New Identity and Global Campaign for LG by Wolff Olins

Established in 1958, LG is a South Korean multinational conglomerate that operates worldwide through more than 142 local subsidiaries with roughly 74,000 executives and employees in multiple business areas and industries. Perhaps most well known for its home appliances — refrigerators, washing machines, dishwashers, cooking appliances, vacuum cleaners, built-in appliances, air conditioners, air purifiers, dehumidifiers, and more — LG also offers home entertainment products like TVs, audio and video, monitors, PCs and accessories, and commercial products and it has a robust offering of business-to-business solutions and even a mobility division “developing advanced auto parts including cockpit electronics, connectivity solutions, and automotive vision systems for the fast growing car industry”. One thing I learned today (and that I probably should have known before) is that LG stands for Lucky-Goldstar and was known as such until 1995. A common misconception is that “LG” stands for the company’s slogan, “Life’s Good”, which was introduced in 1999 after being created and used first by LG’s Australian division, which has become synonymous with the company. So much so that this year, LG is building a new identity around it and this week it officially launched a global campaign that also introduces a reinvigorated identity designed by Wolff Olins (and I imagine, LG’s in-house team).