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<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
Let’sgo
Fosteringpremiumbrands<br />
As<strong>LG</strong>Electronicsstepsfartherontotheglobalstage,weare<br />
confrontedwitheverintensifyingcompetition.Nowmorethan<br />
ever,brandsareessentialcorporateassetsandareattheheart<br />
ofsuccessfulbusinessmanagement.Therefore,itisessential<br />
thatourbrandissetapartfromothersonthemarket,andwe<br />
canaccomplishthisbyendowingourproductswiththeunique<br />
characteristicsthatourtargetusersareseeking.<br />
Withthisinmind,wearecurrentlypositioningourselves<br />
tobecomeoneofthetopthreeglobalelectronicscompanies.<br />
Butourultimategoalistobecometheleaderofourindustry,<br />
andaspartofourstrategytoachievethisdistinction,wemust<br />
continuouslyfosterandadvancethe<strong>LG</strong>Electronicsbrand.<br />
Togiveourbrandeveryadvantagewithinsucha<br />
competitivearena,wemustfirstestablishanidentitythatis<br />
uniqueandcompellingtoourcustomers.Afterconducting<br />
extensiveresearch,wedevelopedanewvisualidentitythatis<br />
destinedtodistinguishusfromourcompetitors.Thefollowing<br />
pagesdetailthecoreelementsofthisbrandidentityandwill<br />
helpensureitsconsistentandeffectiveapplication.Andas<br />
ourcorporatecommunicationsadoptournewpersona,wewill<br />
establishanewglobalidentitythatisdistinct,exclusive,and<br />
instantlyrecognizable.<br />
Asweimplementthisnewvisualidentitysystem,Iaskthe<br />
executivesandemployeesof<strong>LG</strong>Electronicsanditssubsidiaries<br />
tostrivetomakeourcompanylovedbycustomersworldwide<br />
andintheprocessmakeusthenumberoneconsumerelectronics<br />
companyintheworld.<br />
<br />
S.S.Kim<br />
c.e.o.&Vice-Chairman<br />
<strong>LG</strong>Electronics<br />
lgelectronicshousestyleelements<br />
2
Goodcontents<br />
Brandplatform .............. 4<br />
Brandpersonality ............. 5<br />
<strong>LG</strong>logostandards ............. 6<br />
Brand&housestyleelements ...... 10<br />
Life’sGoodsignature........... 13<br />
Specialusehorizontalsignature ..... 19<br />
Color ................... 20<br />
Typefaces ................. 21<br />
Curvetypography ............. 22<br />
Photography................ 24<br />
Colorbars ................. 28<br />
Singlebar ............... 29<br />
Dualbars ............... 30<br />
Fullframe ............... 31<br />
Framemisuse ............. 32<br />
Advertising&print ............ 33<br />
Singlepageads .............. 35<br />
Doublepageads ............. 43<br />
Brochurecovers .............. 51<br />
Brochureinsidespreads ......... 57<br />
Pamphletcovers.............. 59<br />
Pamphletinsidespreads ......... 61<br />
Packaging ................. 63<br />
Smallproductbox............. 65<br />
Largeproductbox............. 68<br />
Largeappliancecarton .......... 71<br />
Shops&environments .......... 72<br />
Websites ................. 87<br />
Specialusageapplications ........ 93<br />
Benchesandposters ........... 95<br />
Billboards ................. 96<br />
Neonsigns ............... 102<br />
A-Boards ................ 106<br />
Verticalbanners ............. 108<br />
Mediabackdrop............. 114<br />
Commercialendframe.......... 116<br />
Businesscard .............. 117<br />
Appendix:filenaming ........... 119<br />
lgelectronicshousestyleelements<br />
3
Brandplatform<br />
Inanefforttoestablishaglobalidentityfor<br />
<strong>LG</strong>Electronics,abrandplatformthatstrives<br />
toencompassthemanyfacetsofthe<strong>LG</strong><br />
missionhasbeendeveloped.This“blueprint”<br />
clarifiesanddefinesthevisionandvalues<br />
thathaspropelled<strong>LG</strong>totheforefrontofthe<br />
consumerelectronicsindustry.<br />
Brandidentity(orBrandprint)<br />
DelightfullySmart<br />
Positioning<br />
Forpeoplewhoareinspiredbythelatestdigital<br />
technologies,advanceddesigns,styling,andinnovativeproductfunction…<br />
<strong>LG</strong>isthebrandthatisdelightfullysmart.<br />
<strong>LG</strong>’sproductsenhanceyourlife(andyour<br />
lifestyle)withtheirintelligentfeatures,intuitive<br />
functionality,andexceptionalperformance.<br />
Choosing<strong>LG</strong>isaformofself-expressionand<br />
self-satisfaction.You’llyoutakeprideinowning<br />
theamazingandtakecomfortinknowingyoumade<br />
asmart,moreinformeddecision.<br />
<br />
Byestablishinganinstantlyrecognizable<br />
identityandlookandfeel,thosewhoview<strong>LG</strong><br />
communicationswillconnectthequality<br />
andpracticalityofourproductswiththe<br />
warmvisualexpressionthatrepresentsus.<br />
Thisbrandrecognitionwillfurtherposition<br />
<strong>LG</strong>inthepublicconsciousnessasnotonly<br />
amanufacturerofadvancedelectronics,but<br />
alsoasacompanythatseekstoimprovethe<br />
humanconditionwithitsproducts.Thevisual<br />
languagethat<strong>LG</strong>employsandtheintuitive<br />
technologiesthatdriveitsproductsworkas<br />
onetocreatethepersonaofacompanythatis<br />
friendly,fun,helpful,andpractical.Inessence,<br />
westrivethroughourpublicrepresentations<br />
andtheprivate,domesticachievementsofour<br />
productstobeacompanythatiswarmand<br />
receptivetotheembrace,ratherthancoldand<br />
indifferent.<br />
lgelectronicshousestyleelements<br />
4
Brandpersonality<br />
Toachieveourgoals,the<strong>LG</strong>image<br />
mustmirrortheattributesofourproducts.<br />
Therefore,<strong>LG</strong>’svisuallanguageemphasizes<br />
ourcommitmenttoproductdesignsthatare<br />
highquality,easytouse,andstylish.However,<br />
the<strong>LG</strong>signatureandthegraphicelements<br />
thatsupportitalsoradiatetheinnovative<br />
spiritistrulyresponsibleforthedevelopment<br />
ofoursuperiorproducts.Thefinalresultis<br />
anexpressionofpremiumqualitythatis<br />
friendly,easy-to-use,andguaranteedtomake<br />
lifemorelivable.<strong>LG</strong>isdedicatedtomaking<br />
lifeDelightfullySmart.<br />
YO U T H F U L<br />
A P P ROAC H A B L E<br />
IMAGINATIVE<br />
T E C H S AV V Y<br />
I N N OVAT I V E<br />
H O N E S T<br />
SELF<br />
CONFIDENT<br />
INTELLIGENT<br />
S T R A I G H T F O RWA R D<br />
H U M A N<br />
O R I E N T E D<br />
N I M B L E<br />
INSPIRING<br />
I N T E R N AT I O N A L<br />
C O N T E M P O R A RY<br />
D E L I G H T F U L LY S M A RT<br />
DA D D M I C<br />
lgelectronicshousestyleelements<br />
5
Goodlogo<br />
The<strong>LG</strong>Electronicslogousesthe<strong>LG</strong>Group<br />
masterbrandastheprimaryidentifierofall<br />
<strong>LG</strong>Electronicsproducts.Inallgeographic<br />
regions,emphasisandfocusshouldbeonthe<br />
<strong>LG</strong>logoinalldivisionsandonallproducts.<br />
Sub-brandlogosshouldbesignificantlydeemphasizedinordertopromoteawarenessof<br />
theparentbrand,<strong>LG</strong>.<br />
Consistentusageofthe<strong>LG</strong>logoisabsolutelyessential.Thelogoissymbolicofour<br />
steadfastreputationforexcellence,andtherefore,anyvariationofthelogodiminishesthe<br />
visualidentityof<strong>LG</strong>Electronics,itsdivisions,<br />
andproducts.<br />
Thelogoconsistsoftwoelements:the<strong>LG</strong><br />
letterformsin<strong>LG</strong>Grayandthefacesymbolin<br />
theunique<strong>LG</strong>Redcolor.Thislogois<br />
alwayspositionedwith<strong>LG</strong>letterformsplaced<br />
ataspecificsizetotherightofthe<strong>LG</strong><br />
symbol.Neverchangeanyaspectofthe<br />
typeface,symbol,color,ortheirrelationships<br />
tothelogo.Alwaysuseapprovedelectronic<br />
artwork.Colorexceptionsarenotedinthese<br />
<strong>guidelines</strong>.<br />
<strong>LG</strong>symbol<br />
<strong>LG</strong>logotype<br />
X<br />
X<br />
4<br />
2<br />
9<br />
5<br />
9<br />
2<br />
9<br />
X<br />
X<br />
X<br />
X<br />
25<br />
lgelectronicshousestyleelements<br />
6
Goodlogocolors<br />
Theprimarylogofor<strong>LG</strong>Electronicsisthe2<br />
colorlogo.Inmostapplications,youshould<br />
useeitherthe<strong>LG</strong>Redlogowith<strong>LG</strong>Graytype<br />
orthe<strong>LG</strong>Redlogowithwhitetype.<br />
However,somedesignorprintsituations<br />
mayprohibiteffectiveusageof<strong>LG</strong>Redor<br />
<strong>LG</strong>Gray.Intheseinstancesotherlogovariantsareacceptable,buttheyshouldbeused<br />
sparingly.<br />
2colorlogo-<br />
<strong>LG</strong>Redsymbolwith<br />
<strong>LG</strong>Graytypeona<br />
whiteorlightcolored<br />
background.<br />
2colorlogo-<br />
<strong>LG</strong>Redsymbolwith<br />
whitetypeonablack<br />
ordarkcolored<br />
background.<br />
1color<strong>LG</strong>Graylogo-<br />
<strong>LG</strong>Graysymboland<br />
logotypeonawhiteor<br />
lightcolored<br />
background.<br />
1colorblacklogo-<br />
blacksymbolwithblack<br />
typeonawhiteorlight<br />
coloredbackground.<br />
1colorreverselogo-<br />
whitesymbollogotype<br />
onablackordark<br />
coloredbackground.<br />
lgelectronicshousestyleelements<br />
7
lgelectronicshousestyleelements<br />
8<br />
Badlogo<br />
Theexamplesbelowshowincorrectalterations<br />
andcolorusageofthe<strong>LG</strong>logo.Alwaysuse<br />
approvedelectronicartwork,andfollowthe<br />
usagespecificationsinthismanual.<br />
<br />
Forexamplesofincorrectbackground<br />
control,seepage15-“Signaturebackground<br />
misuse”.<br />
Neveralterthe<strong>LG</strong><br />
logotypetobelarger<br />
orsmallerthanthe<br />
approvedartwork.<br />
Neveralterthespace<br />
betweentheLandthe<br />
Gofthe<strong>LG</strong>logotype<br />
—alwaysuseapproved<br />
electronicartwork.<br />
Neveraltertheshape<br />
ofthe<strong>LG</strong>symbolfrom<br />
theapprovedartwork.<br />
Neverchangethecolor<br />
ofthe<strong>LG</strong>symbolto<br />
anythingotherthan<br />
<strong>LG</strong>Red,<strong>LG</strong>Gray,black<br />
orwhite.<br />
Neveralteranelement<br />
ofthe<strong>LG</strong>symbolfrom<br />
theapprovedartwork.<br />
Neveroutlinethe<br />
elementsofthe<strong>LG</strong><br />
symbol.<br />
Neverusealineor<br />
strokearoundany<br />
elementsofthe<strong>LG</strong><br />
symbolorlogotype.<br />
Neverreproducethe<br />
<strong>LG</strong>logoonabackgroundthatis<br />
toocomplex.<br />
Whenusingthe1color<br />
reverselogo,theface<br />
elementsshouldgoto<br />
blackorthecolorof<br />
thebackground.<br />
Neveralterthecolor<br />
ofthe<strong>LG</strong>symbolor<br />
logotype—alwaysuse<br />
approvedelectronic<br />
artwork.
