LG

Electronics
Brand
communication
guidelines

Le
ts

g o
 Fostering
premium
brands

As
LG
Electronics
steps
farther
onto
the
global
stage,
we
are

confronted
with
ever
intensifying
competition.
Now
more
than

ever,
brands
are
essential
corporate
assets
and
are
at
the
heart

of
successful
business
management.
Therefore,
it
is
essential

that
our
brand
is
set
apart
from
others
on
the
market,
and
we

can
accomplish
this
by
endowing
our
products
with
the
unique

characteristics
that
our
target
users
are
seeking.

With
this
in
mind,
we
are
currently
positioning
ourselves

to
become
one
of
the
top
three
global
electronics
companies.

But
our
ultimate
goal
is
to
become
the
leader
of
our
industry,

and
as
part
of
our
strategy
to
achieve
this
distinction,
we
must

continuously
foster
and
advance
the
LG
Electronics
brand.

To
give
our
brand
every
advantage
within
such
a

competitive
arena,
we
must
first
establish
an
identity
that
is

unique
and
compelling
to
our
customers.
After
conducting

extensive
research,
we
developed
a
new
visual
identity
that
is

destined
to
distinguish
us
from
our
competitors.
The
following

pages
detail
the
core
elements
of
this
brand
identity
and
will

help
ensure
its
consistent
and
effective
application.
And
as

our
corporate
communications
adopt
our
new
persona,
we
will

establish
a
new
global
identity
that
is
distinct,
exclusive,
and

instantly
recognizable.

As
we
implement
this
new
visual
identity
system,
I
ask
the

executives
and
employees
of
LG
Electronics
and
its
subsidiaries

to
strive
to
make
our
company
loved
by
customers
worldwide

and
in
the
process
make
us
the
number
one
consumer
electronics

company
in
the
world.

S.S.
Kim

c.e.o.
&
Vice-Chairman

LG
Electronics

lg
electronics
house
style
elements

2
 Good
contents

Brand
platform

.
4
Brand
personality

.
5
LG
logo
standards

.
6
Brand
&
house
style
elements

.
10

Lifes
Good
signature

. 13

Special
use
horizontal
signature

.
19

Color

.
20

Typefaces

.
21

Curve
typography

.
22

Photography

.
24

Color
bars

.
28

Single
bar

.
29

Dual
bars

.
30

Full
frame

.
31

Frame
misuse

.
32
Advertising
&
print

.
33

Single
page
ads

.
35

Double
page
ads

.
43

Brochure
covers

.
51

Brochure
inside
spreads

.
57

Pamphlet
covers

.
59

Pamphlet
inside
spreads

.
61
Packaging

.
63

Small
product
box

.
65

Large
product
box

.
68

Large
appliance
carton

. 71
Shops
&
environments

.
72
Web
sites

.
87
Special
usage
applications

.
93

Benches
and
posters

.
95

Billboards

.
96

Neon
signs

.
102

A-Boards

.
106

Vertical
banners

.
108

Media
backdrop

.
114

Commercial
endframe

.
116

Business
card

.
117
Appendix:
file
naming

. 119

lg
electronics
house
style
elements

3
 Brand
platform
In
an
effort
to
establish
a
global
identity
for

LG
Electronics,
a
brand
platform
that
strives

to
encompass
the
many
facets
of
the
LG

mission
has
been
developed.
This
blueprint

clarifies
and
defines
the
vision
and
values

that
has
propelled
LG
to
the
forefront
of
the

consumer
electronics
industry.

Brand
identity
(or
Brand
print) By
establishing
an
instantly
recognizable

Delightfully
Smart identity
and
look
and
feel,
those
who
view
LG

communications
will
connect
the
quality

Positioning and
practicality
of
our
products
with
the

For
people
who
are
inspired
by
the
latest
digital
warm
visual
expression
that
represents
us.

technologies,
advanced
designs,
styling,
and
in- This
brand
recognition
will
further
position

novative
product
function LG
in
the
public
consciousness
as
not
only

LG
is
the
brand
that
is
delightfully
smart. a
manufacturer
of
advanced
electronics,
but

LGs
products
enhance
your
life
(and
your
also
as
a
company
that
seeks
to
improve
the

lifestyle)
with
their
intelligent
features,
intuitive
human
condition
with
its
products.
The
visual

functionality,
and
exceptional
performance. language
that
LG
employs
and
the
intuitive

Choosing
LG
is
a
form
of
self-expression
and
technologies
that
drive
its
products
work
as

self-satisfaction.

Youll
you
take
pride
in
owning
one
to
create
the
persona
of
a
company
that
is

the
amazing
and
take
comfort
in
knowing
you
made
friendly,
fun,
helpful,
and
practical.
In
essence,

a
smart,
more
informed
decision. we
strive
through
our
public
representations

and
the
private,
domestic
achievements
of
our

products
to
be
a
company
that
is
warm
and

receptive
to
the
embrace,
rather
than
cold
and

indifferent.

lg
electronics
house
style
elements

4
 Brand
personality
To
achieve
our
goals,
the
LG
image
the
LG
signature
and
the
graphic
elements
friendly,
easy-to-use,
and
guaranteed
to
make

must
mirror
the
attributes
of
our
products.
that
support
it
also
radiate
the
innovative
life
more
livable.
LG
is
dedicated
to
making

Therefore,
LGs
visual
language
emphasizes
spirit
is
truly
responsible
for
the
development
life
Delightfully
Smart.
our
commitment
to
product
designs
that
are
of
our
superior
products.
The
final
result
is

high
quality,
easy
to
use,
and
stylish.
However,
an
expression
of
premium
quality
that
is

YO U T H F U L

A P P R OA C H A B L E I M AG I N AT I VE T E C H
SAV V Y

I N N O VAT I V E HONEST

SEL F I N T EL L I G EN T
CONFID EN T

S T R A I G H T
F O R WA R D HUMAN NIMBLE
ORIENTED

I N S PI R I N G

I N T E R N AT I O N A L C O N T E M P O R A RY

D E L I G H T F U L LY
S M A RT
DA








D D M








I C

lg
electronics
house
style
elements

5
 Good
logo
The
LG
Electronics
logo
uses
the
LG
Group

Consistent
usage
of
the
LG
logo
is
abso- the
unique
LG
Red
color.
This
logo
is

master
brand
as
the
primary
identifier
of
all
lutely
essential.
The
logo
is
symbolic
of
our
always
positioned
with
LG
letterforms
placed

LG
Electronics
products.
In
all
geographic
steadfast
reputation
for
excellence,
and
there- at
a
specific
size
to
the
right
of
the
LG

regions,
emphasis
and
focus
should
be
on
the
fore,
any
variation
of
the
logo
diminishes
the
symbol.
Never
change
any
aspect
of
the

LG
logo
in
all
divisions
and
on
all
products.
visual
identity
of
LG
Electronics,
its
divisions,
typeface,
symbol,
color,
or
their
relationships

Sub-brand
logos
should
be
significantly
de- and
products.

to
the
logo.
Always
use
approved
electronic

emphasized
in
order
to
promote
awareness
of

The
logo
consists
of
two
elements:
the
LG
artwork.
Color
exceptions
are
noted
in
these

the
parent
brand,
LG. letterforms
in
LG
Gray
and
the
face
symbol
in
guidelines.

LG
symbol LG
logotype

X
X 4

2
X
9

5
X
9

2
9 X

X
25

lg
electronics
house
style
elements

6
 Good
logo
colors
The
primary
logo
for
LG
Electronics
is
the
2

color
logo.
In
most
applications,
you
should

use
either
the
LG
Red
logo
with
LG
Gray
type

or
the
LG
Red
logo
with
white
type.

However,
some
design
or
print
situations

may
prohibit
effective
usage
of
LG
Red
or

LG
Gray.
In
these
instances
other
logo
vari-
ants
are
acceptable,
but
they
should
be
used

sparingly.

2
color
logo
-

LG
Red
symbol
with

LG
Gray
type
on
a

white
or
light
colored

background.

2
color
logo
-

LG
Red
symbol
with

white
type
on
a
black

or
dark
colored

background.

1
color
LG
Gray
logo
-

LG
Gray
symbol
and

logotype
on
a
white
or

light
colored

background.

1
color
black
logo
-

black
symbol
with
black

type
on
a
white
or
light

colored
background.

1
color
reverse
logo
-

white
symbol
logotype

on
a
black
or
dark

colored
background.

lg
electronics
house
style
elements

7
 Bad
logo
The
examples
below
show
incorrect
alterations

and
color
usage
of
the
LG
logo.
Always
use

approved
electronic
artwork,
and
follow
the

usage
specifications
in
this
manual.

For
examples
of
incorrect
background

control,
see
page
15
-
Signature
background

misuse.

Never
alter
the
space

Never
alter
the
LG

between
the
L
and
the

logotype
to
be
larger

G
of
the
LG
logotype

or
smaller
than
the

always
use
approved

approved
artwork.
electronic
artwork.

Never
use
a
line
or

Never
alter
the
shape
stroke
around
any

of
the
LG
symbol
from

elements
of
the
LG

the
approved
artwork. symbol
or
logotype.

Never
change
the
color

Never
reproduce
the

of
the
LG
symbol
to

LG
logo
on
a
back-
anything
other
than

ground
that
is

LG
Red,
LG
Gray,
black

too
complex.
or
white.

When
using
the
1
color

Never
alter
an
element
reverse
logo,
the
face

of
the
LG
symbol
from

elements
should
go
to

the
approved
artwork. black
or
the
color
of

the
background.

Never
alter
the
color

Never
outline
the
of
the
LG
symbol
or

elements
of
the
LG
logotypealways
use

symbol. approved
electronic

artwork.

lg
electronics
house
style
elements

8
 Special
use
vertical
logo
For
extreme
vertical
applicationssuch
as
a
logo
employs
the
same
color
and
background
defined
by
the
height
of
the
symbol.
In
order

banner
or
billboardthe
vertical
usage
logo
specifications
as
the
primary
signature. to
maintain
legibility,
the
special
usage
signa-
has
been
created.
Use
of
this
signature
should

Additionally,
the
clearspace
rule
for
ture
should
never
appear
smaller
than
10mm.
be
kept
to
a
minimum.
Use
the
primary
logo
or
the
special
usage
logo
is
different
from
the

signature
wherever
possible.
The
special
usage
primary
logo
and
signature:
2/7X,
when
X
is

The
stacked
logo
is
for

extreme
vertical

applications
only.

Use
approved

digital
artwork
that

maintains
the
correct
X
relationship
between

signature
elements. 1X
7
3X
7

2X 2X
7 X 7
2X
7

Clearspace
for
the

stacked
logo
has
been
X
set
at
2/7x.

2X
7

The
stacked
logo

should
never
be

reproduced
smaller
>10mm
than
10mm.

lg
electronics
house
style
elements

9
 LG
Electronics
Brand
communication
guidelines

1

Brand
&
house
style
elements

E le

m
e n t al
 Good
house
style

A
house
style
is
a
distinct
The
LG
Electronics

system
developed
house
style
guidelines

to
communicate
an
have
been
developed
as
a

organizations
core
comprehensive
and
globally

philosophies.
The
system
relevant
system
of
touch

employs
a
group
of
points
to
support
our
brand

elementssignature,
positioning.
As
a
driven

typography,
color
imagery,
leader
in
the
consumer

and
other
graphic
devices electronics
industry,
LG

in
a
specific
way
to
strives
to
connect
cutting-
reflect
and
express
the
edge
digital
technologies

organizations
unique
with
their
human

character.
A
house
style
counterparts.
Therefore,
LG

may
also
be
a
strategic
Electronics
proposes
that

tool
that
subtly
expresses
Lifes
Good,
an
expression

a
companys
positioning,
which
reflects
our
belief

embodies
the
attributes
that
life
is
enriched
and

of
its
personality,
and
enhanced
by
products

reinforces
the
promise
that
are
ingeniously

the
company
makes
to
its
designed
and
expertly

customers.
built.
This
philosophy
is

the
cornerstone
of
the

LG
Electronics
house

style,
and
following
these

guidelines
will
ensure

that
all
materials,
from

brochures
to
presentations,

will
promote
our
mission
to

make
life
as
good

as
possible.

lg
electronics
house
style
elements

11
 LG
graphic
elements
The
LG
house
style
relies
on
a
variety
of
discussed
individually
and
in
later
sections
of
key
component
in
a
dynamic
and
multi-fac-
graphic
elements
to
create
its
visual
identity
in
the
house
style
guidelines.

eted
visual
system
that
communicates
our

everything
from
advertising
to
websites,
from

However,
it
is
important
to
remember
that
mission
and
philosophy.
environments
to
packaging.
The
elements
are
each
element
was
designed
or
selected
as
a

Lifes
Good

signature

Colors

Typefaces Charlotte
Sans
&
Charlotte

Curve
typography

People
and
product
photography

Color
bars

lg
electronics
house
style
elements

12
 LG
Lifes
Good
signature
The
LG
Electronics
Lifes
Good
signature
con-
The
consistent
usage
of
this
signature
tions
addressed
later
in
these
guidelines,
no

sists
of
the
LG
logo
(the
face
symbol
in
LG
Red
helps
to
clearly
identify
and
connect
every
other
signature
should
be
used.

and
the
LG
letters
in
LG
Gray)
and
the
slogan
division
and
product
from
LG
Electronics

Whenever
possible,
the
LG
signature

Lifes
Good,
set
in
the
Charlotte
Sans
typeface,
across
the
globe.
should
be
reproduced
in
the
preferred
two

curved
around
the
LG
symbol.
The
curving

This
signature
has
been
created
to
work
colors:
LG
Red
for
the
symbol
and
slogan,

and

of
the
slogan
reinforces
LGs
personality
and
without
sub-brands
and
divisions
locked
up
LG
Gray
for
the
LG
letters.
For
detailed
color

uniqueness.

to
it.
Other
than
special
space
limiting
situa- specifications,
refer
to
page
20.

