LG Electronics Brand Communication Guidelines: A Guide to Visual Identity and Branding, Study Guides, Projects, Research of Marketing

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LG Electronics

Brand communication guidelines

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lg electronics house style elements

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

Brand identity (or Brand print) Delightfully Smart

Positioning For people who are inspired by the latest digital technologies, advanced designs, styling, and in- novative product function… LG is the brand that is delightfully smart. LG’s products enhance your life (and your lifestyle) with their intelligent features, intuitive functionality, and exceptional performance. Choosing LG is a form of self-expression and self-satisfaction. You’ll you take pride in owning the amazing and take comfort in knowing you made a smart, more informed decision.

By establishing an instantly recognizable identity and look and feel , those who view LG communications will connect the quality and practicality of our products with the warm visual expression that represents us. This brand recognition will further position LG in the public consciousness as not only a manufacturer of advanced electronics, but also as a company that seeks to improve the human condition with its products. The visual language that LG employs and the intuitive technologies that drive its products work as one to create the persona of a company that is friendly, fun, helpful, and practical. In essence, 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.

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.

lg electronics house style elements

Brand personality

To achieve our goals, the LG image must mirror the attributes of our products. Therefore, LG’s visual language emphasizes our commitment to product designs that are high quality, easy to use, and stylish. However,

the LG signature and the graphic elements that support it also radiate the innovative spirit is truly responsible for the development of our superior products. The final result is an expression of premium quality that is

friendly, easy-to-use, and guaranteed to make life more livable. LG is dedicated to making life Delightfully Smart.

I N N O VAT I V E H O N E S T

H U M A N O R I E N T E D

INSPIRING

SELF INTELLIGENT CONFIDENT

IMAGINATIVE

YO U T H F U L

A P P R OA C H A B L E T E C H S A V V Y

S T R A I G H T F O R WA R D N I M B L E

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 D A D D M I C

lg electronics house style elements

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.

1 color LG Gray logo - LG Gray symbol and logotype on a white or light colored background.

1 color reverse logo - white symbol logotype on a black or dark colored background.

2 color logo - LG Red symbol with white type on a black or dark colored background.

1 color black logo - black symbol with black type on a white or light colored background.

lg electronics house style elements

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 LG logotype to be larger or smaller than the approved artwork.

Never alter the space between the L and the G of the LG logotype —always use approved electronic artwork.

Never alter the shape of the LG symbol from the approved artwork.

Never change the color of the LG symbol to anything other than LG Red, LG Gray, black or white.

Never alter an element of the LG symbol from the approved artwork.

Never outline the elements of the LG symbol.

Never use a line or stroke around any elements of the LG symbol or logotype.

Never reproduce the LG logo on a back- ground that is too complex.

When using the 1 color reverse logo, the face elements should go to black or the color of the background.

Never alter the color of the LG symbol or logotype—always use approved electronic artwork.

LG Electronics

Brand communication guidelines

1 – Brand & house style elements

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lg electronics house style elements

Good house style

A house style is a distinct

system developed

to communicate an

organization’s core

philosophies. The system

employs a group of

elements—signature,

typography, color imagery,

and other graphic devices

—in a specific way to

reflect and express the

organization’s unique

character. A house style

may also be a strategic

tool that subtly expresses

a company’s positioning,

embodies the attributes

of its personality, and

reinforces the promise

the company makes to its

customers.

The LG Electronics house style guidelines have been developed as a comprehensive and globally relevant system of touch points to support our brand positioning. As a driven leader in the consumer electronics industry, LG strives to connect cutting- edge digital technologies with their human counterparts. Therefore, LG Electronics proposes that “Life’s Good,” an expression which reflects our belief that life is enriched and enhanced by products that are ingeniously designed and expertly 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

LG Life’s Good signature

The LG Electronics Life’s Good signature con- sists of the LG logo (the face symbol in LG Red and the LG letters in LG Gray) and the slogan Life’s Good, set in the Charlotte Sans typeface, curved around the LG symbol. The curving of the slogan reinforces LG’s personality and uniqueness.

The consistent usage of this signature helps to clearly identify and connect every division and product from LG Electronics across the globe. This signature has been created to work without sub-brands and divisions “locked up” to it. Other than special space limiting situa-

tions addressed later in these guidelines, no other signature should be used. Whenever possible, the LG signature should be reproduced in the preferred two colors: LG Red for the symbol and slogan, and LG Gray for the LG letters. For detailed color specifications, refer to page 20.

X

X

X

X

X

4

5 9

2 9

2.5 9 X 4.5 9 X

2 9 4.5 9 X

2.5 9 X

The LG Life’s Good signature: LG symbol, LG letters, and the LG Life’s Good slogan

LG symbol

LG Life’s Good slogan

LG logotype

Special translation note: when special situations have been approved, the Life’s Good slogan may be translated to languages other than English. It is important to keep the curved typography whenever possible. In some languages the translation may be lon- ger in lenght, so the translated slogan be set between the 10: and 5:00 marks around the LG symbol.

lg electronics house style elements

Signature clear space and minimum size

To ensure the prominence and legibility of the LG signature, always surround it with clearspace. As shown below, the clearspace is equivalent to 1/2 the height of the “L” in the LG logotype and should surround the entire LG signature: LG symbol, LG logotype, and the Life’s Good slogan.

Maintaining proper clearspace protects the visual identity from competing graphic elements such as text, photography, or back- ground patterns that may otherwise divert attention from the signature. The LG signature can appear in a variety of sizes, depending on the layout and image

area, but at some sizes, legibility can be com- promised. To protect against this, a minimum size has been established: The LG Life’s Good signature should never be reproduced smaller than 1/2 inch in height (12.5mm).

