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LOOK: LG's new brand identity (logo) for all generations

LG has unveiled its new brand identity and logo that will further support the value of Life’s Good.
LG new logo 2023
The newest LG logo

LG for all generations

In a statement, LG said it outlines in its new brand communication guidelines "the new direction for the brand to be loved by customers across countries and generations, including Generation Z, and ultimately establish itself as an iconic brand."

The Brand Communication Guidelines reiterate LG's core values of 'Uncompromising Customer Experience,' 'Human-centered Innovation' and 'Warmth to Power a Smile, it added.

The new direction also includes a renewed LG visual identity to reinterpret the brand’s warmth and togetherness.
There is a new LG typeface as well
There is a new LG typeface as well

Through this, the brand also aims to boost interaction with customers through its upgraded logo that has interactive elements.

The brand symbol, composed of the letters 'L' and 'G,' can perform eight unique motions, including nodding, spinning and winking. 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, it said.

Aside from the signature LG Red color, a more energetic LG Active Red will be also used across all customer contact points.

Various gradient elements in LG Active Red, white and black were also introduced, offering variety as they can be applied according to the unique characteristic of each product or service, the brand added.

Its Life’s Good brand slogan also has a new look, which will be used more widely as a brand asset in product packaging.

Cleverly integrated into the typeface are shapes inspired by various LG products, it noted.

The new identity not only strengthens LG’s unique identity but also signals its initiative to evolve with generations and continuously innovate.

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.

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