LG
symbol

LG
logotype

LG
Lifes
Good
slogan

The
LG
Lifes
Good
signature:
LG
symbol,
LG
letters,
and
the
LG
Lifes
Good
slogan

2.5 4.5 X
X X
9 9 X 4

Special
translation

2
X note:
when
special

9 situations
have
been

approved,
the
Lifes

5
X Good
slogan
may
be

9
translated
to
languages

2 other
than
English.
It

9 X is
important
to
keep

the
curved
typography

4.5
9 X whenever
possible.
In

some
languages
the

2.5 translation
may
be
lon-
9 X ger
in

lenght,
so
the

translated
slogan
be

set
between
the
10:00

and
5:00
marks
around

the
LG
symbol.

lg
electronics
house
style
elements

13
 Signature
clear
space
and
minimum
size
To
ensure
the
prominence
and
legibility
of

Maintaining
proper
clearspace
protects
area,
but
at
some
sizes,
legibility
can
be
com-
the
LG
signature,
always
surround
it
with
the
visual
identity
from
competing
graphic
promised.
To
protect
against
this,
a
minimum

clearspace.
As
shown
below,
the
clearspace
is
elements
such
as
text,
photography,
or
back- size
has
been
established:
The
LG
Lifes
Good

equivalent
to
1/2
the
height
of
the
L
in
the
ground
patterns
that
may
otherwise
divert
signature
should
never
be
reproduced
smaller

LG
logotype
and
should
surround
the
entire
attention
from
the
signature. than
1/2
inch
in
height
(12.5mm).
LG
signature:
LG
symbol,
LG
logotype,
and
the

The
LG
signature
can
appear
in
a
variety

Lifes
Good
slogan.
of
sizes,
depending
on
the
layout
and
image

2 2
X X
9 X 9

2
X
9

2
X
9

The
LG
Lifes
Good
signature
clearspace

>1/2"
>12.5mm

The
LG
Lifes
Good
signature
minimum
size

If
the
signature
needs
to
be
reproduced
less
than
1/2
in
height,
and
the
special
use
horizontal
signature
cannot
be
used,
use
the
LG
signature
without
the
slogan.

lg
electronics
house
style
elements

14
 Signature
color
variations
The
preferred
color
reproduction
for
the
pri- below,
depending
on
the
type
of
communica- (cmyk),
RGB
Web-safe,
RGB
Video,
black
and

mary
signature
is
the
2
color
positive
version tion,
the
contrast
with
surrounding
graphics
full
reverse.
For
exact
color
specifications,
see

using
LG
Red
and
LG
Gray
or
the
process
and
type,
and
the
number
of
colors
available
the
Color
Palette
on
page
19.
color
equivalents. during
production.
Color
configurations

The
primary
LG
Lifes
Good
signature
may
for
the
signature
accommodate
most
print

be
reproduced
in
the
color
variations
shown
and
digital
applications,
spot,
process
color

2
color
signature
-

LG
Red
symbol
and

slogan
with
LG
Gray

logotype
on
a
white
or

light
colored

background.

2
color
signature
-

LG
Red
symbol
with

white
logotype
and

slogan
on
a
black
or

dark
colored

background.

1
color
LG
Gray

signature
-
LG
Gray

symbol,
logotype,
and

slogan
on
a
white

or
light
colored

background.

1
color
black
signature

-
black
symbol,
logo-
type,
and
slogan
on
a

white
or
light
colored

background.

1
color
reverse

signature
-
white
sym-
bol,
logotype,
and

slogan
on
a
black
or

dark
colored

background.

Special
situations
allow

for
reproduction
of
the

LG
logo
and
signature

in
Gold
and
Silver.

lg
electronics
house
style
elements

15
 Signature
background
control
White
is
the
most
effective
background
on

If
the
signature
is
placed
on
a
black
or

When
placing
the
LG
signature
on
a

which
to
reproduce
the
LG
Lifes
Good
signa- dark
background,
the
LG
logotype
and
the
photographic
image,
make
sure
the
image
ture.
White
provides
a
clear,
crisp
contrast.
Lifes
Good
slogan
should
reverse
to
white
behind
it
is
light
enough
to
provide
contrast

When
the
signature
is
placed
on
a
back- while
the
LG
face
symbol
remains
in
LG
Red.
with
the
LG
2
color
signature,
or
dark
ground,
there
must
be
sufficient
contrast
be- In
a
number
of
applications,
the
signature
can enough
to
provide
contrast
with
the
reverse

tween
the
background
color
and
the
signature
appear
on
LG
Dark
Red
or
LG
Red
either
as
signature.
colors.
Therefore,
several
color
options
are
a
full
reverse
to
white
or
with
the
LG
face

available
for
signatures.
symbol
in
LG
Red.

Whenever
possible,
use

2
color
reverse
the
2
color
positive

signature
on
an
LG

signature
on
a
white

Gray
background.

background.

2
color
reverse

2
color
reverse

signature
on
an

signature
on
a
black

LG
Dark
Gray

background.
background.

2
color
reverse
1
color
reverse

signature
on
an
LG
white
signature
on

Dark
Red
background.
an
LG
Dark
Red

background.

Use
the
2
color
2
color
reverse

signature
on
a
light
signature
on
a

photographic
back- dark
photographic

ground
as
long
as
there
background
when

is
enough
contrast
for
there
is
not
enough

LG
Red
and
LG
Gray
to
contrast
for
LG
Gray

be
legible. to
be
legible.

lg
electronics
house
style
elements

16
 Signature
background
misuse
Some
colors
and
photographic
backgrounds

do
not
work
in
every
case.
Only
use
an

approved
signature
that
will
provide
a
clean

and
distinct
contrast
to
the
specified

background.
Below
are
some
examples
of

incorrect
signature
useage
on
color
back-
grounds.

The
2
color
positive

The
2
color
positive
signature
is
not

signature
is
not
suitable
for
reproduc-
suitable
for
reproduc- tion
on
an
LG
Dark

tion
on
an
LG
Dark
Red
Gray
background.
Use

background.
Use
either
either
the
2
color

the
2
color
reverse
sig- reverse
signature
or

nature
or
the
1
color
the
1
color
reverse

reverse
signature.
signature.

The
2
color
positive

signature
is
not

Do
not
use
a
tint,
or

suitable
for
repro-
lighter
shade
of
LG
Red

duction
on
a
black

for
a
background.
Use

background.
Use
either

the
1
color
reverse

the
2
color
reverse
sig-
white
signature.
nature
or
the
1
color

reverse
signature.

LG
Gray
does
not
LG
Gray
does
not

provide
sufficient
provide
sufficient

contrast
on
some
contrast
on
some

photographic
back- photographic
back-
grounds.
Instead,
use
grounds.
Instead,
use

the
1
color
positive
LG
the
1
color
positive
LG

Red
signature. Red
signature.

Never
alter
the
2
color

or
1
color
signature
so
Never
change
the
color

that
the
LG
logotype
is
of
the
LG
logotype

reproduced
in
LG
Red.
to
LG
Red
on
dark

Always
use
the
correct
backgrounds.
Instead,

color
in
the
approved
use
the
2
color
reverse

electronic
artwork. signature.

lg
electronics
house
style
elements

17
 Signature
misuse
The
LG
Lifes
Good
signature
is
a
custom

drawn
piece
of
artwork,
and
the
proportion
and
arrangement
of
the
elements
are
specifi-
cally
determined.
To
maintain
consistency,
use
only
approved
digital
art
files.
Never
typeset,

recreate,
or
alter
signature
artwork.
Any
change
will
cause
inconsistencies,
ultimately

diminishing
the
impact
of
LGs
visual
identity.

This
is
the
correct

relationship
for
the

elements
of
the
LG

Never
change
the

Lifes
Good
Signature.

typeface,
color,
or

Always
use
approved

position
of
the
Lifes

digital
artwork
when-
Good
slogan.
ever
reproducing
the

LG
logo
with
the
Lifes

Good
slogan.

Never
alter
the
Never
alter
the

typeface,
color,
or
relationship
between

position
of
the
Lifes
the
LG
logo
and
the

Good
slogan. Lifes
Good
slogan.

Never
change
the

relationship
of
the
Never
rotate
the
slogan

LG
logotype
or
the
to
be
in
a
different

typeface,
color,
or
position
around
the

position
of
the
Lifes
LG
symbol.
Good
slogan.

Never
change
the
Never
use
a
color
for

typeface
of
the
Lifes
the
slogan
other
than

Good
slogan. those
provided
in
the

electronic
art
files.

lg
electronics
house
style
elements

18
 Special
use
horizontal
signature
For
extreme
horizontal
applicationssuch
as

The
special
usage
signature
employs
the
the
height
of
the
letter
L
in
the
wordmark.
In

a
banner
or
penthe
special
usage
signature
same
color
and
background
specifications
order
to
maintain
legibility,
the
special
usage

has
been
created.
Use
of
this
signature
should
be
as
the
primary
signature.
Additionally,
the
signature
should
never
appear
smaller
than

kept
to
a
minimum.
Use
the
primary
signature
clearspace
rule
for
the
special
usage
signature
10mm.
wherever
possible.
is
the
same
as
for
the
primary
signature,
1/2

The
special

use
signature
is
for

extreme
horizontal

applications
only.

X 4 X
X 4 9

2 X
Use
approved
9
digital
artwork
that
5 X
2.5
maintains
the
correct
X 9
9
relationship
between

2
signature
elements. X
9

2X 2X
9 X 9
2X
9

Clearspace
for
the

special
use
signature

has
been
set
at
1/2x.
2X
9

The
special
use

signature
should
never

>10mm
be
reproduced
smaller

than
10mm.

lg
electronics
house
style
elements

19
 Color
is
good
The
LG
primary
color
palette
consists
of
three
should
be
reproduced
in
LG
Red
and
LG
Gray,
colors.
The
pantone
and
cmyk
values
provided

colors:
LG
Red,
LG
Gray,
and
white.
There
is
which
are
the
equivalents
to
pantone
207
and
can
be
used
when
printing
on
either
coated
or

also
a
premium
color
palette
that
consists
of
pantone
431.
The
standards
for
these
colors
uncoated
paper.
Variations
in
color
may
occur,

an
additional
two
colors:
LG
Dark
Red
and
LG
may
be
found
in
the
current
edition
of
the
but
try
to
match
the
LG
colors
as
close
as
pos-
Dark
Gray.
These
can
be
used
when
focusing
pantone
Color
Formula
Guide.
For
certain
sible.

upon
a
premium
product.
In
special
situations,
1
color
applications,
the
signature
may
be
re-
For
on-screen
applications
refer
to

silver
or
metallic
can
be
substituted
for
the
produced
in
black
or
white.
For
process
color
the
RGB
Video
values
specified.
For
web

light
or
dark
gray. printing,
use
the
cmyk
values
as
a
beginning
applications,
refer
to
the
RGB
web/hex

The
simplicity
of
the
palette
best
high- reference.
Print
vendors
may
have
their
own
values
specified.

lights
our
uniqueness
in
a
category
that
is
values
and
formulas
for
matching
pantone
col- The
colors
shown
throughout
this
manual
have
not
been
evaluated
by

dominated
by
multiple
shades
of
blue.
ors
in
process
color,
but
the
goal
should
always
Pantone,
Inc.
for
accuracy
and
may
not
match
the
PANTONE
Color

Whenever
possible,
the
LG
signature
be
to
match
the
pantone
standard
of
the
LG
Standards.
PANTONE
is
a
registered
trademark
of
Pantone,
Inc.

LG
Red LG
Gray

Spot:
PANTONE
207 Spot:
PANTONE
431
Process:
c0
m100
y40
k20 Process:
c11
m1
y0
k64
RGB
video:
r177
g0
b67 RGB
video:
r135
g143
b151
RGB
web:
r153
g0
b51 RGB
web:
r153
g153
b153
Web
hex:
990033 Web
hex:
999999

LG
primary
palette

LG
Red LG
Gray

Spot:
PANTONE
207 Spot:
PANTONE
431
Process:
c0
m100
y40
k20 Process:
c11
m1
y0
k64
RGB
video:
r177
g0
b67 RGB
video:
r135
g143
b151
RGB
web:
r153
g0
b51 RGB
web:
r153
g153
b153
Web
hex:
990033 Web
hex:
999999

LG
Dark
Red LG
Dark
Gray

Spot:
PANTONE
505 Spot:
PANTONE
447
Process:
c50
m100
y100
k25 Process:
c16
m0
y31
k82
RGB
video:
r110
g30
b57 RGB
video:
r102
g102
b102
RGB
web:
r102
g51
b51 RGB
web:
r102
g102
b102
Web
hex:
663333 Web
hex:
666666

LG
premium

palette

lg
electronics
house
style
elements

20
 Good
typefaces
All
LG
Lifes
Good
communications
should
use
tiate
it
from
the
sans
serif
typefaces
used
by

Both
faces
include
a
set
of
small
capitals

the
Charlotte
typeface
family
for
headlines
and
other
consumer
electronics
companies.
and
text
numerals
for
use
in
text.
text.
The
Charlotte
family
consists
of
two
com-
Charlotte
Sans
should
be
used
for
all

The
Charlotte
family
typefaces
can
be

panion
serif
and
sans
serif
typefaces:
Charlotte
headlines
and
primary
messages,
technical
purchased
from
www.fontshop.com.
They
are

and
Charlotte
Sans. information,
and
call-out
text.
Charlotte
available
as
individual
weights
and
as
two

The
Charlotte
family
was
chosen
because
should
be
used
for
most
long
passages
of
text
packages:
Charlotte
Sans
and
Charlotte.
its
legibility
and
distinctiveness
help
differen- and
body
copy.

Charlotte
Sans
a b c d e f g h i j k l m n o p q rs t u v w xy z
A B C D E F G H IJ K L M N O P Q RST U V W X Y Z
a b c d e f g h i j k l m n o pq rst u v w xy z
01234567890
&
012 3 4 5 67 8 9

Charlotte
Sans
Book

Charlotte
Sans
Book
Italic
Charlotte
Sans
Book
Small
Caps
Charlotte
Sans
Medium

Charlotte
Sans
Bold

Charlotte
a b c d e f g h ij k lm n o p q rs t u v w xy z
A B C D E F G H I J KL M N O P Q R ST U V W X Y Z
a b c d ef g h i j k l m n o p q r s t u v w x y z
01234567890
&
01 2 3 4 5 6 7 8 9

Charlotte
Book

Charlotte
Book
Italic
Charlotte
Book
Small
Caps
Charlotte
Medium

Charlotte
Bold

lg
electronics
house
style
elements

21
 Good
curve
typography
To
help
convey
the
spirit
of
Lifes
Good
sense
of
the
LG
personality
and
visually
ties
to

This
unique
style
of
typography
is
another

beyond
the
Lifes
Good
slogan,
headlines
and
the
Lifes
Good
slogan. graphic
tool
used
to
unite
the
array
of
LG

primary
messages
can
be
typeset
in
a
curve

Curve
typgoraphy
should
always
be
set
communications.
However,
using
too
many

typography
style,
where
the
message
is
in
an
in
sentence
case:
where
the
first
letter
is
messages
in
curve
typography
can
diminish

arc
reading
counter-clockwise. capitalized
and,
with
the
exception
of
proper
its
impact.
Apart
from
the
slogan,
use
curve

Curve
typography
should
be
used
on
pri- nouns,
all
the
words
that
follow
should
be
in
typography
only
once
per
page,
spread,
or
side

mary
messages
whenever
possible.
It
conveys
a
lower
case. of
a
package.

