LG Electronics has launched its new brand identity, featuring a new 2D logomark which performs eight different motions when animated.
The rebrand aligns with LG’s new direction as the company seeks to widen its customer base, specifically targeting a Gen Z audience. According to LG, the new visual identity retains some of its existing brand image but now includes interactive elements which aim to “add vitality” to the brand.
LG previously used a logo with a 3D effect for advertising and its websites, which has now been dropped in favour of a flatter, more digital-friendly design. The face-like symbol – made up of the letters L and G – has new motion capabilities, including nodding, winking and spinning, and can also move along with background music across digital touchpoints.
While LG plans to retain its signature red, it says it will also incorporate a new “more energetic” hue called LG Active Red “across all customer contact points”. The brighter red will appear in a variety of gradients and the brand colour palette will now also feature black and white.
A new serif typeface has also been designed for LG’s “Life’s Good” brand slogan, which will now be more visible across the brand and product packaging. “Cleverly integrated into the typeface are shapes inspired by various LG products”, says LG.
The typeface used alongside the logomark in the lock-up is LG Smart, designed by Total Design prior to this recent rebrand.
“Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth,” says LG Electronics CEO William Cho. “Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”