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Commenting on the new brand identity, William Cho, CEO of LG Electronics said, “Having a strong and consistent brand strategy enables the company to better communicate a new value proposition and identity that combines innovation and warmth. By implementing a new brand strategy, LG aims to become an iconic brand that engages with consumers across all generations and regions.
Also, the company’s logo will be active in the digital space. It allows customers to engage with a new level of performance. The brand symbol consisting of the letters ‘L’ and ‘G’ can move in eight unique ways, including nodding, spinning and winking. With the new changes the brand logo can greet customers with a friendly smile and move in a variety of fun ways with background music on digital platforms.
Also, the brand slogan Life’s Good is an all-time favorite. The logo’s message embodies the company’s mission to enable customers to enjoy quality brand life and precious moments through LG products, services and communication.
New changes include a revamp of LG’s visual identity. The new changes maintain the brand’s existing warmth and sense of unity. The company aims to enhance communication with more consumers through a new visual identity on the existing brand image.
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In addition to LG’s signature red color, the company will use more LG Active Red at all customer contact points. Also, LG Active has introduced different gradient colors like red, white and black. The company offers variety that can be applied according to the unique nature of each product and service. The company has also designed a new typeface for the Life’s Good brand slogan. This makes a brand logo more widely used on product packaging. Shapes inspired by various LG products are cleverly integrated into the typeface.
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