LG announces new brand identity

LG introduced its new company logo which features a flatter look and a lighter shade of red dubbed LG Active Red. The signature Life’s Good brand slogan will be used more widely across branding and product packaging and features a new typeface. LG is going for a more “dynamic and youthful” look in hopes of reinventing its brand identity.

New LG logo next to its predecessor

Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth. Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations. – William Cho, CEO of LG Electronics

LG is also looking to add more expression to its signature logo on the web by using expressive motions like winking, smiling and nodding.

We also got the usual marketing talk about appealing to a larger group of consumers across countries and generations, including Gen Z.

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