lgelectronicshousestyleelements<br />
9<br />
Specialuseverticallogo<br />
Forextremeverticalapplications—suchasa<br />
bannerorbillboard—theverticalusagelogo<br />
hasbeencreated.Useofthissignatureshould<br />
bekepttoaminimum.Usetheprimarylogoor<br />
signaturewhereverpossible.Thespecialusage<br />
logoemploysthesamecolorandbackground<br />
specificationsastheprimarysignature.<br />
<br />
Additionally,theclearspacerulefor<br />
thespecialusagelogoisdifferentfromthe<br />
primarylogoandsignature:2/7X,whenXis<br />
definedbytheheightofthesymbol.Inorder<br />
tomaintainlegibility,thespecialusagesignatureshouldneverappearsmallerthan10mm.<br />
>10mm<br />
X<br />
X<br />
1<br />
7<br />
X<br />
3<br />
7<br />
X<br />
X<br />
X<br />
2<br />
7<br />
X<br />
2<br />
7<br />
X<br />
2<br />
7<br />
X<br />
X<br />
2<br />
7<br />
Thestackedlogoisfor<br />
extremevertical<br />
applicationsonly.<br />
Useapproved<br />
digitalartworkthat<br />
maintainsthecorrect<br />
relationshipbetween<br />
signatureelements.<br />
Clearspaceforthe<br />
stackedlogohasbeen<br />
setat2/7x.<br />
Thestackedlogo<br />
shouldneverbe<br />
reproducedsmaller<br />
than10mm.
<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
—<br />
1–Brand&housestyleelements<br />
Elemental
lgelectronicshousestyleelements<br />
11<br />
Goodhousestyle<br />
Ahousestyleisadistinct<br />
systemdeveloped<br />
tocommunicatean<br />
organization’score<br />
philosophies.Thesystem<br />
employsagroupof<br />
elements—signature,<br />
typography,colorimagery,<br />
andothergraphicdevices<br />
—inaspecificwayto<br />
reflectandexpressthe<br />
organization’sunique<br />
character.Ahousestyle<br />
mayalsobeastrategic<br />
toolthatsubtlyexpresses<br />
acompany’spositioning,<br />
embodiestheattributes<br />
ofitspersonality,and<br />
reinforcesthepromise<br />
thecompanymakestoits<br />
customers.<br />
The<strong>LG</strong>Electronics<br />
housestyle<strong>guidelines</strong><br />
havebeendevelopedasa<br />
comprehensiveandglobally<br />
relevantsystemoftouch<br />
pointstosupportourbrand<br />
positioning.Asadriven<br />
leaderintheconsumer<br />
electronicsindustry,<strong>LG</strong><br />
strivestoconnectcuttingedgedigitaltechnologies<br />
withtheirhuman<br />
counterparts.Therefore,<strong>LG</strong><br />
Electronicsproposesthat<br />
“Life’sGood,”anexpression<br />
whichreflectsourbelief<br />
thatlifeisenrichedand<br />
enhancedbyproducts<br />
thatareingeniously<br />
designedandexpertly<br />
built.Thisphilosophyis<br />
thecornerstoneofthe<br />
<strong>LG</strong>Electronicshouse<br />
style,andfollowingthese<br />
<strong>guidelines</strong>willensure<br />
thatallmaterials,from<br />
brochurestopresentations,<br />
willpromoteourmissionto<br />
makelifeasgood<br />
aspossible.
<strong>LG</strong>graphicelements<br />
The<strong>LG</strong>housestylereliesonavarietyof<br />
graphicelementstocreateitsvisualidentityin<br />
everythingfromadvertisingtowebsites,from<br />
environmentstopackaging.Theelementsare<br />
discussedindividuallyandinlatersectionsof<br />
thehousestyle<strong>guidelines</strong>.<br />
However,itisimportanttorememberthat<br />
eachelementwasdesignedorselectedasa<br />
keycomponentinadynamicandmulti-facetedvisualsystemthatcommunicatesour<br />
missionandphilosophy.<br />
Life’sGood<br />
signature<br />
Colors<br />
Typefaces<br />
CharlotteSans<br />
&Charlotte<br />
Curvetypography<br />
Peopleandproduct<br />
photography<br />
Colorbars<br />
lgelectronicshousestyleelements<br />
12
lgelectronicshousestyleelements<br />
13<br />
<strong>LG</strong>Life’sGoodsignature<br />
The<strong>LG</strong>ElectronicsLife’sGoodsignatureconsistsofthe<strong>LG</strong>logo(thefacesymbolin<strong>LG</strong>Red<br />
andthe<strong>LG</strong>lettersin<strong>LG</strong>Gray)andtheslogan<br />
Life’sGood,setintheCharlotteSanstypeface,<br />
curvedaroundthe<strong>LG</strong>symbol.Thecurving<br />
ofthesloganreinforces<strong>LG</strong>’spersonalityand<br />
uniqueness.<br />
<br />
Theconsistentusageofthissignature<br />
helpstoclearlyidentifyandconnectevery<br />
divisionandproductfrom<strong>LG</strong>Electronics<br />
acrosstheglobe.<br />
<br />
Thissignaturehasbeencreatedtowork<br />
withoutsub-brandsanddivisions“lockedup”<br />
toit.Otherthanspecialspacelimitingsituationsaddressedlaterinthese<strong>guidelines</strong>,no<br />
othersignatureshouldbeused.<br />
<br />
<br />
Wheneverpossible,the<strong>LG</strong>signature<br />
shouldbereproducedinthepreferredtwo<br />
colors:<strong>LG</strong>Redforthesymbolandslogan,and<br />
<strong>LG</strong>Grayforthe<strong>LG</strong>letters.Fordetailedcolor<br />
specifications,refertopage20.<br />
X<br />
X<br />
X<br />
X<br />
X<br />
4<br />
5<br />
9<br />
2<br />
9<br />
X<br />
4.5<br />
9<br />
X<br />
2.5<br />
9<br />
2<br />
9<br />
X<br />
4.5<br />
9<br />
X<br />
2.5<br />
9<br />
The<strong>LG</strong>Life’sGoodsignature:<strong>LG</strong>symbol,<strong>LG</strong>letters,andthe<strong>LG</strong>Life’sGoodslogan<br />
<strong>LG</strong>symbol<br />
<strong>LG</strong>Life’sGoodslogan<br />
<strong>LG</strong>logotype<br />
Specialtranslation<br />
note:whenspecial<br />
situationshavebeen<br />
approved,theLife’s<br />
Goodsloganmaybe<br />
translatedtolanguages<br />
otherthanEnglish.It<br />
isimportanttokeep<br />
thecurvedtypography<br />
wheneverpossible.In<br />
somelanguagesthe<br />
translationmaybelongerinlenght,sothe<br />
translatedsloganbe<br />
setbetweenthe10:00<br />
and5:00marksaround<br />
the<strong>LG</strong>symbol.
Signatureclearspaceandminimumsize<br />
Toensuretheprominenceandlegibilityof<br />
the<strong>LG</strong>signature,alwayssurrounditwith<br />
clearspace.Asshownbelow,theclearspaceis<br />
equivalentto1/2theheightofthe“L”inthe<br />
<strong>LG</strong>logotypeandshouldsurroundtheentire<br />
<strong>LG</strong>signature:<strong>LG</strong>symbol,<strong>LG</strong>logotype,andthe<br />
Life’sGoodslogan.<br />
Maintainingproperclearspaceprotects<br />
thevisualidentityfromcompetinggraphic<br />
elementssuchastext,photography,orbackgroundpatternsthatmayotherwisedivert<br />
attentionfromthesignature.<br />
The<strong>LG</strong>signaturecanappearinavariety<br />
ofsizes,dependingonthelayoutandimage<br />
area,butatsomesizes,legibilitycanbecompromised.Toprotectagainstthis,aminimum<br />
sizehasbeenestablished:The<strong>LG</strong>Life’sGood<br />
signatureshouldneverbereproducedsmaller<br />
than1/2inchinheight(12.5mm).<br />
2<br />
X<br />
9<br />
X<br />
2<br />
X<br />
9<br />
2<br />
X<br />
9<br />
2<br />
X<br />
9<br />
The<strong>LG</strong>Life’sGoodsignatureclearspace<br />
>1/2"<br />
>12.5mm<br />
The<strong>LG</strong>Life’sGoodsignatureminimumsize<br />
Ifthesignatureneedstobereproducedlessthan1/2”inheight,<br />
andthespecialusehorizontalsignaturecannotbeused,<br />
usethe<strong>LG</strong>signaturewithouttheslogan.<br />
lgelectronicshousestyleelements<br />
14
lgelectronicshousestyleelements<br />
15<br />
Signaturecolorvariations<br />
Thepreferredcolorreproductionfortheprimarysignatureisthe2colorpositiveversion<br />
using<strong>LG</strong>Redand<strong>LG</strong>Grayortheprocess<br />
colorequivalents.<br />
<br />
Theprimary<strong>LG</strong>Life’sGoodsignaturemay<br />
bereproducedinthecolorvariationsshown<br />
below,dependingonthetypeofcommunication,thecontrastwithsurroundinggraphics<br />
andtype,andthenumberofcolorsavailable<br />
duringproduction.Colorconfigurations<br />
forthesignatureaccommodatemostprint<br />
anddigitalapplications,spot,processcolor<br />
(cmyk),RGBWeb-safe,RGBVideo,blackand<br />
fullreverse.Forexactcolorspecifications,see<br />
theColorPaletteonpage19.<br />
2colorsignature-<br />
<strong>LG</strong>Redsymboland<br />
sloganwith<strong>LG</strong>Gray<br />
logotypeonawhiteor<br />
lightcolored<br />
background.<br />
1color<strong>LG</strong>Gray<br />
signature-<strong>LG</strong>Gray<br />
symbol,logotype,and<br />
sloganonawhite<br />
orlightcolored<br />
background.<br />
1colorreverse<br />
signature-whitesymbol,logotype,and<br />
sloganonablackor<br />
darkcolored<br />
background.<br />
2colorsignature-<br />
<strong>LG</strong>Redsymbolwith<br />
whitelogotypeand<br />
sloganonablackor<br />
darkcolored<br />
background.<br />
1colorblacksignature<br />
-blacksymbol,logotype,andsloganona<br />
whiteorlightcolored<br />
background.<br />
Specialsituationsallow<br />
forreproductionofthe<br />
<strong>LG</strong>logoandsignature<br />
inGoldandSilver.
