LG has introduced a new brand direction and new company logo called LG Active Red, which has a flatter look and a lighter shade of red. brand slogan Life is Beautiful it will be used more widely in branding and product packaging and will have a new font. LG is aiming for a more “dynamic and youthful” look in hopes of “reinventing its brand” after abandoning smartphones.

In a new “Brand Communications Guide” distributed to employees around the world, LG charted a new direction for the brand that should endear itself to customers from different countries and generations, including Generation Z, and ultimately establish itself as an iconic brand. The brand communication guide reaffirms LG’s core values: “Uncompromising Quality of Customer Service”, “People-Focused Innovation” and “Smiling Warmth”.

The company symbol will be revived in the digital space. It will be able to perform eight unique movements, including nodding, turning, and blinking. Thanks to its new abilities, the brand symbol can greet its customers with a smiling face and act in different ways with background music on digital platforms.

Having a strong and consistent brand strategy enables us to better communicate our unique identity and value proposition that harmoniously blends innovation and warmth. By implementing a new brand strategy, LG aims to become an iconic brand that resonates with consumers across generations and places.

William Cho, CEO of LG Electronics.