Curve
typography

should
always
be
set

in
Charlotte
Sans
Bold

and
in
one
of
the
LG

colors
of
Red,
Gray,

Dark
Red,
or
Dark
Gray.

Curve
typography

can
also
be
in
white

when
put
on
dark

backgrounds.

10:00
Curve
typography

should
always
be
set

counter-clockwise
in

a
perfect
circle,
and

Per

should
fall
between
the

10:00
mark
and
the
4:00
so

a li
n

4:00
mark. ty m g
ess a gin

lg
electronics
house
style
elements

22
 Curve
typography
misuse
Successful
execution
of
curve
typography
can

be
made
by
following
its
simple
specifications:

Use
Charlotte
Sans
Bold
counter-clockwise

on
the
inside
curve
of
a
perfect
circle,
falling

between
the
10:00
and
4:00
mark.

Below
are
a
few
examples
of
incorrect

usage
of
curve
typography.

This
message
is
set
in

Charlotte
serif.
Never
This
is
Univers
Black,

use
a
typeface
other
never
use
a
typeface

than
Charlotte
Sans
other
than
Charlotte

Per

P er
Bold. Sans
Bold.

ng
na
so

so
g na

gi
lit
y m es s a gi n lit y sa
m es
This
is
Charlotte
Sans
This
messaging
is
fall-
Personality
Italic,
falling
counter- m ing
clockwise
between

clockwise
between
the
g the
11:00
and
3:00

es
gin

sag
4:00
and
1:00
marks.
marks
on
the
top
of

t y m es s a

ing
Never
use
a
typeface
the
circle.

other
than
Charlotte
Never
set
the
type

Sans
Bold
or
set
the
anywhere
other
than

n a li

type
anywhere
other
counter-clockwise

rso

than
counter-clockwise
Pe between
the
10:00

between
the
10:00
and
4:00
marks
on
the

and
4:00
marks. bottom
of
the
circle.

Never
set
curve

typography
inside
a

Never
set
messaging

solid
shape.
on
a
shape
that
isnt
a

It
should
always
fall

perfect
circle.
Pe

on
the
primary
rs
on
ng

background
area. Pe ality
gi

rs o s sa m es s a g i n g
n a l i ty M e

Note:
The
blue
dotted
lines
show
on
the
examples
above

are
for
illustration
purposes
and
are
not,
under
any

circumstances,
to
be
used
as
artwork
in
LG
communications.

lg
electronics
house
style
elements

23
 Good
photography
The
photography
that
LG
uses
for
various

communicationsfrom
advertising
to

web
sitesshould
convey
the
energy,

happiness,
and
quality
that
the
Lifes
Good

slogan
expresses.
There
are
three
differ-
ent
styles
that
may
be
used,
depending
on

the
communication:
People
photography,

silhouette
product
photography,
and
product

photography
in
an
environment.

Silhouette
product

photography
should

show
the
product
at

an
engaging
angle
and

People
photography

on
a
white
background

can
show
people
from

with
no
shadows.
different
cultures
in

different
environments.

They
are
happy
and

positiveenjoying
life

to
the
fullest.

Product
photography

in
an
environment

should
show
the

product
in
a
modern,

clean
environment,

in
the
way
that
the

product
would
be
used.

lg
electronics
house
style
elements

24
 People
photography
People
photography
focuses
on
smiling

People
photography
can
focus
on
an
indi-
Since
the
LG
color
palette
is
limited
to

peoplea
connection
to
the
LG
logoin
real
vidual
or
a
group.
LG
products
do
not
have
to
reds
and
grays,
additional
colors
may
be

environments
from
around
the
globe.
They
are
be
in
the
image. employed
depending
on
the
subjects
apparel

happy,
confident,
and
smart.
or
environment.

People
photography

can
show
people
from

different
cultures
in

different
environments.

They
are
happy
and

positiveenjoying
life

to
the
fullest.

lg
electronics
house
style
elements

25
 Silhouette
product
photography
Images
of
LG
products
should
appear
at

The
purpose
and
benefit
of
the
product

Silhouetting
products
against
a
blank

an
engaging
angle,
show
the
dimensions
should
be
clear
by
the
way
it
is
shot.
Do
background
enhances
the
effect
of
curve

of
the
product,
and
be
shot
against
a
white
not
hide
any
part
of
the
product
in
shadows
typography
around
the
product.

background
with
no
shadows.
unless
it
is
unavoidable.

Silhouette
product

photography
should

show
the
product
at

an
engaging
angle
and

on
a
white
background

with
no
shadows.

lg
electronics
house
style
elements

26
Environment
product
photography
Showing
the
product
in
a
real
environmenta

kitchen,
living
room,
home
theater,
laundry

room,
etc.allows
for
a
tangible
sense
of
its

scale
and
function.

LG
products
should
be
seen
in
clean
and

modern,
yet
warm,
domestic
environments.

Images
should
focus
on
the
product
in
a
real

home.
Avoid
cold
or
clinical
settings.

Product
photography

in
an
environment

should
show
the

product
in
a
modern,

clean
environment

in
the
way
that
the

product
would
be
used.

lg
electronics
house
style
elements

27
 LG
color
bars
An
integral
part
of
the
LG
Lifes
Good
house
the
top
and
bottom
or
left
and
right;
or
a
full

The
thickness
of
a
bar
or
bars
is
equal
to

style
is
the
use
of
the
LG
color
bars.
The
color
frame
around
the
page/image
area.
A
formula
a
percentage
of
the
longest
dimension
in
the

bars
have
been
designed
to
take
advantage
of
has
been
created
to
ensure
that
the
right
size
layout.
The
thickness
when
using
a
single
bar

one
of
LGs
most
untapped
brand
assets:
the
bar
is
used
in
each
layout,
at
any
size.
And,
would
be
5%
of
the
longest
dimension.
When

unique
shade
of
LG
Red. while
there
is
much
flexibility
in
the
applica- using
two
bars,
the
thickness
would
be
4%
of

There
are
several
different
ways
that
the
tion
of
the
bars,
they
are
essential
elements
the
longest
dimension.
When
using
the
full

color
bars
can
be
usedone
bar
on
the
top,
in
LG
communicationsas
critical
as
the
LG
frame
of
four
bars,
the
bar
thickness
around

bottom,
left
or
right;
two
opposing
bars
on
logoand
should
be
used
with
care. all
sides
is
3%
of
the
longest
side.

5%
x

When
using
a
single

bar
on
a
vertical
edge,

the
bar
thickness
is

equal
to
5%
of
the

longest
side.

This
proportion
is
Longest
side
=
x
the
same
whether
the

longest
edge
is
on
the

top,
bottom,
left,

or
right.

NOTE:
Except
for

navigation
in
websites,

no
messaging
should
ap-
pear
in
or
on
the
bars.
In

special
approved
situa-
tions,
such
as
billboards

a
sihouetted
product

photograph
can
be
on

top
of
the
bars.

When
using
a
single

Longest
side
=
x
bar
on
a
horizontal

edge,
the
bar
thickness

is
equal
to
5%
of
the

longest
side.

This
proportion
is

the
same
whether
the

longest
edge
is
on

the
top,
bottom,
left

or
right.

5%
x

lg
electronics
house
style
elements

28
 Applying
a
single
bar
Many
single
page
ads
or
brochure
covers
will
on
the
page
placement
of
the
ad. The
single
bar
should
always
be
repro-
work
best
with
a
single
bar.
The
single
bar
can

The
bar
should
be
used
in
all
four
areas
as
duced
using
LG
Red.
The
single
bar
may
be

be
on
any
edge.
The
vertical
left
or
right
bar
much
as
possible,
but
avoid
using
the
bar
in
reproduced
in
LG
Gray
or
silver
for
approved

will
work
well
in
a
single
page
ad,
depending
one
position
on
every
piece.
special
cases.

Single
bar Single
bar

top
placement. bottom
placement.

Single
bar
Single
bar
left
placement. right
placement.

lg
electronics
house
style
elements

29
 Applying
dual
bars
Some
layouts
will
benefit
by
using
dual
bars

on
the
top/bottom
or
the
left/right.
The
result

is
a
bolder
presence
of
LG
color
and
identity.

The
dual
bars
should
always
be
repro-
duced
using
LG
Red.
The
dual
bars
may
be

reproduced
in
LG
Gray
or
silver
for
approved

special
cases.

Dual
bars
with Dual
bars
with
top
and
bottom
left
and
right
side
placement.
placement.

Thickness
of
each
bar
Thickness
of
each
bar

is
equal
to
4%
of
the
is
equal
to
4%
of
the

longest
edge. longest
edge.

lg
electronics
house
style
elements

30
 Applying
the
full
frame
Applying
bars
for
a
full
frame
effect
can
create

a
bold,
distinct
impression
by
adding
a
sense

of
premium
quality
to
the
communication.

The
full
frame
bars
have
the
added

flexibility
of
using
all
the
colors
in
the
LG

palette:
LG
Red,
Gray,
Dark
Red,
Dark
Gray,

and
Silver.

LG
Red
full
frame

around
white
image
LG
Red
full
frame

area.
Thickness
of
around
LG
Dark
Red

each
side
of
the
frame
image
area
for
is
equal
to
3%
of
the
premium
products.

longest
edge.

Silver
full
frame
LG
Dark
Gray

around
LG
Dark
Red
full
frame
around

image
area
for LG
Gray
image
area
for
premium
products.
premium
products.

lg
electronics
house
style
elements

31
 Bar
and
frame
misuse
Because
the
bar
elements
are
very
flexible
in

how
they
can
be
applied,
incorrect
usage
can

occur
easily
and
compromise
the
visual
lan-
guage
they
are
meant
to
assist.
Below
are
some

examples
of
incorrect
bar
and
frame
elements.

Never
use
any
color

Do
not
use
dual
bars

other
than
LG
Red
for

that
are
perpendicular

single
or
dual
bar
ap-
to
each
other.
When

plicationsalthough,

using
dual
bars,
always

for
approved
special

place
them
opposite

cases
LG
Gray
and

each
other.
silver
may
be
used.

Never
change
the

dimensions
or
shape
of
Never
use
any
colors

the
bar.
Adding
curves
other
than
those
in
the

or
altering
the
shape
LG
color
palettes
for

of
the
bar
does
not
aid
the
bars
or
full
frame.
consistency.

Never
use
three
bars

instead
of
the
dual

bars
or
a
full
frame.

Use
only
a
single
bar
Never
use
white
as
a

on
any
side,
dual
bars
full
frame
color.
on
the
top
and
bottom

or
left
and
right,
or

the
full
frame
with
four

lg
electronics
house
style
elements

32
 LG
Electronics
Brand
communication
guidelines

2

Advertising
and
print

Lo

at
this
 Advertising
is
good

The
graphic
elements
The
general
feel
of
LG

of
the
LG
house
style
communications
is
a

guidelines
were
designed
system
where
product,

to
convey
an
original,
messaging,
and
the

easily
recognizable,
and
LG
signature
read
in

consistent
visual
presence
a
centered
alignment.

for
LG
Electronics.
The
following
pages
will

However,
they
were
also
show
how
the
elements

designed
to
allow
great
work
together
within

flexibility
in
a
wide
array
this
system.
However,
in

of
print
materials.
The
approved
special
cases,

following
guidelines
were
the
signature
can
be

specialized
for
advertising
positioned
on
the
upper

applications
and
will
right
corner,
as
seen
in

assist
in
maximizing
the
the
Billboards
and
special

effect
of
LGs
unique
usage
guidelines.
visual
identity.
While
these

guidelines
help
maintain

the
consistency
of
our

message,
they
are
also

agile
enough
to
produce

elegant
and
visually

arresting
layouts
from

billboards
to
pamphlets.

lg
electronics
house
style
elements

34
 Single
page
ad

curve
typography

4%
x 4%
x

LG
Red
dual
bars
on

4%
x top
and
bottom
of

layout.

Silhouette
product

photography
on
a

white
background.
Pe r s o

lit
na

ym i n g
ess a g LG
Red
curve
typog-
raphy
Charlotte
Sans

Bold
headline.

P R I M A RY
H E A D L I N E LG
Gray
Charlotte
Sans

lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
Bold
sub
head
above

laore
et
dolore
magna
liquam
lorem
erat
volupat
uten
ad
minim
veniam.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
Charlotte
body
copy.
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam.

2
color
signature
is

10%
x no
less
than
twice
the

height
of
the
bars.

4%
x

4%
x

lg
electronics
house
style
elements

35
 Single
page
ad

curve
typography

5%
x 5%
x

5%
x
LG
Red
Charlotte
Sans

P R I M A RY
H E A D I N G
dolore
magna
liquam
volupat
uten
ad
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
Bold
sub
head
above

elit
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sede
diam
nonumy
eiusmode
tem
incidunt
ut
LG
Gray
Charlotte

laore
erat
magna
liquam
volupat
uten
ad
venia
lorem
ipsum
dolor
amet
consect
tet
adipiscing
elit
alor
dolor
body
copy.
lorem
ipsum
dolor
sit
dolor
amet
consec
tet
adipicing
elit,
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore

magna

consect
tet
adipiscing
dolor
sit
amet
minm
veniam
lorem
liquam
erat
volupat.

Silhouette
product

photography
on
a

people
photography

Pe rs o

background.

lit
na

ym g LG
Red
curve
typog-
ess a gin raphy
Charlotte
Sans

Bold
headline.
x

LG
Red
vertical
bar
on

right
side.

Height
of
the
2
color

reverse
signature
is

no
less
than
twice
the

width
of
a
vertical
bar.
In
special
situations,

10%
x the
signature
may
be

placed
at
the
right
side

of
the
page
for
more

5%
x impact.

lg
electronics
house
style
elements

36
 Single
page
ad

curve
typography

3%
x 3%
x

3%
x LG
Red
full
frame

around
all
four
sides

of
page.

Silhouette
product

photography
on
a

white
background.
P e rs o

lit
na

ym i n g LG
Red
curve
typog-

ess a g raphy
Charlotte
Sans

Bold
headline.

LG
Gray
Charlotte

lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
veniam

laore
et
dolore
magna
liquam
erat
volupat
uten
ad
minim
veniam.
lorem
ipsum
dolor
sit
amet
consec
tet
dolores

body
copy.
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam
diam
nonumy
sed.