X X

2 9 (^29) X

(^29) X

(^29) X

**>1/2"

12.5mm**

The LG Life’s Good signature clearspace

The LG Life’s 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

Signature background control

White is the most effective background on which to reproduce the LG Life’s Good signa- ture. White provides a clear, crisp contrast. When the signature is placed on a back- ground, there must be sufficient contrast be- tween the background color and the signature colors. Therefore, several color options are available for signatures.

If the signature is placed on a black or dark background, the LG logotype and the Life’s Good slogan should reverse to white while the LG face symbol remains in LG Red. In a number of applications, the signature can appear on LG Dark Red or LG Red either as a full reverse to white or with the LG face symbol in LG Red.

When placing the LG signature on a photographic image, make sure the image behind it is light enough to provide contrast with the LG 2 color signature, or dark enough to provide contrast with the reverse signature.

Whenever possible, use the 2 color positive signature on a white background.

2 color reverse signature on a black background.

2 color reverse signature on an LG Dark Red background.

Use the 2 color signature on a light photographic back- ground as long as there is enough contrast for LG Red and LG Gray to be legible.

2 color reverse signature on an LG Gray background.

2 color reverse signature on an LG Dark Gray background.

1 color reverse white signature on an LG Dark Red background.

2 color reverse signature on a dark photographic background when there is not enough contrast for LG Gray to be legible.

lg electronics house style elements

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 signature is not suitable for reproduc- tion on an LG Dark Red background. Use either the 2 color reverse sig- nature or the 1 color reverse signature.

The 2 color positive signature is not suitable for reproduc- tion on an LG Dark Gray background. Use either the 2 color reverse signature or the 1 color reverse signature.

LG Gray does not provide sufficient contrast on some photographic back- grounds. Instead, use the 1 color positive LG Red signature.

The 2 color positive signature is not suitable for repro- duction on a black background. Use either the 2 color reverse sig- nature or the 1 color reverse signature.

LG Gray does not provide sufficient contrast on some photographic back- grounds. Instead, use the 1 color positive LG Red signature.

Do not use a tint, or lighter shade of LG Red for a background. Use the 1 color reverse white signature.

Never alter the 2 color or 1 color signature so that the LG logotype is reproduced in LG Red. Always use the correct color in the approved electronic artwork.

Never change the color of the LG logotype to LG Red on dark backgrounds. Instead, use the 2 color reverse signature.

lg electronics house style elements

Special use horizontal signature

For extreme horizontal applications—such as a banner or pen—the special usage signature has been created. Use of this signature should be kept to a minimum. Use the primary signature wherever possible.

The special usage signature employs the same color and background specifications as the primary signature. Additionally, the clearspace rule for the special usage signature is the same as for the primary signature, 1/

the height of the letter “L” in the wordmark. In order to maintain legibility, the special usage signature should never appear smaller than 10mm.

>10mm

X X

2 9 (^29) X

(^29) X

(^29) X

X

X

X

X

X

4

5 9

(^49) X

2 9

2 9

2.5 9 X

The special use signature is for extreme horizontal applications only.

Use approved digital artwork that maintains the correct relationship between signature elements.

Clearspace for the special use signature has been set at 1/2x.

The special use signature should never be reproduced smaller than 10mm.

lg electronics house style elements

Color is good

The LG primary color palette consists of three colors: LG Red, LG Gray, and white. There is also a premium color palette that consists of an additional two colors: LG Dark Red and LG Dark Gray. These can be used when focusing upon a premium product. In special situations, silver or metallic can be substituted for the light or dark gray. The simplicity of the palette best high- lights our uniqueness in a category that is dominated by multiple shades of blue. Whenever possible, the LG signature

should be reproduced in LG Red and LG Gray, which are the equivalents to pantone 207 and pantone 431. The standards for these colors may be found in the current edition of the pantone® Color Formula Guide. For certain 1 color applications, the signature may be re- produced in black or white. For process color printing, use the cmyk values as a beginning reference. Print vendors may have their own values and formulas for matching pantone col- ors in process color, but the goal should always be to match the pantone standard of the LG

colors. The pantone and cmyk values provided can be used when printing on either coated or uncoated paper. Variations in color may occur, but try to match the LG colors as close as pos- sible. For on-screen applications refer to the RGB Video values specified. For web applications, refer to the RGB web/hex values specified. The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

LG Gray — Spot: PANTONE 431 Process: c11 m1 y0 k RGB video: r135 g143 b RGB web: r153 g153 b Web hex: 999999

LG Red — Spot: PANTONE 207 Process: c0 m100 y40 k RGB video: r177 g0 b RGB web: r153 g0 b Web hex: 990033

LG primary palette

LG Dark Gray — Spot: PANTONE 447 Process: c16 m0 y31 k RGB video: r102 g102 b RGB web: r102 g102 b Web hex: 666666

LG Dark Red — Spot: PANTONE 505 Process: c50 m100 y100 k RGB video: r110 g30 b RGB web: r102 g51 b Web hex: 663333

LG premium palette

LG Gray — Spot: PANTONE 431 Process: c11 m1 y0 k RGB video: r135 g143 b RGB web: r153 g153 b Web hex: 999999

LG Red — Spot: PANTONE 207 Process: c0 m100 y40 k RGB video: r177 g0 b RGB web: r153 g0 b Web hex: 990033