BRAND NAME: LG

LG Electronics Inc. is a South Korean multinational electronics company headquartered in South

Korea.

BRAND IDENTITY: Delightfully Smart

POSITIONING: futuristic logo and brand slogan
LG is the brand that is delightfully smart
LG’s products enhance your life (& your lifestyle) with their
• intelligent features,
• intuitive functionality and
• exceptional performance

BRAND PERSONALITY:
graphic elements are designed to radiate the innovative spirit is truly responsible for the
development of our superior products.

THE LOGO:
The logo consists of two elements:
• LG letterforms in LG Gray
• face symbol in the unique LG Red color.
This logo is always positioned with LG letterforms placed at a specific size to the right of the LG
symbol.
UNDERLYING VALUES

COLOUR PALETTE
VARIATIONS IN DIFFERENT BACKGROUND AND PRINT CONDITIONS

FONT:
The Charlotte family was chosen because its legibility and distinctiveness help differentiate it from
the sans serif typefaces used by other consumer electronics companies.
CHARLOTTE SANS
• all headlines
• primary messages
• technical information & call-out text.
CHARLOTTE
• long passages of text and body copy

PHOTOGRAPHY AND ANIMATION:

People photography focuses on smiling people—a connection to the LG logo—in real
environments from around the globe.
FOCUS - happy, confident, and smart.
SINGLE PAGE ADVERTISEMENT