energy, Humanity and Technology. 

With the new logo, the company aims to boost interaction with more customers through interactive elements while putting a new spin on the existing brand image.  

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. It has also integrated into the typeface are shapes inspired by various LG products. 

LG’s 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.  

“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.”