lg brand manual
DESCRIPTION
Sample Brand Manual - LGTRANSCRIPT
lgelectronicshousestyle elements
2
Fosteringpremiumbrands
AsLGElectronicsstepsfartherontotheglobalstage,weareconfrontedwitheverintensifyingcompetition.Nowmorethanever,brandsareessentialcorporateassetsandareattheheartofsuccessfulbusinessmanagement.Therefore,itisessentialthatourbrandissetapartfromothersonthemarket,andwecanaccomplishthisbyendowingourproductswiththeuniquecharacteristicsthatourtargetusersareseeking. Withthisinmind,wearecurrentlypositioningourselvestobecomeoneofthetopthreeglobalelectronicscompanies.Butourultimategoalistobecometheleaderofourindustry,andaspartofourstrategytoachievethisdistinction,wemustcontinuouslyfosterandadvancetheLGElectronicsbrand. Togiveourbrandeveryadvantagewithinsuchacompetitivearena,wemustfirstestablishanidentitythatisuniqueandcompellingtoourcustomers.Afterconductingextensiveresearch,wedevelopedanewvisualidentitythatisdestinedtodistinguishusfromourcompetitors.Thefollowingpagesdetailthecoreelementsofthisbrandidentityandwillhelpensureitsconsistentandeffectiveapplication.Andasourcorporatecommunicationsadoptournewpersona,wewillestablishanewglobalidentitythatisdistinct,exclusive,andinstantlyrecognizable. Asweimplementthisnewvisualidentitysystem,IasktheexecutivesandemployeesofLGElectronicsanditssubsidiariestostrivetomakeourcompanylovedbycustomersworldwideandintheprocessmakeusthenumberoneconsumerelectronicscompanyintheworld.
S.S.Kim c.e.o.&Vice-Chairman LGElectronics
lgelectronicshousestyle elements
3
Goodcontents
Brandplatform .............. 4
Brandpersonality ............. 5
LGlogostandards ............. 6
Brand&housestyleelements ...... 10
Life’sGoodsignature ........... 13
Specialusehorizontalsignature ..... 19
Color ................... 20
Typefaces ................. 21
Curvetypography ............. 22
Photography................ 24
Colorbars ................. 28
Singlebar ............... 29
Dualbars ............... 30
Fullframe ............... 31
Framemisuse ............. 32
Advertising&print ............ 33
Singlepageads .............. 35
Doublepageads ............. 43
Brochurecovers .............. 51
Brochureinsidespreads ......... 57
Pamphletcovers .............. 59
Pamphletinsidespreads ......... 61
Packaging ................. 63
Smallproductbox............. 65
Largeproductbox............. 68
Largeappliancecarton .......... 71
Shops&environments .......... 72
Websites ................. 87
Specialusageapplications ........ 93
Benchesandposters ........... 95
Billboards ................. 96
Neonsigns ............... 102
A-Boards ................ 106
Verticalbanners ............. 108
Mediabackdrop ............. 114
Commercialendframe.......... 116
Businesscard .............. 117
Appendix:filenaming ........... 119
lgelectronicshousestyle elements
4
Brandidentity(orBrandprint)DelightfullySmart
PositioningForpeoplewhoareinspiredbythelatestdigitaltechnologies,advanceddesigns,styling,andin-novativeproductfunction… LGisthebrandthatisdelightfullysmart. LG’sproductsenhanceyourlife(andyourlifestyle)withtheirintelligentfeatures,intuitivefunctionality,andexceptionalperformance. ChoosingLGisaformofself-expressionandself-satisfaction.You’llyoutakeprideinowningtheamazingandtakecomfortinknowingyoumadeasmart,moreinformeddecision.
Byestablishinganinstantlyrecognizableidentityandlookandfeel,thosewhoviewLGcommunicationswillconnectthequalityandpracticalityofourproductswiththewarmvisualexpressionthatrepresentsus.ThisbrandrecognitionwillfurtherpositionLGinthepublicconsciousnessasnotonlyamanufacturerofadvancedelectronics,butalsoasacompanythatseekstoimprovethehumanconditionwithitsproducts.ThevisuallanguagethatLGemploysandtheintuitivetechnologiesthatdriveitsproductsworkasonetocreatethepersonaofacompanythatisfriendly,fun,helpful,andpractical.Inessence,westrivethroughourpublicrepresentationsandtheprivate,domesticachievementsofourproductstobeacompanythatiswarmandreceptivetotheembrace,ratherthancoldandindifferent.
Brandplatform
InanefforttoestablishaglobalidentityforLGElectronics,abrandplatformthatstrivestoencompassthemanyfacetsoftheLGmissionhasbeendeveloped.This“blueprint”clarifiesanddefinesthevisionandvaluesthathaspropelledLGtotheforefrontoftheconsumerelectronicsindustry.
lgelectronicshousestyle elements
5
Brandpersonality
Toachieveourgoals,theLGimagemustmirrortheattributesofourproducts.Therefore,LG’svisuallanguageemphasizesourcommitmenttoproductdesignsthatarehighquality,easytouse,andstylish.However,
theLGsignatureandthegraphicelementsthatsupportitalsoradiatetheinnovativespiritistrulyresponsibleforthedevelopmentofoursuperiorproducts.Thefinalresultisanexpressionofpremiumqualitythatis
friendly,easy-to-use,andguaranteedtomakelifemorelivable.LGisdedicatedtomakinglifeDelightfullySmart.
HONESTINNOVAT IVE
HUMANOR I ENTED
INSPIRING
INTELLIGENTSELFCONFIDENT
IMAGINATIVE
YOUTHFUL
TECH SAVVYAPPROACHABLE
STRA IGHT FORWARD N IMBLE
CONTEMPORARYINTERNAT IONAL
DEL IGHTFULLY SMART
DA DDM I C
lgelectronicshousestyle elements
6
Goodlogo
TheLGElectronicslogousestheLGGroupmasterbrandastheprimaryidentifierofallLGElectronicsproducts.Inallgeographicregions,emphasisandfocusshouldbeontheLGlogoinalldivisionsandonallproducts.Sub-brandlogosshouldbesignificantlyde-emphasizedinordertopromoteawarenessoftheparentbrand,LG.
ConsistentusageoftheLGlogoisabso-lutelyessential.Thelogoissymbolicofoursteadfastreputationforexcellence,andthere-fore,anyvariationofthelogodiminishesthevisualidentityofLGElectronics,itsdivisions,andproducts. Thelogoconsistsoftwoelements:theLGletterformsinLGGrayandthefacesymbolin
theuniqueLGRedcolor.ThislogoisalwayspositionedwithLGletterformsplacedataspecificsizetotherightoftheLGsymbol.Neverchangeanyaspectofthetypeface,symbol,color,ortheirrelationshipstothelogo.Alwaysuseapprovedelectronicartwork.Colorexceptionsarenotedintheseguidelines.
XX
X
X
X
4
X25
59
29
29
LGsymbol LGlogotype
lgelectronicshousestyle elements
7
Goodlogocolors
TheprimarylogoforLGElectronicsisthe2colorlogo.Inmostapplications,youshoulduseeithertheLGRedlogowithLGGraytypeortheLGRedlogowithwhitetype. However,somedesignorprintsituationsmayprohibiteffectiveusageofLGRedorLGGray.Intheseinstancesotherlogovari-antsareacceptable,buttheyshouldbeusedsparingly.
2colorlogo-LGRedsymbolwithLGGraytypeona
whiteorlightcoloredbackground.
1colorLGGraylogo-LGGraysymboland
logotypeonawhiteorlightcoloredbackground.
1colorreverselogo-whitesymbollogotype
onablackordarkcoloredbackground.
2colorlogo-LGRedsymbolwithwhitetypeonablackordarkcoloredbackground.
1colorblacklogo-blacksymbolwithblacktypeonawhiteorlightcoloredbackground.
lgelectronicshousestyle elements
8
Badlogo
TheexamplesbelowshowincorrectalterationsandcolorusageoftheLGlogo.Alwaysuseapprovedelectronicartwork,andfollowtheusagespecificationsinthismanual. Forexamplesofincorrectbackgroundcontrol,seepage15-“Signaturebackgroundmisuse”.
NeveraltertheLGlogotypetobelargerorsmallerthantheapprovedartwork.
NeveralterthespacebetweentheLandtheGoftheLGlogotype—alwaysuseapprovedelectronicartwork.
NeveraltertheshapeoftheLGsymbolfromtheapprovedartwork.
NeverchangethecoloroftheLGsymboltoanythingotherthan
LGRed,LGGray,blackorwhite.
NeveralteranelementoftheLGsymbolfromtheapprovedartwork.
NeveroutlinetheelementsoftheLG
symbol.
NeverusealineorstrokearoundanyelementsoftheLGsymbolorlogotype.
NeverreproducetheLGlogoonaback-groundthatistoocomplex.
Whenusingthe1colorreverselogo,thefaceelementsshouldgotoblackorthecolorofthebackground.
NeveralterthecoloroftheLGsymbolorlogotype—alwaysuseapprovedelectronicartwork.
lgelectronicshousestyle elements
9
Specialuseverticallogo
Forextremeverticalapplications—suchasabannerorbillboard—theverticalusagelogohasbeencreated.Useofthissignatureshouldbekepttoaminimum.Usetheprimarylogoorsignaturewhereverpossible.Thespecialusage
logoemploysthesamecolorandbackgroundspecificationsastheprimarysignature. Additionally,theclearspaceruleforthespecialusagelogoisdifferentfromtheprimarylogoandsignature:2/7X,whenXis
definedbytheheightofthesymbol.Inordertomaintainlegibility,thespecialusagesigna-tureshouldneverappearsmallerthan10mm.
>10mm
X
X17
X37
X
X
X27
X27
X27XX2
7
Thestackedlogoisforextremevertical
applicationsonly.
Useapproveddigitalartworkthat
maintainsthecorrectrelationshipbetweensignatureelements.
Clearspaceforthestackedlogohasbeen
setat2/7x.
Thestackedlogoshouldneverbe
reproducedsmallerthan10mm.
lgelectronicshousestyle elements
11
Goodhousestyle
Ahousestyleisadistinctsystemdevelopedtocommunicateanorganization’scorephilosophies.Thesystememploysagroupofelements—signature,typography,colorimagery,andothergraphicdevices—inaspecificwaytoreflectandexpresstheorganization’suniquecharacter.Ahousestylemayalsobeastrategictoolthatsubtlyexpressesacompany’spositioning,embodiestheattributesofitspersonality,andreinforcesthepromisethecompanymakestoitscustomers.
TheLGElectronicshousestyleguidelineshavebeendevelopedasacomprehensiveandgloballyrelevantsystemoftouchpointstosupportourbrandpositioning.Asadrivenleaderintheconsumerelectronicsindustry,LGstrivestoconnectcutting-edgedigitaltechnologieswiththeirhumancounterparts.Therefore,LGElectronicsproposesthat“Life’sGood,”anexpressionwhichreflectsourbeliefthatlifeisenrichedandenhancedbyproductsthatareingeniouslydesignedandexpertlybuilt.ThisphilosophyisthecornerstoneoftheLGElectronicshousestyle,andfollowingtheseguidelineswillensurethatallmaterials,frombrochurestopresentations,willpromoteourmissiontomakelifeasgoodaspossible.
lgelectronicshousestyle elements
12
LGgraphicelements
TheLGhousestylereliesonavarietyofgraphicelementstocreateitsvisualidentityineverythingfromadvertisingtowebsites,fromenvironmentstopackaging.Theelementsare
discussedindividuallyandinlatersectionsofthehousestyleguidelines. However,itisimportanttorememberthateachelementwasdesignedorselectedasa
keycomponentinadynamicandmulti-fac-etedvisualsystemthatcommunicatesourmissionandphilosophy.
CharlotteSans&Charlotte
Life’sGoodsignature
Colors
Curvetypography
Typefaces
Peopleandproductphotography
Colorbars
lgelectronicshousestyle elements
13
LGLife’sGoodsignature
TheLGElectronicsLife’sGoodsignaturecon-sistsoftheLGlogo(thefacesymbolinLGRedandtheLGlettersinLGGray)andthesloganLife’sGood,setintheCharlotteSanstypeface,curvedaroundtheLGsymbol.ThecurvingofthesloganreinforcesLG’spersonalityanduniqueness.
