LG Electronics Brand Communication Guidelines

LGElectronicsBrandcommunicationguidelines

Let’sgo

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


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


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.


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


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


7

Goodlogocolors

TheprimarylogoforLGElectronicsisthe2colorlogo.Inmostapplications,youshoulduseeithertheLGRedlogowithLGGraytypeortheLGRedlogowithwhitetype. However,somedesignorprintsituationsmayprohibiteffectiveusageofLGRedorLGGray.Intheseinstancesotherlogovari-antsareacceptable,buttheyshouldbeusedsparingly.

2colorlogo-LGRedsymbolwithLGGraytypeona

whiteorlightcoloredbackground.

1colorLGGraylogo-LGGraysymboland

logotypeonawhiteorlightcoloredbackground.

1colorreverselogo-whitesymbollogotype

onablackordarkcoloredbackground.

2colorlogo-LGRedsymbolwithwhitetypeonablackordarkcoloredbackground.

1colorblacklogo-blacksymbolwithblacktypeonawhiteorlightcoloredbackground.


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.


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.


—1–Brand&housestyleelements

Elem

ental


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.


12

LGgraphicelements

TheLGhousestylereliesonavarietyofgraphicelementstocreateitsvisualidentityineverythingfromadvertisingtowebsites,fromenvironmentstopackaging.Theelementsare

discussedindividuallyandinlatersectionsofthehousestyleguidelines. However,itisimportanttorememberthateachelementwasdesignedorselectedasa

keycomponentinadynamicandmulti-fac-etedvisualsystemthatcommunicatesourmissionandphilosophy.

CharlotteSans&Charlotte

Life’sGoodsignature

Colors

Curvetypography

Typefaces

Peopleandproductphotography

Colorbars


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.


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.


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.


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.


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.


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.


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.


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—



Webhex:666666

LGDarkRed—



Webhex:663333

LGpremiumpalette

LGGray—



Webhex:999999

LGRed—

Spot:PANTONE207Process:c0m100y40k20RGBvideo:r177g0b67RGBweb:r153g0b51

Webhex:990033


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


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.


23

Curvetypographymisuse

Successfulexecutionofcurvetypographycanbemadebyfollowingitssimplespecifications:UseCharlotteSansBoldcounter-clockwiseontheinsidecurveofaperfectcircle,fallingbetweenthe10:00and4:00mark. Belowareafewexamplesofincorrectusageofcurvetypography.

Personality messagi

ng

Personality messagi

ng

Pe

rsonalitymessaging

Personality messaging

Personality Messag

ing


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.


24

Goodphotography

ThephotographythatLGusesforvariouscommunications—fromadvertisingtowebsites—shouldconveytheenergy,happiness,andqualitythattheLife’sGoodsloganexpresses.Therearethreediffer-entstylesthatmaybeused,dependingonthecommunication:Peoplephotography,silhouetteproductphotography,andproductphotographyinanenvironment.

Peoplephotographycanshowpeoplefromdifferentculturesin

differentenvironments.Theyarehappyand

positive—enjoyinglifetothefullest.

Silhouetteproductphotographyshouldshowtheproductatanengagingangleandonawhitebackgroundwithnoshadows.

Productphotographyinanenvironmentshouldshowtheproductinamodern,cleanenvironment,inthewaythattheproductwouldbeused.


25

Peoplephotography

Peoplephotographyfocusesonsmilingpeople—aconnectiontotheLGlogo—inrealenvironmentsfromaroundtheglobe.Theyarehappy,confident,andsmart.

Peoplephotographycanfocusonanindi-vidualoragroup.LGproductsdonothavetobeintheimage.

SincetheLGcolorpaletteislimitedtoredsandgrays,additionalcolorsmaybeemployeddependingonthesubject’sapparelorenvironment.

Peoplephotographycanshowpeoplefromdifferentculturesin

differentenvironments.Theyarehappyand

positive—enjoyinglifetothefullest.


26

Silhouetteproductphotography

ImagesofLGproductsshouldappearatanengagingangle,showthedimensionsoftheproduct,andbeshotagainstawhitebackgroundwithnoshadows.

Thepurposeandbenefitoftheproductshouldbeclearbythewayitisshot.Donothideanypartoftheproductinshadowsunlessitisunavoidable.

Silhouettingproductsagainstablankbackgroundenhancestheeffectofcurvetypographyaroundtheproduct.

Silhouetteproductphotographyshouldshowtheproductatanengagingangleandonawhitebackgroundwithnoshadows.


