LG, global manufacturer of consumer electronics and home appliances, operates in South Korea 800 retail stores, selling their complete line of product brands. Developed for them a visual identity which grows out of LG’s brand: it is composed of a spectrum of circular shapes inspired by the LG logo to reference technology for humans, a wordmark set in a friendly typeface, and an approachable style to imagery.

The project took place at Landor Associates, under Chris Lehmann’s creative direction.

Find out more at yagmourian.com/gaston.