TheconsistentusageofthissignaturehelpstoclearlyidentifyandconnecteverydivisionandproductfromLGElectronicsacrosstheglobe. Thissignaturehasbeencreatedtoworkwithoutsub-brandsanddivisions“lockedup”toit.Otherthanspecialspacelimitingsitua-
tionsaddressedlaterintheseguidelines,noothersignatureshouldbeused. Wheneverpossible,theLGsignatureshouldbereproducedinthepreferredtwocolors:LGRedforthesymbolandslogan,andLGGrayfortheLGletters.Fordetailedcolorspecifications,refertopage20.
XX
X
X
X
4
59
29
X4.59X2.5
9
29
X4.59
X2.59
TheLGLife’sGoodsignature:LGsymbol,LGletters,andtheLGLife’sGoodslogan
LGsymbol
LGLife’sGoodslogan
LGlogotype
Specialtranslationnote:whenspecialsituationshavebeenapproved,theLife’sGoodsloganmaybetranslatedtolanguagesotherthanEnglish.Itisimportanttokeepthecurvedtypographywheneverpossible.Insomelanguagesthetranslationmaybelon-gerinlenght,sothetranslatedsloganbesetbetweenthe10:00and5:00marksaroundtheLGsymbol.
lgelectronicshousestyle elements
14
Signatureclearspaceandminimumsize
ToensuretheprominenceandlegibilityoftheLGsignature,alwayssurrounditwithclearspace.Asshownbelow,theclearspaceisequivalentto1/2theheightofthe“L”intheLGlogotypeandshouldsurroundtheentireLGsignature:LGsymbol,LGlogotype,andtheLife’sGoodslogan.
Maintainingproperclearspaceprotectsthevisualidentityfromcompetinggraphicelementssuchastext,photography,orback-groundpatternsthatmayotherwisedivertattentionfromthesignature. TheLGsignaturecanappearinavarietyofsizes,dependingonthelayoutandimage
area,butatsomesizes,legibilitycanbecom-promised.Toprotectagainstthis,aminimumsizehasbeenestablished:TheLGLife’sGoodsignatureshouldneverbereproducedsmallerthan1/2inchinheight(12.5mm).
X X29
X29
X29
X29
>1/2"
>12.5mm
TheLGLife’sGoodsignatureclearspace
TheLGLife’sGoodsignatureminimumsize
Ifthesignatureneedstobereproducedlessthan1/2”inheight,andthespecialusehorizontalsignaturecannotbeused,
usetheLGsignaturewithouttheslogan.
lgelectronicshousestyle elements
15
Signaturecolorvariations
Thepreferredcolorreproductionforthepri-marysignatureisthe2colorpositiveversionusingLGRedandLGGrayortheprocesscolorequivalents. TheprimaryLGLife’sGoodsignaturemaybereproducedinthecolorvariationsshown
below,dependingonthetypeofcommunica-tion,thecontrastwithsurroundinggraphicsandtype,andthenumberofcolorsavailableduringproduction.Colorconfigurationsforthesignatureaccommodatemostprintanddigitalapplications,spot,processcolor
(cmyk),RGBWeb-safe,RGBVideo,blackandfullreverse.Forexactcolorspecifications,seetheColorPaletteonpage19.
2colorsignature-LGRedsymbolandsloganwithLGGray
logotypeonawhiteorlightcoloredbackground.
1colorLGGraysignature-LGGray
symbol,logotype,andsloganonawhiteorlightcolored
background.
1colorreversesignature-whitesym-
bol,logotype,andsloganonablackor
darkcoloredbackground.
2colorsignature-LGRedsymbolwithwhitelogotypeandsloganonablackordarkcoloredbackground.
1colorblacksignature-blacksymbol,logo-type,andsloganonawhiteorlightcoloredbackground.
SpecialsituationsallowforreproductionoftheLGlogoandsignatureinGoldandSilver.
lgelectronicshousestyle elements
16
Signaturebackgroundcontrol
WhiteisthemosteffectivebackgroundonwhichtoreproducetheLGLife’sGoodsigna-ture.Whiteprovidesaclear,crispcontrast. Whenthesignatureisplacedonaback-ground,theremustbesufficientcontrastbe-tweenthebackgroundcolorandthesignaturecolors.Therefore,severalcoloroptionsareavailableforsignatures.
Ifthesignatureisplacedonablackordarkbackground,theLGlogotypeandtheLife’sGoodsloganshouldreversetowhitewhiletheLGfacesymbolremainsinLGRed.Inanumberofapplications,thesignaturecanappearonLGDarkRedorLGRedeitherasafullreversetowhiteorwiththeLGfacesymbolinLGRed.
WhenplacingtheLGsignatureonaphotographicimage,makesuretheimagebehinditislightenoughtoprovidecontrastwiththeLG2colorsignature,ordarkenoughtoprovidecontrastwiththereversesignature.
Wheneverpossible,usethe2colorpositivesignatureonawhite
background.
2colorreversesignatureonablack
background.
2colorreversesignatureonanLG
DarkRedbackground.
Usethe2colorsignatureonalightphotographicback-
groundaslongasthereisenoughcontrastforLGRedandLGGrayto
belegible.
2colorreversesignatureonanLGGraybackground.
2colorreversesignatureonanLGDarkGraybackground.
1colorreversewhitesignatureonanLGDarkRedbackground.
2colorreversesignatureonadarkphotographicbackgroundwhenthereisnotenoughcontrastforLGGraytobelegible.
lgelectronicshousestyle elements
17
Signaturebackgroundmisuse
Somecolorsandphotographicbackgroundsdonotworkineverycase.Onlyuseanapprovedsignaturethatwillprovideacleananddistinctcontrasttothespecifiedbackground.Belowaresomeexamplesofincorrectsignatureuseageoncolorback-grounds.
The2colorpositivesignatureisnot
suitableforreproduc-tiononanLGDarkRedbackground.Useeitherthe2colorreversesig-natureorthe1color
reversesignature.
The2colorpositivesignatureisnotsuitableforreproduc-tiononanLGDarkGraybackground.Useeitherthe2colorreversesignatureorthe1colorreversesignature.
LGGraydoesnotprovidesufficientcontrastonsomephotographicback-grounds.Instead,usethe1colorpositiveLGRedsignature.
The2colorpositivesignatureisnot
suitableforrepro-ductiononablack
background.Useeitherthe2colorreversesig-natureorthe1color
reversesignature.
LGGraydoesnotprovidesufficientcontrastonsome
photographicback-grounds.Instead,use
the1colorpositiveLGRedsignature.
Donotuseatint,orlightershadeofLGRedforabackground.Usethe1colorreversewhitesignature.
Neveralterthe2coloror1colorsignaturesothattheLGlogotypeisreproducedinLGRed.Alwaysusethecorrectcolorintheapproved
electronicartwork.
NeverchangethecoloroftheLGlogotypetoLGRedondarkbackgrounds.Instead,usethe2colorreversesignature.
lgelectronicshousestyle elements
18
Signaturemisuse
TheLGLife’sGoodsignatureisacustomdrawnpieceofartwork,andtheproportionandarrangementoftheelementsarespecifi-callydetermined.Tomaintainconsistency,useonlyapproveddigitalartfiles.Nevertypeset,recreate,oraltersignatureartwork.Anychangewillcauseinconsistencies,ultimatelydiminishingtheimpactofLG’svisualidentity.
ThisisthecorrectrelationshipfortheelementsoftheLG
Life’sGoodSignature.Alwaysuseapproveddigitalartworkwhen-everreproducingtheLGlogowiththeLife’s
Goodslogan.
Neverchangethetypeface,color,orpositionoftheLife’sGoodslogan.
NeverrotatetheslogantobeinadifferentpositionaroundtheLGsymbol.
Neveralterthetypeface,color,or
positionoftheLife’sGoodslogan.
NeverchangetherelationshipoftheLGlogotypeorthetypeface,color,or
positionoftheLife’sGoodslogan.
NeveraltertherelationshipbetweentheLGlogoandtheLife’sGoodslogan.
Neveruseacolorforthesloganotherthanthoseprovidedintheelectronicartfiles.
NeverchangethetypefaceoftheLife’s
Goodslogan.
lgelectronicshousestyle elements
19
Specialusehorizontalsignature
Forextremehorizontalapplications—suchasabannerorpen—thespecialusagesignaturehasbeencreated.Useofthissignatureshouldbekepttoaminimum.Usetheprimarysignaturewhereverpossible.
Thespecialusagesignatureemploysthesamecolorandbackgroundspecificationsastheprimarysignature.Additionally,theclearspaceruleforthespecialusagesignatureisthesameasfortheprimarysignature,1/2
theheightoftheletter“L”inthewordmark.Inordertomaintainlegibility,thespecialusagesignatureshouldneverappearsmallerthan10mm.
>10mm
XX2
9
X29
X29
X29
XX
X
X
X
4
59
X49
29
29
X2.59
Thespecialusesignatureisforextremehorizontalapplicationsonly.
Useapproveddigitalartworkthat
maintainsthecorrectrelationshipbetweensignatureelements.
Clearspaceforthespecialusesignaturehasbeensetat1/2x.
Thespecialusesignatureshouldneverbereproducedsmaller
than10mm.
lgelectronicshousestyle elements
20
Colorisgood
TheLGprimarycolorpaletteconsistsofthreecolors:LGRed,LGGray,andwhite.Thereisalsoapremiumcolorpalettethatconsistsofanadditionaltwocolors:LGDarkRedandLGDarkGray.Thesecanbeusedwhenfocusinguponapremiumproduct.Inspecialsituations,silverormetalliccanbesubstitutedforthelightordarkgray. Thesimplicityofthepalettebesthigh-lightsouruniquenessinacategorythatisdominatedbymultipleshadesofblue. Wheneverpossible,theLGsignature
shouldbereproducedinLGRedandLGGray,whicharetheequivalentstopantone207andpantone431.Thestandardsforthesecolorsmaybefoundinthecurrenteditionofthepantone®ColorFormulaGuide.Forcertain1colorapplications,thesignaturemaybere-producedinblackorwhite.Forprocesscolorprinting,usethecmykvaluesasabeginningreference.Printvendorsmayhavetheirownvaluesandformulasformatchingpantonecol-orsinprocesscolor,butthegoalshouldalwaysbetomatchthepantonestandardoftheLG
colors.Thepantoneandcmykvaluesprovidedcanbeusedwhenprintingoneithercoatedoruncoatedpaper.Variationsincolormayoccur,buttrytomatchtheLGcolorsascloseaspos-sible. Foron-screenapplicationsrefertotheRGBVideovaluesspecified.Forwebapplications,refertotheRGBweb/hexvaluesspecified.
ThecolorsshownthroughoutthismanualhavenotbeenevaluatedbyPantone,Inc.foraccuracyandmaynotmatchthePANTONEColorStandards.PANTONE®isaregisteredtrademarkofPantone,Inc.
LGGray—
Spot:PANTONE431Process:c11m1y0k64
RGBvideo:r135g143b151RGBweb:r153g153b153
Webhex:999999
LGRed—
Spot:PANTONE207Process:c0m100y40k20RGBvideo:r177g0b67RGBweb:r153g0b51
Webhex:990033
LGprimarypalette
LGDarkGray—
Spot:PANTONE447Process:c16m0y31k82
RGBvideo:r102g102b102RGBweb:r102g102b102
Webhex:666666
LGDarkRed—
Spot:PANTONE505Process:c50m100y100k25
RGBvideo:r110g30b57RGBweb:r102g51b51
Webhex:663333
LGpremiumpalette
LGGray—
Spot:PANTONE431Process:c11m1y0k64
RGBvideo:r135g143b151RGBweb:r153g153b153
Webhex:999999
LGRed—
Spot:PANTONE207Process:c0m100y40k20RGBvideo:r177g0b67RGBweb:r153g0b51
Webhex:990033
lgelectronicshousestyle elements
21
Goodtypefaces
AllLGLife’sGoodcommunicationsshouldusetheCharlottetypefacefamilyforheadlinesandtext.TheCharlottefamilyconsistsoftwocom-panionserifandsansseriftypefaces:CharlotteandCharlotteSans. TheCharlottefamilywaschosenbecauseitslegibilityanddistinctivenesshelpdifferen-
tiateitfromthesansseriftypefacesusedbyotherconsumerelectronicscompanies. CharlotteSansshouldbeusedforallheadlinesandprimarymessages,technicalinformation,andcall-outtext.Charlotteshouldbeusedformostlongpassagesoftextandbodycopy.
Bothfacesincludeasetofsmallcapitalsandtextnumeralsforuseintext. TheCharlottefamilytypefacescanbepurchasedfromwww.fontshop.com .Theyareavailableasindividualweightsandastwopackages:CharlotteSansandCharlotte.