Height
of
the
2
color

signature
is
no
less

10%
x than
10%
of
X
(the

longest
side
of
the

page).
3%
x
3%
x

lg
electronics
house
style
elements

37
 Single
page
ad

curve
typography

3%
x 3%
x

3%
x LG
Dark
Red
full
frame

around
all
four
sides

of
page.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
veniam

laore
et
dolore
magna
liquam
erat
volupat
uten
ad
minim
veniam.
lorem
ipsum
dolor
sit
amet
consec
tet
dolores.
LG
Gray
Charlotte

body
copy.

Silhouette
product

photography
on
a

people
photography

background.
Pe rs o

lit
na

ym g
ess a gin
LG
Red
curve
typog-
raphy
Charlotte
Sans

Bold
headline.

Height
of
the
2
color

reverse
signature
is

no
less
than
10%
of
X

(the
longest
side
of
the

page).
In
special
situ-
10%
x ations,
the
signature

may
be
placed
at
the

left
side
of
the
page

3%
x for
more
impact.
3%
x

lg
electronics
house
style
elements

38
 Single
page
ad

straight
typography

4%
x 4%
x

LG
Red
dual
bars
on

4%
x
top
and
bottom
of

layout.

Silhouette
product

photography
on
a

white
background.

LG
Red
Charlotte
Sans

Primary
headline Bold
headline.

lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

laore
et
dolore
magna
liquam
lorem
erat
volupat
uten
ad
minim
veniam.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
LG
Gray
Charlotte

elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam. body
copy.

Height
of
the
2
color

10%
x signature
is
no
less

than
twice
the
height

of
a
horizontal
bar.
4%
x

4%
x

lg
electronics
house
style
elements

39
 Single
page
ad

straight
typography

5%
x 5%
x

LG
Red
horizontal
bar

5%
x on
top
edge.

P R I M A RY
H E A D I N G LG
Red
Charlotte
Sans

dolore
magna
liquam
volupat
uten
ad
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
Bold
sub
head
above

elit
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sede
diam
nonumy
eiusmode
tem
incidunt
ut
LG
Gray
Charlotte

laore
erat
magna
liquam
volupat
uten
ad
venia
lorem
ipsum
dolor
amet
consect
tet
adipiscing
elit
alor
dolor

lorem
ipsum
dolor
sit
dolor
amet
consec
tet
adipicing
elit,
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore

body
copy.
magna

consect
tet
adipiscing
dolor
sit
amet
minm
veniam
lorem
liquam
erat
volupat.

Silhouette
product

photography
on
a

people
photography

background.

x Primary
headline LG
Red
Charlotte
Sans

Bold
headline.

Height
of
the
2
color

10%
x
signature
is
no
less

than
twice
the
height

of
a
horizontal
bar.

5%
x

lg
electronics
house
style
elements

40
 Single
page
ad

straight
typography

3%
x 3%
x

3%
x Silver
full
frame
around

all
four
sides
of
page.

Silhouette
product

photography
on
an

LG
Red
Dark
Red

background.

Primary
headline LG
Red
Charlotte
Sans

Bold
headline.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
veniam
White
Charlotte
body

laore
et
dolore
magna
liquam
erat
volupat
uten
ad
minim
veniam.
lorem
ipsum
dolor
sit
amet
consec
tet
dolores
copy.
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam
diam
nonumy
sed.

Height
of
the
2
color

reverse
signature
is

no
less
than
10%
of

10%
x
X
(the
longest
side
of

the
page).
3%
x
3%
x

lg
electronics
house
style
elements

41
 Single
page
ad

straight
typography

3%
x 3%
x

3%
x LG
Dark
Red
full
frame

around
all
four
sides

of
page.

Full
bleed
product

photography
in
an

environment.

Primary
headline LG
Red
Charlotte
Sans

Bold
headline.

Height
of
the
2
color

reverse
signature
is

no
less
than
10%
of

10%
x
X
(the
longest
side
of

the
page).
3%
x
3%
x

lg
electronics
house
style
elements

42
 Double
page
ad

curve
typography

4%
x 4%
x

4%
x LG
Red
dual
bars
on

top
and
bottom
of

layout.

Silhouette
product

photography
on
a

white
background.

LG
Gray
Charlotte
Sans

P R I M A RY
H E A D I N G
dolore
magna
liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
Bold
sub
head
above

alore
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

ut
laor
et
dolor
magna
liquam
et
volupat
veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec
tet

Charlotte
body
copy.
adipiscing
elit
alor
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy

veniam
lorem

ipsum
dolor
sit
amet
consec
tet
adipiscing
elit
alor
dolor
sit
amet.
Pe rs o

LG
Red
curve
typog-
raphy
Charlotte
Sans

Bold
headline.

lit
na

ng
In
double
page
ads,
the

ym
ess a gi
6%
x height
of
the
2
color

signature
should
be
no

less
than
5x,
but
no

4%
x more
than
10x.
4%
x

lg
electronics
house
style
elements

43
 Double
page
ad

curve
typography

4%
x 4%
x

Dual
LG
Red
vertical

4%
x
bars
on
left
and
right

sides.

Silhouette
product

photography
on
a

white
background.

Pe rs o LG
Red
curve
typog-
na lit g
ym raphy
Charlotte
Sans

ess a gin Bold

headline.

P R I M A RY
H E A D L I N E
LG
Gray
Charlotte
Sans

dolore
magna
liquam
erat
volupat
uten
ad
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adi
piscing
elit
Bold
sub
head
above

alor
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
dia

nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam
erat
volupat
uten
ad
minim
veni. Charlotte
body
copy.
Left
page
full
bleed

people
photography.

In
double
page
ads,
the

height
of
the
2
color

6%
x
signature
should
be
no

less
than
5x,
but
no

4%
x more
than
10x.

lg
electronics
house
style
elements

44
 Double
page
ad

curve
typography

3%
x 3%
x

3%
x
LG
Red
full
frame

around
all
four
sides

of
page.

P R I M A RY
H E A D I N G
White
Charlotte
body

dolore
magna
liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing

alore
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

copy.
ut
laor
et
dolor
magna
liquam
et
volupat
veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec
tet

adipiscing
elit
alor
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy

veniam
lorem

ipsum
dolor
sit
amet
consec
tet
adipiscing
elit
alor
dolor
sit
amet.
Pe rs o

Silhouette
product

photography
on
an

LG
Red
Dark
Red

background.
LG
Red
curve
typog-
lit
na

raphy
Charlotte
Sans

ym g
ess a gin
Bold
headline.

In
double
page
ads,
the

6%
x height
of
the
2
color

signature
should
be
no

less
than
5x,
but
no

3%
x
more
than
10x.
3%
x

lg
electronics
house
style
elements

45
 Double
page
ad

curve
typography

3%
x 3%
x

3%
x LG
Red
full
frame

around
all
four
sides

of
page.

P R I M A RY
H E A D I N G White
Charlotte
body

dolore
magna
liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing

alore
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

copy.
ut
laor
et
dolor
magna
liquam
et
volupat
veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec
tet

adipiscing
elit
alor
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy

veniam
lorem

ipsum
dolor
sit
amet
consec
tet
adipiscing
elit
alor
dolor
sit
amet.

Silhouette
product

photography
on
a

Pe rs o

people
photography

background.

lit
na

LG
Red
curve
typog-
ym g
ess a gin
raphy
Charlotte
Sans

Bold
headline.

In
double
page
ads,
the

height
of
the
2
color

signature
should
be
no

6%
x less
than
5x,
but
no

more
than
10x.
3%
x
3%
x

lg
electronics
house
style
elements

46
 Double
page
ad

straight
typography

5%
x 5%
x

LG
Red
bars
on
top

5%
x
of
layout.

Silhouette
product

photography
on
a

white
background.

Primary
headline LG
Red
Charlotte
Sans

Bold
headline.
lorem
ipsum
dolor
sit
met
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

la
et
dolore
magna
liquam
lorem
erat
volupat
uten
ad
minim
veniam.
lorem
ipsum
dolor
sit
amet
conse
dip

elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
dolor
magna
liquam.
dolor
magn

liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
piscing
alore
dolor
sit
amet.
lorem
LG
Gray
Charlotte

ipm
dolor
sit
amet
consec
tet
adipiscing
elit,
sediam
nonumy
eiusmode
tempor
incidunt
ut
laor
et

dolor
magna
liquam
et
volupat
veniam
dolor
sit
am
diam
lor
ipm
dolor
sit
amet
consec
tet
adipi
scing
elit
alor

body
copy.

consec
tet
adipiscing
elit
alor
dolor
sit
amet.

In
double
page
ads,
the

height
of
the
2
color

6%
x signature
should
be
no

less
than
5x,
but
no

more
than
10x.
5%
x

lg
electronics
house
style
elements

47
 Double
page
ad

straight
typography

5%
x 5%
x

5%
x

Silhouette
product

photography
on
a

people
photography

background.

LG
Red
Charlotte
Sans

Primary
headline Bold
headline.
dolore
magna
liquam
et
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing

alore
dolor
sit
amet.
lorem
ipsulor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

ut
laor
et
dolor
magna

liquam
et
volupat
veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec
tet.
LG
Gray
Charlotte

body
copy.

In
double
page
ads,
the

height
of
the
2
color

6%
x signature
should
be
no

less
than
5x,
but
no

more
than
10x.
5%
x

LG
Red
bars
on
top

5%
x
of
layout.

lg
electronics
house
style
elements

48
 Double
page
ad

straight
typography

3%
x 3%
x

3%
x
Silver
full
frame
around

all
four
sides
of
page.

Silhouette
product

photography
on
an

LG
Dark
Red

background.
Primary
headline LG
Red
Charlotte
Sans

dolore
magna
liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
Bold
headline.
alore
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

ut
laor
et
dolor
magna
liquam
et
volupat
veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec
tet

adipiscing
elit
alor
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy

veniam
lorem
White
Charlotte
body

ipsum
dolor
sit
amet
consec
tet
adipiscing
elit
alor
dolor
sit
amet.
copy.

In
double
page
ads,
the

height
of
the
2
color

6%
x signature
should
be
no

less
than
5x,
but
no

3%
x more
than
10x.
3%
x

lg
electronics
house
style
elements

49
 Double
page
ad

straight
typography

3%
x 3%
x

3%
x LG
Red
full
frame

around
all
four
sides

of
page.

Silhouette
product

photography
on
an

LG
Red
Dark
Red

background.

Left
page
full
bleed

people
photography.

LG
Red
Charlotte
Sans

Primary
headline Bold
headline.
dolore
magna
liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing

alore
dolor
sit
amet.
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt

White
Charlotte
body

ut
laor
et
dolor
magna
liquam
et
volupat
veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec
tet. copy.

In
double
page
ads,
the

height
of
the
2
color

6%
x signature
should
be
no

less
than
5x,
but
no

more
than
10x.
3%
x
3%
x

lg
electronics
house
style
elements

50
 Brochure
cover

curve
typography

5%
x 5%
x

LG
Red
vertical
bars
on

5%
x right
side.

Silhouette
product

photography
on
a

white
background.
P ro d

LG
Red
curve
typog-
raphy
Charlotte
Sans

Bold
headline.
uc

be
t

x
n e fit

P R I M A RY
H E A D L I N E
LG
Gray
Charlotte
Sans

Lorem
ipsum
dolor
amet
conse
tet
adipiscing
elit,
sed
dia
nonumy
eiusmode
tempor
incidunt
Bold
sub
head
above

laore
et
dolore
magna
lore
volupat
ad
minim
veniam.
Lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
Charlotte
body
copy.
elit,
sed
diam
numy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam.

Height
of
the
2
color

signature
is
no
less

10%
x than
twice
the
width
of

a
vertical
bar.

5%
x

lg
electronics
house
style
elements

51
 Brochure
cover

curve
typography

5%
x 5%
x

5%
x

Silhouette
product

photography
on
a

people
photography

background.

LG
Red
curve
typog-
P ro d

raphy
Charlotte
Sans

Bold
headline.
uc

be
t

n e fit

Height
of
the
2
color
re-
verse
signature
is
no
less

than
twice
the
height
of

10%
x a
horizontal
bar.

5%
x

LG
Red
bar
on
bottom

5%
x edge.

lg
electronics
house
style
elements

52
 Brochure
cover

curve
typography

3%
x 3%
x

3%
x
Silver
full
frame
around

all
four
sides
of
page.

Silhouette
product

photography
on
an

LG
Dark
Gray

background.
P ro d

White
curve

typography
Charlotte

Sans
Bold
headline.
x
uc

be
t

n e fit
P R I M A RY
H E A D L I N E White
Charlotte
body

Lorem
ipsum
dolor
amet
consec
tet
adipiscing
elit,
sed
nonumy
eiusmode
tempor
incidunt
copy.
laore
et
dolore
magna
lorem
erat
volupat
ad
minim
veniam.
Lorem
ipsum
dolor
sit
amet
consec
tet
acing

elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laor
et
dolore
magna
liquam.

Height
of
the
2
color

reverse
signature
is

10%
x no
less
than
10%
of

X
(the
longest
side
of

the
page).
3%
x
3%
x

lg
electronics
house
style
elements

53
 Brochure
cover

straight
typography

4%
x 4%
x

4%
x
LG
Red
dual
bars
on

top
and
bottom
of

layout.

Silhouette
product

photography
on
a

white
background.

Product
name LG
Red
Charlotte
Sans

Bold
headline.
Lorem
ipsum
dolor
sit
amet
consec
tet
adipising
elit,
sed
nonumy
eiusmode
tempor
incidunt

laore
dolore
magna
liquam
lorem
erat
volupat
uten
ad
minim
veniam.
Lorem
ipsum
dolor
sit
amet
tet
adipiscing

elit,
sed
diam
nonumy
sit
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam.
Dolore
magna
LG
Gray
Charlotte

liquam
erat
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
alore
dolor
sit
amet.
lorem
body
copy.

amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laor
et.

Height
of
the
2
color

signature
is
no
less

10%
x than
twice
the
height

of
a
horizontal
bar.

4%
x

4%
x

lg
electronics
house
style
elements

54
 Brochure
cover

straight
typography

5%
x 5%
x

5%
x

Product
name
LG
Red
Charlotte
Sans

Bold
headline.

Full
bleed
product

photography
in
an

environment.

Height
of
the
2
color
re-
10%
x
verse
signature
is
no
less

than
twice
the
height
of

a
horizontal
bar.

5%
x

LG
Red
bar
on
bottom

5%
x
edge.

lg
electronics
house
style
elements

55
 Brochure
cover

straight
typography

3%
x 3%
x

3%
x Silver
full
frame
around

all
four
sides
of
page.

Silhouette
product

photography
on
an

LG
Dark
Red

background.

