LG Smart Corporate typeface
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    A type that shows that Life’s Good LG defines its global strategy LG Electronics is one of the big Korean ‘chaebols’ that became global multi-m… Read More
    A type that shows that Life’s Good LG defines its global strategy LG Electronics is one of the big Korean ‘chaebols’ that became global multi-market players. Established in 1947 as a chemical company under the name Lucky Goldstar, LG is now operating worldwide in electronics, home appliances, chemistry and telecom. LG currently updated its brand identity to address specific customer values claiming inspiration, empowerment and joy. With a brand promise ‘Innovation that makes you smile’, LG claims that ‘Life’s Good’. Brand communication is product focused and organized around short and convincing offers. In an electronics market that is determined by the Big Four (Apple, Nokia, Microsoft and Samsung), LG defines it’s own segment by claiming a specific domain in home appliances, Smart TV and mobile communication. A global brand strategy needs a characteristic signature The LG brand communication is organized around the specific combination of life-loving optimists, visual brand properties as derived from the geometrical brand icon and recognizable text messages. Transparant communication for LG means that the messages are both understandable in different cultures as that the communication itself is not placing itself ‘between their customers and the brand’. The corporate typeface that LG used became therefor too dominant in it’s visual expression (and was simply outdated in its characteristics). A corporate typeface as a unique transparent handwriting Total Identity developed the integral font-family LG Smart, facilitating all user interfaces and corporate communication. As key notions for the design directions that we developed, we used Distinctive, Futuristic and Innovative. A unique typeface, balancing LG’s brand geometry and calligraphic characteristics, carries the value concepts ‘smile’, ‘empowerment’, ‘inspired’ and ‘creativity as an attitude’. The LGSmart font family is a complete font set containing light, regular, semibold and bold versions in Latin, Hebrew, Cyrillic, Korean and forseeable Arabic. That’s how we make LG Electronics Fit for future. Read Less
Client: LG Electronics
Project: Corporate Typeface
Agency: Total Identity

Account Director: Marco de Haan
Creative Director: Felix Janssens
Font design: Aad van Dommelen