CharlotteSans
abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghi jklmnopqrstuvwxyz01234567890&0123456789
CharlotteSansBookCharlotteSansBookItalicCharlotteSansBookSmallCaps
CharlotteSansMediumCharlotteSansBold
Charlotte
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz01234567890&0123456789
CharlotteBookCharlotteBookItalicCharlotteBookSmallCaps
CharlotteMediumCharlotteBold
lgelectronicshousestyle elements
22
Goodcurvetypography
TohelpconveythespiritofLife’sGoodbeyondtheLife’sGoodslogan,headlinesandprimarymessagescanbetypesetina“curvetypography”style,wherethemessageisinanarcreadingcounter-clockwise. Curvetypographyshouldbeusedonpri-marymessageswheneverpossible.Itconveysa
senseoftheLGpersonalityandvisuallytiestotheLife’sGoodslogan. Curvetypgoraphyshouldalwaysbesetin“sentencecase”:wherethefirstletteriscapitalizedand,withtheexceptionofpropernouns,allthewordsthatfollowshouldbeinlowercase.
ThisuniquestyleoftypographyisanothergraphictoolusedtounitethearrayofLGcommunications.However,usingtoomanymessagesincurvetypographycandiminishitsimpact.Apartfromtheslogan,usecurvetypographyonlyonceperpage,spread,orsideofapackage.
10:00
4:00
Personality messagin
g
Curvetypographyshouldalwaysbeset
inCharlotteSansBoldandinoneoftheLGcolorsofRed,Gray,
DarkRed,orDarkGray.Curvetypography
canalsobeinwhitewhenputondark
backgrounds.
Curvetypographyshouldalwaysbesetcounter-clockwiseinaperfectcircle,and
shouldfallbetweenthe10:00markandthe
4:00mark.
lgelectronicshousestyle elements
23
Curvetypographymisuse
Successfulexecutionofcurvetypographycanbemadebyfollowingitssimplespecifications:UseCharlotteSansBoldcounter-clockwiseontheinsidecurveofaperfectcircle,fallingbetweenthe10:00and4:00mark. Belowareafewexamplesofincorrectusageofcurvetypography.
Personality messagi
ng
Personality messagi
ng
Pe
rsonalitymessaging
Personality messaging
Personality Messag
ing
Personality messaging
ThismessageissetinCharlotteserif.NeveruseatypefaceotherthanCharlotteSans
Bold.
ThisisCharlotteSansItalic,fallingcounter-
clockwisebetweenthe4:00and1:00marks.NeveruseatypefaceotherthanCharlotteSansBoldorsetthetypeanywhereother
thancounter-clockwisebetweenthe10:00
and4:00marks.
Neversetcurvetypographyinsidea
solidshape.Itshouldalwaysfall
ontheprimarybackgroundarea.
ThisisUniversBlack,neveruseatypefaceotherthanCharlotteSansBold.
Thismessagingisfall-ingclockwisebetweenthe11:00and3:00marksonthetopofthecircle.Neversetthetypeanywhereotherthancounter-clockwisebetweenthe10:00and4:00marksonthebottomofthecircle.
Neversetmessagingonashapethatisn’taperfectcircle.
Note:Thebluedottedlinesshowontheexamplesaboveareforillustrationpurposesandarenot,underany
circumstances,tobeusedasartworkinLGcommunications.
lgelectronicshousestyle elements
24
Goodphotography
ThephotographythatLGusesforvariouscommunications—fromadvertisingtowebsites—shouldconveytheenergy,happiness,andqualitythattheLife’sGoodsloganexpresses.Therearethreediffer-entstylesthatmaybeused,dependingonthecommunication:Peoplephotography,silhouetteproductphotography,andproductphotographyinanenvironment.
Peoplephotographycanshowpeoplefromdifferentculturesin
differentenvironments.Theyarehappyand
positive—enjoyinglifetothefullest.
Silhouetteproductphotographyshouldshowtheproductatanengagingangleandonawhitebackgroundwithnoshadows.
Productphotographyinanenvironmentshouldshowtheproductinamodern,cleanenvironment,inthewaythattheproductwouldbeused.
lgelectronicshousestyle elements
25
Peoplephotography
Peoplephotographyfocusesonsmilingpeople—aconnectiontotheLGlogo—inrealenvironmentsfromaroundtheglobe.Theyarehappy,confident,andsmart.
Peoplephotographycanfocusonanindi-vidualoragroup.LGproductsdonothavetobeintheimage.
SincetheLGcolorpaletteislimitedtoredsandgrays,additionalcolorsmaybeemployeddependingonthesubject’sapparelorenvironment.
Peoplephotographycanshowpeoplefromdifferentculturesin
differentenvironments.Theyarehappyand
positive—enjoyinglifetothefullest.
lgelectronicshousestyle elements
26
Silhouetteproductphotography
ImagesofLGproductsshouldappearatanengagingangle,showthedimensionsoftheproduct,andbeshotagainstawhitebackgroundwithnoshadows.
Thepurposeandbenefitoftheproductshouldbeclearbythewayitisshot.Donothideanypartoftheproductinshadowsunlessitisunavoidable.
Silhouettingproductsagainstablankbackgroundenhancestheeffectofcurvetypographyaroundtheproduct.
Silhouetteproductphotographyshouldshowtheproductatanengagingangleandonawhitebackgroundwithnoshadows.
lgelectronicshousestyle elements
27
Environmentproductphotography
Showingtheproductinarealenvironment—akitchen,livingroom,hometheater,laundryroom,etc.—allowsforatangiblesenseofitsscaleandfunction. LGproductsshouldbeseenincleanandmodern,yetwarm,domesticenvironments.Imagesshouldfocusontheproductina“real”home.Avoidcoldorclinicalsettings.
Productphotographyinanenvironmentshouldshowtheproductinamodern,cleanenvironmentinthewaythattheproductwouldbeused.
lgelectronicshousestyle elements
28
Longestside=x
5%x
Longestside=x
5%x
LGcolorbars
AnintegralpartoftheLGLife’sGoodhousestyleistheuseoftheLGcolorbars.ThecolorbarshavebeendesignedtotakeadvantageofoneofLG’smostuntappedbrandassets:theuniqueshadeofLGRed. Thereareseveraldifferentwaysthatthecolorbarscanbeused—onebaronthetop,bottom,leftorright;twoopposingbarson
thetopandbottomorleftandright;orafullframearoundthepage/imagearea.Aformulahasbeencreatedtoensurethattherightsizebarisusedineachlayout,atanysize.And,whilethereismuchflexibilityintheapplica-tionofthebars,theyareessentialelementsinLGcommunications—ascriticalastheLGlogo—andshouldbeusedwithcare.
Thethicknessofabarorbarsisequaltoapercentageofthelongestdimensioninthelayout.Thethicknesswhenusingasinglebarwouldbe5%ofthelongestdimension.Whenusingtwobars,thethicknesswouldbe4%ofthelongestdimension.Whenusingthefullframeoffourbars,thebarthicknessaroundallsidesis3%ofthelongestside.
Whenusingasinglebaronaverticaledge,
thebarthicknessisequalto5%ofthe
longestside.Thisproportionis
thesamewhetherthelongestedgeisonthe
top,bottom,left,orright.
Whenusingasinglebaronahorizontal
edge,thebarthicknessisequalto5%ofthe
longestside.Thisproportionis
thesamewhetherthelongestedgeison
thetop,bottom,leftorright.
NOTE:Exceptfornavigationinwebsites,
nomessagingshouldap-pearinoronthebars.Inspecialapprovedsitua-tions,suchasbillboards
asihouettedproductphotographcanbeon
topofthebars.
lgelectronicshousestyle elements
29
Applyingasinglebar
Manysinglepageadsorbrochurecoverswillworkbestwithasinglebar.Thesinglebarcanbeonanyedge.Theverticalleftorrightbarwillworkwellinasinglepagead,depending
onthepageplacementofthead. Thebarshouldbeusedinallfourareasasmuchaspossible,butavoidusingthebarinonepositiononeverypiece.
Thesinglebarshouldalwaysberepro-ducedusingLGRed.ThesinglebarmaybereproducedinLGGrayorsilverforapprovedspecialcases.
Singlebartopplacement.
Singlebarbottomplacement.
Singlebarleftplacement.
Singlebarrightplacement.
lgelectronicshousestyle elements
30
Applyingdualbars
Somelayoutswillbenefitbyusingdualbarsonthetop/bottomortheleft/right.TheresultisabolderpresenceofLGcolorandidentity. Thedualbarsshouldalwaysberepro-ducedusingLGRed.ThedualbarsmaybereproducedinLGGrayorsilverforapprovedspecialcases.
Dualbarswithtopandbottom
placement.Thicknessofeachbarisequalto4%ofthe
longestedge.
Dualbarswithleftandrightsideplacement.Thicknessofeachbarisequalto4%ofthelongestedge.
lgelectronicshousestyle elements
31
Applyingthefullframe
Applyingbarsforafullframeeffectcancreateabold,distinctimpressionbyaddingasenseofpremiumqualitytothecommunication. ThefullframebarshavetheaddedflexibilityofusingallthecolorsintheLGpalette:LGRed,Gray,DarkRed,DarkGray,andSilver.
LGRedfullframearoundwhiteimagearea.Thicknessof
eachsideoftheframeisequalto3%ofthe
longestedge.
SilverfullframearoundLGDarkRed
imageareaforpremiumproducts.
LGRedfullframearoundLGDarkRedimageareaforpremiumproducts.
LGDarkGrayfullframearoundLGGrayimageareaforpremiumproducts.
lgelectronicshousestyle elements
32
Barandframemisuse
Becausethebarelementsareveryflexibleinhowtheycanbeapplied,incorrectusagecanoccureasilyandcompromisethevisuallan-guagetheyaremeanttoassist.Belowaresomeexamplesofincorrectbarandframeelements.
Donotusedualbarsthatareperpendiculartoeachother.When
usingdualbars,alwaysplacethemopposite
eachother.
NeveruseanycolorotherthanLGRedforsingleordualbarap-plications—although,forapprovedspecialcasesLGGrayandsilvermaybeused.
Neverchangethedimensionsorshapeofthebar.Addingcurvesoralteringtheshape
ofthebardoesnotaidconsistency.
NeveruseanycolorsotherthanthoseintheLGcolorpalettesforthebarsorfullframe.
Neverusethreebarsinsteadofthedualbarsorafullframe.
Useonlyasinglebaronanyside,dualbarsonthetopandbottom
orleftandright,orthefullframewithfour
Neverusewhiteasafullframecolor.
lgelectronicshousestyle elements
34
Advertisingisgood
ThegraphicelementsoftheLGhousestyleguidelinesweredesignedtoconveyanoriginal,easilyrecognizable,andconsistentvisualpresenceforLGElectronics.However,theywerealsodesignedtoallowgreatflexibilityinawidearrayofprintmaterials.ThefollowingguidelineswerespecializedforadvertisingapplicationsandwillassistinmaximizingtheeffectofLG’suniquevisualidentity.Whiletheseguidelineshelpmaintaintheconsistencyofourmessage,theyarealsoagileenoughtoproduceelegantandvisuallyarrestinglayoutsfrombillboardstopamphlets.
ThegeneralfeelofLGcommunicationsisasystemwhereproduct,messaging,andtheLGsignaturereadinacenteredalignment.Thefollowingpageswillshowhowtheelementsworktogetherwithinthissystem.However,inapprovedspecialcases,thesignaturecanbepositionedontheupperrightcorner,asseenintheBillboardsandspecialusageguidelines.
lgelectronicshousestyle elements
35
Singlepagead–curvetypography
Personality messaging
P R I M A RY H E A D L I N E
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
laoreetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsectetadipiscing
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.
x
4%x
10%x
4%x
4%x
4%x
4%x
LGReddualbarsontopandbottomoflayout.
Silhouetteproductphotographyonawhitebackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlotteSansBoldsubheadaboveCharlottebodycopy.
2colorsignatureisnolessthantwicetheheightofthebars.
lgelectronicshousestyle elements
36
Singlepagead–curvetypography
x
10%x
5%x
5%x5%x
Personality messaging
P R I M A RY H E A D I N Gdoloremagnaliquamvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscing
elitdolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,sedediamnonumyeiusmodeteminciduntut
laoreeratmagnaliquamvolupatutenadvenialoremipsumdolorametconsecttetadipiscingelitalordolor
loremipsumdolorsitdolorametconsectetadipicingelit,diamnonumyeiusmodetemporinciduntutlaoreetdolore
magnaconsecttetadipiscingdolorsitametminmveniamloremliquameratvolupat.
5%x
LGRedverticalbaronrightside.
