LG has unveiled a new brand identity that does 8 movements with animation. We shared a new brand direction and visual identity to reveal the value of Life is Good.
Embracing LG's core values, such as 'human-centered innovation' and 'warmth that creates a smile', we take on new challenges to be loved beyond Gen-Z and beyond. We reinterpreted the value of togetherness with the warmth of the existing brand. The human face symbol composed of 'L' and 'G' shows various witty expressions.
In addition to the serious feeling of 'LG Red' that has represented LG so far, 'LG Active Red' full of energy will also be applied. We also designed a new typeface worthy of the Life's Good slogan.
Joyful animations remind me of the lively animations from It's Nice That. The traditional symbol has become flat. Some people say why they keep the emoticon-like concept, but it is cool to collaborate with Lando Associates to protect the legendary 'Face of the Future', which is inspired by Silla's Sumaksae.
However, the new colors and fonts are very different from Heritage. The main color is closer to a deep orange than purple. As for the typeface, rather than a serious and solid impression typeface, a decorative typeface that would only be used in a sophisticated magazine is used. It's a somewhat challenging expression, but if you propose a more 'fun' experience than before to customers in the future, it can be appropriate.
