LG’s visual and verbal language

Brand tone of voice

LG’s philosophy is about people and sincerity. It is to understand customers and to offer solutions and new experiences through ceaseless innovation, thus helping them leave better live. LG is all about exploring life with no limitations. The brand has been developed consistently to always the beauty of life, “ Life’s Good.” LG strives to reach out to its customers with keen sensibilities – people who continue to explore new activities and take on new challenges to experience more and achieve a better life. The history of LG has always been surrounded by the company’s desire to create a happier, better life. It is all about giving something better in life.

Brand Symbol

The letters “L” and “G” in a circle symbolize the world, future, youth, humanity, and technology. LG’s philosophy is based on humanity and also represents its efforts to keep close relationships with its customers around the world.  Red, the main colour in the Logo, represents the brand’s friendliness, and commitment to deliver the best. 

Further it is said the letters represents happiness, through a symbolic smiling face.

Brand story

LG is a household name which protects and maintains its reputation by offering its consumers an added value in their products. Pioneering in technology through its innovative concepts, LG has positioned itself as a household name and a smarter global brand of the future. Global, Brighter future, Humanity and Technology are the pillars of LG as a brand. These are clear fundamentals of the brand.  It is said that the capital letters L and G (brand name) are positioned inside a circle to center the brand’s ideals above all else, humanity. The symbol stands for long lasting relationship with customers.

To highlight LG’s dedication to delivering differentiated values and experiences, LG some years back launched a brand identity strategy themed, “It’s All Possible.” This was an acknowledgement of the many changes in technology and customer behavior. In addition to complementing LG’s famous Life’s Good identity, the new theme was to position LG as the only brand which has something better to offer.

LG’s message is very much clear on what they are offering, very direct and different from that of its competitors.

Reference:
https://www.lg.com/global

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