Silhouetteproductphotographyonapeoplephotographybackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGRedCharlotteSansBoldsubheadaboveLGGrayCharlottebodycopy.
Heightofthe2colorreversesignatureisnolessthantwicethewidthofaverticalbar.Inspecialsituations,thesignaturemaybeplacedattherightsideofthepageformoreimpact.
lgelectronicshousestyle elements
37
Singlepagead–curvetypography
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam
laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.
Personality messagin
g
x
3%x
10%x
3%x
3%x 3%x
3%x
LGRedfullframearoundallfoursidesofpage.
Silhouetteproductphotographyonawhitebackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlottebodycopy.
Heightofthe2colorsignatureisnolessthan10%ofX(thelongestsideofthepage).
lgelectronicshousestyle elements
38
Singlepagead–curvetypography
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam
laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores.
x
3%x
10%x
3%x
3%x 3%x
3%x
Personality messaging
LGDarkRedfullframearoundallfoursidesofpage.
Silhouetteproductphotographyonapeoplephotographybackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlottebodycopy.
Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).Inspecialsitu-ations,thesignaturemaybeplacedattheleftsideofthepageformoreimpact.
lgelectronicshousestyle elements
39
Singlepagead–straighttypography
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
laoreetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsectetadipiscing
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.
Primaryheadline
x
4%x
10%x
4%x
4%x
4%x
4%x
LGReddualbarsontopandbottomoflayout.
Silhouetteproductphotographyonawhitebackground.
LGRedCharlotteSansBoldheadline.
LGGrayCharlottebodycopy.
Heightofthe2colorsignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
40
Singlepagead–straighttypography
x
5%x
10%x
5%x
5%x5%x
P R I M A RY H E A D I N Gdoloremagnaliquamvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscing
elitdolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,sedediamnonumyeiusmodeteminciduntut
laoreeratmagnaliquamvolupatutenadvenialoremipsumdolorametconsecttetadipiscingelitalordolor
loremipsumdolorsitdolorametconsectetadipicingelit,diamnonumyeiusmodetemporinciduntutlaoreetdolore
magnaconsecttetadipiscingdolorsitametminmveniamloremliquameratvolupat.
Primaryheadline
LGRedhorizontalbarontopedge.
Silhouetteproductphotographyonapeoplephotographybackground.
LGRedCharlotteSansBoldheadline.
LGRedCharlotteSansBoldsubheadaboveLGGrayCharlottebodycopy.
Heightofthe2colorsignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
41
Singlepagead–straighttypography
Primaryheadlineloremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam
laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.
x
3%x
10%x
3%x
3%x 3%x
3%x
Silverfullframearoundallfoursidesofpage.
SilhouetteproductphotographyonanLGRedDarkRedbackground.
LGRedCharlotteSansBoldheadline.
WhiteCharlottebodycopy.
Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).
lgelectronicshousestyle elements
42
Singlepagead–straighttypography
Primaryheadline
x
3%x
10%x
3%x
3%x 3%x
3%x
LGDarkRedfullframearoundallfoursidesofpage.
Fullbleedproductphotographyinanenvironment.
LGRedCharlotteSansBoldheadline.
Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).
lgelectronicshousestyle elements
43
Doublepagead–curvetypography
P R I M A RY H E A D I N G
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.
Personality messaging
4%x
6%x
4%x
4%x
4%x 4%x
x
LGReddualbarsontopandbottomoflayout.
Silhouetteproductphotographyonawhitebackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlotteSansBoldsubheadaboveCharlottebodycopy.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
44
Doublepagead–curvetypography
Personality messaging
P R I M A RY H E A D L I N E
doloremagnaliquameratvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscingelit
alordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddia
nonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquameratvolupatutenadminimveni.
4%x
4%x
4%x 4%x
x
6%x
DualLGRedverticalbarsonleftandrightsides.
Silhouetteproductphotographyonawhitebackground.
Leftpagefullbleedpeoplephotography.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlotteSansBoldsubheadaboveCharlottebodycopy.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
45
Doublepagead–curvetypography
P R I M A RY H E A D I N G
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.
Personality messaging
3%x
3%x
3%x
3%x 3%x
x
6%x
LGRedfullframearoundallfoursidesofpage.
SilhouetteproductphotographyonanLGRedDarkRedbackground.
WhiteCharlottebodycopy.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
46
Doublepagead–curvetypography
Personality messaging
P R I M A RY H E A D I N G
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.
3%x
3%x
3%x
3%x 3%x
x
6%x
Silhouetteproductphotographyonapeoplephotographybackground.
WhiteCharlottebodycopy.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGRedfullframearoundallfoursidesofpage.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
47
Doublepagead–straighttypography
loremipsumdolorsitmetconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
laetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsedip
elit,seddiamnonumyeiusmodetemporinciduntutlaoredolormagnaliquam.dolormagn
liquameratvolupatutminimveniamloremipsumdolorsitametconsectetpiscingaloredolorsitamet.lorem
ipmdolorsitametconsectetadipiscingelit,sediamnonumyeiusmodetemporinciduntutlaoret
dolormagnaliquametvolupatveniamdolorsitamdiamloripmdolorsitametconsectetadipiscingelitalor
consectetadipiscingelitalordolorsitamet.
Primaryheadline
5%x
5%x
5%x 5%x
x
6%x
LGRedbarsontopoflayout.
Silhouetteproductphotographyonawhitebackground.
LGRedCharlotteSansBoldheadline.
LGGrayCharlottebodycopy.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
48
Doublepagead–straighttypography
doloremagnaliquametvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing
aloredolorsitamet.loremipsulorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet.
Primaryheadline
5%x
5%x
5%x
5%x 5%x
x
6%x
LGRedbarsontopoflayout.
Silhouetteproductphotographyonapeoplephotographybackground.
LGRedCharlotteSansBoldheadline.
LGGrayCharlottebodycopy.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
49
Doublepagead–straighttypography
3%x
3%x 3%x
x
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.
Primaryheadline
3%x
3%x
6%x
Silverfullframearoundallfoursidesofpage.
SilhouetteproductphotographyonanLGDarkRedbackground.
LGRedCharlotteSansBoldheadline.
WhiteCharlottebodycopy.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
50
Doublepagead–straighttypography
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet.
Primaryheadline
3%x
3%x 3%x
x
3%x
3%x
6%x
LGRedfullframearoundallfoursidesofpage.
SilhouetteproductphotographyonanLGRedDarkRedbackground.
WhiteCharlottebodycopy.
LGRedCharlotteSansBoldheadline.
Leftpagefullbleedpeoplephotography.
Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.
lgelectronicshousestyle elements
51
Brochurecover–curvetypography
Pro
duct benefit
P R I M A RY H E A D L I N E
Loremipsumdolorametconsetetadipiscingelit,seddianonumyeiusmodetemporincidunt
laoreetdoloremagnalorevolupatadminimveniam.Loremipsumdolorsitametconsectetadipiscing
elit,seddiamnumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.
P R I M A RY H E A D L I N E
Loremipsumdolorametconsetetadipiscingelit,seddianonumyeiusmodetemporincidunt
laoreetdoloremagnalorevolupatadminimveniam.Loremipsumdolorsitametconsectetadipiscing
elit,seddiamnumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.
x
5%x
10%x
5%x
5%x5%x
LGRedverticalbarsonrightside.
Silhouetteproductphotographyonawhitebackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlotteSansBoldsubheadaboveCharlottebodycopy.
Heightofthe2colorsignatureisnolessthantwicethewidthofaverticalbar.
lgelectronicshousestyle elements
52
Brochurecover–curvetypography
Pro
duct benefit
x
5%x
10%x
5%x
5%x5%x
5%x
LGRedbaronbottomedge.
Silhouetteproductphotographyonapeoplephotographybackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
Heightofthe2colorre-versesignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
53
Brochurecover–curvetypography
Pro
duct benefit
P R I M A RY H E A D L I N E
Loremipsumdolorametconsectetadipiscingelit,sednonumyeiusmodetemporincidunt
laoreetdoloremagnaloremeratvolupatadminimveniam.Loremipsumdolorsitametconsectetacing
elit,seddiamnonumyeiusmodetemporinciduntutlaoretdoloremagnaliquam.
x
3%x 3%x
3%x
10%x
3%x
3%x
Silverfullframearoundallfoursidesofpage.
SilhouetteproductphotographyonanLGDarkGraybackground.
WhiteCharlottebodycopy.
WhitecurvetypographyCharlotteSansBoldheadline.
Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).
lgelectronicshousestyle elements
54
Brochurecover–straighttypography
Loremipsumdolorsitametconsectetadipisingelit,sednonumyeiusmodetemporincidunt
laoredoloremagnaliquamloremeratvolupatutenadminimveniam.Loremipsumdolorsitamettetadipiscing
elit,seddiamnonumysiteiusmodetemporinciduntutlaoreetdoloremagnaliquam.Doloremagna
liquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscingaloredolorsitamet.lorem
ametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntutlaoret.
Loremipsumdolorsitametconsectetadipisingelit,sednonumyeiusmodetemporincidunt
laoredoloremagnaliquamloremeratvolupatutenadminimveniam.Loremipsumdolorsitamettetadipiscing
elit,seddiamnonumysiteiusmodetemporinciduntutlaoreetdoloremagnaliquam.Doloremagna
liquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscingaloredolorsitamet.lorem
ametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntutlaoret.
Productname
x
4%x
10%x
4%x
4%x
4%x
4%x
LGReddualbarsontopandbottomoflayout.
Silhouetteproductphotographyonawhitebackground.
LGRedCharlotteSansBoldheadline.
LGGrayCharlottebodycopy.
Heightofthe2colorsignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
55
Brochurecover–straighttypography
ProductnameProductnamex
5%x
10%x
5%x
5%x5%x
5%x
Fullbleedproductphotographyinanenvironment.
LGRedCharlotteSansBoldheadline.
LGRedbaronbottomedge.
Heightofthe2colorre-versesignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
56
Brochurecover–straighttypography
ProductbenefitLoremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam
laoreetdoloremagnaliquameratvolupatutenadminimveniam.Loremipsumdolorsitametconsectetdolores
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.
3%x
10%x
3%x
3%x 3%x
3%x
x
Silverfullframearoundallfoursidesofpage.
SilhouetteproductphotographyonanLGDarkRedbackground.
LGRedCharlotteSansBoldheadline.
WhiteCharlottebodycopy.
Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).
lgelectronicshousestyle elements
57
Brochureinsidespread
x
LoremipsumdolorsitametLoremipsumdolorsitamet
AtveroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeserunt.Etharumddereudfacilisesterexpeditdistinct.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.AtveroeosetaccusametiustoquiblanditNamlibertemporcumetconscienttofactortumpoenlegum.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.Namlibertemporcumetconscienttofactortumpoenlegumodioquesit.civiuda.Utenimadminimveniam,quisnostrudcommodoNamlibertemporcumetconscient
AtveroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeserunt.Etharumddereudfacilisesterexpeditdistinct.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.AtveroeosetaccusametiustoquiblanditNamlibertemporcumetconscienttofactortumpoenlegum.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.Namlibertemporcumetconscienttofactortumpoenlegumodioquesit.civiuda.Utenimadminimveniam,quisnostrudcommodoNamlibertemporcumetconscient
EtharmondlosAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.AtveroeosetaccusametiustoodogiodignissumquiblanditNamlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.Atveroeosetaccusamet
EtharmondlosAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.AtveroeosetaccusametiustoquiblanditpaesentluptatumNamlibertemporcumetconscient
5%x
2.5%x
2.5%x 2.5%x
2.5%x
Fullbleedproductphotographyinanenvironment.
LGRedCharlotteSansBoldheadline.
LGRedbaronbottomedge.
LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinafourcolumngrid.
lgelectronicshousestyle elements
58
x
LoremipsumdolorsitametLoremipsumdolorsitamet
LoremipsumdolorsitLoremipsumdolorsitametconsecteturadipiscingelit,seddiamnonumyeiusmodtemporinciduntutlaoreetdoloremagnaliquameratvolupatUtenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Duisautemveleumestiruredolorinreprehenderitvolumptatevelitessemosetaieconsequat,velillumdoloreeufugiatnullapariatur.Ettameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.
AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.Atveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisi.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistet
AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.Atveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitated.Nam
AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.Atveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitated.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobene
Loremipsumdolorsitametconsecteturadipiscingelit.Loremipsumdolorsitametconsecteturadipiscingelit.
AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeserunt.Etharumddereudfacilisesterexpeditdistinct.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.AtveroeosetaccusametiustoquiblanditNamlibertemporcumetconscienttofactortumpoenlegum.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.Namlibertemporcumetconscienttofactortumpoenlegumodioquesit.civiuda.Utenimadminimveniam,quisnostrudcommodoNamlibertemporcumetconscienttofactortumpoenlegumAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloret
EtharmondlosAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.AtveroeosetaccusametiustoodogiodignissumquiblanditNamlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.
DelenitaigueduosetEttameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.
LoremipsumdolorsitametconsecteturadipiscingelitLoremipsumdolorsitametconsecteturadipiscingelit
Loremipsumdolorsitametconsecteturadipiscingelit,seddiamnonumyeiusmod
Loremipsumdolorsitametconsecteturadipiscingelit,seddiamnonumyeiusmod
5%x
2.5%x
2.5%x 2.5%x
2.5%x
Brochureinsidespread
Productphotographyinanenvironment.
LGRedCharlotteSansBoldheadline.
LGRedbaronbottomedge.
LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinatwocolumngrid.
LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinatwocolumngrid.
Silhouetteproductphotography.
Peoplephotography.
lgelectronicshousestyle elements
59
Pamphletcover-curvetypography
P R I M A RY H E A D L I N E
loremipsumdolorsitametconsectetadipiscingelit,sed
diamnonumyeiusmodetemporincidunt
doloremagnaliquamloremeratvolupatutenadminimveniam.
Personality messagin
gx
5%x
10%x
5%x
5%x 5%x
LGRedhorizontalbarontopedge.
Silhouetteproductphotographyonawhitebackground.
LGRedcurvetypog-raphyCharlotteSansBoldheadline.
LGGrayCharlotteSansBoldsubheadaboveCharlottebodycopy.
Heightofthe2colorsignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
60
Pamphletcover-straighttypography
loremipsumdolorsitametconsectetadipiscingelit,sed
diamnonumyeiusmodetemporincidunt
doloremagnaliquamloremeratvolupatutenadminimveniam.
Productname
x
4%x
10%x
4%x
4%x
4%x 4%x
DualLGRedbarsontopandbottom.
Silhouetteproductphotographyonawhitebackground.
LGRedCharlotteSansBoldheadline.
LGGrayCharlotteCharlottebodycopy.
Heightofthe2colorsignatureisnolessthantwicetheheightofahorizontalbar.
lgelectronicshousestyle elements
61
Pamphletinsidespread
x
Loremipsumdolor
LoremipsumdolorsitLoremipsumdolorsitametconsecteturadipiscingelit,seddiamnonumyeiusmodtemporinciduntutlaoreetdoloremagnaliquameratvolupatUtenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Duisautemveleumestiruredolorinreprehenderitvolumptatevelitessemosetaieconsequat,velillumdoloreeufugiatnullapariatur.Ettameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.
AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.Atveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscientto
4%x
4%x
4%x 4%x 4%x
LGRedCharlotteSansBoldheadline.
LGRedbaronrightedge.
LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinatwocolumngrid.
Fullbleeddetailofproductphotography.
lgelectronicshousestyle elements
62
Pamphletinsidespread
x
Loremipsumdolor
LoremipsumdolorsitLoremipsumdolorsitametconsecteturadipiscingelit,seddiamnonumyeiusmodtemporinciduntutlaoreetdoloremagnaliquameratvolupatUtenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Duisautemveleumestiruredolorinreprehenderitvolumptatevelitessemosetaieconsequat,velillumdoloreeufugiatnullapariatur.Ettameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepularetsolutanobiseligentoptioconguenihilestimpeditdomingidquodmaximreliguardcupiditat,qwuasnullapraidomumdant.Improbparyminuit,lospotiusinflammadutcoercendmagistetdodecendenssevideantur.
AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.Atveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatum
LoremipsumdolorsitLoremipsumdolorsitametconsecteturadipiscingelit,seddiamnonumyeiusmodtemporinciduntutlaoreetdoloremagnaliquameratvolupatUtenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Duisautemveleumestiruredolorinreprehenderitvolumptatevelitessemosetaieconsequat,velillumdoloreeufugiatnullapariatur.Ettameninbusdamnequepecunmodutestnequenonoretimpernedlibidinggenepular
Loremipsumdolorsitametconsectetur
adipiscingelit.Loremipsumdolorsit
ametconsecteturadipiscingelit.
5%x
5%x
5%x
5%x 5%x
LGRedCharlotteSansBoldheadline.
LGRedbaronbottomedge.
LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinaonecolumngrid.
LGRedCharlotteSanscaptions.
Silhouetteproductphotography.
Silhouetteproductphotographydetail.
lgelectronicshousestyle elements
64
Boxesaregood
ThepackagingofLGElectronicsproducts,fromrefrigeratorstocellphones,isanotherkeytouchpointintheconsumer’sexperiencewithLG.ItisanopportunityforLGtovisuallyreachoutwiththecentralbeliefthat“Life’sGood”withintuitivetechnology.Therefore,packagingguidelinesthatencompassLGElectronics’housestylehavebeencreatedtotakefulladvantageofthesephysical,ofteneasilyportable,messagingplatforms. ToperpetuateLG’simageasamasterbrandandamanufacturerofsophisticated,fun,andpracticalproducts,itisessentialthatsub-brands,atlowandmidpricelevels,besignificantlyde-emphasizedoreliminatedalltogether.Thisisespeciallyimportantinregardtopackaging.AlthoughLGenjoyshighvisibilityandanextremelystrongpresenceinmanygeographicregions
acrosstheglobe,LGisonlyperipherallyknowninmanyothers.TohelpgenerateaformidablereputationforLGasacutting-edgemanufacturerofelectronicproducts,LGmustbethemostvisiblebrandidentifieronproductpackaging.Theonlyexceptionstothisarepremiumproductsthatusesub-brandsasidentifiers. AllelementsoftheLGhousestyleareappliedonpackaging—signature,color,typography,bars,and,exceptonlargeappliances,photography.Followthesamerulesasstatedinthehousestyleelementsguideforuseofthebarandsizeofthesignature.Whilethesignaturewillbeintopleft,topmiddle,ormiddleleftofthepackage,theheightofthesignatureshouldcontinuetobenolessthan10%ofthelongestsideoftheprimarypanel.
lgelectronicshousestyle elements
65
G7110SwivelTypeCameraPhone
G7110Specification
G7110SwivelTypeCameraPhone
G7110SwivelTypeCameraPhone
G7110SpecificationDualcolordisplay-Advancedrotatingsidplay-65000colordisplay-256colorOrganicELdisplay
Built-inCamera(VGA)-Digitalzooming(x4)-Built-inflashlight-Sequenceshot
Multi-mediaservicesupport-MNS-MultimediaMessagingService-EmbeddedJavatechnology
DualcolordisplayBuilt-inCamera(VGA)
Multi-mediaservicesupport
LGElectronics,inc.www.lge.com
Smallproductpackage
Nomatterwhatsizethepackageis,everyLGgraphicelementmustbeincorporatedintopackingdesign.TheLGlogowiththeLife’sGoodtypesignature,Charlottefamilytypefaces,theLGcolorpalette,photography,andcolorbarsallworktogethertocreatea
unique,brandspecificvisuallanguage.Itisessentialthateachbeusedaccordingtoitsexactspecifications.Onsmallproductpackag-ing,theLGsignatureshouldalwaysbeplacedinthetopleftcorner,topcenter,orleftcenteroffacepanels.
Thispackagingdesignisintendedtocauseanticipationandexcitementoverthecontentsofthepackage.Itconveysimmedi-atelythattheproductissophisticated,fun,andpurposeful.
Life’sGoodsignature.
Silhouetteproductphotography.
CharlotteSanstypefaceforproduct
numberanddescription.
LGRedcolorbars.
lgelectronicshousestyle elements
66
G7110Specification
G7110SwivelTypeCameraPhone
G7110SpecificationDualcolordisplay-Advancedrotatingsidplay-65000colordisplay-256colorOrganicELdisplay
Built-inCamera(VGA)-Digitalzooming(x4)-Built-inflashlight-Sequenceshot
Multi-mediaservicesupport-MNS-MultimediaMessagingService-EmbeddedJavatechnology
DualcolordisplayBuilt-inCamera(VGA)Multi-mediaservicesupport
5%x
5%x
10%x
aligncentersamelock-upasonfrontpanel
5%x
5%x
X
5%x aligncenter
Smallproductpackage-frontandsidepanels
lgelectronicshousestyle elements
67
G7110SwivelTypeCameraPhone
G7110SwivelTypeCameraPhone
5%x
5%x
5%x
5%x
5%x
X
5%x
5%x
5%x
5%x
15%x
5%x
10%x
Smallproductpackage-backandtoppanels
lgelectronicshousestyle elements
68
Largeproductpackage
Withlarge,premiumproductpackaging,fullframebarscanbeusedasspecifiedinthehousestyleguidelines.Theadditionalcolorandthefullyframedlayoutsdistinguishtheproductasexclusiveandhighend.
Sub-brandlogosandproductdescriptionsshouldalignwiththeLGlogoatthebottomofthepanelandonlyinLGGray.Theheightofthesub-brandlogoisspecifiedat4%ofthemeasurementofx.Thisdesignstylehelps
toidentifyLGasbothamasterbrandandamanufacturerofpremiumelectronicproducts.
L2320A-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)
-SlimProfileDesign2.6"Thick,andFinishedBackforInstallationAnywhere
-MediaStationconsolesimplifiesCableManagement-SingleCabletoMonitorforPowerandSignal
-MultiplePCinputsforMulti-PCUsage-Analog:VGA(D-sub),Digital:DVI-IandDVI-D
-VersatileAudio/Videoinputs-ComponentVideo(Y/Pb/Pr),S-Video,A/V
-ComponentVideoInputssupport480i/480p/720p/1080i/1080p
-PictureinPictureandSplitPictureusingMultipleInputs
-USBHub(OneUpstream,TwoDownstream)-FullFunctionWirelessRemoteControl-BrightWindowFunctionforPartial-HighBrightness
-OptionSlotinMediaStationforTVTuner-SuppliedwithattachedTitlingDeskStand-VESAcompliantWallMountingDesign
http://www.lge.com
-MultiplePCinputsforMulti-PCUsage-Analog:VGA(D-sub),Digital:DVI-IandDVI-D
-VersatileAudio/Videoinputs-ComponentVideo(Y/Pb/Pr),S-Video,A/V
-ComponentVideoInputssupport480i/480p/720p/1080i/1080p
-PictureinPictureandSplitPictureusingMultipleInputs
-USBHub(OneUpstream,TwoDownstream)-FullFunctionWirelessRemoteControl-BrightWindowFunctionforPartial-HighBrightness
-OptionSlotinMediaStationforTVTuner-SuppliedwithattachedTitlingDeskStand-VESAcompliantWallMountingDesign
http://www.lge.com
-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)
-SlimProfileDesign2.6"Thick,andFinishedBackforInstallationAnywhere
-MediaStationconsolesimplifiesCableManagement-SingleCabletoMonitorforPowerandSignal
-MultiplePCinputsforMulti-PCUsage-Analog:VGA(D-sub),Digital:DVI-IandDVI-D
23"PC&AVFunctionLCDMonitor
L2320A
23"PC&AVFunctionLCDMonitor
L2320A
23"PC&AVFunctionLCDMonitor
L2320A
23"PC&AVFunctionLCDMonitor
L2320A
Productnameanddescription.ProductnameisscaledtobeaheightlessthantheheightoftheLGsymbol.
Fullframebarsareusedonallpanels.Thicknessofbarsisdeterminedbytheproportionsofthelargestfacepanel.
LGLife’sGoodsignaturewithcurve
typography.
TechnicalproductinformationshouldbesetinCharlotteSans.
