LG’s enjoyable new brand is proving its critics unsuitable By Joseph Foley revealed 2 September 23 And now it has firm.

3 weeks ago 3 min read

We reported again in April on the response to the brand new LG brand, which we thought was being criticised unfairly. Now that the rebrand has began to look within the wild, we predict we have been proper to provide it a vote of confidence.

LG had a fairly boring, stale picture that didn’t mirror the truth that it produces some actually modern merchandise. The brand new brand would possibly appear to be merely a slimmed-down model of its earlier design, however animation offers it a persona that the model had lacked. It is youthful, brighter, and most significantly, rather more noticeable (see our decide of the very best new logos and the very best animated logos for extra inspiration).

The brand new LG brand’s jaunty animation (Picture credit score: LG)

LG is a type of tech manufacturers that has by no means actually stood out regardless of being usually dependable and even producing wild ‘world first’ merchandise like the primary ‘wi-fi’ TV and a transportable monitor in a briefcase. It was a model that was simply tremendous however appeared to fade into the background. The brand new LG brand, now dwell alongside a brand new marketing campaign, goals to alter that.

Wolff Olins seems to be the company chargeable for a rebrand that goals to “convey a smile again to the world of know-how”. The brand’s repertoire of eight actions may need sounded restricted when the character was first revealed, however its nodding, spinning and winking tackle new that means when applied within the marketing campaign, making the brand really feel virtually like a companion to a product

LG goals to grow to be an “iconic model” – suppose Apple and Samsung – generally known as a “good life options firm” fairly than a house equipment model. A part of that transfer includes interesting to a youthful market. The brand new brand alone feels younger, however a brand new marketing campaign goes additional and introduces the characters Pleasure and Ryder, developed with South Korean illustrator Jungmin Ryu and animated by Animade.

Giving a tech firm mascots dangers taking it into breakfast cereal or sports activities franchise territory, however I feel the bizarre transfer pays off. It stays to be seen how lengthy they will stick round or how a lot folks will take to them, but it surely’s pleasing to see the eye given to creating the clothes and accessories reference LG and Korean tradition, they usually make an affect in 3D billboards – see the video under from Occasions Sq..

The marketing campaign sticks with LG’s established Life’s Good slogan. However that is additionally given a younger enhance of power in a bespoke sort drawn by F37, and it seems alongside quirky visuals.

There’s been a lot criticism of the dominating pattern to flatten logos (see the various automotive brand rebrands), however I feel this can be a case the place going flatter has made it bolder. LG is now not the tech model that you do not actually discover.