27

Environmentproductphotography

Showingtheproductinarealenvironment—akitchen,livingroom,hometheater,laundryroom,etc.—allowsforatangiblesenseofitsscaleandfunction. LGproductsshouldbeseenincleanandmodern,yetwarm,domesticenvironments.Imagesshouldfocusontheproductina“real”home.Avoidcoldorclinicalsettings.

Productphotographyinanenvironmentshouldshowtheproductinamodern,cleanenvironmentinthewaythattheproductwouldbeused.


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.


29

Applyingasinglebar

Manysinglepageadsorbrochurecoverswillworkbestwithasinglebar.Thesinglebarcanbeonanyedge.Theverticalleftorrightbarwillworkwellinasinglepagead,depending

onthepageplacementofthead. Thebarshouldbeusedinallfourareasasmuchaspossible,butavoidusingthebarinonepositiononeverypiece.

Thesinglebarshouldalwaysberepro-ducedusingLGRed.ThesinglebarmaybereproducedinLGGrayorsilverforapprovedspecialcases.

Singlebartopplacement.

Singlebarbottomplacement.

Singlebarleftplacement.

Singlebarrightplacement.


30

Applyingdualbars

Somelayoutswillbenefitbyusingdualbarsonthetop/bottomortheleft/right.TheresultisabolderpresenceofLGcolorandidentity. Thedualbarsshouldalwaysberepro-ducedusingLGRed.ThedualbarsmaybereproducedinLGGrayorsilverforapprovedspecialcases.

Dualbarswithtopandbottom

placement.Thicknessofeachbarisequalto4%ofthe

longestedge.

Dualbarswithleftandrightsideplacement.Thicknessofeachbarisequalto4%ofthelongestedge.


31

Applyingthefullframe

Applyingbarsforafullframeeffectcancreateabold,distinctimpressionbyaddingasenseofpremiumqualitytothecommunication. ThefullframebarshavetheaddedflexibilityofusingallthecolorsintheLGpalette:LGRed,Gray,DarkRed,DarkGray,andSilver.

LGRedfullframearoundwhiteimagearea.Thicknessof

eachsideoftheframeisequalto3%ofthe

longestedge.

SilverfullframearoundLGDarkRed

imageareaforpremiumproducts.

LGRedfullframearoundLGDarkRedimageareaforpremiumproducts.

LGDarkGrayfullframearoundLGGrayimageareaforpremiumproducts.


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.

Lookat this


—2–Advertisingandprint


34

Advertisingisgood

ThegraphicelementsoftheLGhousestyleguidelinesweredesignedtoconveyanoriginal,easilyrecognizable,andconsistentvisualpresenceforLGElectronics.However,theywerealsodesignedtoallowgreatflexibilityinawidearrayofprintmaterials.ThefollowingguidelineswerespecializedforadvertisingapplicationsandwillassistinmaximizingtheeffectofLG’suniquevisualidentity.Whiletheseguidelineshelpmaintaintheconsistencyofourmessage,theyarealsoagileenoughtoproduceelegantandvisuallyarrestinglayoutsfrombillboardstopamphlets.

ThegeneralfeelofLGcommunicationsisasystemwhereproduct,messaging,andtheLGsignaturereadinacenteredalignment.Thefollowingpageswillshowhowtheelementsworktogetherwithinthissystem.However,inapprovedspecialcases,thesignaturecanbepositionedontheupperrightcorner,asseenintheBillboardsandspecialusageguidelines.


35

Singlepagead–curvetypography


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.


36


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.

5%x

LGRedverticalbaronrightside.

Silhouetteproductphotographyonapeoplephotographybackground.


LGRedCharlotteSansBoldsubheadaboveLGGrayCharlottebodycopy.

Heightofthe2colorreversesignatureisnolessthantwicethewidthofaverticalbar.Inspecialsituations,thesignaturemaybeplacedattherightsideofthepageformoreimpact.


37


loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam

laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores

elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.


g

x

3%x

10%x

3%x

3%x 3%x

3%x

LGRedfullframearoundallfoursidesofpage.



LGGrayCharlottebodycopy.

Heightofthe2colorsignatureisnolessthan10%ofX(thelongestsideofthepage).


38


loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam

laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores.

x

3%x

10%x

3%x

3%x 3%x

3%x


LGDarkRedfullframearoundallfoursidesofpage.




Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).Inspecialsitu-ations,thesignaturemaybeplacedattheleftsideofthepageformoreimpact.