Productphotographyinenvironmentworksbestwhenusingfullframebars.
lgelectronicshousestyle elements
69
23"PC&AVFunctionLCDMonitor
L2320A
3%x
3%x
longestdimension=x
3%x
10%x
3%x
3%x
3%x 1.5%x
4%x
3%x
3%x 3%x3%x
1.5%x
Largeproductpackage-facepanel
ProductnameisalwaysataheightthatislessthantheheightoftheLGsymbol.
lgelectronicshousestyle elements
70
Largeproductpackage-sidepaneldetail
L2320A-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)
-SlimProfileDesign2.6"Thick,andFinishedBackforInstallationAnywhere
-MediaStationconsolesimplifiesCableManagement-SingleCabletoMonitorforPowerandSignal
-MultiplePCinputsforMulti-PCUsage-Analog:VGA(D-sub),Digital:DVI-IandDVI-D
-VersatileAudio/Videoinputs-ComponentVideo(Y/Pb/Pr),S-Video,A/V
-ComponentVideoInputssupport480i/480p/720p/1080i/1080p
-PictureinPictureandSplitPictureusingMultipleInputs
-USBHub(OneUpstream,TwoDownstream)-FullFunctionWirelessRemoteControl-BrightWindowFunctionforPartial-HighBrightness
-OptionSlotinMediaStationforTVTuner-SuppliedwithattachedTitlingDeskStand-VESAcompliantWallMountingDesign
http://www.lge.com
-MultipleP-Analog:V
-VersatileA-Compone
-Compone1080i/10
-PictureinMultipleI
-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)
-SlimProfileDesign2.6"Thick,andFinishedBackforInstallationAnywhere
-MediaStationconsolesimplifiesCableManagement-SingleCabletoMonitorforPowerandSignal
-MultiplePCinputsforMulti-PCUsage-Analog:VGA(D-sub),Digital:DVI-IandDVI-D
23"PC&AVFunctionLCDMonitor
L2320A
23"PC&AVFunctionLCDMonitor
L2320A
23"PC&AVFunctionLCDMonitor
L2320A
3%x
3%x
3%x
3%x3%x 3%x
3%x
8%x
8%x
X=thelongestsideoftheprimaryfacingpanel(notshowninthisillustration)
3%x
3%x
3%x 3%x
lgelectronicshousestyle elements
71
REFRIGERATORRefrigerateurFrigorificoFrigoriferoKuhlschrank
REFRIGERATORRefrigerateurFrigorificoFrigoriferoKuhlschrank
ClampbottomBoutondeblocageFondoadjustadoBloccaggiodalfondoUnterseiteeinklemmen
Maxforce680kg(1500Lbs)Forcemax.680kg(1500Lbs)Fuerzamaxima680kg(1500Lbs)Forzamax.680kg(1500Lbs)Hochstzugkraft680kg(1500Lbs)
FrontDevantAdelanteFronteVorderseite
DonotshiphorizontallyNepastransporterhorizontalementNomantenerhorizontalNonmantenereorizzontalNighthorizontalverfrachten
DonotdropNepastomberNodejarcaernonlasciarecadereBittenightfallenlassen
LGElectronicsInc.www.lge.comMadeinKorea
DonottruckhereNepasmettreacharioticiNoacarrearaquiNonsollevaredaquestolatoHiernightverladen
ThissideupCoteverslehautEsteladohaciaarribaQuestoladoaltoDieseseitenachoben
ClampbottomBoutondeblocageFondoadjustadoBloccaggiodalfondoUnterseiteeinklemmen
SideCoteLadoLatoSeiteHandlewithcareManieraveccautionManejarconcuidadoManeggiareconcuraZerbrechlich
Warning:PersonalinjuryhazardFourpeopleormorepersonsaresupposedtoliftormovetherefrigerator.Useproperliftingprocedure
Avertissement:RisquedeblessurespersonnellesNousrecommandonsquatrepersonnesoupluspoursoulleveroudeplacerlerefrigerateur,Utilisezlaprocedurecorrectedesoulement.
Advertencia:riesgodelisionespersonalesSeaconsejacuatroomaspersonasparamoverolevantarelfrigorifico.Utiliceelprocedimentodeelevacionadecuado.
Awertentza:PericololesionipersonaliPerspostareosollevareilfrigoriferosiraccomandadiimpiegarequatroopiupersone.Persollevareusarelaproceduracorretta.
Achtung:VerletzungsgefahrDerKuhlschranksolitevonmindestensvierPersonengehobeoderfontbewegtwerden.VorschriftsmaBigesHebeverfahrenanwenden.
TruckhereMettezacharioticiAcarrearaquiSollevaredaquestrolatoLastwagenHier
long
estdim
ension
=x
5%x
5%x
5%x
5%x
10%x
10%x
5%x productnamejustified logoaligncenter5%x 5%x 5%x
Largeappliancebox-frontandsidepanels
Thetypeusedonlargeapplianceboxesisusuallyprintedoncraftcardboardandonlyinblack.Withtheexceptionofthedesignatedcolorsforlogoandtype,allhousestyleguide-linesmustcontinuetoberespected.
LGLife’sGoodsinglecolorsignaturewithcurvetypography.
Whenprintinginblackoncraftcardboard,usea50%tintofonecolorbaratthebottomofthebox.
GenericproductnameinCharlotteSansBold.SecondarytypographyinCharlotteSans.
lgelectronicshousestyle elements
73
Goodplaces
LGElectronicsretailstoresprovidetheuniqueopportunitytoactuallyenvelopthecustomerintheLGphilosophythat“Life’sGood”withintelligenttechnology.JustascorporatematerialsmustembracetheapprovedLGhousestyle,LGretailenvironmentsmustalsoadheresothesamefun-damentaltenetsinordertosuccessfullyconveyouridentityandphilosophy.
AnextensionoftheapprovedLGElectronicshousestyle,thefollowingguidelinesforthedesignofLGretailenvironmentswerecreatedtoensureaunifiedlookandfeel,aswellastoguaranteeaninvitingandstimulatingcustomerexperience.
lgelectronicshousestyle elements
74
Exteriorstorefront
JustasthesmallestcommunicationusestheLGgraphicelementstocreateavisualidentity,sodoestheLGElectronicsretailstorefront.Specifically,thebargraphicelementcanbepresentbyintheredarchitecturalframearoundthestorefrontaswellasintheframearoundtheentrance.Itisimportanttonote
thatthespecifieddimensionsforthegraphicbarelementinmediaareexact,buttheydonotnecessarilyapplytoarchitecturalframes.Barthicknessshouldworkbestwiththeen-vironment;yet,itshouldstillrelatedirectlytotheiruseinprint,packaging,andadvertising.
Largeclearwindowsshoulddisplaypre-miumgoodsandrevealthestoreinterior.WiththeLGsignaturepresentedonanapprovedbackgroundonthefaçade,theretailenvironmentshouldfeelsophisticated,advanced,andinviting.
ArchitecturalLGRedbarsframethe
storefront.
ExteriorcabinetsignfeaturestheLGlogobacklitonalightgrayorsilverbackgroundwithverticalLGRedbarsontheleftand
rightsides.
TheLGsymbolbladesignwiththeLife’s
Goodsloganincurvetypographycanbeusedonsecondarysignsthathangperpendicularto
thestorefront.
LGRedbarsframetheprimaryentranceonthetop,left,and
rightsides.
Premiumproductsshouldbevisibleinthe
storefrontwindows.
lgelectronicshousestyle elements
75
Storeinterior
TheinteriorofanLGretailenvironmentmustapplytheLGvisualstyleaswell.Withredstructuralframesrepresentingproductlinesandtheirprogression,seasonalposterspro-
motingnewproducts,andthelayoutdrawingcustomersthroughthelengthofthestore,theLGpersonalitybecomesatangibleandcomfortablephysicalexperience.
WhileLGRedisthedominantcolorintheseexamples,inapprovedspecialcasesLGGrayorsilvermaybesubstitutedforframesontheceiling,floor,andwalls.
LGRedorframeonceiling
organizesseasonalbanners.
LGRedframesem-phasizeproductline
groups.UsethesinglecolorLGGraylogoon
LGRedframes.
LGsymbolcanbeetchedonaglass
valanceasabackgroundgraphic.
Acentralkioskthatdisplaysnewor
featuredproductsshouldbeafocalpoint
ofthestore.
TELEVISIONS
AUDIOAPPLIANCES
CONSULT
NEWARRIVALS/CELLULAR
ELECTRONICSSMALLAPPLIANCES
DISPLAYWINDOWDISPLAYWINDOW
SELFSERVICEINFO
SELFSERVICEINFO
Displaywindowsshouldhighlightneworfeatured
premiumproducts.Postersshouldbe
changedseasonally.
Thefloorplanhasbeendesignedto
emphasizenewandfeaturedsmall
products,withlargerappliancesandaudio
tothesidesofthestore.
Televisionsattherearofthestoredrawcustomersthroughallproductcategories.
LGRedframeflooringtreatmentorganizes
floorfixtures.
ProjectedLGsignatureatfrontentrybringstheidentitytolife.
lgelectronicshousestyle elements
76
Shop-in-shop
HorizontalbannershelptoidentifyLG
productareas.
LGRedframescanbeusedtogroupproduct
rangesfromLG.
FlagsignswiththeLGlogoandLife’sGood
slogancanbeusedinshopsasa
dividerbetweenprod-uctlines.
LGRedframestructurecanbeusedasalow
walldivideraboveandbehindlargeapplianceranges.
LGsymbolcanbeetchedonaglass
valanceasabackgroundgraphic.
AnLGElectronicsstorewithinalargedepartmentstorefollowsthesamestyleguidelinesasastand-alonestore.Horizontalbannersdrawongraphicstyleelements,andredframescanbeusedtospecifyproductareas.TheLGlogoandtheLife’sGoodsloganhelpreinforceLG’swarmpersonality.
lgelectronicshousestyle elements
77
InteriorcabinetsignfeaturestheLGlogobacklitonalightgrayorsilverbackgroundwitharchitecturalLGRedbarsontheleftandrightsides.Addi-
tionalmessagingalignshorizontallycentered
withtheLGlogo.
Servicecenter
TheLGlogowiththeLife’sGoodsloganin
curvetypographycanbeusedon
secondarysignsthathangperpendicularto
thestorefront.
VerticalLGRedbarsframetheservicecenter.
LGRedbarsareusedascounterdividers.
TheLGservicecenter,whetheritstandsaloneorwithinanLGstore,isanotherexampleoftheflexibilityoftheLGdesignelements.EvenanenvironmentasunassumingasaservicecentercaneffectivelyandmemorablyconveytheLGpersonalitywiththeproperapplication
ofthecolorpalette,signage,barelementsandtheLGlogo. AswithLGstores,LGservicecentersshouldintegratethebasicdesignelementsintofloorplansandarchitecture.Forexample,cabinetsignscanfeaturetheLGlogo,andthe
barelementcanbeincorporatedintoexteriorandinteriorarchitecture.SignageshouldapplytheLGdesignelementsasspecifiedintheseguidelines.
lgelectronicshousestyle elements
78
1:1
2:1
3:1
5:1
7:1
9:1
10:1
X
1/3x1/2x
3/10x
X
RAPPPAWLTel123-4567
4:1
4%x
1/4x
X
RAPPPAWLTel123-4567
3:1
RAPPPAWLTel123-4567
RAPPPAWLTel123-4567
Exteriorstorefront–horizontalsignage
Storefrontsizescanvarygreatlybetweenloca-tions,andtherefore,storefrontsignsneedtobesizedaccordingly.Somebasicsizeratioshavebeendevelopedtohelpensureasign’svisibilityandeffectiveness.
Asillustratedbelow,thebasicsizeratioforhorizontalLGstorefrontsignsis3:1.Whenasignrequiresagreatersizeratiothanthis,theprimaryvisualframe,containingtheLGlogoandthebarelements,shouldremainsizedata3:1ratio.
Inthefewinstancesthatcallforasizera-tiogreaterthan9:1,theprimaryvisualframeshouldbesizedat4:1. Whendesigningexteriorstorefrontsigns,alldesignelementsmustbereproducedandappliedasspecifiedintheseguidelines.
Extendingsigntolengthofstorefront
lgelectronicshousestyle elements
79
Exteriorstorefront–verticalsignage
Thebasicsizeratioforverticalsignsis2:1.Whencreatingsignsoverthissizeratio,theprimaryvisualframe,containingtheLGlogoandbarelements,shouldalwaysbeappliedata2:1sizeratio. Inafewspecializedapplications,i.e.,ratiosover5:1,theprimaryvisualframe,contain-ingtheLGlogoandbarelements,shouldberesizedtoaratioof3:1.
RAPPPAWLTel123-4567
1:1 1:2 1:3 1:5 1:7
RAPPPAWLTel123-4567
RAPPPAWLTel123-4567
2/3x
1/3x
4%x
x
1:2
1:3
x
Ratioover1:5,takesthebasicframeof1:3
Ratioover1:2,takesthebasicframeof1:2
Ratioover1:2,takesthebasicframeof1:2
lgelectronicshousestyle elements
80
Exteriorstorefront
BelowisanexampleofeffectiveusageofLGhorizontalandverticalsigns.TheLGvisualpersonalityisinstantlyrecognizablewithoutbeingoverbearing.
lgelectronicshousestyle elements
81
Exteriorstorefront-securityshutter
Asillustratedbelow,astore’ssecurityshutterisanotheropportunitytoapplytheLGvisualstyle,inthiscasewiththeLGsignature.
lgelectronicshousestyle elements
82
Exteriorstorefront–variations
Thearchitectureandbuildingmaterialsinsomecommercialenvironmentswillinfluencethefinalappearanceofastorefront.However,evenifastorefrontcannotremaincompletelyfaithfultotheLGvisualidentity,thefunda-mentalLGdesignprinciplesmustalwaysbeapplied.