lgelectronicshousestyleelements<br />
16<br />
Signaturebackgroundcontrol<br />
Whiteisthemosteffectivebackgroundon<br />
whichtoreproducethe<strong>LG</strong>Life’sGoodsignature.Whiteprovidesaclear,crispcontrast.<br />
<br />
Whenthesignatureisplacedonabackground,theremustbesufficientcontrastbetweenthebackgroundcolorandthesignature<br />
colors.Therefore,severalcoloroptionsare<br />
availableforsignatures.<br />
<br />
Ifthesignatureisplacedonablackor<br />
darkbackground,the<strong>LG</strong>logotypeandthe<br />
Life’sGoodsloganshouldreversetowhite<br />
whilethe<strong>LG</strong>facesymbolremainsin<strong>LG</strong>Red.<br />
Inanumberofapplications,thesignaturecan<br />
appearon<strong>LG</strong>DarkRedor<strong>LG</strong>Redeitheras<br />
afullreversetowhiteorwiththe<strong>LG</strong>face<br />
symbolin<strong>LG</strong>Red.<br />
<br />
Whenplacingthe<strong>LG</strong>signatureona<br />
photographicimage,makesuretheimage<br />
behinditislightenoughtoprovidecontrast<br />
withthe<strong>LG</strong>2colorsignature,ordark<br />
enoughtoprovidecontrastwiththereverse<br />
signature.<br />
Wheneverpossible,use<br />
the2colorpositive<br />
signatureonawhite<br />
background.<br />
2colorreverse<br />
signatureonablack<br />
background.<br />
2colorreverse<br />
signatureonan<strong>LG</strong><br />
DarkRedbackground.<br />
Usethe2color<br />
signatureonalight<br />
photographicbackgroundaslongasthere<br />
isenoughcontrastfor<br />
<strong>LG</strong>Redand<strong>LG</strong>Grayto<br />
belegible.<br />
2colorreverse<br />
signatureonan<strong>LG</strong><br />
Graybackground.<br />
2colorreverse<br />
signatureonan<br />
<strong>LG</strong>DarkGray<br />
background.<br />
1colorreverse<br />
whitesignatureon<br />
an<strong>LG</strong>DarkRed<br />
background.<br />
2colorreverse<br />
signatureona<br />
darkphotographic<br />
backgroundwhen<br />
thereisnotenough<br />
contrastfor<strong>LG</strong>Gray<br />
tobelegible.
lgelectronicshousestyleelements<br />
17<br />
Signaturebackgroundmisuse<br />
Somecolorsandphotographicbackgrounds<br />
donotworkineverycase.Onlyusean<br />
approvedsignaturethatwillprovideaclean<br />
anddistinctcontrasttothespecified<br />
background.Belowaresomeexamplesof<br />
incorrectsignatureuseageoncolorbackgrounds.<br />
The2colorpositive<br />
signatureisnot<br />
suitableforreproductiononan<strong>LG</strong>DarkRed<br />
background.Useeither<br />
the2colorreversesignatureorthe1color<br />
reversesignature.<br />
The2colorpositive<br />
signatureisnot<br />
suitableforreproductiononan<strong>LG</strong>Dark<br />
Graybackground.Use<br />
eitherthe2color<br />
reversesignatureor<br />
the1colorreverse<br />
signature.<br />
<strong>LG</strong>Graydoesnot<br />
providesufficient<br />
contrastonsome<br />
photographicbackgrounds.Instead,use<br />
the1colorpositive<strong>LG</strong><br />
Redsignature.<br />
The2colorpositive<br />
signatureisnot<br />
suitableforreproductiononablack<br />
background.Useeither<br />
the2colorreversesignatureorthe1color<br />
reversesignature.<br />
<strong>LG</strong>Graydoesnot<br />
providesufficient<br />
contrastonsome<br />
photographicbackgrounds.Instead,use<br />
the1colorpositive<strong>LG</strong><br />
Redsignature.<br />
Donotuseatint,or<br />
lightershadeof<strong>LG</strong>Red<br />
forabackground.Use<br />
the1colorreverse<br />
whitesignature.<br />
Neveralterthe2color<br />
or1colorsignatureso<br />
thatthe<strong>LG</strong>logotypeis<br />
reproducedin<strong>LG</strong>Red.<br />
Alwaysusethecorrect<br />
colorintheapproved<br />
electronicartwork.<br />
Neverchangethecolor<br />
ofthe<strong>LG</strong>logotype<br />
to<strong>LG</strong>Redondark<br />
backgrounds.Instead,<br />
usethe2colorreverse<br />
signature.
Signaturemisuse<br />
The<strong>LG</strong>Life’sGoodsignatureisacustom<br />
drawnpieceofartwork,andtheproportion<br />
andarrangementoftheelementsarespecificallydetermined.Tomaintainconsistency,use<br />
onlyapproveddigitalartfiles.Nevertypeset,<br />
recreate,oraltersignatureartwork.Any<br />
changewillcauseinconsistencies,ultimately<br />
diminishingtheimpactof<strong>LG</strong>’svisualidentity.<br />
Thisisthecorrect<br />
relationshipforthe<br />
elementsofthe<strong>LG</strong><br />
Life’sGoodSignature.<br />
Alwaysuseapproved<br />
digitalartworkwheneverreproducingthe<br />
<strong>LG</strong>logowiththeLife’s<br />
Goodslogan.<br />
Neverchangethe<br />
typeface,color,or<br />
positionoftheLife’s<br />
Goodslogan.<br />
Neveralterthe<br />
typeface,color,or<br />
positionoftheLife’s<br />
Goodslogan.<br />
Neveralterthe<br />
relationshipbetween<br />
the<strong>LG</strong>logoandthe<br />
Life’sGoodslogan.<br />
Neverchangethe<br />
relationshipofthe<br />
<strong>LG</strong>logotypeorthe<br />
typeface,color,or<br />
positionoftheLife’s<br />
Goodslogan.<br />
Neverrotatetheslogan<br />
tobeinadifferent<br />
positionaroundthe<br />
<strong>LG</strong>symbol.<br />
Neverchangethe<br />
typefaceoftheLife’s<br />
Goodslogan.<br />
Neveruseacolorfor<br />
thesloganotherthan<br />
thoseprovidedinthe<br />
electronicartfiles.<br />
lgelectronicshousestyleelements<br />
18
lgelectronicshousestyleelements<br />
19<br />
Specialusehorizontalsignature<br />
Forextremehorizontalapplications—suchas<br />
abannerorpen—thespecialusagesignature<br />
hasbeencreated.Useofthissignatureshouldbe<br />
kepttoaminimum.Usetheprimarysignature<br />
whereverpossible.<br />
<br />
Thespecialusagesignatureemploysthe<br />
samecolorandbackgroundspecifications<br />
astheprimarysignature.Additionally,the<br />
clearspaceruleforthespecialusagesignature<br />
isthesameasfortheprimarysignature,1/2<br />
theheightoftheletter“L”inthewordmark.In<br />
ordertomaintainlegibility,thespecialusage<br />
signatureshouldneverappearsmallerthan<br />
10mm.<br />
>10mm<br />
X<br />
X<br />
2<br />
9<br />
X<br />
2<br />
9<br />
X<br />
2<br />
9<br />
X<br />
2<br />
9<br />
X<br />
X<br />
X<br />
X<br />
X<br />
4<br />
5<br />
9<br />
X<br />
4<br />
9<br />
2<br />
9<br />
2<br />
9<br />
X<br />
2.5<br />
9<br />
Thespecial<br />
usesignatureisfor<br />
extremehorizontal<br />
applicationsonly.<br />
Useapproved<br />
digitalartworkthat<br />
maintainsthecorrect<br />
relationshipbetween<br />
signatureelements.<br />
Clearspaceforthe<br />
specialusesignature<br />
hasbeensetat1/2x.<br />
Thespecialuse<br />
signatureshouldnever<br />
bereproducedsmaller<br />
than10mm.
lgelectronicshousestyleelements<br />
20<br />
Colorisgood<br />
The<strong>LG</strong>primarycolorpaletteconsistsofthree<br />
colors:<strong>LG</strong>Red,<strong>LG</strong>Gray,andwhite.Thereis<br />
alsoapremiumcolorpalettethatconsistsof<br />
anadditionaltwocolors:<strong>LG</strong>DarkRedand<strong>LG</strong><br />
DarkGray.Thesecanbeusedwhenfocusing<br />
uponapremiumproduct.Inspecialsituations,<br />
silverormetalliccanbesubstitutedforthe<br />
lightordarkgray.<br />
<br />
Thesimplicityofthepalettebesthighlightsouruniquenessinacategorythatis<br />
dominatedbymultipleshadesofblue.<br />
<br />
Wheneverpossible,the<strong>LG</strong>signature<br />
shouldbereproducedin<strong>LG</strong>Redand<strong>LG</strong>Gray,<br />
whicharetheequivalentstopantone207and<br />
pantone431.Thestandardsforthesecolors<br />
maybefoundinthecurrenteditionofthe<br />
pantone®ColorFormulaGuide.Forcertain<br />
1colorapplications,thesignaturemaybereproducedinblackorwhite.Forprocesscolor<br />
printing,usethecmykvaluesasabeginning<br />
reference.Printvendorsmayhavetheirown<br />
valuesandformulasformatchingpantonecolorsinprocesscolor,butthegoalshouldalways<br />
betomatchthepantonestandardofthe<strong>LG</strong><br />
colors.Thepantoneandcmykvaluesprovided<br />
canbeusedwhenprintingoneithercoatedor<br />
uncoatedpaper.Variationsincolormayoccur,<br />
buttrytomatchthe<strong>LG</strong>colorsascloseaspossible.<br />
<br />
Foron-screenapplicationsreferto<br />
theRGBVideovaluesspecified.Forweb<br />
applications,refertotheRGBweb/hex<br />
valuesspecified.<br />
Thecolorsshownthroughoutthismanualhavenotbeenevaluatedby<br />
Pantone,Inc.foraccuracyandmaynotmatchthePANTONEColor<br />
Standards.PANTONE®isaregisteredtrademarkofPantone,Inc.<br />
<strong>LG</strong>Gray<br />
—<br />
Spot:PANTONE431<br />
Process:c11m1y0k64<br />
RGBvideo:r135g143b151<br />
RGBweb:r153g153b153<br />
Webhex:999999<br />
<strong>LG</strong>Red<br />
—<br />
Spot:PANTONE207<br />
Process:c0m100y40k20<br />
RGBvideo:r177g0b67<br />
RGBweb:r153g0b51<br />
Webhex:990033<br />
<strong>LG</strong>primarypalette<br />
<strong>LG</strong>DarkGray<br />
—<br />
Spot:PANTONE447<br />
Process:c16m0y31k82<br />
RGBvideo:r102g102b102<br />
RGBweb:r102g102b102<br />
Webhex:666666<br />
<strong>LG</strong>DarkRed<br />
—<br />
Spot:PANTONE505<br />
Process:c50m100y100k25<br />
RGBvideo:r110g30b57<br />
RGBweb:r102g51b51<br />
Webhex:663333<br />
<strong>LG</strong>premiumpalette<br />
<strong>LG</strong>Gray<br />
—<br />
Spot:PANTONE431<br />
Process:c11m1y0k64<br />
RGBvideo:r135g143b151<br />
RGBweb:r153g153b153<br />
Webhex:999999<br />
<strong>LG</strong>Red<br />
—<br />
Spot:PANTONE207<br />
