LG Electronics needed to rejuvenate its brand. It needed to feel more youthful to appeal to a new generation of consumers, and be flexible and expressive in both physical and digital spaces. Expanding its reach beyond the home and way beyond hardware - helping to reimagine every side of life - and injecting fresh meaning into its world-famous tagline: Life’s Good.

Emotionally Intelligent Design 

Inspired by LG’s human approach to innovation, we developed a new brand philosophy: “Emotionally Intelligent Design”. It’s all about balancing warmth with intelligence, ensuring every interaction with the brand would leave people feeling that “Life’s Good.” This philosophy empowers the brand to adapt for multiple products, markets and audiences and to set new brand standards beyond the home – from mobility to entertainment, to AI companionship. 

LG’s rejuvenated identity embraces history, heritage and the modern world. We modernised historic assets, like the old Goldstar logo from
LG’s roots as ‘Lucky Goldstar’. We introduced new assets that celebrate modern Korean culture,
like the iconic ‘finger heart’, and injected fresh life into LG’s world-famous CI ‘face’ symbol with a range of new expressions, including winking, jamming and bowing. Together, this created a highly flexible and expressive system capable of telling all kinds of Life's Good stories – always with a smile in mind.

Impact on every side of life 

“Emotionally Intelligent Design” guided LG through a comprehensive transformation. This philosophy is lived in nearly every aspect of the brand experience, from digital experiences and  physical environments to ESG communications, social strategies and the LG’s most premium sub-brand, LG Signature.

LG’s refreshed brand has enabled it to move beyond the home, and deliver its ambition to become a ‘smart life solutions company’. The brand relaunch signalled a huge moment in LG’s history – lighting up a series of global landmarks including New York’s Times Square and engaging a record 20,824 employees across the world who took part in LG’s new inaugural “Life’s Good Day”. Alongside expanding its B2B audiences, the brand is resonating more with younger consumers: up from a rate of 57.3% to 61.4% in just four months.