39

Singlepagead–straighttypography

loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt

laoreetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsectetadipiscing

elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.

Primaryheadline

x

4%x

10%x

4%x

4%x

4%x

4%x



LGRedCharlotteSansBoldheadline.


Heightofthe2colorsignatureisnolessthantwicetheheightofahorizontalbar.


40


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.



LGRedCharlotteSansBoldsubheadaboveLGGrayCharlottebodycopy.



41


Primaryheadlineloremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam

laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores


x

3%x

10%x

3%x

3%x 3%x

3%x

Silverfullframearoundallfoursidesofpage.

SilhouetteproductphotographyonanLGRedDarkRedbackground.


WhiteCharlottebodycopy.

Heightofthe2colorreversesignatureisnolessthan10%ofX(thelongestsideofthepage).


42


Primaryheadline

x

3%x

10%x

3%x

3%x 3%x

3%x

LGDarkRedfullframearoundallfoursidesofpage.

Fullbleedproductphotographyinanenvironment.




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.


4%x

6%x

4%x

4%x

4%x 4%x

x





Indoublepageads,theheightofthe2colorsignatureshouldbenolessthan5x,butnomorethan10x.


44




doloremagnaliquameratvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscingelit

alordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddia

nonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquameratvolupatutenadminimveni.

4%x

4%x

4%x 4%x

x

6%x

DualLGRedverticalbarsonleftandrightsides.


Leftpagefullbleedpeoplephotography.





45









3%x

3%x

3%x

3%x 3%x

x

6%x







46









3%x

3%x

3%x

3%x 3%x

x

6%x







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.






48


doloremagnaliquametvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing

aloredolorsitamet.loremipsulorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt

utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet.

Primaryheadline

5%x

5%x

5%x

5%x 5%x

x

6%x

LGRedbarsontopoflayout.






49


3%x

3%x 3%x

x






Primaryheadline

3%x

3%x

6%x


SilhouetteproductphotographyonanLGDarkRedbackground.





50




utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet.

Primaryheadline

3%x

3%x 3%x

x

3%x

3%x

6%x





Leftpagefullbleedpeoplephotography.



51

Brochurecover–curvetypography

Pro

duct benefit


Loremipsumdolorametconsetetadipiscingelit,seddianonumyeiusmodetemporincidunt

laoreetdoloremagnalorevolupatadminimveniam.Loremipsumdolorsitametconsectetadipiscing

elit,seddiamnumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.


Loremipsumdolorametconsetetadipiscingelit,seddianonumyeiusmodetemporincidunt

laoreetdoloremagnalorevolupatadminimveniam.Loremipsumdolorsitametconsectetadipiscing

elit,seddiamnumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.

x

5%x

10%x

5%x

5%x5%x

LGRedverticalbarsonrightside.




Heightofthe2colorsignatureisnolessthantwicethewidthofaverticalbar.


52


Pro

duct benefit

x

5%x

10%x

5%x

5%x5%x

5%x

LGRedbaronbottomedge.



Heightofthe2colorre-versesignatureisnolessthantwicetheheightofahorizontalbar.


53


Pro

duct benefit


Loremipsumdolorametconsectetadipiscingelit,sednonumyeiusmodetemporincidunt

laoreetdoloremagnaloremeratvolupatadminimveniam.Loremipsumdolorsitametconsectetacing

elit,seddiamnonumyeiusmodetemporinciduntutlaoretdoloremagnaliquam.

x

3%x 3%x

3%x

10%x

3%x

3%x


SilhouetteproductphotographyonanLGDarkGraybackground.


WhitecurvetypographyCharlotteSansBoldheadline.



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







55


ProductnameProductnamex

5%x

10%x

5%x

5%x5%x

5%x




Heightofthe2colorre-versesignatureisnolessthantwicetheheightofahorizontalbar.


56


ProductbenefitLoremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam

laoreetdoloremagnaliquameratvolupatutenadminimveniam.Loremipsumdolorsitametconsectetdolores


3%x

10%x

3%x

3%x 3%x

3%x

x


SilhouetteproductphotographyonanLGDarkRedbackground.





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




LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinafourcolumngrid.


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.



LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinatwocolumngrid.


Silhouetteproductphotography.

Peoplephotography.


59

Pamphletcover-curvetypography


loremipsumdolorsitametconsectetadipiscingelit,sed

diamnonumyeiusmodetemporincidunt

doloremagnaliquamloremeratvolupatutenadminimveniam.


gx

5%x

10%x

5%x

5%x 5%x

LGRedhorizontalbarontopedge.