Process:c0m100y40k20<br />
RGBvideo:r177g0b67<br />
RGBweb:r153g0b51<br />
Webhex:990033
Goodtypefaces<br />
All<strong>LG</strong>Life’sGoodcommunicationsshoulduse<br />
theCharlottetypefacefamilyforheadlinesand<br />
text.TheCharlottefamilyconsistsoftwocompanionserifandsansseriftypefaces:Charlotte<br />
andCharlotteSans.<br />
TheCharlottefamilywaschosenbecause<br />
itslegibilityanddistinctivenesshelpdifferentiateitfromthesansseriftypefacesusedby<br />
otherconsumerelectronicscompanies.<br />
CharlotteSansshouldbeusedforall<br />
headlinesandprimarymessages,technical<br />
information,andcall-outtext.Charlotte<br />
shouldbeusedformostlongpassagesoftext<br />
andbodycopy.<br />
Bothfacesincludeasetofsmallcapitals<br />
andtextnumeralsforuseintext.<br />
TheCharlottefamilytypefacescanbe<br />
purchasedfromwww.fontshop.com.Theyare<br />
availableasindividualweightsandastwo<br />
packages:CharlotteSansandCharlotte.<br />
CharlotteSans<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
01234567890&0123456789<br />
CharlotteSansBookCharlotteSansBookItalic<br />
CharlotteSansBookSmallCaps<br />
CharlotteSansMediumCharlotteSansBold<br />
Charlotte<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
01234567890&0123456789<br />
CharlotteBookCharlotteBookItalic<br />
CharlotteBookSmallCaps<br />
CharlotteMediumCharlotteBold<br />
lgelectronicshousestyleelements<br />
21
Goodcurvetypography<br />
TohelpconveythespiritofLife’sGood<br />
beyondtheLife’sGoodslogan,headlinesand<br />
primarymessagescanbetypesetina“curve<br />
typography”style,wherethemessageisinan<br />
arcreadingcounter-clockwise.<br />
Curvetypographyshouldbeusedonprimarymessageswheneverpossible.Itconveysa<br />
senseofthe<strong>LG</strong>personalityandvisuallytiesto<br />
theLife’sGoodslogan.<br />
Curvetypgoraphyshouldalwaysbeset<br />
in“sentencecase”:wherethefirstletteris<br />
capitalizedand,withtheexceptionofproper<br />
nouns,allthewordsthatfollowshouldbein<br />
lowercase.<br />
Thisuniquestyleoftypographyisanother<br />
graphictoolusedtounitethearrayof<strong>LG</strong><br />
communications.However,usingtoomany<br />
messagesincurvetypographycandiminish<br />
itsimpact.Apartfromtheslogan,usecurve<br />
typographyonlyonceperpage,spread,orside<br />
ofapackage.<br />
Curvetypography<br />
shouldalwaysbeset<br />
inCharlotteSansBold<br />
andinoneofthe<strong>LG</strong><br />
colorsofRed,Gray,<br />
DarkRed,orDarkGray.<br />
Curvetypography<br />
canalsobeinwhite<br />
whenputondark<br />
backgrounds.<br />
Curvetypography<br />
shouldalwaysbeset<br />
counter-clockwisein<br />
aperfectcircle,and<br />
shouldfallbetweenthe<br />
10:00markandthe<br />
4:00mark.<br />
10:00<br />
Personality messaging<br />
4:00<br />
lgelectronicshousestyleelements<br />
22
lgelectronicshousestyleelements<br />
23<br />
Curvetypographymisuse<br />
Successfulexecutionofcurvetypographycan<br />
bemadebyfollowingitssimplespecifications:<br />
UseCharlotteSansBoldcounter-clockwise<br />
ontheinsidecurveofaperfectcircle,falling<br />
betweenthe10:00and4:00mark.<br />
<br />
Belowareafewexamplesofincorrect<br />
usageofcurvetypography.<br />
Personality messaging<br />
Personality messaging<br />
Personality<br />
messaging<br />
Personality messaging<br />
Personality Messaging<br />
Personality messaging<br />
Thismessageissetin<br />
Charlotteserif.Never<br />
useatypefaceother<br />
thanCharlotteSans<br />
Bold.<br />
ThisisCharlotteSans<br />
Italic,fallingcounterclockwisebetweenthe<br />
4:00and1:00marks.<br />
Neveruseatypeface<br />
otherthanCharlotte<br />
SansBoldorsetthe<br />
typeanywhereother<br />
thancounter-clockwise<br />
betweenthe10:00<br />
and4:00marks.<br />
Neversetcurve<br />
typographyinsidea<br />
solidshape.<br />
Itshouldalwaysfall<br />
ontheprimary<br />
backgroundarea.<br />
ThisisUniversBlack,<br />
neveruseatypeface<br />
otherthanCharlotte<br />
SansBold.<br />
Thismessagingisfallingclockwisebetween<br />
the11:00and3:00<br />
marksonthetopof<br />
thecircle.<br />
Neversetthetype<br />
anywhereotherthan<br />
counter-clockwise<br />
betweenthe10:00<br />
and4:00marksonthe<br />
bottomofthecircle.<br />
Neversetmessaging<br />
onashapethatisn’ta<br />
perfectcircle.<br />
Note:Thebluedottedlinesshowontheexamplesabove<br />
areforillustrationpurposesandarenot,underany<br />
circumstances,tobeusedasartworkin<strong>LG</strong>communications.
Goodphotography<br />
Thephotographythat<strong>LG</strong>usesforvarious<br />
communications—fromadvertisingto<br />
websites—shouldconveytheenergy,<br />
happiness,andqualitythattheLife’sGood<br />
sloganexpresses.Therearethreedifferentstylesthatmaybeused,dependingon<br />
thecommunication:Peoplephotography,<br />
silhouetteproductphotography,andproduct<br />
photographyinanenvironment.<br />
<br />
Peoplephotography<br />
canshowpeoplefrom<br />
differentculturesin<br />
differentenvironments.<br />
Theyarehappyand<br />
positive—enjoyinglife<br />
tothefullest.<br />
Silhouetteproduct<br />
photographyshould<br />
showtheproductat<br />
anengagingangleand<br />
onawhitebackground<br />
withnoshadows.<br />
Productphotography<br />
inanenvironment<br />
shouldshowthe<br />
productinamodern,<br />
cleanenvironment,<br />
inthewaythatthe<br />
productwouldbeused.<br />
lgelectronicshousestyleelements<br />
24
Peoplephotography<br />
Peoplephotographyfocusesonsmiling<br />
people—aconnectiontothe<strong>LG</strong>logo—inreal<br />
environmentsfromaroundtheglobe.Theyare<br />
happy,confident,andsmart.<br />
Peoplephotographycanfocusonanindividualoragroup.<strong>LG</strong>productsdonothaveto<br />
beintheimage.<br />
Sincethe<strong>LG</strong>colorpaletteislimitedto<br />
redsandgrays,additionalcolorsmaybe<br />
employeddependingonthesubject’sapparel<br />
orenvironment.<br />
Peoplephotography<br />
canshowpeoplefrom<br />
differentculturesin<br />
differentenvironments.<br />
Theyarehappyand<br />
positive—enjoyinglife<br />
tothefullest.<br />
lgelectronicshousestyleelements<br />
25
Silhouetteproductphotography<br />
Imagesof<strong>LG</strong>productsshouldappearat<br />
anengagingangle,showthedimensions<br />
oftheproduct,andbeshotagainstawhite<br />
backgroundwithnoshadows.<br />
Thepurposeandbenefitoftheproduct<br />
shouldbeclearbythewayitisshot.Do<br />
nothideanypartoftheproductinshadows<br />
unlessitisunavoidable.<br />
Silhouettingproductsagainstablank<br />
backgroundenhancestheeffectofcurve<br />
typographyaroundtheproduct.<br />
Silhouetteproduct<br />
photographyshould<br />
showtheproductat<br />
anengagingangleand<br />
onawhitebackground<br />
withnoshadows.<br />
lgelectronicshousestyleelements<br />
26
Environmentproductphotography<br />
Showingtheproductinarealenvironment—a<br />
kitchen,livingroom,hometheater,laundry<br />
room,etc.—allowsforatangiblesenseofits<br />
scaleandfunction.<br />
<strong>LG</strong>productsshouldbeseenincleanand<br />
modern,yetwarm,domesticenvironments.<br />
Imagesshouldfocusontheproductina“real”<br />
home.Avoidcoldorclinicalsettings.<br />
Productphotography<br />
inanenvironment<br />
shouldshowthe<br />
productinamodern,<br />
cleanenvironment<br />
inthewaythatthe<br />
productwouldbeused.<br />
lgelectronicshousestyleelements<br />
27
lgelectronicshousestyleelements<br />
28<br />
Longestside=x<br />
5%x<br />
Longestside=x<br />
5%x<br />
<strong>LG</strong>colorbars<br />
Anintegralpartofthe<strong>LG</strong>Life’sGoodhouse<br />
styleistheuseofthe<strong>LG</strong>colorbars.Thecolor<br />
barshavebeendesignedtotakeadvantageof<br />
oneof<strong>LG</strong>’smostuntappedbrandassets:the<br />
uniqueshadeof<strong>LG</strong>Red.<br />
<br />
Thereareseveraldifferentwaysthatthe<br />
colorbarscanbeused—onebaronthetop,<br />
bottom,leftorright;twoopposingbarson<br />
thetopandbottomorleftandright;orafull<br />
framearoundthepage/imagearea.Aformula<br />
hasbeencreatedtoensurethattherightsize<br />
barisusedineachlayout,atanysize.And,<br />
whilethereismuchflexibilityintheapplicationofthebars,theyareessentialelements<br />
in<strong>LG</strong>communications—ascriticalasthe<strong>LG</strong><br />
logo—andshouldbeusedwithcare.<br />
<br />
Thethicknessofabarorbarsisequalto<br />
apercentageofthelongestdimensioninthe<br />
layout.Thethicknesswhenusingasinglebar<br />
wouldbe5%ofthelongestdimension.When<br />
usingtwobars,thethicknesswouldbe4%of<br />
thelongestdimension.Whenusingthefull<br />
frameoffourbars,thebarthicknessaround<br />
allsidesis3%ofthelongestside.<br />
Whenusingasingle<br />
baronaverticaledge,<br />
thebarthicknessis<br />
equalto5%ofthe<br />
longestside.<br />
Thisproportionis<br />
thesamewhetherthe<br />
longestedgeisonthe<br />
top,bottom,left,<br />
orright.<br />
Whenusingasingle<br />
baronahorizontal<br />
edge,thebarthickness<br />
isequalto5%ofthe<br />
longestside.<br />
Thisproportionis<br />
thesamewhetherthe<br />
longestedgeison<br />
thetop,bottom,left<br />
orright.<br />
NOTE:Exceptfor<br />
navigationinwebsites,<br />
nomessagingshouldappearinoronthebars.In<br />
specialapprovedsituations,suchasbillboards<br />
asihouettedproduct<br />
photographcanbeon<br />
topofthebars.
