LG Elec reinvents brand identity, aiming for youthful, dynamic image

South Korean tech giant LG Electronics Inc. is taking steps to reinvent its brand and enhance its youthful and dynamic image while actively communicating with customers.

LG Electronics said on Wednesday that it has created a new "Brand Communication Guideline," which outlines the company's new directions and core values: "No Compromise in Customer Experience," "Human-centered Innovation," and "Heartfelt Warmth that Makes You Smile."

The company is also introducing new visual elements, such as eight digital logo plays that express winks, greetings, surprises and other movements to the "Future Face," the brand symbol.

It's even adding a pop of "LG Active Red" to enhance brightness, dynamism and visibility. But that's not all – the brand slogan, "Life's Good," is getting a new look too, with a fresh and modern font.

"Through this reinvention, we will leap into an iconic brand that is consistently loved by customers beyond regions and generations," said LG Electronics CEO Cho Joo-wan.

Write to Ik-Hwan Kim at lovepen@hankyung.com