LG Electronics Brand Gets Younger... Attempts Brand Reinvention with Added Dynamism

LG Electronics is expanding its 'REINVENT' project, which began in May last year, from organizational culture to its brand. This decision by President Jo Joo-wan reflects the intention to add youthfulness and dynamism to LG Electronics' unique brand identity, which harmonizes innovation and warmth, through REINVENT.

On the 12th, LG Electronics announced that through the brand REINVENT, it will actively communicate with customers at increasingly diverse touchpoints, strengthening youthfulness and dynamism. It embodies the will to establish itself as an iconic brand that is consistently loved by customers across regions and generations.

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LG Electronics has adopted the brand slogan ‘Life’s Good,’ which aims to enable everyone to enjoy a ‘good life’ through its products, services, and communications. Its brand mission has been to pursue ‘innovation for a better life’ to create a better life and a sustainable future for the planet.

This time, LG Electronics newly established core values to realize its brand mission: ▲ uncompromising customer experience ▲ human-centered innovation ▲ warmth that brings smiles. Going forward, these three core brand values will serve as the starting point for customer experience innovation that LG Electronics will provide to customers through its products and services.

To emphasize youthfulness and the dynamism of innovation, motion has been added to the brand symbol, the ‘Face of the Future.’ Eight digital logo plays expressing winks, greetings, surprise, and more have been introduced. For example, the Face of the Future can playfully wink at customers or move rhythmically to music, adding interactive elements to strengthen bonds with customers in various ways.

Dynamic and highly visible red is used as the point color. The exclusive typeface for the differentiated brand asset and brand slogan ‘Life’s Good’ was newly developed, inspired by the design of flagship products. This aims to convey the meaning symbolized by the brand slogan more powerfully and clearly.

LG Electronics expects this brand REINVENT to be more than just assigning new meaning or changing design; it will serve as an opportunity to evolve into a younger and more dynamic brand. Jo Joo-wan, President of LG Electronics, said, “Through brand REINVENT, we will add youthfulness and dynamism to LG Electronics’ differentiated identity, which harmonizes innovation and warmth, and leap forward as an iconic brand consistently loved by customers across regions and generations.”

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