LG
Red
Charlotte
Sans

Bold
headline.

Product
benefit White
Charlotte
body

copy.
Lorem
ipsum
dolor
sit
amet
consec
tet
adipiscing
elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
veniam

laore
et
dolore
magna
liquam
erat
volupat
uten
ad
minim
veniam.
Lorem
ipsum
dolor
sit
amet
consec
tet
dolores

elit,
sed
diam
nonumy
eiusmode
tempor
incidunt
ut
laore
et
dolore
magna
liquam
diam
nonumy
sed.

Height
of
the
2
color

reverse
signature
is

10%
x no
less
than
10%
of

X
(the
longest
side
of

the
page).
3%
x
3%
x

lg
electronics
house
style
elements

56
 Brochure
inside
spread

2.5%
x 2.5%
x

2.5%
x
LG
Red
Charlotte
Sans

Lorem
ipsum
dolor
sit
amet

Bold
headline.

At
vero
Iusto
qui Et
harmond
los At
vero
Iusto
qui Et
harmond
los LG
Red
Charlotte
Sans

At
vero
eos
et
accusam
et
At
vero
eos
et
accusam
et
At
vero
eos
et
accusam
et
At
vero
eos
et
accusam
et

iusto
odogiodignissum
qui
iusto
odogiodignissum
qui
iusto
odogiodignissum
qui
iusto
odogiodignissum
qui
Bold
subheads
over
LG

blandit
paesent
luptatum
blandit
paesent
luptatum
blandit
paesent
luptatum
blandit
paesent
luptatum

delenit
aigue
duos
dolor
et
delenit
aigue
duos
dolor
et
delenit
aigue
duos
dolor
et
delenit
aigue
duos
dolor
et
Gray
Charlotte
text
in
a

qui
mosestias
excepteur
qui
mosestias
excepteur
qui
mosestias
excepteur
qui
mosestias
excepteur

sint
occaecat
cupidata
non
sint
occaecat
cupidata
non
sint
occaecat
cupidata
non
sint
occaecat
cupidata
non
four
column
grid.
provident,
simil
tempor
provident,
simil
tempor
provident,
simil
tempor
provident,
simil
tempor

sunt
in
culpa
qui
officia
sunt
in
culpa
qui
officia
sunt
in
culpa
qui
officia
sunt
in
culpa
qui
officia

deserunt.
Et
harumd
deserunt
mollit
anim
id
est
deserunt.
Et
harumd
deserunt
mollit
anim
id
est

dereud
facilis
est
er
laborum
et
dolor
fuga
Et
dereud
facilis
est
er
laborum
et
dolor
fuga
Et

expedit
distinct.

Et
invitat
harumd
dereud
facilis
est
expedit
distinct.

Et
invitat
harumd
dereud
facilis
est

igitur
vera
ratio
bene
sanos
er
expedit
distinct.

Et
igitur
vera
ratio
bene
sanos
er
expedit
distinct.
as
iustitiam,
aequitated
invitat
igitur
vera
ratio
as
iustitiam,
aequitated

fidem.
At
vero
eos
et
bene
sanos
as
iustitiam,
fidem.
At
vero
eos
et
Delenit
aigue
duos
et
accusam
et
iusto
qui
aequitated
fidem.
At
vero
accusam
et
iusto
qui
Et
tamen
in
busdam
neque

blandit

Nam
liber
tempor
eos
et
accusam
et
iusto
blandit

Nam
liber
tempor
pecun
modut
est
neque

cum
et
conscient
to
factor
odogiodignissum
qui
cum
et
conscient
to
factor
nonor
et
imper
ned

tum
poen
legum. blandit

Nam
liber
tempor
tum
poen
legum. libiding
gen
epular
et

cum
et
conscient
to
factor
soluta
nobis
eligent
optio

Delenit
aigue
duos
et tum
poen
legum
odioque
Delenit
aigue
duos
et congue
nihil
est
impedit

Et
tamen
in
busdam
neque
civiuda.
Et
tamen
in
busdam
neque
doming
id
quod
maxim

pecun
modut
est
neque
pecun
modut
est
neque
religuard
cupiditat,
qwuas

nonor
et
imper
ned

libiding
gen
epular
et

Delenit
aigue
duos
et
Et
tamen
in
busdam
neque

nonor
et
imper
ned

libiding
gen
epular
et

nulla
praid
om
umdant.

Improb
pary
minuit,
los
Full
bleed
product

soluta
nobis
eligent
optio

congue
nihil
est
impedit

pecun
modut
est
neque

nonor
et
imper
ned

soluta
nobis
eligent
optio

congue
nihil
est
impedit

potius
inflammad
ut

coercend
magist
et
dode
photography
in
an

doming
id
quod
maxim

religuard
cupiditat,
qwuas

libiding
gen
epular
et

soluta
nobis
eligent
optio

doming
id
quod
maxim

religuard
cupiditat,
qwuas

cen
densse
videantur.
At

vero
eos
et
accusam
et
environment.
nulla
praid
om
umdant.
congue
nihil
est
impedit
nulla
praid
om
umdant.
iusto
qui
blandit
paesent

Improb
pary
minuit,
los
doming
id
quod
maxim
Improb
pary
minuit,
los
luptatum
Nam
liber

potius
inflammad
ut
religuard
cupiditat,
qwuas
potius
inflammad
ut
tempor
cum
et
conscient

coercend
magist
et
nulla
praid
om
umdant.
coercend
magist
et

dodecendensse
videantur.
Improb
pary
minuit,
los
dodecendensse
videantur.

Nam
liber
tempor
cum
et
potius
inflammad
ut
Nam
liber
tempor
cum
et

conscient
to
factor
tum
coercend
magist
et
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2.5%
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lg
electronics
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58
 Pamphlet
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59
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name Bold
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electronics
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 Pamphlet
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potius
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Full
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vero
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dolor
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distinct.
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factor
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poen
legum
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veniam,
quis
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laboris
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ea

commodo
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ratio

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Red
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lg
electronics
house
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elements

61
 Pamphlet
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Red
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product

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er
expedit
distinct.
Nam
liber
tempor
cum
et
ptate
velit
esse

conscient
to
factor
tum
poen
legum
odioque
mosetaie
consequat,

civiuda.
Ut
enim
ad
minim
veniam,
quis
nostrud
vel
illum
dolore
eu

esxercitation
ullamcorpor
suscipit
laboris
nisi
ut
fugiat
nulla
pariatur.
Et

aliquip
ex
ea
commodo
consequat.
Et
invitat
tamen
in
busdam

igitur
vera
ratio
bene
sanos
as
iustitiam,
neque
pecun
modut
est

aequitated
fidem.
At
vero
eos
et
accusam
et
iusto
neque
nonor
et
imper

odogiodignissum
qui
blandit
paesent
luptatum
ned
libiding
gen
epular

5%
x

5%
x
LG
Red
bar
on
bottom

edge.

lg
electronics
house
style
elements

62
 LG
Electronics
Brand
communication
guidelines

3

Packaging

Wr

p
i
a

t
u p
 Boxes
are
good

The
packaging
of
LG
across
the
globe,
LG
is

Electronics
products,
from
only
peripherally
known

refrigerators
to
cell
phones,
in
many
others.
To
help

is
another
key
touch
generate
a
formidable

point
in
the
consumers
reputation
for
LG
as
a

experience
with
LG.
It
is
cutting-edge
manufacturer

an
opportunity
for
LG
to
of
electronic
products,

visually
reach
out
with
LG
must
be
the
most

the
central
belief
that
visible
brand
identifier
on

Lifes
Good
with
intuitive
product
packaging.
The

technology.
Therefore,
only
exceptions
to
this
are

packaging
guidelines
that
premium
products
that
use

encompass
LG
Electronics
sub-brands
as
identifiers.
house
style
have
been

All
elements
of
the

created
to
take
full
LG
house
style
are
applied

advantage
of
these
physical,
on
packagingsignature,

often
easily
portable,
color,
typography,
bars,
and,

messaging
platforms. except
on
large
appliances,

To
perpetuate
LGs
photography.
Follow
the

image
as
a
master
brand
same
rules
as
stated
in
the

and
a
manufacturer
of
house
style
elements
guide

sophisticated,
fun,
and
for
use
of
the
bar
and
size

practical
products,
it
is
of
the
signature.
While
the

essential
that
sub-brands,
at
signature
will
be
in
top
left,

low
and
mid
price
levels,
be
top
middle,
or
middle
left

significantly
de-emphasized
of
the
package,
the
height

or
eliminated
all
together.
of
the
signature
should

This
is
especially
important
continue
to
be
no
less
than

in
regard
to
packaging.
10%
of
the
longest
side
of

Although
LG
enjoys
high
the
primary
panel.
visibility
and
an
extremely

strong
presence
in
many

geographic
regions

lg
electronics
house
style
elements

64
 Small
product
package
No
matter
what
size
the
package
is,
every
unique,
brand
specific
visual
language.
It
is

This
packaging
design
is
intended
to

LG
graphic
element
must
be
incorporated
essential
that
each
be
used
according
to
its
cause
anticipation
and
excitement
over
the

into
packing
design.
The
LG
logo
with
the
exact
specifications.
On
small
product
packag- contents
of
the
package.
It
conveys
immedi-
Lifes
Good
type
signature,
Charlotte
family
ing,
the
LG
signature
should
always
be
placed
ately
that
the
product
is
sophisticated,
fun,

typefaces,
the
LG
color
palette,
photography,
in
the
top
left
corner,
top
center,
or
left
center
and
purposeful.

and
color
bars
all
work
together
to
create
a
of
face
panels.

Swivel
Type
Camera
Phone
G7110

Swivel
Type
Camera
Phone
G7110

Multi-media
service
support
-Embedded
Java
technology

-MNS
-
Multimedia
Messaging
Service

Built-in
Camera
(VGA)

Multi-media
service
support

www.lge.com

Dual
color
display
-Sequence
shot
LG
Electronics,
inc.

-Built-in
flash
light

-Digital
zooming
(x4)

Built-in
Camera
(VGA)

-256
color
Organic
EL
display

-65000
color
display

Specification
-Advanced
rotating
sidplay

Dual
color
display

G7110
Specification

G7110

Lifes
Good

signature.

Silhouette
product

photography.

Charlotte
Sans

typeface
for
product

number
and

description. G7110

Swivel
Type
Camera
Phone
LG
Red

color
bars.

lg
electronics
house
style
elements

65
 Small
product
package
-
front
and
side
panels

5%x align
center 5%x

5%x

10%x

G7110

Specification G7110 align
center
same
lock-up

Dual
color
display

-Advanced
rotating
sidplay

-65000
color
display

Specification as
on
front
panel

-256
color
Organic
EL
display

Built-in
Camera
(VGA)

-Digital
zooming
(x4)

-Built-in
flash
light

-Sequence
shot

Dual
color
display

Multi-media
service
support

Built-in
Camera
(VGA)

-MNS
-
Multimedia
Messaging
Service

-Embedded
Java
technology

Multi-media
service
support
5%x

5%x

G7110

Swivel
Type
Camera
Phone

lg
electronics
house
style
elements

66
Small
product
package
-
back
and
top
panels

5%x

10%x

G7110

Swivel
Type
Camera
Phone
5%x

5%x

5%x

15%x

5%x

5%x
G7110

Swivel
Type
Camera
Phone
5%x

5%x

5%x 5%x

lg
electronics
house
style
elements

67
 Large
product
package
With
large,
premium
product
packaging,
full

Sub-brand
logos
and
product
descriptions
to
identify
LG
as
both
a
master
brand
and
a

frame
bars
can
be
used
as
specified
in
the
should
align
with
the
LG
logo
at
the
bottom
manufacturer
of
premium
electronic
products.
house
style
guidelines.
The
additional
color
of
the
panel
and
only
in
LG
Gray.
The
height

and
the
fully
framed
layouts
distinguish
the
of
the
sub-brand
logo
is
specified
at
4%
of

product
as
exclusive
and
high
end.
the
measurement
of
x.
This
design
style
helps

LG
Lifes
Good

signature
with
curve

typography. -
Huge
23"
Screen
in
Wide
16:10
Aspect
Ration -
Multiple
PC
inputs
for
Multi-PC
Usage -
USB
Hub
(One
Upstream,
Two
Downstream)
-
High
Resolution
Performance
(up
to
1920
x
1200) -
Analog:
VGA
(D-sub),
Digital:
DVI-I
and
DVI-D -
Full
Function
Wireless
Remote
Control
-
BrightWindow
Function
for
Partial
-
Slim
Profile
Design
2.6"
Thick,
and
Finished
Back -
Versatile
Audio/Video
inputs

Technical
product

-
High
Brightness

for
Installation
Anywhere -
Component
Video
(Y/Pb/
Pr),
S-Video,
A/V
-
Option
Slot
in
Media
Station
for
TV
Tuner
-
Media
Station
console
simplifies
Cable
Management -
Component
Video
Inputs
support
480i/480p/720p/ -
Supplied
with
attached
Titling
Desk
Stand

information
should
be
-
Single
Cable
to
Monitor
for
Power
and
Signal

-
Multiple
PC
inputs
for
Multi-PC
Usage

1080i/1080p

-
Picture
in
Picture
and
Split
Picture
using
-
VESA
compliant
Wall
Mounting
Design

http://www.lge.com
-
Analog:
VGA
(D-sub),
Digital:
DVI-I
and
DVI-D

set
in
Charlotte
Sans.

