LG

 

LG

LG is an electronics giant with one of the most instantly recognizable logos. But with decades of brand equity in their smiling icon and “Life’s Good” tagline, how do you signal a shift in the marketplace without throwing away everything you’ve built? David Stevens, Executive Strategy Director and Tom Carey, Senior Creative Director at Wolff Olins share how they approached bringing “the face of the future” into the future.


The Breakdown

LG before and after its refresh.

 

Before LG's rebrand


2023 refresh, by Wolff Olins


Leaning into the slogan


Visual snapshot


Emotionally Intelligent Design


Life's Good Short Stories


Packaging


Packaging


Campaign messaging


Digital experience


Outdoor signage


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