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LG’s rebrand looks to “bring a smile” to the world of tech

Aug 31, 2023

The new identity is accompanied by a global campaign that reimagines the electronics brand’s Life’s Good slogan, featuring playful character designs by South Korean illustrator Jungmin

LG first teased its rebrand back in April, when it debuted a 2D animated logo that can perform eight personality-filled motions, including nodding, spinning, winking, and more.

Wolff Olins has now been revealed as the design agency behind the new identity, which the brand hopes will “bring a smile back to the world of technology” and help it resonate with customers from all generations and backgrounds.

The move comes as LG looks beyond just its products and services to position itself as an “iconic brand”; the company’s CEO William Cho recently outlined his vision to transform it from a home appliance brand into a “smart life solutions company”.

The branding is brought to life through LG’s new global campaign that revamps its longstanding ‘Life’s Good’ slogan, which has been drawn by type foundry F37. The campaign is running across social in 80 countries and digital OOH in Dubai, London, New York, Vietnam, and Seoul.

The campaign stars newly created LG characters Joy and Ryder, developed by Wolff Olins and South Korean illustrator Jungmin Ryu, and brought to life by animation studio Animade.

The characters are designed to give the brand a more youthful look, while intricate details such as clothing and accessories nod to the heritage of the LG business and Korean culture.

By: Our Copywriting Team | Retrieved from

Digiwits • Digital, Creative & Copywriting Agency