Multiple
Inputs

L2320A

23"
PC
&
AV
Function
LCD
Monitor

L2320A
-
Huge
23"
Screen
in
Wide
16:10
Aspect
Ration
-
High
Resolution
Performance
(up
to
1920
x
1200)

-
Slim
Profile
Design
2.6"
Thick,
and
Finished
Back

for
Installation
Anywhere

-
Media
Station
console
simplifies
Cable
Management
-
Single
Cable
to
Monitor
for
Power
and
Signal

-
Multiple
PC
inputs
for
Multi-PC
Usage
-
Analog:
VGA
(D-sub),
Digital:
DVI-I
and
DVI-D
-
Versatile
Audio/Video
inputs
-
Component
Video
(Y/Pb/
Pr),
S-Video,
A/V

-
Component
Video
Inputs
support
480i/480p/720p/

1080i/1080p

-
Picture
in
Picture
and
Split
Picture
using

Multiple
Inputs

-
USB
Hub
(One
Upstream,
Two
Downstream)
-
Full
Function
Wireless
Remote
Control
-
BrightWindow
Function
for
Partial
-
High
Brightness

-
Option
Slot
in
Media
Station
for
TV
Tuner
-
Supplied
with
attached
Titling
Desk
Stand
-
VESA
compliant
Wall
Mounting
Design

http://www.lge.com

L2320A
L2320A L2320A

23"
PC
&
AV
Function
LCD
Monitor 23"
PC
&
AV
Function
LCD
Monitor 23"
PC
&
AV
Function
LCD
Monitor

Full
frame
bars
are
used
Product
name
and
Product
photography

on
all
panels.
Thickness
description.
Product
in
environment
works

of
bars
is
determined
name
is
scaled
to
be
best
when
using
full

by
the
proportions
of
a
height
less
than
frame
bars.
the
largest
face
panel. the
height
of
the
LG

symbol.

lg
electronics
house
style
elements

68
 Large
product
package
-
face
panel

longest
dimension
=
x

3%x

3%x

3%x

10%x

L2320A 1.5%x
3%x

4%x

3%x
23"
PC
&
AV
Function
LCD
Monitor 1.5%x
3%x

3%x

3%x 3%x 3%x

Product
name
is
always

at
a
height
that
is
less

than
the
height
of
the

LG
symbol.

lg
electronics
house
style
elements

69
 Large
product
package
-
side
panel
detail

3%x

3%x

8%x

-
Huge
23"
Screen
in
Wide
16:10
Aspect
Ration -
Multiple
P
-
High
Resolution
Performance
(up
to
1920
x
1200) -
Analog:
V

-
Slim
Profile
Design
2.6"
Thick,
and
Finished
Back -
Versatile
A

for
Installation
Anywhere -
Compone

-
Media
Station
console
simplifies
Cable
Management -
Compone
-
Single
Cable
to
Monitor
for
Power
and
Signal

1080i/10

-
Multiple
PC
inputs
for
Multi-PC
Usage -
Picture
in
-
Analog:
VGA
(D-sub),
Digital:
DVI-I
and
DVI-D

Multiple
I

X
=
the
longest
side
of
the
primary
facing
panel
(not
shown
in
this
illustration)

L2320A

23"
PC
&
AV
Function
LCD
Monitor
3%x
3%x 3%x

3%x

3%x

8%x

L2320A
-
Huge
23"
Screen
in
Wide
16:10
Aspect
Ration
-
High
Resolution
Performance
(up
to
1920
x
1200)
-
Slim
Profile
Design
2.6"
Thick,
and
Finished
Back

for
Installation
Anywhere

-
Media
Station
console
simplifies
Cable
Management
-
Single
Cable
to
Monitor
for
Power
and
Signal
-
Multiple
PC
inputs
for
Multi-PC
Usage
-
Analog:
VGA
(D-sub),
Digital:
DVI-I
and
DVI-D

-
Versatile
Audio/Video
inputs
-
Component
Video
(Y/Pb/
Pr),
S-Video,
A/V
-
Component
Video
Inputs
support
480i/480p/720p/

1080i/1080p

-
Picture
in
Picture
and
Split
Picture
using

Multiple
Inputs
-
USB
Hub
(One
Upstream,
Two
Downstream)
-
Full
Function
Wireless
Remote
Control
-
BrightWindow
Function
for
Partial
-
High
Brightness

-
Option
Slot
in
Media
Station
for
TV
Tuner
-
Supplied
with
attached
Titling
Desk
Stand
-
VESA
compliant
Wall
Mounting
Design

http://www.lge.com

L2320A
L2320A

23"
PC
&
AV
Function
LCD
Monitor 23"
PC
&
AV
Function
LCD
Monitor
3%x

3%x

3%x 3%x

lg
electronics
house
style
elements

70
 Large
appliance
box
-
front
and
side
panels
The
type
used
on
large
appliance
boxes
is

usually
printed
on
craft
cardboard
and
only

in
black.
With
the
exception
of
the
designated

colors
for
logo
and
type,
all
house
style
guide-
lines
must
continue
to
be
respected.

5%x product
name
justified 5%x 5%x logo
align
center 5%x

5%x

10%x

10%x

5%x

R EFR I GERATOR

Refrigerateur

Frigorifico

Frigorifero

Kuhlschrank
REFRIG ERATOR

Refrigerateur

Frigorifico

Frigorifero

Kuhlschrank

Clamp
bottom
Bouton
de
blocage This
side
up
Fondo
adjustado Cote
vers
le
haut
longest
dimension
=
x

Bloccaggio
dal
fondo Este
lado
hacia
arriba
Unterseite
einklemmen Questo
lado
alto
Diese
seite
nach
oben
Max
force
680kg
(1500
Lbs)
Force
max.
680kg
(1500
Lbs) Clamp
bottom
Fuerza
maxima
680kg
(1500
Lbs) Bouton
de
blocage
Forza
max.
680kg
(1500
Lbs) Fondo
adjustado
Hochstzugkraft
680kg
(1500
Lbs) Bloccaggio
dal
fondo
Unterseite
einklemmen

Front Side
Devant Cote
Adelante Lado
Fronte Lato
Vorderseite Seite
Handle
with
care
Manier
avec
caution
Do
not
ship
horizontally Manejar
con
cuidado
Ne
pas
transporter
horizontalement Maneggiare
con
cura
No
mantener
horizontal Zerbrechlich
Non
mantenere
orizzontal
Night
horizontal
verfrachten Warning:
Personal
injury
hazard
Four
people
or
more
persons
are
supposed

Do
not
drop to
lift
or
move
the
refrigerator.
Use
proper

Ne
pas
tomber lifting
procedure
No
dejar
caer
non
lasciare
cadere Avertissement:
Risque

Bitte
night
fallen
lassen de
blessures
personnelles
Nous
recommandons
quatre
personnes
ou
plus
pour
soullever
ou
deplacer
le
refrigerateur,
Utilisez
la
procedure
correcte
de
soulement.

Advertencia:
riesgo

de
lisiones
personales
Se
aconseja
cuatro
o
mas
personas
para
mover

o
levantar
el
frigorifico.
Utilice
el
procedimento

de
elevacion
adecuado.
LG
Electronics
Inc. Awertentza:
Pericolo
lesioni
personali
www.lge.com Per
spostare
o
sollevare
il
frigorifero
si
raccomanda
Made
in
Korea di
impiegare
quatro
o
piu
persone.
Per
sollevare
usare
la
procedura
corretta.
Do
not
truck
here Truck
here
Ne
pas
mettre
a
chariot
ici Mettez
a
chariot
ici Achtung:
Verletzungsgefahr
No
acarrear
aqui Acarrear
aqui Der
Kuhlschrank
solite
von
mindestens
vier
Non
sollevare
da
questo
lato Sollevare
da
questro
lato Personen
gehobe
oder
fontbewegt
werden.
Hier
night
verladen Lastwagen
Hier Vorschriftsma
B
iges
Hebeverfahren
anwenden.

5%x

5%x

Generic
product
name
LG
Lifes
Good
When
printing
in
black

in
Charlotte
Sans
Bold.
single
color
signature
on
craft
cardboard,

Secondary
typography
with
curve
typography. use
a
50%
tint
of
one

in
Charlotte
Sans. color
bar
at
the
bottom

of
the
box.

lg
electronics
house
style
elements

71
 LG
Electronics
Brand
communication
guidelines

4

Shops
and
environments

Wa

th
lk

is
w ay
 Good
places

LG
Electronics
retail
An
extension
of
the

stores
provide
the
unique
approved
LG
Electronics

opportunity
to
actually
house
style,
the
following

envelop
the
customer
guidelines
for
the
design

in
the
LG
philosophy
of
LG
retail
environments

that
Lifes
Good
with
were
created
to
ensure

intelligent
technology.
a
unified
look
and
feel,

Just
as
corporate
materials
as
well
as
to
guarantee
an

must
embrace
the
approved
inviting
and
stimulating

LG
house
style,
LG
retail
customer
experience.

environments
must
also

adhere
so
the
same
fun-
damental
tenets
in
order

to
successfully
convey
our

identity
and
philosophy.

lg
electronics
house
style
elements

73
 Exterior
storefront
Just
as
the
smallest
communication
uses
the
that
the
specified
dimensions
for
the
graphic

Large
clear
windows
should
display
pre-
LG
graphic
elements
to
create
a
visual
identity,
bar
element
in
media
are
exact,
but
they
do
mium
goods
and
reveal
the
store
interior.

so
does
the
LG
Electronics
retail
storefront.
not
necessarily
apply
to
architectural
frames.
With
the
LG
signature
presented
on
an

Specifically,
the
bar
graphic
element
can
be
Bar
thickness
should
work
best
with
the
en- approved
background
on
the
faade,
the

present
by
in
the
red
architectural
frame
vironment;
yet,
it
should
still
relate
directly
to
retail
environment
should
feel
sophisticated,

around
the
storefront
as
well
as
in
the
frame
their
use
in
print,
packaging,
and
advertising.
advanced,
and
inviting.
around
the
entrance.
It
is
important
to
note

Exterior
cabinet
sign

features
the
LG
logo

backlit
on
a
light
gray

or
silver
background

with
vertical
LG
Red

bars
on
the

left
and

right
sides.
The
LG
symbol
blade

sign
with
the
Lifes

Good
slogan
in
curve

typography
can
be
used

on
secondary
signs
that

hang
perpendicular
to

the
storefront.

Architectural
LG

Red
bars
frame
the

storefront.

Premium
products

should
be
visible
in
the

storefront
windows.

LG
Red
bars
frame

the
primary
entrance

on
the
top,
left,
and

right
sides.

lg
electronics
house
style
elements

74
 Store
interior
The
interior
of
an
LG
retail
environment
must
moting
new
products,
and
the
layout
drawing

While
LG
Red
is
the
dominant
color
in

apply
the
LG
visual
style
as
well.
With
red
customers
through
the
length
of
the
store,
these
examples,
in
approved
special
cases
LG

structural
frames
representing
product
lines
the
LG
personality
becomes
a
tangible
and
Gray
or
silver
may
be
substituted
for
frames
on

and
their
progression,
seasonal
posters
pro- comfortable
physical
experience. the
ceiling,
floor,
and
walls.

LG
Red
or

frame
on
ceiling

organizes
seasonal

banners.
LG
Red
frames
em-
phasize
product
line

groups.
Use
the
single

color
LG
Gray
logo
on

LG
Red
frames.
LG
symbol
can
be

etched
on
a
glass

valance
as
a

background
graphic.

A
central
kiosk
that

displays
new
or
featured
products

should
be
a
focal
point

of
the
store.
Display
windows

should
highlight

new
or
featured

premium
products.

Posters
should
be

changed
seasonally.

LG
Red
frame
flooring

treatment
organizes

floor
fixtures.
Projected
LG
signature

at
front
entry
brings

the
identity
to
life.

TELEVISIONS

CONSULT
The
floor
plan
has

SMALL ELECTRONICS
been
designed
to

APPLIANCES
emphasize
new
and

featured
small

products,
with
larger
APPLIANCES AUDIO
appliances
and
audio
NEW

to
the
sides
ARRIVALS/
CELLULAR
of
the
store.

Televisions
at
the
SELF
SERVICE SELF
SERVICE
rear
of
the
store
draw
INFO INFO
customers
through
all

product
categories.
DISPLAY
WINDOW DISPLAY
WINDOW

lg
electronics
house
style
elements

75
 Shop-in-shop
An
LG
Electronics
store
within
a
large

department
store
follows
the
same
style

guidelines
as
a
stand-alone
store.
Horizontal

banners
draw
on
graphic
style
elements,
and

red
frames
can
be
used
to
specify
product

areas.
The
LG
logo
and
the
Lifes
Good
slogan

help
reinforce
LGs
warm
personality.

Horizontal
banners

help
to
identify
LG

product
areas.

LG
Red
frames
can
be

used
to
group
product

ranges
from
LG.
LG
symbol
can
be

etched
on
a
glass

valance
as
a

background
graphic.

Flag
signs
with
the

LG
logo
and
Lifes
Good

slogan
can
be
used

in
shops
as
a

divider
between
prod-
uct
lines.

LG
Red
frame
structure

can
be
used
as
a
low

wall
divider
above

and
behind
large

appliance
ranges.

lg
electronics
house
style
elements

76
 Service
center
The
LG
service
center,
whether
it
stands
alone
of
the
color
palette,
signage,
bar
elements
bar
element
can
be
incorporated
into
exterior

or
within
an
LG
store,
is
another
example
of
and
the
LG
logo.
and
interior
architecture.
Signage
should

the
flexibility
of
the
LG
design
elements.
Even

As
with
LG
stores,
LG
service
centers
apply
the
LG
design
elements
as
specified
in

an
environment
as
unassuming
as
a
service
should
integrate
the
basic
design
elements
these
guidelines.

center
can
effectively
and
memorably
convey
into
floor
plans
and
architecture.
For
example,

the
LG
personality
with
the
proper
application
cabinet
signs
can
feature
the
LG
logo,
and
the

Interior
cabinet
sign

features
the
LG
logo

backlit
on
a
light
gray

or
silver
background

with
architectural
LG

Red
bars
on
the

left

and
right
sides.
Addi-
tional
messaging
aligns

horizontally

centered

with
the
LG
logo.

The
LG
logo
with
the

Lifes
Good
slogan
in

curve
typography
can

be
used
on

secondary
signs
that

hang
perpendicular
to

the
storefront.

Vertical
LG
Red

bars
frame
the

service
center.

LG
Red
bars
are
used

as
counter
dividers.

lg
electronics
house
style
elements

77
 Exterior
storefront

horizontal
signage
Storefront
sizes
can
vary
greatly
between
loca-
As
illustrated
below,
the
basic
size
ratio
for

In
the
few
instances
that
call
for
a
size
ra-
tions,
and
therefore,
storefront
signs
need
to
horizontal
LG
storefront
signs
is
3:1.
When
a
tio
greater
than
9:1,
the
primary
visual
frame

be
sized
accordingly.
Some
basic
size
ratios
sign
requires
a
greater
size
ratio
than
this,
the
should
be
sized
at
4:1.

have
been
developed
to
help
ensure
a
signs
primary
visual
frame,
containing
the
LG
logo

When
designing
exterior
storefront
signs,

visibility
and
effectiveness.
and
the
bar
elements,
should
remain
sized
at
a
all
design
elements
must
be
reproduced
and

3:1
ratio.
applied
as
specified
in
these
guidelines.

1:1 1/2
x
1/3
x

2:1 3/10
x

3:1 1/4
x

4%x

5:1
RAPP
PAWL
Tel
123-4567

7:1
RAPP
PAWL
Tel
123-4567

Extending
sign
to

3:1 length
of
storefront

9:1
RAPP
PAWL
Tel
123-4567

4:1

10:1
RAPP
PAWL
Tel
123-4567

lg
electronics
house
style
elements

78
 Exterior
storefront

vertical
signage
The
basic
size
ratio
for
vertical
signs
is
2:1.

