LG Rebrand & Brand Identity

LG Electronics is a South Korean company spanning appliances, screens, audio, mobility and AI. Wolff Olins' 2023 rebrand keeps the famous LG face but sets it moving with new expressions such as a wink, a nod and a bow, shows it on a new shade of red, and adds the Korean finger heart alongside nods to the Goldstar heritage. Under CEO William Cho, LG set out to become a smart life solutions company that feels younger and more flexible, reaching beyond the home and hardware.