LG Electronics' Renewed Brand Identity Spreads a Message of Optimism
The company launched its 'Life’s Good' global campaign, featuring digital out-of-home (OOH) advertisements at renowned landmarks across the globe, including sites in Dubai, London, New York, Vietnam, and Seoul. Each vibrant image and captivating video have been meticulously crafted to reflect LG’s refreshed visual themes.
Through this global initiative, the company commits to sharing the 'Life's Good' message with its customers, inspiring and encouraging them to embrace life with optimism. Given the rising uncertainty and instability worldwide due to post-pandemic shifts, the campaign aims to motivate customers, spreading a positive influence and reinforcing the company's unwavering belief that 'Life’s Good.'
To convey this message with a dynamic and youthful manner, LG recently partnered with Wolff Olins to re-establish its visual identity under the LG Brand Reinvent, to put the spotlight on the value of 'Life’s Good' with the new visuals. After undertaking a rigorous process to redefine its values and philosophy, LG identified three core values: ‘Uncompromising Customer Experience’, ‘Human-centred Innovation’ and ‘Warmth to Power a Smile’. This reinvention of the brand introduces a younger and more dynamic visual identity that resonates more deeply with consumers across all generations and backgrounds. The transformation is part of its plans to become a global iconic brand, recognising the need to go beyond products and services and effectively communicate its brand values to customers.
At 9pm on 22nd August, the global brand refresh went live with an anamorphic 3D billboard in Times Square New York - as well a series of digital billboards and projections around major renowned landmarks globally, including Landmark 81 skyscraper in Vietnam, London’s Piccadilly Circus, the Óvalo Gutiérrez in Peru, the KP Tower in India, and in select spaces in South Korea, among others - all at 9pm local time. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy. Additionally, the launch will feature social content on 159 social channels in 80 countries.
The 3D billboard and social channels will feature a newly created LG characters, ‘Joy’ and ‘Ryder’, developed by Wolff Olins and South Korean up-and-coming illustrator Jungmin, who were brought to life by animation studio Animade. The characters represent a small nod to the heritage of the LG business and with intricate details in their clothing and accessories, as well as bringing an optimistic and youthful spirit of the brand to the forefront. The characters will also be used as social stickers, along with bespoke finger heart and hand heart gestures, providing a nod to Korean culture and symbolising warmth and optimism to the world.
The revamp of LG’s iconic Life’s Good slogan communicates the brand’s firm belief that life is good. The custom typography was inspired by various LG products to make it stand out more, and the period at the end conveys LG’s confidence and sincerity in its mission to make people’s lives better through innovation. However, the slogan is not just about hope and positivity; it represents LG’s commitment to making life better and more valuable and serves as a declaration of what life should strive to be. LG’s products and services are designed to align with this aspiration, even in challenging times.
LG and Wolff Olins also created a promotional video showcasing its renewed brand identity. This content, set to feature on the company’s global website, tell the story of the brand and bring to life its new design philosophy, which is all about ‘Emotionally Intelligent Design'. Indeed, the new face of LG has been designed to be more dynamic and youthful, to enable it to speak to a new generation of consumers. As LG explains, it wants to be the brand to "bring a smile back to the world of technology" and aims to "put some personality into technology".
The new brand is being applied across all physical and digital customer touch points. In digital spaces, the LG logo will come to life in motion; 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 bop along to background music. This symbolises LG’s legacy while creating a playful and engaging connection with today’s consumers, enhancing digital interactions.
Moreover, to highlight the brand’s bold and youthful nature, LG has introduced a vibrant new shade of red that will be used across all platforms – physical and digital. The new, energetic 'active red,' complemented by LG’s traditional “heritage” red and a deep black, represents a passion for innovation and the boldness to deliver exceptional customer value. By incorporating these dynamic colours, LG aims to express its passion for pushing boundaries and creating meaningful experiences for its customers and attracting more younger generations. This approach allows LG to emanate a youthful, dynamic, vibrant, confident, and innovative image that aligns with the company’s diverse businesses, products, and services.
The global activation follows recent announcements from CEO William Cho, who outlined LG’s vision to transform from its current position as a top global home appliance brand to a 'smart life solutions company' - capable of connecting and expanding customers’ diverse experiences while driving global annual revenues of KRW 100 trillion by 2030.
Jeongseok (JS) Lee, senior vice president and head of global marketing Centre, said, “We have a bold vision to transform and leap forward as a smart life solutions company. Our new brand identity helps to re-establish a brand, LG by reinventing the way we operate and communicate toward this goal. Wolff Olins is assisting us to signal a major shift - helping us speak to new, younger generations and making us appear more innovative, emotive and enhancing our global relevance. The approach also allows us to maintain flexibility across our diverse businesses, both B2B and B2C. The new LG is infused with optimism and embodies the sentiment that 'Life’s Good!'”
Hyoeun Kim, vice president of LG Electronics global marketing Centre, said, “At LG, our driving force is a commitment to enhancing the lives of our consumers. Fuelled by our core belief that 'Life's Good', we relentlessly face challenges but, with the firm belief of Life’s Good, we continuously innovate. Our newly refreshed brand identity embodies the collective passion and dedication of our entire organization.
It represents our unwavering mission to make our customers' lives better and to spread a message of optimism today. It also signifies our ambition to establish LG as a globally beloved and iconic brand.”
Speaking about LG’s partnership with Wolff Olins, Kim Said, “Wolff Olins has helped us to transform LG - expanding how we’re seen as a business and rejuvenating the experience of our brand. They have seamlessly connected strategy and creativity to deliver a dynamic and highly flexible brand. Wolff Olins’ experience of working across multiple industries and across the end-to end brand experience has been invaluable. Together, we’ve delivered a new brand that works for our many business units and for the world.”
Tom Carey, senior creative director at Wolff Olins, said, “The people at LG are amazing innovators. So it’s been awesome to work with them as they transform for their next generation. We’ve rejuvenated the brand, bringing it to life with a smile and a wink. We’ve helped set it up to speak to multiple audiences - from fashionistas to gamers to global tech partners. And we’ve worked on every side of the experience, helping to stand out in-store, online, in social, in advertising and in every side of daily life.
“It’s been a true joy to work with the LG’s leadership and design teams who are passionate about detail, crazily inventive and determined to bring a smile back to tech,” added Carey.
