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4
Brandidentity(orBrandprint)
DelightfullySmart
Positioning
Forpeoplewhoareinspiredbythelatestdigital
technologies,advanceddesigns,styling,andin-
novativeproductfunction…
LGisthebrandthatisdelightfullysmart.
LG’sproductsenhanceyourlife(andyour
lifestyle)withtheirintelligentfeatures,intuitive
functionality,andexceptionalperformance.
ChoosingLGisaformofself-expressionand
self-satisfaction.You’llyoutakeprideinowning
theamazingandtakecomfortinknowingyoumade
asmart,moreinformeddecision.
Byestablishinganinstantlyrecognizable
identityandlookandfeel,thosewhoviewLG
communicationswillconnectthequality
andpracticalityofourproductswiththe
warmvisualexpressionthatrepresentsus.
Thisbrandrecognitionwillfurtherposition
LGinthepublicconsciousnessasnotonly
amanufacturerofadvancedelectronics,but
alsoasacompanythatseekstoimprovethe
humanconditionwithitsproducts.Thevisual
languagethatLGemploysandtheintuitive
technologiesthatdriveitsproductsworkas
onetocreatethepersonaofacompanythatis
friendly,fun,helpful,andpractical.Inessence,
westrivethroughourpublicrepresentations
andtheprivate,domesticachievementsofour
productstobeacompanythatiswarmand
receptivetotheembrace,ratherthancoldand
indifferent.
Brandplatform
Inanefforttoestablishaglobalidentityfor
LGElectronics,abrandplatformthatstrives
toencompassthemanyfacetsoftheLG
missionhasbeendeveloped.This“blueprint”
clariesanddenesthevisionandvalues
thathaspropelledLGtotheforefrontofthe
consumerelectronicsindustry.