Applyingasinglebar<br />
Manysinglepageadsorbrochurecoverswill<br />
workbestwithasinglebar.Thesinglebarcan<br />
beonanyedge.Theverticalleftorrightbar<br />
willworkwellinasinglepagead,depending<br />
onthepageplacementofthead.<br />
Thebarshouldbeusedinallfourareasas<br />
muchaspossible,butavoidusingthebarin<br />
onepositiononeverypiece.<br />
Thesinglebarshouldalwaysbereproducedusing<strong>LG</strong>Red.Thesinglebarmaybe<br />
reproducedin<strong>LG</strong>Grayorsilverforapproved<br />
specialcases.<br />
Singlebar<br />
topplacement.<br />
Singlebar<br />
bottomplacement.<br />
Singlebar<br />
leftplacement.<br />
Singlebar<br />
rightplacement.<br />
lgelectronicshousestyleelements<br />
29
Applyingdualbars<br />
Somelayoutswillbenefitbyusingdualbars<br />
onthetop/bottomortheleft/right.Theresult<br />
isabolderpresenceof<strong>LG</strong>colorandidentity.<br />
Thedualbarsshouldalwaysbereproducedusing<strong>LG</strong>Red.Thedualbarsmaybe<br />
reproducedin<strong>LG</strong>Grayorsilverforapproved<br />
specialcases.<br />
Dualbarswith<br />
topandbottom<br />
placement.<br />
Thicknessofeachbar<br />
isequalto4%ofthe<br />
longestedge.<br />
Dualbarswith<br />
leftandrightside<br />
placement.<br />
Thicknessofeachbar<br />
isequalto4%ofthe<br />
longestedge.<br />
lgelectronicshousestyleelements<br />
30
Applyingthefullframe<br />
Applyingbarsforafullframeeffectcancreate<br />
abold,distinctimpressionbyaddingasense<br />
ofpremiumqualitytothecommunication.<br />
Thefullframebarshavetheadded<br />
flexibilityofusingallthecolorsinthe<strong>LG</strong><br />
palette:<strong>LG</strong>Red,Gray,DarkRed,DarkGray,<br />
andSilver.<br />
<strong>LG</strong>Redfullframe<br />
aroundwhiteimage<br />
area.Thicknessof<br />
eachsideoftheframe<br />
isequalto3%ofthe<br />
longestedge.<br />
<strong>LG</strong>Redfullframe<br />
around<strong>LG</strong>DarkRed<br />
imageareafor<br />
premiumproducts.<br />
Silverfullframe<br />
around<strong>LG</strong>DarkRed<br />
imageareafor<br />
premiumproducts.<br />
<strong>LG</strong>DarkGray<br />
fullframearound<br />
<strong>LG</strong>Grayimageareafor<br />
premiumproducts.<br />
lgelectronicshousestyleelements<br />
31
Barandframemisuse<br />
Becausethebarelementsareveryflexiblein<br />
howtheycanbeapplied,incorrectusagecan<br />
occureasilyandcompromisethevisuallanguagetheyaremeanttoassist.Belowaresome<br />
examplesofincorrectbarandframeelements.<br />
Donotusedualbars<br />
thatareperpendicular<br />
toeachother.When<br />
usingdualbars,always<br />
placethemopposite<br />
eachother.<br />
Neveruseanycolor<br />
otherthan<strong>LG</strong>Redfor<br />
singleordualbarapplications—although,<br />
forapprovedspecial<br />
cases<strong>LG</strong>Grayand<br />
silvermaybeused.<br />
Neverchangethe<br />
dimensionsorshapeof<br />
thebar.Addingcurves<br />
oralteringtheshape<br />
ofthebardoesnotaid<br />
consistency.<br />
Neveruseanycolors<br />
otherthanthoseinthe<br />
<strong>LG</strong>colorpalettesfor<br />
thebarsorfullframe.<br />
Neverusethreebars<br />
insteadofthedual<br />
barsorafullframe.<br />
Useonlyasinglebar<br />
onanyside,dualbars<br />
onthetopandbottom<br />
orleftandright,or<br />
thefullframewithfour<br />
Neverusewhiteasa<br />
fullframecolor.<br />
lgelectronicshousestyleelements<br />
32
<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
—<br />
2–Advertisingandprint<br />
Lookatthis
Advertisingisgood<br />
Thegraphicelements<br />
ofthe<strong>LG</strong>housestyle<br />
<strong>guidelines</strong>weredesigned<br />
toconveyanoriginal,<br />
easilyrecognizable,and<br />
consistentvisualpresence<br />
for<strong>LG</strong>Electronics.<br />
However,theywerealso<br />
designedtoallowgreat<br />
flexibilityinawidearray<br />
ofprintmaterials.The<br />
following<strong>guidelines</strong>were<br />
specializedforadvertising<br />
applicationsandwill<br />
assistinmaximizingthe<br />
effectof<strong>LG</strong>’sunique<br />
visualidentity.Whilethese<br />
<strong>guidelines</strong>helpmaintain<br />
theconsistencyofour<br />
message,theyarealso<br />
agileenoughtoproduce<br />
elegantandvisually<br />
arrestinglayoutsfrom<br />
billboardstopamphlets.<br />
Thegeneralfeelof<strong>LG</strong><br />
communicationsisa<br />
systemwhereproduct,<br />
messaging,andthe<br />
<strong>LG</strong>signaturereadin<br />
acenteredalignment.<br />
Thefollowingpageswill<br />
showhowtheelements<br />
worktogetherwithin<br />
thissystem.However,in<br />
approvedspecialcases,<br />
thesignaturecanbe<br />
positionedontheupper<br />
rightcorner,asseenin<br />
theBillboardsandspecial<br />
usage<strong>guidelines</strong>.<br />
lgelectronicshousestyleelements<br />
34
Singlepagead–curvetypography<br />
4%x<br />
4%x<br />
4%x<br />
<strong>LG</strong>Reddualbarson<br />
topandbottomof<br />
layout.<br />
Personality m essaging<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
x<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
P R I M A RY H E A D L I N E<br />
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
laoreetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsectetadipiscing<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.<br />
<strong>LG</strong>GrayCharlotteSans<br />
Boldsubheadabove<br />
Charlottebodycopy.<br />
10%x<br />
2colorsignatureis<br />
nolessthantwicethe<br />
heightofthebars.<br />
4%x<br />
4%x<br />
lgelectronicshousestyleelements<br />
35
Singlepagead–curvetypography<br />
5%x<br />
5%x<br />
5%x<br />
P R I M A RY H E A D I N G<br />
doloremagnaliquamvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscing<br />
elitdolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,sedediamnonumyeiusmodeteminciduntut<br />
laoreeratmagnaliquamvolupatutenadvenialoremipsumdolorametconsecttetadipiscingelitalordolor<br />
loremipsumdolorsitdolorametconsectetadipicingelit,diamnonumyeiusmodetemporinciduntutlaoreetdolore<br />
magnaconsecttetadipiscingdolorsitametminmveniamloremliquameratvolupat.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadabove<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
Personality messaging<br />
Silhouetteproduct<br />
photographyona<br />
peoplephotography<br />
background.<br />
x<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>Redverticalbaron<br />
rightside.<br />
10%x<br />
5%x<br />
Heightofthe2color<br />
reversesignatureis<br />
nolessthantwicethe<br />
widthofaverticalbar.<br />
Inspecialsituations,<br />
thesignaturemaybe<br />
placedattherightside<br />
ofthepageformore<br />
impact.<br />
lgelectronicshousestyleelements<br />
36
Singlepagead–curvetypography<br />
3%x<br />
3%x<br />
3%x<br />
<strong>LG</strong>Redfullframe<br />
aroundallfoursides<br />
ofpage.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
Personality m essaging<br />
x<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam<br />
laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
10%x<br />
3%x<br />
3%x<br />
Heightofthe2color<br />
signatureisnoless<br />
than10%ofX(the<br />
longestsideofthe<br />
page).<br />
lgelectronicshousestyleelements<br />
37
Singlepagead–curvetypography<br />
3%x<br />
3%x<br />
3%x<br />
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam<br />
laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores.<br />
<strong>LG</strong>DarkRedfullframe<br />
aroundallfoursides<br />
ofpage.<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
Silhouetteproduct<br />
photographyona<br />
peoplephotography<br />
background.<br />
Personality m essaging<br />
x<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
10%x<br />
3%x<br />
3%x<br />
Heightofthe2color<br />
reversesignatureis<br />
nolessthan10%ofX<br />
(thelongestsideofthe<br />
page).Inspecialsituations,thesignature<br />
maybeplacedatthe<br />
leftsideofthepage<br />
formoreimpact.<br />
lgelectronicshousestyleelements<br />
38
Singlepagead–straighttypography<br />
4%x<br />
4%x<br />
4%x<br />
<strong>LG</strong>Reddualbarson<br />
topandbottomof<br />
layout.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
x<br />
Primaryheadline<br />
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
laoreetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsectetadipiscing<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
10%x<br />
4%x<br />
Heightofthe2color<br />
signatureisnoless<br />
thantwicetheheight<br />
ofahorizontalbar.<br />
4%x<br />
lgelectronicshousestyleelements<br />
39
Singlepagead–straighttypography<br />
5%x<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redhorizontalbar<br />
ontopedge.<br />
P R I M A R Y H E A D I N G<br />
doloremagnaliquamvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscing<br />
elitdolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,sedediamnonumyeiusmodeteminciduntut<br />
laoreeratmagnaliquamvolupatutenadvenialoremipsumdolorametconsecttetadipiscingelitalordolor<br />
loremipsumdolorsitdolorametconsectetadipicingelit,diamnonumyeiusmodetemporinciduntutlaoreetdolore<br />
magnaconsecttetadipiscingdolorsitametminmveniamloremliquameratvolupat.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadabove<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
Silhouetteproduct<br />
photographyona<br />
peoplephotography<br />
background.<br />
x<br />
Primaryheadline<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
10%x<br />
Heightofthe2color<br />
signatureisnoless<br />
thantwicetheheight<br />
ofahorizontalbar.<br />
5%x<br />
lgelectronicshousestyleelements<br />
40
Singlepagead–straighttypography<br />
3%x<br />
3%x<br />
3%x<br />
Silverfullframearound<br />
allfoursidesofpage.<br />
Silhouetteproduct<br />
photographyonan<br />
<strong>LG</strong>RedDarkRed<br />
background.<br />
x<br />
Primaryheadline<br />
loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam<br />
laoreetdoloremagnaliquameratvolupatutenadminimveniam.loremipsumdolorsitametconsectetdolores<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
WhiteCharlottebody<br />
copy.<br />
10%x<br />
3%x<br />
3%x<br />
Heightofthe2color<br />
reversesignatureis<br />
nolessthan10%of<br />
X(thelongestsideof<br />
thepage).<br />
lgelectronicshousestyleelements<br />
41
Singlepagead–straighttypography<br />
3%x<br />
3%x<br />
3%x<br />
<strong>LG</strong>DarkRedfullframe<br />
aroundallfoursides<br />
ofpage.<br />
Fullbleedproduct<br />
photographyinan<br />
environment.<br />
Primaryheadline<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
x<br />
10%x<br />
3%x<br />
3%x<br />
Heightofthe2color<br />
reversesignatureis<br />
nolessthan10%of<br />
X(thelongestsideof<br />
thepage).<br />
lgelectronicshousestyleelements<br />
42
Doublepagead–curvetypography<br />
x<br />
4%x<br />
4%x<br />
4%x<br />
<strong>LG</strong>Reddualbarson<br />
topandbottomof<br />
layout.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
P R I M A RY H E A D I N G<br />
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing<br />
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet<br />
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem<br />
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.<br />
<strong>LG</strong>GrayCharlotteSans<br />
Boldsubheadabove<br />
Charlottebodycopy.<br />
Personality m essaging<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
6%x<br />
4%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
4%x<br />
lgelectronicshousestyleelements<br />
43
Doublepagead–curvetypography<br />
x<br />
4%x<br />
4%x<br />
4%x<br />
Dual<strong>LG</strong>Redvertical<br />
barsonleftandright<br />
sides.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
Personality messaging<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
P R I M A RY H E A D L I N E<br />
doloremagnaliquameratvolupatutenadminimveniamloremipsumdolorsitametconsectetadipiscingelit<br />
alordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddia<br />
nonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquameratvolupatutenadminimveni.<br />
<strong>LG</strong>GrayCharlotteSans<br />
Boldsubheadabove<br />
Charlottebodycopy.<br />
Leftpagefullbleed<br />
peoplephotography.<br />
6%x<br />
4%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
lgelectronicshousestyleelements<br />
44
Doublepagead–curvetypography<br />
x<br />
3%x<br />
3%x<br />
3%x<br />
<strong>LG</strong>Redfullframe<br />
aroundallfoursides<br />
ofpage.<br />
P R I M A RY H E A D I N G<br />
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing<br />
