LG

LG’s logo is a circular emblem that arranges the letters “L” and “G” to form a stylised human face: the “L” creates the nose, the “G” outlines the head, and a dot serves as the eye. Rendered in LG Active Red (#A50034) on a flat background, the 2023 version eliminated the three-dimensional shading and circular outline of its predecessor, adopting a cleaner presentation suited to digital interfaces. An animated variant brings the face to life with winking and smiling expressions, reflecting LG’s brand positioning toward younger, digitally native audiences.

Logo history

LG Corporation was formed from the 1995 merger of Lucky and GoldStar, and the face emblem was introduced to unify the two companies under a single, approachable identity. The original mark placed the L-and-G face inside a circle with three-dimensional shading. A 2014 update refined the gradient for product packaging and digital use, maintaining both 2D and 3D variants. The 2023 redesign marked a more significant shift: the circle surround was dropped, the gradient was flattened to a solid red, and the animated identity — capable of expressing multiple emotions — was introduced as the primary digital expression of the brand.

Design philosophy

The face emblem was designed to humanise a technology conglomerate, communicating friendliness and approachability through a universally understood expression. The “L” as nose and “G” as jawline create a clever double reading that functions as both letterform and portrait. LG Active Red at #A50034 was selected for visibility and warmth, distinguishing the brand from the blues and blacks that dominate consumer electronics. The 2023 move to animation reflects a broader industry trend toward dynamic brand identities that behave differently across static print, motion graphics, and interactive screens.

Brand identity

LG’s brand system spans home appliances (refrigerators, washing machines, air conditioning), consumer electronics (OLED televisions, soundbars), and vehicle components. The face emblem appears on every product, typically in Active Red on white or reversed in white on product surfaces. LG Smart, the brand’s proprietary sans-serif typeface, provides consistent typography across packaging, digital platforms, and retail environments. Sub-brands like LG ThinQ (smart home) and LG Gram (laptops) pair their own wordmarks with the parent face emblem.

Cultural impact

LG’s smiling face has made it one of the most recognisable technology logos in the world, softening the corporate formality typical of Korean conglomerates. The 2023 animated rebrand demonstrated that a simple emblem can gain new life through motion design, reaching audiences who encounter brands primarily through screens rather than physical products.