60

Pamphletcover-straighttypography

loremipsumdolorsitametconsectetadipiscingelit,sed

diamnonumyeiusmodetemporincidunt

doloremagnaliquamloremeratvolupatutenadminimveniam.

Productname

x

4%x

10%x

4%x

4%x

4%x 4%x

DualLGRedbarsontopandbottom.



LGGrayCharlotteCharlottebodycopy.



61

Pamphletinsidespread

x

Loremipsumdolor


AtVeroIustoquiAtveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscienttofactortumpoenlegumodioqueciviuda.Utenimadminimveniam,quisnostrudesxercitationullamcorporsuscipitlaborisnisiutaliquipexeacommodoconsequat.Etinvitatigiturveraratiobenesanosasiustitiam,aequitatedfidem.Atveroeosetaccusametiustoodogiodignissumquiblanditpaesentluptatumdelenitaigueduosdoloretquimosestiasexcepteursintoccaecatcupidatanonprovident,similtemporsuntinculpaquiofficiadeseruntmollitanimidestlaborumetdolorfugaEtharumddereudfacilisesterexpeditdistinct.Namlibertemporcumetconscientto

4%x

4%x

4%x 4%x 4%x


LGRedbaronrightedge.


Fullbleeddetailofproductphotography.


62

Pamphletinsidespread

x

Loremipsumdolor


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



LGRedCharlotteSansBoldsubheadsoverLGGrayCharlottetextinaonecolumngrid.

LGRedCharlotteSanscaptions.


Silhouetteproductphotographydetail.

Wrapit up


—3–Packaging


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.


65

G7110SwivelTypeCameraPhone

G7110Specification



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.


CharlotteSanstypefaceforproduct

numberanddescription.

LGRedcolorbars.


66

G7110Specification


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


67



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


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







http://www.lge.com

-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)




23"PC&AVFunctionLCDMonitor

L2320A


L2320A


L2320A


L2320A

Productnameanddescription.ProductnameisscaledtobeaheightlessthantheheightoftheLGsymbol.

Fullframebarsareusedonallpanels.Thicknessofbarsisdeterminedbytheproportionsofthelargestfacepanel.

LGLife’sGoodsignaturewithcurve

typography.

TechnicalproductinformationshouldbesetinCharlotteSans.

Productphotographyinenvironmentworksbestwhenusingfullframebars.


69


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.


70

Largeproductpackage-sidepaneldetail

L2320A-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)









http://www.lge.com

-MultipleP-Analog:V

-VersatileA-Compone

-Compone1080i/10

-PictureinMultipleI

-Huge23"ScreeninWide16:10AspectRation-HighResolutionPerformance(upto1920x1200)





L2320A


L2320A


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


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.

Walk th is way


—4–Shopsandenvironments


73

Goodplaces

LGElectronicsretailstoresprovidetheuniqueopportunitytoactuallyenvelopthecustomerintheLGphilosophythat“Life’sGood”withintelligenttechnology.JustascorporatematerialsmustembracetheapprovedLGhousestyle,LGretailenvironmentsmustalsoadheresothesamefun-damentaltenetsinordertosuccessfullyconveyouridentityandphilosophy.

AnextensionoftheapprovedLGElectronicshousestyle,thefollowingguidelinesforthedesignofLGretailenvironmentswerecreatedtoensureaunifiedlookandfeel,aswellastoguaranteeaninvitingandstimulatingcustomerexperience.


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.


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.


76

Shop-in-shop

HorizontalbannershelptoidentifyLG

productareas.

LGRedframescanbeusedtogroupproduct

rangesfromLG.

FlagsignswiththeLGlogoandLife’sGood

slogancanbeusedinshopsasa

dividerbetweenprod-uctlines.

LGRedframestructurecanbeusedasalow

walldivideraboveandbehindlargeapplianceranges.

LGsymbolcanbeetchedonaglass

valanceasabackgroundgraphic.

AnLGElectronicsstorewithinalargedepartmentstorefollowsthesamestyleguidelinesasastand-alonestore.Horizontalbannersdrawongraphicstyleelements,andredframescanbeusedtospecifyproductareas.TheLGlogoandtheLife’sGoodsloganhelpreinforceLG’swarmpersonality.


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.


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


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




80

Exteriorstorefront

BelowisanexampleofeffectiveusageofLGhorizontalandverticalsigns.TheLGvisualpersonalityisinstantlyrecognizablewithoutbeingoverbearing.