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet<br />
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem<br />
Pipsumdolorsitametconsectetadipiscingelitalordolorsitamet.<br />
ersonality m essaging<br />
WhiteCharlottebody<br />
copy.<br />
Silhouetteproduct<br />
photographyonan<br />
<strong>LG</strong>RedDarkRed<br />
background.<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
6%x<br />
3%x<br />
3%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
lgelectronicshousestyleelements<br />
45
Doublepagead–curvetypography<br />
x<br />
3%x<br />
3%x<br />
3%x<br />
<strong>LG</strong>Redfullframe<br />
aroundallfoursides<br />
ofpage.<br />
P R I M A RY H E A D I N G<br />
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing<br />
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet<br />
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem<br />
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.<br />
WhiteCharlottebody<br />
copy.<br />
Silhouetteproduct<br />
photographyona<br />
peoplephotography<br />
background.<br />
Personality m essaging<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
6%x<br />
3%x<br />
3%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
lgelectronicshousestyleelements<br />
46
Doublepagead–straighttypography<br />
x<br />
5%x<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redbarsontop<br />
oflayout.<br />
Primaryheadline<br />
loremipsumdolorsitmetconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
laetdoloremagnaliquamloremeratvolupatutenadminimveniam.loremipsumdolorsitametconsedip<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoredolormagnaliquam.dolormagn<br />
liquameratvolupatutminimveniamloremipsumdolorsitametconsectetpiscingaloredolorsitamet.lorem<br />
ipmdolorsitametconsectetadipiscingelit,sediamnonumyeiusmodetemporinciduntutlaoret<br />
dolormagnaliquametvolupatveniamdolorsitamdiamloripmdolorsitametconsectetadipiscingelitalor<br />
consectetadipiscingelitalordolorsitamet.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
6%x<br />
5%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
lgelectronicshousestyleelements<br />
47
Doublepagead–straighttypography<br />
x<br />
5%x<br />
5%x<br />
5%x<br />
Silhouetteproduct<br />
photographyona<br />
peoplephotography<br />
background.<br />
Primaryheadline<br />
doloremagnaliquametvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing<br />
aloredolorsitamet.loremipsulorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
6%x<br />
5%x<br />
5%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
<strong>LG</strong>Redbarsontop<br />
oflayout.<br />
lgelectronicshousestyleelements<br />
48
Doublepagead–straighttypography<br />
x<br />
3%x<br />
3%x<br />
3%x<br />
Silverfullframearound<br />
allfoursidesofpage.<br />
Primaryheadline<br />
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing<br />
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet<br />
adipiscingelitalordolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyveniamlorem<br />
ipsumdolorsitametconsectetadipiscingelitalordolorsitamet.<br />
Silhouetteproduct<br />
photographyonan<br />
<strong>LG</strong>DarkRed<br />
background.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
WhiteCharlottebody<br />
copy.<br />
6%x<br />
3%x<br />
3%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
lgelectronicshousestyleelements<br />
49
Doublepagead–straighttypography<br />
x<br />
3%x<br />
3%x<br />
3%x<br />
<strong>LG</strong>Redfullframe<br />
aroundallfoursides<br />
ofpage.<br />
Silhouetteproduct<br />
photographyonan<br />
<strong>LG</strong>RedDarkRed<br />
background.<br />
Leftpagefullbleed<br />
peoplephotography.<br />
Primaryheadline<br />
doloremagnaliquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscing<br />
aloredolorsitamet.loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporincidunt<br />
utlaoretdolormagnaliquametvolupatveniamdolorsitametdiamloremipsumdolorsitametconsectet.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
WhiteCharlottebody<br />
copy.<br />
6%x<br />
3%x<br />
3%x<br />
Indoublepageads,the<br />
heightofthe2color<br />
signatureshouldbeno<br />
lessthan5x,butno<br />
morethan10x.<br />
lgelectronicshousestyleelements<br />
50
Brochurecover–curvetypography<br />
5%x<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redverticalbarson<br />
rightside.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
Product<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
x<br />
benefit<br />
P R I M A RY H E A D L I N E<br />
Loremipsumdolorametconsetetadipiscingelit,seddianonumyeiusmodetemporincidunt<br />
laoreetdoloremagnalorevolupatadminimveniam.Loremipsumdolorsitametconsectetadipiscing<br />
elit,seddiamnumyeiusmodetemporinciduntutlaoreetdoloremagnaliquam.<br />
<strong>LG</strong>GrayCharlotteSans<br />
Boldsubheadabove<br />
Charlottebodycopy.<br />
10%x<br />
Heightofthe2color<br />
signatureisnoless<br />
thantwicethewidthof<br />
averticalbar.<br />
5%x<br />
lgelectronicshousestyleelements<br />
51
Brochurecover–curvetypography<br />
5%x<br />
5%x<br />
5%x<br />
Silhouetteproduct<br />
photographyona<br />
peoplephotography<br />
background.<br />
Product<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
x<br />
benefit<br />
10%x<br />
Heightofthe2colorreversesignatureisnoless<br />
thantwicetheheightof<br />
ahorizontalbar.<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
lgelectronicshousestyleelements<br />
52
Brochurecover–curvetypography<br />
3%x<br />
3%x<br />
3%x<br />
Silverfullframearound<br />
allfoursidesofpage.<br />
Silhouetteproduct<br />
photographyonan<br />
<strong>LG</strong>DarkGray<br />
background.<br />
Product<br />
x<br />
Whitecurve<br />
typographyCharlotte<br />
SansBoldheadline.<br />
benefit<br />
P R I M A RY H E A D L I N E<br />
Loremipsumdolorametconsectetadipiscingelit,sednonumyeiusmodetemporincidunt<br />
laoreetdoloremagnaloremeratvolupatadminimveniam.Loremipsumdolorsitametconsectetacing<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoretdoloremagnaliquam.<br />
WhiteCharlottebody<br />
copy.<br />
10%x<br />
3%x<br />
Heightofthe2color<br />
reversesignatureis<br />
nolessthan10%of<br />
X(thelongestsideof<br />
thepage).<br />
3%x<br />
lgelectronicshousestyleelements<br />
53
Brochurecover–straighttypography<br />
4%x<br />
4%x<br />
4%x<br />
<strong>LG</strong>Reddualbarson<br />
topandbottomof<br />
layout.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
x<br />
Productname<br />
Loremipsumdolorsitametconsectetadipisingelit,sednonumyeiusmodetemporincidunt<br />
laoredoloremagnaliquamloremeratvolupatutenadminimveniam.Loremipsumdolorsitamettetadipiscing<br />
elit,seddiamnonumysiteiusmodetemporinciduntutlaoreetdoloremagnaliquam.Doloremagna<br />
liquameratvolupatutminimveniamloremipsumdolorsitametconsectetadipiscingaloredolorsitamet.lorem<br />
ametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntutlaoret.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>GrayCharlotte<br />
bodycopy.<br />
10%x<br />
Heightofthe2color<br />
signatureisnoless<br />
thantwicetheheight<br />
ofahorizontalbar.<br />
4%x<br />
4%x<br />
lgelectronicshousestyleelements<br />
54
Brochurecover–straighttypography<br />
5%x<br />
5%x<br />
5%x<br />
x<br />
Productname<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
Fullbleedproduct<br />
photographyinan<br />
environment.<br />
10%x<br />
Heightofthe2colorreversesignatureisnoless<br />
thantwicetheheightof<br />
ahorizontalbar.<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
lgelectronicshousestyleelements<br />
55
Brochurecover–straighttypography<br />
3%x<br />
3%x<br />
3%x<br />
Silverfullframearound<br />
allfoursidesofpage.<br />
Silhouetteproduct<br />
photographyonan<br />
<strong>LG</strong>DarkRed<br />
background.<br />
x<br />
Productbenefit<br />
Loremipsumdolorsitametconsectetadipiscingelit,seddiamnonumyeiusmodetemporinciduntveniam<br />
laoreetdoloremagnaliquameratvolupatutenadminimveniam.Loremipsumdolorsitametconsectetdolores<br />
elit,seddiamnonumyeiusmodetemporinciduntutlaoreetdoloremagnaliquamdiamnonumysed.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
WhiteCharlottebody<br />
copy.<br />
10%x<br />
3%x<br />
3%x<br />
Heightofthe2color<br />
reversesignatureis<br />
nolessthan10%of<br />
X(thelongestsideof<br />
thepage).<br />
lgelectronicshousestyleelements<br />
56
lgelectronicshousestyleelements<br />
57<br />
Brochureinsidespread<br />
x<br />
Loremipsumdolorsitamet<br />
Loremipsumdolorsitamet<br />
AtveroIustoqui<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
quimosestiasexcepteur<br />
sintoccaecatcupidatanon<br />
provident,similtempor<br />
suntinculpaquiofficia<br />
deserunt.Etharumd<br />
dereudfacilisester<br />
expeditdistinct.Etinvitat<br />
igiturveraratiobenesanos<br />
asiustitiam,aequitated<br />
fidem.Atveroeoset<br />
accusametiustoqui<br />
blanditNamlibertempor<br />
cumetconscienttofactor<br />
tumpoenlegum.<br />
Delenitaigueduoset<br />
Ettameninbusdamneque<br />
pecunmodutestneque<br />
nonoretimperned<br />
libidinggenepularet<br />
solutanobiseligentoptio<br />
conguenihilestimpedit<br />
domingidquodmaxim<br />
religuardcupiditat,qwuas<br />
nullapraidomumdant.<br />
Improbparyminuit,los<br />
potiusinflammadut<br />
coercendmagistet<br />
dodecendenssevideantur.<br />
Namlibertemporcumet<br />
conscienttofactortum<br />
poenlegumodioquesit.<br />
civiuda.Utenimadminim<br />
veniam,quisnostrud<br />
commodoNamliber<br />
temporcumetconscient<br />
AtveroIustoqui<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
quimosestiasexcepteur<br />
sintoccaecatcupidatanon<br />
provident,similtempor<br />
suntinculpaquiofficia<br />
deserunt.Etharumd<br />
dereudfacilisester<br />
expeditdistinct.Etinvitat<br />
igiturveraratiobenesanos<br />
asiustitiam,aequitated<br />
fidem.Atveroeoset<br />
accusametiustoqui<br />
blanditNamlibertempor<br />
cumetconscienttofactor<br />
tumpoenlegum.<br />
Delenitaigueduoset<br />
Ettameninbusdamneque<br />
pecunmodutestneque<br />
nonoretimperned<br />
libidinggenepularet<br />
solutanobiseligentoptio<br />
conguenihilestimpedit<br />
domingidquodmaxim<br />
religuardcupiditat,qwuas<br />
nullapraidomumdant.<br />
Improbparyminuit,los<br />
potiusinflammadut<br />
coercendmagistet<br />
dodecendenssevideantur.<br />
Namlibertemporcumet<br />
conscienttofactortum<br />
poenlegumodioquesit.<br />
civiuda.Utenimadminim<br />
veniam,quisnostrud<br />
commodoNamliber<br />
temporcumetconscient<br />
Etharmondlos<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
quimosestiasexcepteur<br />
sintoccaecatcupidatanon<br />
provident,similtempor<br />
suntinculpaquiofficia<br />
deseruntmollitanimidest<br />
laborumetdolorfugaEt<br />
harumddereudfacilisest<br />
erexpeditdistinct.Et<br />
invitatigiturveraratio<br />
benesanosasiustitiam,<br />
aequitatedfidem.Atvero<br />
eosetaccusametiusto<br />
odogiodignissumqui<br />
blanditNamlibertempor<br />
cumetconscienttofactor<br />
tumpoenlegumodioque<br />
civiuda.<br />
Delenitaigueduoset<br />
Ettameninbusdamneque<br />
pecunmodutestneque<br />
nonoretimperned<br />
libidinggenepularet<br />
solutanobiseligentoptio<br />
conguenihilestimpedit<br />
domingidquodmaxim<br />
religuardcupiditat,qwuas<br />
nullapraidomumdant.<br />
Improbparyminuit,los<br />
potiusinflammadut<br />
coercendmagistetdode<br />
cendenssevideantur.At<br />
veroeosetaccusamet<br />
Etharmondlos<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
quimosestiasexcepteur<br />
sintoccaecatcupidatanon<br />
provident,similtempor<br />
suntinculpaquiofficia<br />
deseruntmollitanimidest<br />
laborumetdolorfugaEt<br />
harumddereudfacilisest<br />
erexpeditdistinct.<br />
Delenitaigueduoset<br />
Ettameninbusdamneque<br />
pecunmodutestneque<br />
nonoretimperned<br />
libidinggenepularet<br />
solutanobiseligentoptio<br />
conguenihilestimpedit<br />
domingidquodmaxim<br />
religuardcupiditat,qwuas<br />
nullapraidomumdant.<br />
Improbparyminuit,los<br />
potiusinflammadut<br />
coercendmagistetdode<br />
cendenssevideantur.At<br />
veroeosetaccusamet<br />
iustoquiblanditpaesent<br />
luptatumNamliber<br />
temporcumetconscient<br />
5%x<br />
2.5%x<br />
2.5%x<br />
2.5%x<br />
2.5%x<br />
Fullbleedproduct<br />
photographyinan<br />
environment.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadsover<strong>LG</strong><br />
GrayCharlottetextina<br />
fourcolumngrid.