When
creating
signs
over
this
size
ratio,
the

primary
visual
frame,
containing
the
LG
logo

and
bar
elements,
should
always
be
applied
at

a
2:1
size
ratio.

In
a
few
specialized
applications,
i.e.,
ratios

over
5:1,
the
primary
visual
frame,
contain-
ing
the
LG
logo
and
bar
elements,
should
be

resized
to
a
ratio
of
3:1.

1:1 1:2 1:3 1:5 1:7

4%
x

x 2/3
x

1/3
x
x

1:2
RAPP
PAWL
Tel
123-4567

1:3

RAPP
PAWL
Tel
123-4567

RAPP
PAWL
Tel
123-4567

Ratio
over
1:2,
takes
Ratio
over
1:2,
takes
Ratio
over
1:5,
takes

the
basic
frame
of
1:2 the
basic
frame
of
1:2 the
basic
frame
of
1:3

lg
electronics
house
style
elements

79
 Exterior
storefront
Below
is
an
example
of
effective
usage
of
LG

horizontal
and
vertical
signs.
The
LG
visual

personality
is
instantly
recognizable
without

being
overbearing.

lg
electronics
house
style
elements

80
Exterior
storefront
-
security
shutter
As
illustrated
below,
a
stores
security
shutter

is
another
opportunity
to
apply
the
LG
visual

style,
in
this
case
with
the
LG
signature.

lg
electronics
house
style
elements

81
 Exterior
storefront

variations
The
architecture
and
building
materials
in

some
commercial
environments
will
influence

the
final
appearance
of
a
storefront.
However,

even
if
a
storefront
cannot
remain
completely

faithful
to
the
LG
visual
identity,
the
funda-
mental
LG
design
principles
must
always
be

applied.

Basic
design

Variation
1 Variation
2

Variation
3

lg
electronics
house
style
elements

82
 Service
center

horizontal
signage
Size
and
design
principles
for
horizontal
ser- is
4:1.
In
circumstances
that
call
for
signs
at
always
appear
on
the
far
right
of
the
primary

vice
center
signs
are
much
the
same
as
those
larger
ratios,
the
primary
visual
frame
should
visual
frame
and
separated
from
the
LG
logo

applied
for
storefront
signs.
always
be
sized
at
a
4:1
ratio. by
the
Service
Center
identifier.

The
basic
size
ratio
for
horizontal
service

The
4:1
size
ratio
for
primary
visual
frames

The
mascot
is
not
a
primary
identifier
of

center
signs
is
3:1,
but
in
applications
greater
can
accommodate
both
the
LG
logo
and
the
LG
Electronics
and
should
be
used
exclusively

than
this
size
ratio,
the
preferred
size
ratio
service
center
mascot.
The
mascot
should
in
service
center
applications.

4/9
x
1:1

Service
Center

2:1 1/4
x

Service
Center

3:1 1/6
x Service
Center

4%
x
X

4:1 1/7
x Service
Center Preferred
ratio

4:1

7:1
Service
Center RAPP
PAWL
Tel
123-4567
www.lge.com

4:1

9:1 Ratio
over
4:1,
takes

Service
Center RAPP
PAWL
Tel
123-4567 the
basic
frame
of
4:1
www.lge.com

4:1

10:1 Service
Center RAPP
PAWL
Tel
123-4567
www.lge.com

lg
electronics
house
style
elements

83
 Service
center

vertical
signage
The
basic
size
ratio
for
vertical
service
center
these
sizes
should
include
the
service
center

The
mascot
is
not
a
primary
identifier
of

signs
is
3:1.
When
circumstances
call
for
mascot
below
the
LG
logo
and
separated
by
the
LG
Electronics
and
should
be
used
exclusively

larger
size
ratios,
the
3:1
size
ratio
should
be
Service
Center
identifier.
in
service
center
applications.
used
as
the
primary
visual
frame.
Signs
at

1:1 1:2 1:3 1:5 1:7

1/5
x
2/9
x
x

Service
Center 1/3
x
x 2/9
x

4/5
x x
Service
Center
4%
x Service
Center

1:3

Service
Center

1:3

Service
Center

RAPP
PAWL
Tel
123-4567
www.lge.com

RAPP
PAWL
Tel
123-4567
www.lge.com

Ratio
over
1:3,
takes
Ratio
over
1:5,
takes

the
basic
frame
of
1:3 the
basic
frame
of
1:3

lg
electronics
house
style
elements

84
 Exterior
storefront
Below
is
an
example
of
effective
usage
of
LG

horizontal
and
vertical
signs.
The
LG
visual

personality
is
instantly
recognizable
without

being
overbearing.

Service
Center

Service
Center RAPP
PAWL
Tel
123-4567
www.lge.com

Service
Center

lg
electronics
house
style
elements

85
Exterior
storefront
-
security
shutter
As
illustrated
below,
a
stores
security
shutter

is
another
opportunity
to
apply
the
LG
visual

style,
in
this
case
with
the
LG
signature

Service
Center

Service
Center RAPP
PAWL
Tel
123-4567
www.lge.com

Service
Center Service
Center

lg
electronics
house
style
elements

86
 LG
Electronics
Brand
communication
guidelines

5

Web
sites

Cl

ck

m e
i
 The
web
is
good

The
LG
Electronics
web
The
following
guidelines

site
is
perhaps
the
perfect
have
been
developed

platform
for
communicating
specifically
for
web

LGs
fundamental
belief
applications
and
are

that
inspired
technology
meant
to
ensure
a

can
be
of
great
benefit
in
powerful
expression
of

ones
life.
By
combining
LGs
determined
effort

the
key
graphic
elements
to
provide
the
smartest

defined
by
the
house
style
products
available.

guidelines
with
rich
multi-
layered
content,
users
will

encounter
a
portal
into
the

world
of
LG
Electronics

that
is
visually
stunning,

informative,
and
engaging.

lg
electronics
house
style
elements

88
 Photography
for
web
Because
of
the
wide
breadth
of
the
informa- three
photographic
styles
are
compatible
with
also
acceptable:
Images
of
icons/metaphors,

tion
available
on
LG
web
sites,
it
sometimes
the
LG
visual
identity:
People
photography,
cropped
product
images,
and
images
of
groups

may
become
necessary
to
use
a
variety
of
im- silhouette
product
photography,
and
product
of
people.

agery
in
highly
complex
layouts.
The
LG
house
photography
in
domestic
environments.
For

Never
use
illustration
icons
on
LG
web

style
guidelines
specifically
state
that
only
web
usage
only,
the
following
alternatives
are
sites.

lg
electronics
house
style
elements

89
 Primary
page
The
primary
page
of
the
LG
Electronics
web
that
Lifes
Good
should
radiate
from
the
lay- background
space.
This
will
provide
a
clean,

site
should
greet
its
viewers
with
the
entire
out
without
eclipsing
the
content.
Addition- easily
navigated,
and
highly
intuitive
design.

visual
language
designed
for
LG.
By
using
all
ally,
content
should
be
organized
into
a
visual

of
the
graphic
elements,
the
central
message
hierarchy
that
is
set
off
by
large
fields
of
white

x x x x

66%x

66%x

The
size
LG
Lifes
Good
An
LG
Red
color
bar
Text
typography
should
Use
LG
Red
lines
to

signature
defines
the
should
be
used
for
be
in
an
HTML
sans
organize
information

proportions
of
ele- navigation
and
search
serif.
Use
LG
Gray
for
and
topics.
ments
in
LG
web
sites.
bar.
Navigation
should
most
type,
reserving

The
measurement
2x
is
be
set
in
Charlotte
black
or
LG
Red
for

equal
to
the
height
of
Sans
Bold. emphasis.
the
signature
from
the

top
of
the
LG
symbol

to
the
bottom
of
the

curved
Lifes
Good

slogan.

lg
electronics
house
style
elements

90
 Secondary
page
While
the
primary
page
greets
visitors
with

general
information
about
LG
Electron-
ics,
secondary
pages
are
dedicated
to
more

specific
areas
interest.
Just
as
the
primary

page
employs
every
element
of
the
LG
graphic

language,
so
should
the
secondary
pages.

x x x x x x x

66%x

66%x

The
LG
signature
The
navigation
bar
Use
LG
Red
lines
to

should
be
in
the
same
should
appear
at
the
organize
photograph

size
and
position
on
top
and
in
the
same
icons
and
links.
every
page. position
on
each
page.

Links
should
work
as

drop-down
menus.

lg
electronics
house
style
elements

91
 Tertiary
page
Tertiary
pages
provide
still
more
specific

information
about
products
or
LG
in

particular.
Every
LG
graphic
element
should

be
used
on
each
page.

x x x x x

66%x

66%x

Keep
link
information
Large
amounts
of
text

in
an
uncluttered
area
should
scroll
within
a

to
the
side
with
ample
text
window
and
not

white
space. bleed
off
the
page.

lg
electronics
house
style
elements

92
 LG
Electronics
Brand
communication
guidelines

6

Special
usage
applications

Sta

nd

out
 Good
presentation

The
LG
Electronics
house
However,
in
distance

style
was
developed
to
applications,
such
as

ensure
a
consistent
visual
billboards
and
neon
signs,
it

depiction
of
the
values
is
extremely
important
that

that
fuel
our
company.
As
the
Lifes
Good
signature

you
will
see,
the
graphic
is
never
used.
Only
the
LG

elements
work
just
as
logo,
without
slogan,
should

well
in
special
advertising
be
employed
in
these
special

applications
as
they
do
applications.
Additionally,

in
print
ads,
but
it
is
while
the
LG
logo
is
an

important
to
remember
that
essential
element
in
every

some
of
these
applications
application,
billboards

require
additional
should
primarily
promote

attention.
products
via
silhouette

For
example,
street-level
photography.

applications,
such
as
The
following
guidelines

benches
and
posters,
can
were
developed
to
ensure

feature
either
the
primary
the
consistent
usage
of
the

Lifes
Good
signature
or
LG
house
style
in
these

the
LG
special
usage
logo.
and
other
specialized

The
visibility
and
purpose
applications.
As
mentioned

of
these
applications
will
before,
the
LG
house

determine
which
identifier
style
was
designed
to
be
a

is
most
appropriate. flexible
and
multi-faceted

visual
system
that
is
just

as
effective
on
billboards

and
television
spots
as

it
is
in
more
standard

advertisements.

lg
electronics
house
style
elements

94
 Benches
and
posters
When
designing
LG
Electronics
advertise-
ments
for
benches
and
posters
which
are
vis-
ible
on
shorter
distances,
follow
the
specifica-
tions
detailed
in
the
Advertising
and
print

section
of
the
guidelines
(pages
34-71).

Primary
headline
dolore
magna
liquam
et
volupat
ut
minim
veniam
lorem
ipsum
dolor
sit
met

a consec
et

t adipiscing

alore
dolor
sit
met.

a lorem
ipsulor
sit
met

a consec
et
t adipiscing
leit,
sed
diam
nonum
y
eiusmode
tempor
incidunt

t
volupat

ut
laor
et
dolor
magna

liquam
e veniam
dolor
sit
ametdiam
lorem
ipsum
dolor
sit
amet
consec

et. t

10%
x

5%
x
5%
x

5%x

P R I M A RY
H E A D I N G
dolore
magna
liquam
olupat

v uten
ad
minim
veniam
lorem
ipsum
dolor
sit
amet
consec
et
tadipiscing

elit
dolor
sit
amet.
lor
em
ipsum
dolor
sit
amet
conse c
tet
adipiscing
leit,
sede
diam
nonumy
eiusmode
tem
incidunt
ut

laore
erat
magna
liquam
volupat
uten
ad
venia
lorem
ipsum
dolor
amet
conse ct
tet
adipiscing
elit
alor
dolor

lorem
ipsum
dolor
sit
dolor
met

a consec
tet
adipicing
leit,
diam
nonumy
eiusmode
tempor
incidunt
ut
laor e
et
dolore

magna

o
c nsect
tet
adipiscing
dolor
sit
m
a et
minm
veniam
lorem
liquam
erat
volupat.
Pe rs o

lit
na

ym g
ess a gin

10%
x

5%
x

lg
electronics
house
style
elements

95
 Horizontal
billboards
Below
are
examples
of
billboards
that
range

in
proportion
from
square
(1:1)
to
extremely

long
(7:1).
Follow
the
standard
rules
for
use
of

the
bars
on
billboards
up
to
a
3:1
proportion.

Always
observe
clear
space
requirements
for

the
LG
logo.

1:1

logo
only logo
only

One line primary headline Two line

primary headline
2:1

logo
only logo
+
headline
+
product
logo
+
headline
+
product

Two line
primary headline
Two line
3:1 primary headline

logo
+
headline
+
image logo
+
headline
+
product

One line primary headline One line primary headline

5:1

logo
+
headline
+
product
+
image logo
+
headline
+
product

Two line Two line

7:1 primary headline
primary headline

logo
+
headline
+
product
+
image logo
+
headline
+
product

lg
electronics
house
style
elements

96
 Logo
only
billboards
The
only
billboards
that
should
feature
the
LG

Because
of
their
specialized
dimensions,

Most
billboards
will
employ
only
one
bar

logo
with
the
bar
element
are
those
sized
at
billboards
can
be
the
only
exception
to
the
element,
but
in
situations
where
there
is
no

the
1:1
ratio,
and
in
some
instances,
the
clearspace
requirements.
In
these
very
rare
additional
imagery
or
messaging,
a
second
bar

2:1
ratio. circumstances,
applying
the
width
of
the
bar
can
be
applied.
elements
to
the
sides
of
the
billboard
will

create
sufficient
clearspace
for
the
logo.

4%
x 4%
x

4%
x 5%
x

1:1

5%
x
4%
x 5%
x

x x

4%
x 4%
x

2:1 1/3
x 1/3
x

5%
x

x x

lg
electronics
house
style
elements

97
 2:1billboards
The
examples
below
illustrate
some
of
the

combinations
of
visual
elements
that
can
be

employed
in
2:1
size
ratio
billboards.

Standard Example
of
application
x

Two line
primary headline

5%
x

logo
+
headline
+
product
1/6
x

Two line
primary headline

logo
+
headline
+
product
1/6
x 5%
x

Two line
primary headline

logo
+
headline
+
product

5%
x 1/6
x

lg
electronics
house
style
elements

98
 3:1
billboards
Billboards
sized
at
a
3:1
ratio
should
feature

no
more
than
1
photographic
image.
Apply

the
other
design
elements
as
specified
in
the

guidelines.
The
LG
logo
is
always
displayed
on

the
extreme
left
or
the
extreme
right.

