[Asia Economy Reporter Suyeon Woo] LG brand unveiled a new design called 'Future Face Expressions' utilizing the symbol mark on the 10th.
This design maintains the original design of the symbol mark 'Future Face' while focusing on reflecting the sensibilities of the digital generation with flexible and lively expressions and enhancing the visibility of the symbol mark. It also strengthens brand storytelling by embodying the meanings of youth, humanity, technology, the world, and the future symbolized by the 'Future Face.'
The design consists of seven diverse expressions, such as a modern reinterpretation of the basic elements of the symbol mark to depict youth blooming fresh like a flower, and designs reminiscent of the ripple effect spreading LG's customer-centric management philosophy.
LG decided to first apply this to the common employee business cards across the group. The new business cards are designed with one side showing the employee’s affiliation and contact information, and the other side reflecting a chosen design from the seven 'Future Face Expressions' to allow employees to express their individuality.
The business card paper uses eco-friendly paper containing recycled pulp. LG plans to later expand this to various online and offline customer touchpoints in the form of vivid animations.
Meanwhile, LG is also attempting to evolve its brand image by launching a group image advertising campaign featuring young employees as models. The campaign showcases young employees from fields such as electric vehicle batteries, OLED, eco-friendly plastics, AI, and big data, expressing their pride in their work, their challenges toward the future, and their communication.
An LG official stated, "Based on the asset called 'Future Face,' we plan to inject creative energy into the LG brand and undertake various attempts so that the LG brand can evolve in a new and meaningful way."
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