First Technology Branding in 13 Years of OLED Business
Distinct Brands Established for Large and Small/Medium Technologies
Unveiled at CES Stage... "Strengthening Market Position"
LG Display is unveiling its first technology branding, "Tandem," 13 years after launching its organic light-emitting diode (OLED) business. The company plans to leverage its technology philosophy, which has kept it at the forefront of the global market, to deliver differentiated customer value.
On the 17th, LG Display announced that it will introduce the technology branding "Tandem," which emphasizes the infinite possibilities and scalability that are the essence of OLED technology. The company explained that it aims to highlight the strengths of LG Display OLEDs, such as durability and performance-specifically longevity, high brightness, and low power consumption-achieved through the stacked structure of OLED elements.
LG Display announced on the 17th that it will unveil the technology branding "Tandem," emphasizing the infinite possibilities and scalability, which are the essence of OLED technology. LG Display
In particular, LG Display has established detailed brands to intuitively showcase the unique features of each technology. Large-format products such as TVs and monitors will be branded as "Tandem WOLED," while medium- and small-sized technologies for vehicles, tablets, and laptops will be branded as "Tandem OLED."
The large-format "Tandem WOLED" brand combines "Tandem," which refers to the industry’s first stacked structure where the three primary colors of light-red (R), green (G), and blue (B)-are layered independently, with "W," representing the proprietary white light source of LG Display’s OLED technology, resulting in an intuitive brand name. Having succeeded in mass-producing large-format products for the first time in the world in 2023, LG Display plans to further strengthen its position as a technology leader in the large OLED market.
The medium- and small-sized "Tandem OLED" reflects the technical characteristic of stacking two layers of RGB elements. As the first company in the world to commercialize Tandem technology, LG Display aims to solidify its technological leadership, while appealing to customers with differentiated value such as vivid and long-lasting brightness in any environment and high efficiency with minimized power consumption.
This is the first time in 13 years of business that LG Display is introducing a technology brand for its OLEDs. While there have been sales branding efforts and technical unit names for business-to-business (B2B) communication, this is the first attempt at systematic organization. Although China is rapidly catching up in the OLED market, Korean companies are maintaining their lead through technological prowess. According to market research firm Omdia, in the third quarter of this year, Samsung Display and LG Display accounted for a combined 67.6% of sales in the medium- and small-sized OLED market for smartphones, more than double the 32.2% held by Chinese companies.
The new technology brand will be unveiled for the first time at "CES 2026" in Las Vegas, United States, early next month. LG Display plans to set up a large OLED booth at the Conrad Hotel near the exhibition hall and a vehicle display booth at the Las Vegas Convention Center (LVCC) West Hall to meet with customers.
An LG Display representative stated, "Our goal is to make communication between people and devices more natural and profound through outstanding picture quality and flexible form factors," adding, "With the establishment of our technology branding system, we aim to promote differentiated customer value and unrivaled competitiveness, thereby enhancing brand trust in the global market."
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