Brands
LG unveils new brand identity with a smile
Mumbai: LG Electronics (LG) unveiled a new brand direction and visual identity, which will shed more light on the value of Life’s Good with a more dynamic and youthful look across all physical and digital customer touch points.
In the company’s new brand communication guidelines shared with employees all around the world, LG outlined the new direction for the brand to be loved by customers across countries and generations, including Gen Z, and ultimately establish itself as an iconic brand. The brand communication guidelines reiterate LG’s core values of ‘uncompromising customer experience,’ ‘human-centered innovation’ and ‘warmth to power a smile.’
The brand slogan, Life’s Good, encompasses the message of how the company enables its customers to enjoy a quality life and indulge in precious moments via LG products, services and communication. And, as the brand mission, the company has pursued innovation for a better life, contributing to the shaping of a better life and future for the planet.
The newly established brand direction includes a revamp of LG’s visual identity, reinterpreting the existing warmth and sense of togetherness of the brand. The company aims to boost interaction with more customers through a new visual identity that adds vitality and interactive elements while putting a new spin on the existing brand image.
In the digital space, the company’s symbol will come to life, engaging customers with a new level of expressiveness. The brand symbol, composed of the letters ‘L’ and ‘G,’ can perform eight unique motions, including nodding, spinning and winking. With its new capabilities, the brand symbol can greet customers with a friendly smile or move along with background music on digital platforms in a variety of witty ways.
In addition to its signature LG red color, the company will be using the more energetic LG active red across all customer contact points. Also, various gradient elements in LG active red, white and black were also introduced, offering variety as they can be applied according to the unique characteristic of each product or service.
The company also designed a new typeface for its Life’s Good brand slogan, which will be used more widely as a brand asset in product packaging. Cleverly integrated into the typeface are shapes inspired by various LG products.
LG’s new brand strategy not only strengthens the company’s unique identity, but signals its willingness and capacity to evolve with generations, along with its unmatched commitment to innovating customer experiences all around the globe. The company plans to utilize its one-of-a-kind brand asset at all customer contact points globally throughout the year.
“Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth,” said LG Electronics CEO William Cho. “Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