lgelectronicshousestyleelements<br />
58<br />
x<br />
Loremipsumdolorsitamet<br />
Loremipsumdolorsitamet<br />
Loremipsumdolorsit<br />
Loremipsumdolorsitametconsecteturadipiscingelit,<br />
seddiamnonumyeiusmodtemporinciduntutlaoreet<br />
doloremagnaliquameratvolupatUtenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Duis<br />
autemveleumestiruredolorinreprehenderitvolumptate<br />
velitessemosetaieconsequat,velillumdoloreeufugiat<br />
nullapariatur.Ettameninbusdamnequepecunmodutest<br />
nequenonoretimpernedlibidinggenepularetsoluta<br />
nobiseligentoptioconguenihilestimpeditdomingid<br />
quodmaximreliguardcupiditat,qwuasnullapraidom<br />
umdant.Improbparyminuit,lospotiusinflammadut<br />
coercendmagistetdodecendenssevideantur.<br />
AtVeroIustoqui<br />
Atveroeosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdoloretqui<br />
mosestiasexcepteursintoccaecatcupidatanonprovident,<br />
similtemporsuntinculpaquiofficiadeseruntmollitanim<br />
idestlaborumetdolorfugaEtharumddereudfacilisest<br />
erexpeditdistinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Etinvitat<br />
igiturveraratiobenesanosasiustitiam,aequitatedfidem.<br />
Atveroeosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdoloretqui<br />
mosestiasexcepteursintoccaecatcupidatanonprovident,<br />
similtemporsuntinculpaquiofficiadeseruntmollitanim<br />
idestlaborumetdolorfugaEtharumddereudfacilisest<br />
erexpeditdistinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Utenim<br />
adminimveniam,quisnostrudesxercitationullamcorpor<br />
suscipitlaborisnisiutaliquipexeacommodoconsequat.<br />
Utenimadminimveniam,quisnostrudesxercitation<br />
ullamcorporsuscipitlaborisnisi.<br />
Delenitaigueduoset<br />
Ettameninbusdamnequepecunmodutestnequenonor<br />
etimpernedlibidinggenepularetsolutanobiseligent<br />
optioconguenihilestimpeditdomingidquodmaxim<br />
religuardcupiditat,qwuasnullapraidomumdant.Improb<br />
paryminuit,lospotiusinflammadutcoercendmagistet<br />
AtVeroIustoqui<br />
Atveroeosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdoloretqui<br />
mosestiasexcepteursintoccaecatcupidatanonprovident,<br />
similtemporsuntinculpaquiofficiadeseruntmollitanim<br />
idestlaborumetdolorfugaEtharumddereudfacilisest<br />
erexpeditdistinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Etinvitat<br />
igiturveraratiobenesanosasiustitiam,aequitatedfidem.<br />
Atveroeosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdoloretqui<br />
mosestiasexcepteursintoccaecatcupidatanonprovident,<br />
similtemporsuntinculpaquiofficiadeseruntmollitanim<br />
idestlaborumetdolorfugaEtharumddereudfacilisest<br />
erexpeditdistinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Etinvitat<br />
igiturveraratiobenesanosasiustitiam,aequitated.Nam<br />
AtVeroIustoqui<br />
Atveroeosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdoloretqui<br />
mosestiasexcepteursintoccaecatcupidatanonprovident,<br />
similtemporsuntinculpaquiofficiadeseruntmollitanim<br />
idestlaborumetdolorfugaEtharumddereudfacilisest<br />
erexpeditdistinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Etinvitat<br />
igiturveraratiobenesanosasiustitiam,aequitatedfidem.<br />
Atveroeosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdoloretqui<br />
mosestiasexcepteursintoccaecatcupidatanonprovident,<br />
similtemporsuntinculpaquiofficiadeseruntmollitanim<br />
idestlaborumetdolorfugaEtharumddereudfacilisest<br />
erexpeditdistinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimadminim<br />
veniam,quisnostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.Etinvitat<br />
igiturveraratiobenesanosasiustitiam,aequitated.Nam<br />
libertemporcumetconscienttofactortumpoenlegum<br />
odioqueciviuda.Utenimadminimveniam,quisnostrud<br />
esxercitationullamcorporsuscipitlaborisnisiutaliquipex<br />
eacommodoconsequat.Etinvitatigiturveraratiobene<br />
Loremipsumdolorsitametconsecteturadipiscingelit.<br />
Loremipsumdolorsitametconsecteturadipiscingelit.<br />
AtVeroIustoqui<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
quimosestiasexcepteur<br />
sintoccaecatcupidatanon<br />
provident,similtempor<br />
suntinculpaquiofficia<br />
deserunt.Etharumd<br />
dereudfacilisester<br />
expeditdistinct.Etinvitat<br />
igiturveraratiobenesanos<br />
asiustitiam,aequitated<br />
fidem.Atveroeoset<br />
accusametiustoqui<br />
blanditNamlibertempor<br />
cumetconscienttofactor<br />
tumpoenlegum.<br />
Delenitaigueduoset<br />
Ettameninbusdamneque<br />
pecunmodutestneque<br />
nonoretimperned<br />
libidinggenepularet<br />
solutanobiseligentoptio<br />
conguenihilestimpedit<br />
domingidquodmaxim<br />
religuardcupiditat,qwuas<br />
nullapraidomumdant.<br />
Improbparyminuit,los<br />
potiusinflammadut<br />
coercendmagistet<br />
dodecendenssevideantur.<br />
Namlibertemporcumet<br />
conscienttofactortum<br />
poenlegumodioquesit.<br />
civiuda.Utenimadminim<br />
veniam,quisnostrud<br />
commodoNamliber<br />
temporcumetconscient<br />
tofactortumpoenlegum<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
Etharmondlos<br />
Atveroeosetaccusamet<br />
iustoodogiodignissumqui<br />
blanditpaesentluptatum<br />
delenitaigueduosdoloret<br />
quimosestiasexcepteur<br />
sintoccaecatcupidatanon<br />
provident,similtempor<br />
suntinculpaquiofficia<br />
deseruntmollitanimidest<br />
laborumetdolorfugaEt<br />
harumddereudfacilisest<br />
erexpeditdistinct.Et<br />
invitatigiturveraratio<br />
benesanosasiustitiam,<br />
aequitatedfidem.Atvero<br />
eosetaccusametiusto<br />
odogiodignissumqui<br />
blanditNamlibertempor<br />
cumetconscienttofactor<br />
tumpoenlegumodioque<br />
civiuda.<br />
Delenitaigueduoset<br />
Ettameninbusdamneque<br />
pecunmodutestneque<br />
nonoretimperned<br />
libidinggenepularet<br />
solutanobiseligentoptio<br />
conguenihilestimpedit<br />
domingidquodmaxim<br />
religuardcupiditat,qwuas<br />
nullapraidomumdant.<br />
Loremipsumdolorsitametconsecteturadipiscingelit<br />
Loremipsumdolorsitametconsecteturadipiscingelit<br />
Loremipsumdolorsitamet<br />
consecteturadipiscingelit,sed<br />
diamnonumyeiusmod<br />
Loremipsumdolorsitamet<br />
consecteturadipiscingelit,sed<br />
diamnonumyeiusmod<br />
5%x<br />
2.5%x<br />
2.5%x<br />
2.5%x<br />
2.5%x<br />
Brochureinsidespread<br />
Productphotography<br />
inanenvironment.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadsover<strong>LG</strong><br />
GrayCharlottetextina<br />
twocolumngrid.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadsover<strong>LG</strong><br />
GrayCharlottetextina<br />
twocolumngrid.<br />
Silhouetteproduct<br />
photography.<br />
People<br />
photography.