81

Exteriorstorefront-securityshutter

Asillustratedbelow,astore’ssecurityshutterisanotheropportunitytoapplytheLGvisualstyle,inthiscasewiththeLGsignature.


82

Exteriorstorefront–variations

Thearchitectureandbuildingmaterialsinsomecommercialenvironmentswillinfluencethefinalappearanceofastorefront.However,evenifastorefrontcannotremaincompletelyfaithfultotheLGvisualidentity,thefunda-mentalLGdesignprinciplesmustalwaysbeapplied.

Basicdesign

Variation1

Variation3

Variation2


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


Preferredratio


84

Servicecenter–verticalsignage

Thebasicsizeratioforverticalservicecentersignsis3:1.Whencircumstancescallforlargersizeratios,the3:1sizeratioshouldbeusedastheprimaryvisualframe.Signsat

thesesizesshouldincludetheservicecentermascotbelowtheLGlogoandseparatedbythe“ServiceCenter”identifier.

ThemascotisnotaprimaryidentifierofLGElectronicsandshouldbeusedexclusivelyinservicecenterapplications.



ServiceCenter

4/5x

ServiceCenter

ServiceCenter

ServiceCenter

ServiceCenter



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



85

Exteriorstorefront

BelowisanexampleofeffectiveusageofLGhorizontalandverticalsigns.TheLGvisualpersonalityisinstantlyrecognizablewithoutbeingoverbearing.

ServiceCenter

ServiceCenter

ServiceCenter



86

Exteriorstorefront-securityshutter

Asillustratedbelow,astore’ssecurityshutterisanotheropportunitytoapplytheLGvisualstyle,inthiscasewiththeLGsignature

ServiceCenter

ServiceCenter

ServiceCenter

ServiceCenter


Cl ic k me


—5–Websites


88

Thewebisgood

TheLGElectronicswebsiteisperhapstheperfectplatformforcommunicatingLG’sfundamentalbeliefthatinspiredtechnologycanbeofgreatbenefitinone’slife.Bycombiningthekeygraphicelementsdefinedbythehousestyleguidelineswithrichmulti-layeredcontent,userswillencounteraportalintotheworldofLGElectronicsthatisvisuallystunning,informative,andengaging.

ThefollowingguidelineshavebeendevelopedspecificallyforwebapplicationsandaremeanttoensureapowerfulexpressionofLG’sdeterminedefforttoprovidethesmartestproductsavailable.


89

Photographyforweb

Becauseofthewidebreadthoftheinforma-tionavailableonLGwebsites,itsometimesmaybecomenecessarytouseavarietyofim-ageryinhighlycomplexlayouts.TheLGhousestyleguidelinesspecificallystatethatonly

threephotographicstylesarecompatiblewiththeLGvisualidentity:Peoplephotography,silhouetteproductphotography,andproductphotographyindomesticenvironments.Forwebusageonly,thefollowingalternativesare

alsoacceptable:Imagesoficons/metaphors,croppedproductimages,andimagesofgroupsofpeople. NeveruseillustrationiconsonLGwebsites.


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.


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.


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.

Standout


—6–Specialusageapplications


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.


95

5%x


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).


96

Horizontalbillboards

Belowareexamplesofbillboardsthatrangeinproportionfromsquare(1:1)toextremelylong(7:1).Followthestandardrulesforuseofthebarsonbillboardsuptoa3:1proportion.AlwaysobserveclearspacerequirementsfortheLGlogo.

One line primary headline

logo+headline+product

Two line primary headline


1:1

2:1


logo+headline+product+image

5:1



7:1

logoonly logoonly

logoonly

Two lineprimary headline


3:1

logo+headline+image







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


98

2:1billboards

Theexamplesbelowillustratesomeofthecombinationsofvisualelementsthatcanbeemployedin2:1sizeratiobillboards.





x

x

x

5%x1/6x

5%x 1/6x

5%x

1/6x



Standard Exampleofapplication


99

3:1billboards

Billboardssizedata3:1ratioshouldfeaturenomorethan1photographicimage.Applytheotherdesignelementsasspecifiedintheguidelines.TheLGlogoisalwaysdisplayedontheextremeleftortheextremeright.




logo+headline+imageorproduct

x

x

5%x1/6x

5%x 1/6x

5%x

1/6x





100

5:1billboards

Atthe5:1sizeratio,andallsizeratiosgreater,thethicknessofthebarelementisequalto5%ofthebillboard’slengthatthe3:1ratio.Thisensuresadequatespacefortheapplica-tionofalladditionalelements.

