LG produces electronics,

chemicals and telecommunications products and

operates in over 80
countries.

The logo needed to be versatile to be used on

different washer panels and have a universal look
for cultural readability.
Profile

Challenge

One of the largest South Korean conglomerate

LG asked us to create a logo to promote and

companies, LG produces electronics, chemicals

trademark their new washing machine technology

and telecommunications products and operates

TrueBalance designed to minimize vibration

in over 80 countries.

and washer noise for a smoother and quieter

performance. The logo needed to have modularity
to be used on different washer panels and have a
universal look for cultural readability.

TrueBalance technology minimizes vibration and

washer noise for a smoother and quieter wash.

Project Scope
- Logo

TrueBalance logo exploration sketches.

TrueBalance logo design variations.

The three droplets used on the icon represent the

3 damper system technology used for TrueBalance.

Solution
Because of LGs brand positioning and global
presence, we looked at their machine interface
design panels and explored various solutions
to uniquely brand TrueBalance technology
without dominating the washer interface. The
conclusion was a one color minimalist icon that
represents the circular motion of the washing
cycle with 3 water droplets. The 3 droplets
represent the 3 damper system technology used.
In addition, a hidden T is conveyed in the
negative space of the icon to represent
TrueBalance.

Final TrueBalance logo.

TrueBalance logo application on washer machine.

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