LG employees attend the traveling Life’s Good refresh event last month.
Employees engage with updated brand identity
By Alan Wolf, YSN
This past spring, LG Electronics elevated its “Life’s Good” catchphrase with a new brand direction and visual identity designed to bring a more dynamic and youthful look to the company’s products and communications.
And in June, the company encouraged its employees to experience the new look firsthand at a traveling Life’s Good branding event that swung by 11 LG facilities throughout South Korea.
As LG noted, the changes include a “more energetic” LG Active Red color for its emoji-like logo, which becomes animated online to engage customers with “a new level of expressiveness.” Specifically, the capital letters “L” and “G” from Life’s Good can now perform eight unique motions in the digital space, including nodding, spinning and winking. With its new capabilities, the brand symbol “can greet customers with a friendly smile or move along with background music on digital platforms in a variety of witty ways,” the company said.
LG also designed a new typeface for its “Life’s Good” motto, which integrates shapes inspired by various LG products and will be used more widely as a brand asset in product packaging.
LG said it aims to boost interaction with more customers, including Gen Zers, through the new visual identity, which “adds vitality and puts a new spin on the existing brand image.” What hasn’t changed, however, is the warmth and sense of togetherness of the brand; LG’s message of enabling customers to enjoy a quality life and indulge in precious moments through its products, services and communication; and its commitment to shaping a better life and future for the planet, the manufacturer said.
“Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth,” said William Cho, CEO of LG Electronics. “Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”
But what’s good for the goose is good for the gander, and as part of the re-branding rollout, LG invited all headquarters employees, including executives, to engage with the new imagery. A mobile Life’s Good event, replete with signage, games and giveaways, visited 11 business sites last month, including LG’s Sciencepark R&D complex in Magok, R&D Campus in Seocho, Smart Park production base in Changwon and corporate headquarters in Seoul.
“With employees just as important as customers, it was just as crucial for the company that the employees who make up the LG brand could truly feel and experience the newly reinvented brand direction and ultimate goal of making sure Life’s Good,” the vendor said.
CEO Cho, who handed out branded beach towels, camping chairs and umbrellas to employees and posed for pictures during the Seoul stop, said “My hope is that the Life’s Good event offers LG employees the opportunity to feel closer to the brand and more aligned with what we strive for as a company. Let’s strive to be brave optimists who are continuously taking on and overcoming challenges in order to provide consumers with a better life.”
LG takes its name from the company’s early moniker of Lucky-Goldstar, a contraction of its original plastics manufacturing businesses Lak Hui (pronounced “lucky”) and GoldStar Co. Ltd. It adopted its current acronym and the upbeat motto its now stands for in 1995.