Basicdesign
Variation1
Variation3
Variation2
lgelectronicshousestyle elements
83
Servicecenter–horizontalsignage
Sizeanddesignprinciplesforhorizontalser-vicecentersignsaremuchthesameasthoseappliedforstorefrontsigns. Thebasicsizeratioforhorizontalservicecentersignsis3:1,butinapplicationsgreaterthanthissizeratio,thepreferredsizeratio
is4:1.Incircumstancesthatcallforsignsatlargerratios,theprimaryvisualframeshouldalwaysbesizedata4:1ratio. The4:1sizeratioforprimaryvisualframescanaccommodateboththeLGlogoandtheservicecentermascot.Themascotshould
alwaysappearonthefarrightoftheprimaryvisualframeandseparatedfromtheLGlogobythe“ServiceCenter”identifier. ThemascotisnotaprimaryidentifierofLGElectronicsandshouldbeusedexclusivelyinservicecenterapplications.
1:1
2:1
3:1
4:1
7:1
9:1
10:1
X
X
4:1
4:1
4:1
4%x
X
X
ServiceCenter
ServiceCenter
ServiceCenter
4/9x
ServiceCenter
RAPPPAWLTel123-4567www.lge.com
ServiceCenter
ServiceCenter RAPPPAWLTel123-4567www.lge.com
ServiceCenter RAPPPAWLTel123-4567www.lge.com
1/4x
1/6x
1/7x
Ratioover4:1,takesthebasicframeof4:1
Preferredratio
lgelectronicshousestyle elements
84
Servicecenter–verticalsignage
Thebasicsizeratioforverticalservicecentersignsis3:1.Whencircumstancescallforlargersizeratios,the3:1sizeratioshouldbeusedastheprimaryvisualframe.Signsat
thesesizesshouldincludetheservicecentermascotbelowtheLGlogoandseparatedbythe“ServiceCenter”identifier.
ThemascotisnotaprimaryidentifierofLGElectronicsandshouldbeusedexclusivelyinservicecenterapplications.
Ratioover1:5,takesthebasicframeof1:3
Ratioover1:3,takesthebasicframeof1:3
ServiceCenter
4/5x
ServiceCenter
ServiceCenter
ServiceCenter
ServiceCenter
RAPPPAWLTel123-4567www.lge.com
RAPPPAWLTel123-4567www.lge.com
1:1 1:2 1:3 1:5 1:7
1/3x
4%x
1/5x
2/9x
2/9x
x
x
1:3
1:3
x
ServiceCenter
RAPPPAWLTel123-4567www.lge.com
lgelectronicshousestyle elements
85
Exteriorstorefront
BelowisanexampleofeffectiveusageofLGhorizontalandverticalsigns.TheLGvisualpersonalityisinstantlyrecognizablewithoutbeingoverbearing.
ServiceCenter
ServiceCenter
ServiceCenter
RAPPPAWLTel123-4567www.lge.com
lgelectronicshousestyle elements
86
Exteriorstorefront-securityshutter
Asillustratedbelow,astore’ssecurityshutterisanotheropportunitytoapplytheLGvisualstyle,inthiscasewiththeLGsignature
ServiceCenter
ServiceCenter
ServiceCenter
ServiceCenter
RAPPPAWLTel123-4567www.lge.com
lgelectronicshousestyle elements
88
Thewebisgood
TheLGElectronicswebsiteisperhapstheperfectplatformforcommunicatingLG’sfundamentalbeliefthatinspiredtechnologycanbeofgreatbenefitinone’slife.Bycombiningthekeygraphicelementsdefinedbythehousestyleguidelineswithrichmulti-layeredcontent,userswillencounteraportalintotheworldofLGElectronicsthatisvisuallystunning,informative,andengaging.
ThefollowingguidelineshavebeendevelopedspecificallyforwebapplicationsandaremeanttoensureapowerfulexpressionofLG’sdeterminedefforttoprovidethesmartestproductsavailable.
lgelectronicshousestyle elements
89
Photographyforweb
Becauseofthewidebreadthoftheinforma-tionavailableonLGwebsites,itsometimesmaybecomenecessarytouseavarietyofim-ageryinhighlycomplexlayouts.TheLGhousestyleguidelinesspecificallystatethatonly
threephotographicstylesarecompatiblewiththeLGvisualidentity:Peoplephotography,silhouetteproductphotography,andproductphotographyindomesticenvironments.Forwebusageonly,thefollowingalternativesare
alsoacceptable:Imagesoficons/metaphors,croppedproductimages,andimagesofgroupsofpeople. NeveruseillustrationiconsonLGwebsites.
lgelectronicshousestyle elements
90
Primarypage
x
x
x
x
x
x
x
x x x x
x
x
x
66%x
66%x
x
x
x
x
x
x
x
x
TheprimarypageoftheLGElectronicswebsiteshouldgreetitsviewerswiththeentirevisuallanguagedesignedforLG.Byusingallofthegraphicelements,thecentralmessage
that“Life’sGood”shouldradiatefromthelay-outwithouteclipsingthecontent.Addition-ally,contentshouldbeorganizedintoavisualhierarchythatissetoffbylargefieldsofwhite
backgroundspace.Thiswillprovideaclean,easilynavigated,andhighlyintuitivedesign.
ThesizeLGLife’sGoodsignaturedefinestheproportionsofele-mentsinLGwebsites.Themeasurement2xisequaltotheheightofthesignaturefromthetopoftheLGsymboltothebottomofthecurvedLife’sGoodslogan.
AnLGRedcolorbarshouldbeusedfornavigationandsearchbar.NavigationshouldbesetinCharlotteSansBold.
UseLGRedlinestoorganizeinformationandtopics.
TexttypographyshouldbeinanHTMLsansserif.UseLGGrayformosttype,reservingblackorLGRedforemphasis.
lgelectronicshousestyle elements
91
x
x
x
x
x
x
x
x x x xx x x
x
x
x
66%x
66%x
x
x
x
x
x
x
x
x
Secondarypage
WhiletheprimarypagegreetsvisitorswithgeneralinformationaboutLGElectron-ics,secondarypagesarededicatedtomorespecificareasinterest.JustastheprimarypageemployseveryelementoftheLGgraphiclanguage,soshouldthesecondarypages.
TheLGsignatureshouldbeinthesamesizeandpositiononeverypage.
Thenavigationbarshouldappearatthetopandinthesamepositiononeachpage.Linksshouldworkasdrop-downmenus.
UseLGRedlinestoorganizephotographiconsandlinks.
lgelectronicshousestyle elements
92
x
x
x
x
x
x
x
x x x xx
x
x
x
66%x
66%x
x
x
x
x
x
x
x
x
Tertiarypage
TertiarypagesprovidestillmorespecificinformationaboutproductsorLGinparticular.EveryLGgraphicelementshouldbeusedoneachpage.
Largeamountsoftextshouldscrollwithinatextwindowandnotbleedoffthepage.
Keeplinkinformationinanunclutteredareatothesidewithamplewhitespace.
lgelectronicshousestyle elements
94
Goodpresentation
TheLGElectronicshousestylewasdevelopedtoensureaconsistentvisualdepictionofthevaluesthatfuelourcompany.Asyouwillsee,thegraphicelementsworkjustaswellinspecialadvertisingapplicationsastheydoinprintads,butitisimportanttorememberthatsomeoftheseapplicationsrequireadditionalattention.Forexample,street-levelapplications,suchasbenchesandposters,canfeatureeithertheprimary“Life’sGood”signatureortheLGspecialusagelogo.Thevisibilityandpurposeoftheseapplicationswilldeterminewhichidentifierismostappropriate.
However,indistanceapplications,suchasbillboardsandneonsigns,itisextremelyimportantthatthe“Life’sGood”signatureisneverused.OnlytheLGlogo,withoutslogan,shouldbeemployedinthesespecialapplications.Additionally,whiletheLGlogoisanessentialelementineveryapplication,billboardsshouldprimarilypromoteproductsviasilhouettephotography.ThefollowingguidelinesweredevelopedtoensuretheconsistentusageoftheLGhousestyleintheseandotherspecializedapplications.Asmentionedbefore,theLGhousestylewasdesignedtobeaflexibleandmulti-facetedvisualsystemthatisjustaseffectiveonbillboardsandtelevisionspotsasitisinmorestandardadvertisements.
lgelectronicshousestyle elements
95
5%x
Personality messaging
P R I M A RY H E A D I N Gdolore magna liquam volupat uten ad minim veniam lorem ipsum dolor sit amet consec tet adipiscing
elit dolor sit amet. lorem ipsum dolor sit amet consec tet adipiscing elit, sede diam nonumy eiusmode tem incidunt ut
laore erat magna liquam volupat uten ad venia lorem ipsum dolor amet consect tet adipiscingelit alor dolor
lorem ipsum dolor sit dolor amet consec tet adipicing elit, diam nonumy eiusmode tempor incidunt ut laore et dolore
magna consect tet adipiscing dolor sit amet minmveniam lorem liquamerat volupat.
x
dolore magna liquam et volupat ut minim veniam lorem ipsum dolor sit amet consec tet adipiscing
alore dolor sit amet. lorem ipsulor sit amet consec tet adipiscing elit, sed diam nonumy eiusmode tempor incidunt
ut laor et dolor magna liquam et volupat veniam dolor sit ametdiam lorem ipsum dolor sit amet consec tet.
Primary headline
10%x
5%x
5%x
5%x
10%x
Benchesandposters
WhendesigningLGElectronicsadvertise-mentsforbenchesandposterswhicharevis-ibleonshorterdistances,followthespecifica-tionsdetailedinthe‘Advertisingandprint’sectionoftheguidelines(pages34-71).
lgelectronicshousestyle elements
96
Horizontalbillboards
Belowareexamplesofbillboardsthatrangeinproportionfromsquare(1:1)toextremelylong(7:1).Followthestandardrulesforuseofthebarsonbillboardsuptoa3:1proportion.AlwaysobserveclearspacerequirementsfortheLGlogo.
One line primary headline
logo+headline+product
Two line primary headline
logo+headline+product
1:1
2:1
One line primary headline
logo+headline+product+image
5:1
Two line primary headline
logo+headline+product+image
7:1
logoonly logoonly
logoonly
Two lineprimary headline
logo+headline+product
3:1
logo+headline+image
Two lineprimary headline
logo+headline+product
Two lineprimary headline
One line primary headline
logo+headline+product
lgelectronicshousestyle elements
97
Logoonlybillboards
TheonlybillboardsthatshouldfeaturetheLGlogowiththebarelementarethosesizedatthe1:1ratio,andinsomeinstances,the2:1ratio.
Becauseoftheirspecializeddimensions,billboardscanbetheonlyexceptiontotheclearspacerequirements.Intheseveryrarecircumstances,applyingthewidthofthebarelementstothesidesofthebillboardwillcreatesufficientclearspaceforthelogo.
Mostbillboardswillemployonlyonebarelement,butinsituationswherethereisnoadditionalimageryormessaging,asecondbarcanbeapplied.
1:1
2:1
4%x 4%x
4%x 5%x
5%x5%x
1/3x
x x
xx
4%x 4%x
4%x
5%x
1/3x
lgelectronicshousestyle elements
98
2:1billboards
Theexamplesbelowillustratesomeofthecombinationsofvisualelementsthatcanbeemployedin2:1sizeratiobillboards.
logo+headline+product
Two lineprimary headline
Two lineprimary headline
Two lineprimary headline
x
x
x
5%x1/6x
5%x 1/6x
5%x
1/6x
logo+headline+product
logo+headline+product
Standard Exampleofapplication
lgelectronicshousestyle elements
99
3:1billboards
Billboardssizedata3:1ratioshouldfeaturenomorethan1photographicimage.Applytheotherdesignelementsasspecifiedintheguidelines.TheLGlogoisalwaysdisplayedontheextremeleftortheextremeright.
Two lineprimary headline
Two lineprimary headline
Two lineprimary headline
logo+headline+imageorproduct
x
x
5%x1/6x
5%x 1/6x
5%x
1/6x
logo+headline+imageorproduct
logo+headline+imageorproduct
Standard Exampleofapplication
lgelectronicshousestyle elements
100
5:1billboards
Atthe5:1sizeratio,andallsizeratiosgreater,thethicknessofthebarelementisequalto5%ofthebillboard’slengthatthe3:1ratio.Thisensuresadequatespacefortheapplica-tionofalladditionalelements.