ToensurethevisibilityoftheLGlogo,itssizeshouldbeequalto1/8ofthebillboardıslength.

Theuseofbothproductandpeopleimag-eryisacceptableatlargerbillboardsizes. TheLGlogoisalwaysdisplayedattheextremeleftortheextremeright.









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



101

7:1billboards

Atthe7:1sizeratio,thethicknessofthebarelementisequalto5%ofthebillboard’slengthatthe3:1ratio.Thisensuresadequatespacefortheapplicationofalladditionalelements.

ToensurethevisibilityoftheLGlogo,itssizeshouldbeequalto1/8ofthebillboardıslength.

Theuseofbothproductandpeopleimag-eryisacceptableatlargerbillboardsizes. TheLGlogoisalwaysdisplayedattheextremeleftortheextremeright.







Ratioover3:1,thicknessofhorizontalbarisequaltotherationof3:1


3:1

x

x

x

y

5%y

5%y

1/11x

1/11x 5%x

1/11x5%x


102

Neonsigns

NeonSignsshouldfollowthesamedesignspecificationsasotherLGapplications.Neonsignssizedata3:1orlargerratioshouldfea-tureanimageareaequalinsizeto1:1.

WhiteNeonTubeLeaveabasicspaceat10Cm8lineforeachtransformer


RedNeonTubeAttachLGRedLA8207Cal




printing(backlighting)

printing(frontlighting)

LGGrayChannel

2:1Neon

3:1Neon+photo-graphicprinting(backlighting)

3:1Neon+photo-graphicprinting(frontlighting)


103

Neonsigns

WhiteNeonTube

LGChannelPart

SymbolMarkPartHowtofillupNeonTube

InsideChannel-BlackColor

OutsideChannel-LGGrayColor

AttachLGCalLA8207WhiteChannel

RedNeonTubeWhiteNeonTube


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


105

Neonsigns




Day Night

NightDay

photographicprinting

(backlightingorfrontlighting)

3:1

2:1 OnandoffNeon


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


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


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.


109

5%x

x

5%x

5%x

5%x

5%x

1:1.5Banner


Vertical2colorsignatureonawhitebackground.


110

x

5%x

5%x

5%x

1:3Banner–Verticallogo&product


Verticallogoonawhitebackground.



111

x

5%x

5%x

5%x

1:3Banner–signatureandproduct


Vertical2colorsigna-tureonawhiteback-groundcanbeusedinretailenvironments.



112

x

5%x

5%x

5%x

1:5Banner–logo&product



Silhouetteproductphotographyonawhitebackgroundcanbleedoftheleftandrightedgesforsomebillboardsandbanners.


113

x

5%x

5%x

5%x

1:7Banner–Verticalsignature&product



Silhouetteproductphotographyonawhitebackgroundcanbleedoftheleftandrightedgesforsomebillboardsandbanners.


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





Specialversionoftheprimary2colorsigna-ture:LGlogotypeandsloganarea30%tintofLGGrayonanLGGraybackground.

LGElectronicsanddivisionnamesina30%tintofLGGrayCharlotteSansboldinallcapitalletters.

LGlogoonfrontofpodium.

LGRedstage.


115

Mediabackdrop

Thisbackdropisforusewhenthespeakerwillbeinfrontofalargeaudienceaswellasonvideo.TheleftandrightsidesofthestagehavealargereverseLGsignature.DirectlybehindthespeakerisarepeatpatternoftheLGlogoinalternatingrowsof4and3logosperrow.NotethespecialtintofLGGraythatisusedforthelogotypeintherepeatpattern.

Specialversionoftheprimarylogo:LGlogotypeisa30%tintofLGGrayonanLGGraybackground.

ReversesignatureonanLGGraybackground.

LGlogoonfrontofpodium.

LGRedstage.


116

Commercialendframe

TheprimaryLGLife’sGoodsignatureshouldbeusedattheendofalltelevisionspots.IfapprovedbytheLGBrandManagementteam,thesignaturemaybeanimated,solongastheanimationendsasthefullsignatureononeofthefollowingapprovedbackgrounds:white,LGGray,LGDarkRed,orblack.

Primarysignatureonawhitebackground.

ReversesignatureonanLGGraybackground.

ReversesignatureonanLGDarkGraybackground.

Reversesignatureonablackbackground.


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


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


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

Technology

LG Electronics Brand Communication Guidelines