Standard Example
of
application
x

Two line
primary headline

5%
x

logo
+
headline
+
image
or
product
1/6
x

Two line
primary headline

logo
+
headline
+
image
or
product
1/6
x 5%
x

Two line
primary headline

logo
+
headline
+
image
or
product
5%
x 1/6
x

lg
electronics
house
style
elements

99
 5:1billboards
At
the
5:1
size
ratio,
and
all
size
ratios
greater,

To
ensure
the
visibility
of
the
LG
logo,
its

The
use
of
both
product
and
people
imag-
the
thickness
of
the
bar
element
is
equal
to
size
should
be
equal
to
1/8
of
the
billboards
ery
is
acceptable
at
larger
billboard
sizes.

5%
of
the
billboards
length
at
the
3:1
ratio.
length.

The
LG
logo
is
always
displayed
at
the

This
ensures
adequate
space
for
the
applica- extreme
left
or
the
extreme
right.

tion
of
all
additional
elements.

3:1

5%
y

y
Ratio
over
3:1,
thickness
of
horizontal
bar
is
equal
to
the
ration
of
3:1

Standard Example
of
application
x

One line primary headline

5%
y

logo
+
headline
+
product
+
image
1/8
x

One line primary headline

logo
+
headline
+
product

4%
x 1/8
x 4%
x

One line primary headline

logo
+
headline
+
product
+
image
1/8
x 5%
x

One line primary headline

logo
+
headline
+
product
+
image
5%
x 1/8
x

lg
electronics
house
style
elements

100
 7:1
billboards
At
the
7:1
size
ratio,
the
thickness
of
the
bar

To
ensure
the
visibility
of
the
LG
logo,
its

The
use
of
both
product
and
people
imag-
element
is
equal
to
5%
of
the
billboards
size
should
be
equal
to
1/8
of
the
billboards
ery
is
acceptable
at
larger
billboard
sizes.

length
at
the
3:1
ratio.
This
ensures
adequate
length.

The
LG
logo
is
always
displayed
at
the

space
for
the
application
of
all
additional
extreme
left
or
the
extreme
right.

elements.

3:1

5%
y

y
Ratio
over
3:1,
thickness
of
horizontal
bar
is
equal
to
the
ration
of
3:1

Standard Example
of
application
x

Two line
primary headline

5%
y

logo
+
headline
+
product
+
image
1/11
x

Two line
primary headline

logo
+
headline
+
product
1/11
x 5%
x

Two line
primary headline

logo
+
headline
+
product
+
image
5%
x 1/11
x

lg
electronics
house
style
elements

101
 Neon
signs
Neon
Signs
should
follow
the
same
design

specifications
as
other
LG
applications.
Neon

signs
sized
at
a
3:1
or
larger
ratio
should
fea-
ture
an
image
area
equal
in
size
to
1:1.

White
Neon
Tube
Leave
a
basic
space
at
10
Cm
8
line
for
each
transformer
2:1Neon

LG
Gray
Channel

Red
Neon
Tube
Attach
LG
Red
LA
8207
Cal

White
Neon
Tube
Red
Neon
Tube Leave
a
basic
space
at
10
Cm
Attach
LG
Red
LA
8207
Cal 8
line
for
each
transformer

3:1Neon
+
photo-
graphic
printing

(back
lighting)

printing
(back
lighting)

Red
Neon
Tube
Attach
LG
Red
LA
8207
Cal White
Neon
Tube
Leave
a
basic
space
at
10
Cm
8
line
for
each
transformer

3:1Neon
+
photo-
graphic
printing

(front
lighting)

printing
(front
lighting)

lg
electronics
house
style
elements

102
 Neon
signs

White
Neon
Tube Red
Neon
Tube

Symbol
Mark
Part White
Channel Attach
LG
Cal
LA
8207
How
to
fill
up
Neon
Tube

LG
Channel
Part Outside
Channel
-
LG
Gray
Color

White
Neon
Tube Inside
Channel
-
Black
Color

lg
electronics
house
style
elements

103
 Neon
signs

Day Night

2:1 1/3
x Simple
Neon

5%
x

Photographic
printing

Day x Night (back

lighting)

3:1 1/5
x

5%
x Neon 1/3
x

Photographic
printing

Day Night (front

lighting)

3:1

Neon

lg
electronics
house
style
elements

104
 Neon
signs

Day Night

2:1 On
and
off
Neon

Day Night

Two line Two line

primary headline primary headline

3:1

photographic
printing

(back
lighting
or
front
lighting)

Two line
primary headline

lg
electronics
house
style
elements

105
 A-Boards
When
designing
A-boards,
follow
billboard

In
A-boards
where
the
size
ratio
is
greater

A-boards
can
either
repeat
or
alternate

design
specifications.
However,
in
A-boards,
3:1
or
greater,
the
width
of
the
bar
element
elements
along
their
lengths.

images
and
headlines
should
not
be
included.
should
be
determined
from
the
2:1
ratio
size,

i.e.,
5%
of
its
longer
dimension.

2:1 1/3
x

5%
x

4:1 1/3
x

5%
x

x x

4:1 1/3
x

5%
x

x x

lg
electronics
house
style
elements

106
 A-Boards

6:1

logo
only

6:1

logo
only

6:1

logo
+
sub-brand

12:1

logo
+
sub-brand

6:1

logo
+
category

12:1

logo
+
category

lg
electronics
house
style
elements

107
 Vertical
banners
The
narrow
space
that
is
given
by
vertical
ban-
ners
limits
the
amount
of
information
that
can

be
on
them.
It
is
recommended
that
only
one

bar
be
used,
at
the
bottom
of
the
banner,
but

exceptions
can
be
made.
The
Vertical
2
color

logo
should
be
used
on
all
extreme
vertical

banners.
Product
photography
can
bleed
of

the
left
and
right
edges.

1:1.5 1:3 1:5 1:7

vertical
logo

vertical
logo
+
product

vertical
logo
+
product

vertical
logo
+
product
LG
Lifes
Good
signature
+
product

lg
electronics
house
style
elements

108
 1:1.5
Banner

5%
x 5%
x

5%
x

Vertical
2
color

signature
on
a
white

background.
5%
x
LG
Red
bar
on
bottom

5%
x
edge.

lg
electronics
house
style
elements

109
1:3
Banner

Vertical
logo
&
product

5%
x

Silhouette
product

x photography
on
a

white
background.

Vertical
logo
on
a

white
background.

5%
x

5%
x LG
Red
bar
on
bottom

edge.

lg
electronics
house
style
elements

110
1:3
Banner

signature
and
product

5%
x

Silhouette
product

photography
on
a

white
background.

Vertical
2
color
signa-
ture
on
a
white
back-
ground
can
be
used
in

retail
environments.

5%
x

5%
x LG
Red
bar
on
bottom

edge.

lg
electronics
house
style
elements

111
1:5
Banner

logo
&
product

5%
x

Silhouette
product

photography
on
a

x white
background
can

bleed
of
the
left
and

right
edges
for
some

billboards
and
banners.

Vertical
2
color

signature
on
a
white

background.
5%
x

5%
x
LG
Red
bar
on
bottom

edge.

lg
electronics
house
style
elements

112
1:7
Banner

Vertical
signature
&
product

5%
x

x
Silhouette
product

photography
on
a

white
background
can

bleed
of
the
left
and

right
edges
for
some

billboards
and
banners.

Vertical
2
color

signature
on
a
white

background.
5%
x

LG
Red
bar
on
bottom

5%
x edge.

lg
electronics
house
style
elements

113
 Media
backdrop
Media
backdrops
should
use
alternating
rows

of
a
special
color
version
of
the
Primary
2

color
signature
where
the
LG
logotype
and

slogan
are
a
30%
tint
of
LG
Gray
on
an
LG

Gray
background.

The
words
LG
Electronics
and
division

names
can
be
alternated
in
dividing
lines
set

in
all
capital
letters
Charlotte
Sans
bold.

LECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CELLULAR
PHONES
LG
ELECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CEL

LECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CELLULAR
PHONES
LG
ELECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CEL

LECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CELLULAR
PHONES
LG
ELECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CEL

LECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CELLULAR
PHONES
LG
ELECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CEL

LECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CELLULAR
PHONES
LG
ELECTRONICS

PLASMA
SCREENS

LG
ELECTRONICS

HOME
APPLIANCES

LG
ELECTRONICS

CEL

Special
version
of
the
LG
Electronics
and
LG
logo
on
front
of
LG
Red
stage.
primary
2
color
signa- division
names
in
a
podium.
ture:
LG
logotype
and
30%
tint
of
LG
Gray

slogan
are
a
30%
tint
Charlotte
Sans
bold
in

of
LG
Gray
on
an
LG
all
capital
letters.
Gray
background.

lg
electronics
house
style
elements

114
 Media
backdrop
This
backdrop
is
for
use
when
the
speaker

will
be
in
front
of
a
large
audience
as
well
as

on
video.
The
left
and
right
sides
of
the
stage

have
a
large
reverse
LG
signature.
Directly

behind
the
speaker
is
a
repeat
pattern
of
the

LG
logo
in
alternating
rows
of
4
and
3
logos

per
row.
Note
the
special
tint
of
LG
Gray
that
is

used
for
the
logotype
in
the
repeat
pattern.

Reverse
signature
on
an
Special
version
of
LG
logo
on
front
of
LG
Red
stage.
LG
Gray
background. the
primary
logo:
LG
podium.
logotype
is
a
30%
tint

of
LG
Gray
on
an
LG

Gray
background.

lg
electronics
house
style
elements

115
Commercial
endframe
The
primary
LG
Lifes
Good
signature
should

be
used
at
the
end
of
all
television
spots.
If

approved
by
the
LG
Brand
Management
team,

the
signature
may
be
animated,
so
long
as
the

animation
ends
as
the
full
signature
on
one
of

the
following
approved
backgrounds:
white,

LG
Gray,
LG
Dark
Red,
or
black.

Primary
signature
on
a

white
background.

Reverse
signature
on
an

LG
Gray
background.

Reverse
signature

on
an
LG
Dark
Gray

background.

Reverse
signature
on
a

black
background.

lg
electronics
house
style
elements

116
 Business
card
The
spirit
of
the
brand
identity
should
be
In
English-speaking
countries,

In
other
countries,
with
a
separate
native

reflected
in
all
elements
of
communication
the
business
card
will
only
carry
one
or
official
language,
the
other
side
should

that
may
act
as
the
face
of
the
company.
side,
which
is
in
English. carry
the
same
information
in
the
respective

This
includes
business
cards. language.
Usage
of
photo
is
optional.

90mm

10.5mm 9mm 20mm 3.5mm

5mm 3mm
Slogan

9mm Company
logo

English Gil-Dong Hong Name

General Manager / Marketing Dept. Title/department

LG Electronics China Co., Ltd. Subsidiary

name
3F, JingWu Bldg., No. 5,Jiu XianQiao North Road,
Chaoyang District, Beijing 100015, China(P.O.Box:8501) Subsidiary
address
Tel : 010-6431-1188 ext. 2609 Fax : 010-6431-7466
Mobile : 010-1234-5678 E-mail : gildong@lge.com
5mm

Size
:
90
X
52mm
Title
/
Department
:
Palatino
Roman
6Point
Name
:
Palatino
Roman
12Point
Subsidiary
Address
:
Palatino
Roman
6.5Point
Subsidiary
Name
:
Unica
Bold
8.5Point
Material
:
Ivory
Scoteland
White
171g
or
Best
Mat
180g.

90mm

10.5mm 9mm 20mm 3.5mm

5mm 3mm
Slogan

9mm Company
logo

Name
National
language
Title/department

Subsidiary
name

Subsidiary
address

5mm

In
case
of
local
font,
please
select
font
type
that
is
in
serif
mode.
Also,
replicate
the
spacing
between
lines
and
letters
following
the
Brand
Communication
Guideline.

lg
electronics
house
style
elements

117
 Business
card
with
photo

90mm

10.5mm 9mm 20mm 3.5mm

5mm 3mm
Slogan

9mm Company
logo

Gil-Dong Hong Name

English General Manager / Planning Dept. Title/department

Photo Subsidiary
name
21X
30mm LG Electronics U.K. Ltd.
(optional) LG House
250 Bath Road, Slough, Berklure SL1 4DX. Subsidiary
address
Direct Line : 01753 491625 Switchboard : 01753 491500
Fax: 010-6431-7466 Mobile: 1391-166-1903
E-mail: gildong@lge.com
5mm

Size
:
90
X
52mm
Title
/
Department
:
Palatino
Roman
6Point
Name
:
Palatino
Roman
12Point
Subsidiary
Address
:
Palatino
Roman
6.5Point
Subsidiary
Name
:
Unica
Bold
8.5Point
Material
:
Ivory
Scoteland
White
171g
or
Best
Mat
180g.

90mm

10.5mm 9mm 20mm 3.5mm

5mm 3mm
Slogan

9mm Company
logo

Name
National
language
Title/department
Photo
21X
30mm
(optional) Subsidiary
name

Subsidiary
address

5mm

In
case
of
local
font,
please
select
font
type
that
is
in
serif
mode.
Also,
replicate
the
spacing
between
lines
and
letters
following
the
Brand
Communication
Guideline.

lg
electronics
house
style
elements

118
 Appendix:
File
directory
Listed
below
are
the
file
names
of
the
different

LG
Lifes
Good
signatures
ranging
from
the

primary
2
color
signature
to
the
special
usage

1
color
reverse
signature.

Always
use
the
approved
electronic

artwork
when
reproducing
the
LG
signature.

Extension:
File
type
and
what
it
is
used
for
.eps
=
EPS
(for
print
and
vendor
use)
Supplied

as
vector-based
art,
scalable
for
large

Color

applications;
these
files
may
be
used
at
any
size.

1cG
=
One
Color
Gray EPS
files
will
appear
with
a
transparent

1cK
=
One
Color
Black background
in
most
applications.
Ideal
for
high-
Category 1c
=
One
Color Reverse
end
print
and
display
use.
Color
formats:
CMYK,

LGE
=
LG
Electronics 2c
=
Two
Color REV
=
Reverse RGB,
Grayscale,
PMS
spot
color.

LGE_

SL_

1cG_

P_

REV_

SUV

.eps

Lifes
Good Color

Special
Use

SL
=
Slogan P
=
Process
(CMYK) SUV
=
Special
Use
Vertical
V
=
On-Screen
(Video
RGB) SUH
=
Special
Use
Horizontal
S
=
Spot
(Pantone)
w
=
Web

lg
electronics
house
style
elements

119