ToensurethevisibilityoftheLGlogo,itssizeshouldbeequalto1/8ofthebillboardıslength.
Theuseofbothproductandpeopleimag-eryisacceptableatlargerbillboardsizes. TheLGlogoisalwaysdisplayedattheextremeleftortheextremeright.
One line primary headline
logo+headline+product
One line primary headline
logo+headline+product+image
One line primary headline
logo+headline+product+image
One line primary headline
logo+headline+product+image
Ratioover3:1,thicknessofhorizontalbarisequaltotherationof3:1
3:1
x
x
x
x
y
5%y
5%y
1/8x
1/8x4%x 4%x
1/8x 5%x
5%x 1/8x
Standard Exampleofapplication
lgelectronicshousestyle elements
101
7:1billboards
Atthe7:1sizeratio,thethicknessofthebarelementisequalto5%ofthebillboard’slengthatthe3:1ratio.Thisensuresadequatespacefortheapplicationofalladditionalelements.
ToensurethevisibilityoftheLGlogo,itssizeshouldbeequalto1/8ofthebillboardıslength.
Theuseofbothproductandpeopleimag-eryisacceptableatlargerbillboardsizes. TheLGlogoisalwaysdisplayedattheextremeleftortheextremeright.
Two line primary headline
Two line primary headline
Two line primary headline
logo+headline+product+image
logo+headline+product+image
logo+headline+product
Ratioover3:1,thicknessofhorizontalbarisequaltotherationof3:1
Standard Exampleofapplication
3:1
x
x
x
y
5%y
5%y
1/11x
1/11x 5%x
1/11x5%x
lgelectronicshousestyle elements
102
Neonsigns
NeonSignsshouldfollowthesamedesignspecificationsasotherLGapplications.Neonsignssizedata3:1orlargerratioshouldfea-tureanimageareaequalinsizeto1:1.
WhiteNeonTubeLeaveabasicspaceat10Cm8lineforeachtransformer
WhiteNeonTubeLeaveabasicspaceat10Cm8lineforeachtransformer
RedNeonTubeAttachLGRedLA8207Cal
WhiteNeonTubeLeaveabasicspaceat10Cm8lineforeachtransformer
RedNeonTubeAttachLGRedLA8207Cal
RedNeonTubeAttachLGRedLA8207Cal
printing(backlighting)
printing(frontlighting)
LGGrayChannel
2:1Neon
3:1Neon+photo-graphicprinting(backlighting)
3:1Neon+photo-graphicprinting(frontlighting)
lgelectronicshousestyle elements
103
Neonsigns
WhiteNeonTube
LGChannelPart
SymbolMarkPartHowtofillupNeonTube
InsideChannel-BlackColor
OutsideChannel-LGGrayColor
AttachLGCalLA8207WhiteChannel
RedNeonTubeWhiteNeonTube
lgelectronicshousestyle elements
104
Photographicprinting(backlighting)
Photographicprinting(frontlighting)NightDay
Day Nightx
Day Night
x
1/5x
1/3x
5%x
5%x Neon
Neon
1/3x
Neonsigns
SimpleNeon
3:1
3:1
2:1
lgelectronicshousestyle elements
105
Neonsigns
Two lineprimary headline
Two lineprimary headline
Two lineprimary headline
Day Night
NightDay
photographicprinting
(backlightingorfrontlighting)
3:1
2:1 OnandoffNeon
lgelectronicshousestyle elements
106
A-Boards
WhendesigningA-boards,followbillboarddesignspecifications.However,inA-boards,imagesandheadlinesshouldnotbeincluded.
InA-boardswherethesizeratioisgreater3:1orgreater,thewidthofthebarelementshouldbedeterminedfromthe2:1ratiosize,i.e.,5%ofitslongerdimension.
A-boardscaneitherrepeatoralternateelementsalongtheirlengths.
x
x
x
x
x
5%x
1/3x
5%x
1/3x
5%x
1/3x
4:1
2:1
4:1
lgelectronicshousestyle elements
107
A-Boards
logoonly
logoonly
logo+sub-brand
logo+sub-brand
logo+category
logo+category
6:1
6:1
6:1
12:1
6:1
12:1
lgelectronicshousestyle elements
108
1:1.5 1:3 1:5 1:7
verticallogo
verticallogo+product
verticallogo+product
verticallogo+productLGLife’sGoodsignature+product
Verticalbanners
Thenarrowspacethatisgivenbyverticalban-nerslimitstheamountofinformationthatcanbeonthem.Itisrecommendedthatonlyonebarbeused,atthebottomofthebanner,butexceptionscanbemade.TheVertical2colorlogoshouldbeusedonallextremeverticalbanners.Productphotographycanbleedoftheleftandrightedges.
lgelectronicshousestyle elements
109
5%x
x
5%x
5%x
5%x
5%x
1:1.5Banner
LGRedbaronbottomedge.
Vertical2colorsignatureonawhitebackground.
lgelectronicshousestyle elements
110
x
5%x
5%x
5%x
1:3Banner–Verticallogo&product
LGRedbaronbottomedge.
Verticallogoonawhitebackground.
Silhouetteproductphotographyonawhitebackground.
lgelectronicshousestyle elements
111
x
5%x
5%x
5%x
1:3Banner–signatureandproduct
LGRedbaronbottomedge.
Vertical2colorsigna-tureonawhiteback-groundcanbeusedinretailenvironments.
Silhouetteproductphotographyonawhitebackground.
lgelectronicshousestyle elements
112
x
5%x
5%x
5%x
1:5Banner–logo&product
LGRedbaronbottomedge.
Vertical2colorsignatureonawhitebackground.
Silhouetteproductphotographyonawhitebackgroundcanbleedoftheleftandrightedgesforsomebillboardsandbanners.
lgelectronicshousestyle elements
113
x
5%x
5%x
5%x
1:7Banner–Verticalsignature&product
LGRedbaronbottomedge.
Vertical2colorsignatureonawhitebackground.
Silhouetteproductphotographyonawhitebackgroundcanbleedoftheleftandrightedgesforsomebillboardsandbanners.
lgelectronicshousestyle elements
114
Mediabackdrop
MediabackdropsshouldusealternatingrowsofaspecialcolorversionofthePrimary2colorsignaturewheretheLGlogotypeandsloganarea30%tintofLGGrayonanLGGraybackground. Thewords“LGElectronics”anddivisionnamescanbealternatedindividinglinessetinallcapitallettersCharlotteSansbold.
L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L L U L A R P H ON E S LG E L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L
L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L L U L A R P H ON E S LG E L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L
L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L L U L A R P H ON E S LG E L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L
L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L L U L A R P H ON E S LG E L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L
L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L L U L A R P H ON E S LG E L E C T RO N I C S P L A S M A S C R E E N S LG E L E C T RO N I C S HOM E A P P L I A N C E S LG E L E C T RO N I C S C E L
Specialversionoftheprimary2colorsigna-ture:LGlogotypeandsloganarea30%tintofLGGrayonanLGGraybackground.
LGElectronicsanddivisionnamesina30%tintofLGGrayCharlotteSansboldinallcapitalletters.
LGlogoonfrontofpodium.
LGRedstage.
lgelectronicshousestyle elements
115
Mediabackdrop
Thisbackdropisforusewhenthespeakerwillbeinfrontofalargeaudienceaswellasonvideo.TheleftandrightsidesofthestagehavealargereverseLGsignature.DirectlybehindthespeakerisarepeatpatternoftheLGlogoinalternatingrowsof4and3logosperrow.NotethespecialtintofLGGraythatisusedforthelogotypeintherepeatpattern.
Specialversionoftheprimarylogo:LGlogotypeisa30%tintofLGGrayonanLGGraybackground.
ReversesignatureonanLGGraybackground.
LGlogoonfrontofpodium.
LGRedstage.
lgelectronicshousestyle elements
116
Commercialendframe
TheprimaryLGLife’sGoodsignatureshouldbeusedattheendofalltelevisionspots.IfapprovedbytheLGBrandManagementteam,thesignaturemaybeanimated,solongastheanimationendsasthefullsignatureononeofthefollowingapprovedbackgrounds:white,LGGray,LGDarkRed,orblack.
Primarysignatureonawhitebackground.
ReversesignatureonanLGGraybackground.
ReversesignatureonanLGDarkGraybackground.
Reversesignatureonablackbackground.
lgelectronicshousestyle elements
117
Size:90X52mmTitle/Department:PalatinoRoman6PointName:PalatinoRoman12PointSubsidiaryAddress:PalatinoRoman6.5PointSubsidiaryName:UnicaBold8.5PointMaterial:IvoryScotelandWhite171gorBestMat180g.
Gil-Dong HongGeneral Manager / Marketing Dept.
3F, JingWu Bldg., No. 5,Jiu XianQiao North Road,Chaoyang District, Beijing 100015, China(P.O.Box:8501)Tel : 010-6431-1188 ext. 2609 Fax : 010-6431-7466 Mobile : 010-1234-5678 E-mail : [email protected]
LG Electronics China Co., Ltd.
Incaseoflocalfont,pleaseselectfonttypethatisinserifmode.Also,replicatethespacingbetweenlinesandlettersfollowingtheBrandCommunicationGuideline.
90mm
20mm10.5mm
3mm
5mm
5mm
9mm 3.5mm
9mm
90mm
20mm10.5mm
3mm
5mm
5mm
9mm 3.5mm
9mm
Businesscard
Thespiritofthebrandidentityshouldbereflectedinallelementsofcommunicationthatmayactasthefaceofthecompany.Thisincludesbusinesscards.
InEnglish-speakingcountries,thebusinesscardwillonlycarryoneside,whichisinEnglish.
Inothercountries,withaseparatenativeorofficiallanguage,theothersideshouldcarrythesameinformationintherespectivelanguage.Usageofphotoisoptional.
Slogan
Companylogo
Name
Title/department
Subsidiaryname
Subsidiaryaddress
Slogan
Companylogo
Name
Title/department
Subsidiaryname
Subsidiaryaddress
English
Nationallanguage
lgelectronicshousestyle elements
118
Photo21X30mm(optional)
Photo21X30mm(optional)
Gil-Dong HongGeneral Manager / Planning Dept.
LG House250 Bath Road, Slough, Berklure SL1 4DX.Direct Line : 01753 491625 Switchboard : 01753 491500Fax: 010-6431-7466 Mobile: 1391-166-1903 E-mail: [email protected]
LG Electronics U.K. Ltd.
Size:90X52mmTitle/Department:PalatinoRoman6PointName:PalatinoRoman12PointSubsidiaryAddress:PalatinoRoman6.5PointSubsidiaryName:UnicaBold8.5PointMaterial:IvoryScotelandWhite171gorBestMat180g.
Incaseoflocalfont,pleaseselectfonttypethatisinserifmode.Also,replicatethespacingbetweenlinesandlettersfollowingtheBrandCommunicationGuideline.
90mm
20mm10.5mm
3mm
5mm
5mm
9mm 3.5mm
9mm
90mm
20mm10.5mm
3mm
5mm
5mm
9mm 3.5mm
9mm
Businesscardwithphoto
Slogan
Companylogo
Name
Title/department
Subsidiaryname
Subsidiaryaddress
Slogan
Companylogo
Name
Title/department
Subsidiaryname
Subsidiaryaddress
English
Nationallanguage
lgelectronicshousestyle elements
119
Appendix:Filedirectory
ListedbelowarethefilenamesofthedifferentLGLife’sGoodsignaturesrangingfromtheprimary2colorsignaturetothespecialusage1colorreversesignature. AlwaysusetheapprovedelectronicartworkwhenreproducingtheLGsignature.
CategoryLGE=LGElectronics
Color1cG=OneColorGray1cK=OneColorBlack
1c=OneColor2c=TwoColor
Life’sGoodSL=Slogan
ColorP=Process(CMYK)
V=On-Screen(VideoRGB)S=Spot(Pantone)
w=Web
SpecialUseSUV=SpecialUseVertical
SUH=SpecialUseHorizontal
LGE_SL_1cG_P_REV_SUV.eps
Extension:Filetypeandwhatitisusedfor.eps=EPS(forprintandvendoruse)Supplied
asvector-basedart,scalableforlargeapplications;thesefilesmaybeusedatanysize.
EPSfileswillappearwithatransparentbackgroundinmostapplications.Idealforhigh-endprintanddisplayuse.Colorformats:CMYK,
RGB,Grayscale,PMSspotcolor.Reverse
REV=Reverse