The LG Group changes its CI font 20 years after the launch of the ‘LG’ brand. It will adopt a new font with a soft image and create the images of `LG in the 21st century,` such as energy, IT and environment.
LG Group will change its CI font on January 1, 2015. The new CI font will be applied to the Group and its affiliates. LG conducted a test, i.e. exposing some draft proposals in media advertising and homepages and testing the waters, and decided on the final proposal on December 29. An LG insider said, “We will formulate the best proposal by applying it to all affiliates, such as LG Chem and LG Uplus, as well as LG.”
The font chosen by LG is based on the ‘clear Gothic font.’ It minimizes the square surface of the existing Gothic font, and emphasizes the curves in harmony with the symbol mark ‘The Face of the Future.’ LG will apply the new font to its consumer products, e.g. LG Electronics and LG Household & Health Care, and its services, e.g. LG CNS, further enhancing the soft image of LG.
The Korean font used by the LG Group for business cards, catalogs and homepages will be changed from the Batang font and Dodum font to a dedicated Myongjo font. The new Korean font is softer than the existing Dodum font and avoids abrupt changes for added friendliness.
By changing fonts, LG aims to make the image and products of the Group friendlier while inheriting the philosophy of the symbol mark. On the other hand, the symbol mark, which was introduced in 1995 when Chairman Koo Bon-moo was inaugurated, will be maintained. It played a big role in moving from the old Lucky Gold Star to the current ‘LG’ brand, and had a positive influence on the building of a new image for the Group.