Pamphletcover-curvetypography<br />
5%x<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redhorizontalbar<br />
ontopedge.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
Personality m essaging<br />
x<br />
<strong>LG</strong>RedcurvetypographyCharlotteSans<br />
Boldheadline.<br />
P R I M A RY H E A D L I N E<br />
loremipsumdolorsitametconsectetadipiscingelit,sed<br />
diamnonumyeiusmodetemporincidunt<br />
doloremagnaliquamloremeratvolupatutenadminimveniam.<br />
<strong>LG</strong>GrayCharlotteSans<br />
Boldsubheadabove<br />
Charlottebodycopy.<br />
10%x<br />
Heightofthe2color<br />
signatureisnoless<br />
thantwicetheheight<br />
ofahorizontalbar.<br />
5%x<br />
lgelectronicshousestyleelements<br />
59
Pamphletcover-straighttypography<br />
4%x<br />
4%x<br />
4%x<br />
Dual<strong>LG</strong>Redbarson<br />
topandbottom.<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
x<br />
Productname<br />
loremipsumdolorsitametconsectetadipiscingelit,sed<br />
diamnonumyeiusmodetemporincidunt<br />
doloremagnaliquamloremeratvolupatutenadminimveniam.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>GrayCharlotte<br />
Charlottebodycopy.<br />
10%x<br />
Heightofthe2color<br />
signatureisnoless<br />
thantwicetheheight<br />
ofahorizontalbar.<br />
4%x<br />
4%x<br />
lgelectronicshousestyleelements<br />
60
lgelectronicshousestyleelements<br />
61<br />
Pamphletinsidespread<br />
x<br />
Loremipsumdolor<br />
Loremipsumdolorsit<br />
Loremipsumdolorsitametconsecteturadipiscing<br />
elit,seddiamnonumyeiusmodtemporinciduntut<br />
laoreetdoloremagnaliquameratvolupatUtenim<br />
adminimveniam,quisnostrudesxercitation<br />
ullamcorporsuscipitlaborisnisiutaliquipexea<br />
commodoconsequat.Duisautemveleumestirure<br />
dolorinreprehenderitvolumptatevelitesse<br />
mosetaieconsequat,velillumdoloreeufugiatnulla<br />
pariatur.Ettameninbusdamnequepecunmodut<br />
estnequenonoretimpernedlibidinggenepularet<br />
solutanobiseligentoptioconguenihilestimpedit<br />
domingidquodmaximreliguardcupiditat,qwuas<br />
nullapraidomumdant.Improbparyminuit,los<br />
potiusinflammadutcoercendmagistet<br />
dodecendenssevideantur.<br />
AtVeroIustoqui<br />
Atveroeosetaccusametiustoodogiodignissum<br />
quiblanditpaesentluptatumdelenitaigueduos<br />
doloretquimosestiasexcepteursintoccaecat<br />
cupidatanonprovident,similtemporsuntinculpa<br />
quiofficiadeseruntmollitanimidestlaborumet<br />
dolorfugaEtharumddereudfacilisesterexpedit<br />
distinct.Namlibertemporcumetconscientto<br />
factortumpoenlegumodioqueciviuda.Utenimad<br />
minimveniam,quisnostrudesxercitation<br />
ullamcorporsuscipitlaborisnisiutaliquipexea<br />
commodoconsequat.Etinvitatigiturveraratio<br />
benesanosasiustitiam,aequitatedfidem.Atvero<br />
eosetaccusametiustoodogiodignissumqui<br />
blanditpaesentluptatumdelenitaigueduosdolor<br />
etquimosestiasexcepteursintoccaecatcupidata<br />
nonprovident,similtemporsuntinculpaqui<br />
officiadeseruntmollitanimidestlaborumetdolor<br />
fugaEtharumddereudfacilisesterexpedit<br />
distinct.Namlibertemporcumetconscientto<br />
4%x<br />
4%x<br />
4%x 4%x 4%x<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>Redbaronright<br />
edge.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadsover<strong>LG</strong><br />
GrayCharlottetextina<br />
twocolumngrid.<br />
Fullbleeddetailof<br />
productphotography.
lgelectronicshousestyleelements<br />
62<br />
Pamphletinsidespread<br />
x<br />
Loremipsumdolor<br />
Loremipsumdolorsit<br />
Loremipsumdolorsitametconsectetur<br />
adipiscingelit,seddiamnonumyeiusmod<br />
temporinciduntutlaoreetdoloremagnaliquam<br />
eratvolupatUtenimadminimveniam,quis<br />
nostrudesxercitationullamcorporsuscipit<br />
laborisnisiutaliquipexeacommodoconsequat.<br />
Duisautemveleumestiruredolorin<br />
reprehenderitvolumptatevelitessemosetaie<br />
consequat,velillumdoloreeufugiatnulla<br />
pariatur.Ettameninbusdamnequepecun<br />
modutestnequenonoretimpernedlibiding<br />
genepularetsolutanobiseligentoptiocongue<br />
nihilestimpeditdomingidquodmaxim<br />
religuardcupiditat,qwuasnullapraidom<br />
umdant.Improbparyminuit,lospotius<br />
inflammadutcoercendmagistetdodecendensse<br />
videantur.<br />
AtVeroIustoqui<br />
Atveroeosetaccusametiustoodogiodignissum<br />
quiblanditpaesentluptatumdelenitaigueduos<br />
doloretquimosestiasexcepteursintoccaecat<br />
cupidatanonprovident,similtemporsuntin<br />
culpaquiofficiadeseruntmollitanimidest<br />
laborumetdolorfugaEtharumddereudfacilis<br />
esterexpeditdistinct.Namlibertemporcumet<br />
conscienttofactortumpoenlegumodioque<br />
civiuda.Utenimadminimveniam,quisnostrud<br />
esxercitationullamcorporsuscipitlaborisnisiut<br />
aliquipexeacommodoconsequat.Etinvitat<br />
igiturveraratiobenesanosasiustitiam,<br />
aequitatedfidem.Atveroeosetaccusametiusto<br />
odogiodignissumquiblanditpaesentluptatum<br />
Loremipsumdolorsit<br />
Loremipsumdolorsit<br />
ametconsectetur<br />
adipiscingelit,sed<br />
diamnonumyeiusmod<br />
temporinciduntut<br />
laoreetdoloremagna<br />
liquameratvolupatUt<br />
enimadminimveniam,<br />
quisnostrudesxer<br />
citationullamcorpor<br />
suscipitlaborisnisiut<br />
aliquipexeacommodo<br />
consequat.Duisautem<br />
veleumestiruredolor<br />
inreprehenderitvolum<br />
ptatevelitesse<br />
mosetaieconsequat,<br />
velillumdoloreeu<br />
fugiatnullapariatur.Et<br />
tameninbusdam<br />
nequepecunmodutest<br />
nequenonoretimper<br />
nedlibidinggenepular<br />
Loremipsumdolorsitametconsectetur<br />
adipiscingelit.Loremipsumdolorsit<br />
ametconsecteturadipiscingelit.<br />
5%x<br />
5%x<br />
5%x<br />
5%x<br />
5%x<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldheadline.<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
<strong>LG</strong>RedCharlotteSans<br />
Boldsubheadsover<strong>LG</strong><br />
GrayCharlottetextina<br />
onecolumngrid.<br />
<strong>LG</strong>RedCharlotteSans<br />
captions.<br />
Silhouetteproduct<br />
photography.<br />
Silhouetteproduct<br />
photographydetail.
<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
—<br />
3–Packaging<br />
Wrapitup
lgelectronicshousestyleelements<br />
64<br />
Boxesaregood<br />
Thepackagingof<strong>LG</strong><br />
Electronicsproducts,from<br />
refrigeratorstocellphones,<br />
isanotherkeytouch<br />
pointintheconsumer’s<br />
experiencewith<strong>LG</strong>.Itis<br />
anopportunityfor<strong>LG</strong>to<br />
visuallyreachoutwith<br />
thecentralbeliefthat<br />
“Life’sGood”withintuitive<br />
technology.Therefore,<br />
packaging<strong>guidelines</strong>that<br />
encompass<strong>LG</strong>Electronics’<br />
housestylehavebeen<br />
createdtotakefull<br />
advantageofthesephysical,<br />
ofteneasilyportable,<br />
messagingplatforms.<br />
<br />
Toperpetuate<strong>LG</strong>’s<br />
imageasamasterbrand<br />
andamanufacturerof<br />
sophisticated,fun,and<br />
practicalproducts,itis<br />
essentialthatsub-brands,at<br />
lowandmidpricelevels,be<br />
significantlyde-emphasized<br />
oreliminatedalltogether.<br />
Thisisespeciallyimportant<br />
inregardtopackaging.<br />
Although<strong>LG</strong>enjoyshigh<br />
visibilityandanextremely<br />
strongpresenceinmany<br />
geographicregions<br />
acrosstheglobe,<strong>LG</strong>is<br />
onlyperipherallyknown<br />
inmanyothers.Tohelp<br />
generateaformidable<br />
reputationfor<strong>LG</strong>asa<br />
cutting-edgemanufacturer<br />
ofelectronicproducts,<br />
<strong>LG</strong>mustbethemost<br />
visiblebrandidentifieron<br />
productpackaging.The<br />
onlyexceptionstothisare<br />
premiumproductsthatuse<br />
sub-brandsasidentifiers.<br />
<br />
Allelementsofthe<br />
<strong>LG</strong>housestyleareapplied<br />
onpackaging—signature,<br />
color,typography,bars,and,<br />
exceptonlargeappliances,<br />
photography.Followthe<br />
samerulesasstatedinthe<br />
housestyleelementsguide<br />
foruseofthebarandsize<br />
ofthesignature.Whilethe<br />
signaturewillbeintopleft,<br />
topmiddle,ormiddleleft<br />
ofthepackage,theheight<br />
ofthesignatureshould<br />
continuetobenolessthan<br />
10%ofthelongestsideof<br />
theprimarypanel.
lgelectronicshousestyleelements<br />
65<br />
G7110<br />
SwivelTypeCameraPhone<br />
G7110<br />
Specification<br />
G7110<br />
SwivelTypeCameraPhone<br />
G7110<br />
SwivelTypeCameraPhone<br />
G7110<br />
Specification<br />
Dualcolordisplay<br />
-Advancedrotatingsidplay<br />
-65000colordisplay<br />
-256colorOrganicELdisplay<br />
Built-inCamera(VGA)<br />
-Digitalzooming(x4)<br />
-Built-inflashlight<br />
-Sequenceshot<br />
Multi-mediaservicesupport<br />
-MNS-MultimediaMessagingService<br />
-EmbeddedJavatechnology<br />
Dualcolordisplay<br />
<br />
Built-inCamera(VGA)<br />
Multi-mediaservicesupport<br />
<br />
<strong>LG</strong>Electronics,inc.<br />
www.lge.com<br />
Smallproductpackage<br />
Nomatterwhatsizethepackageis,every<br />
<strong>LG</strong>graphicelementmustbeincorporated<br />
intopackingdesign.The<strong>LG</strong>logowiththe<br />
Life’sGoodtypesignature,Charlottefamily<br />
typefaces,the<strong>LG</strong>colorpalette,photography,<br />
andcolorbarsallworktogethertocreatea<br />
unique,brandspecificvisuallanguage.Itis<br />
essentialthateachbeusedaccordingtoits<br />
exactspecifications.Onsmallproductpackaging,the<strong>LG</strong>signatureshouldalwaysbeplaced<br />
inthetopleftcorner,topcenter,orleftcenter<br />
offacepanels.<br />
<br />
Thispackagingdesignisintendedto<br />
causeanticipationandexcitementoverthe<br />
contentsofthepackage.Itconveysimmediatelythattheproductissophisticated,fun,<br />
andpurposeful.<br />
Life’sGood<br />
signature.<br />
Silhouetteproduct<br />
photography.<br />
CharlotteSans<br />
typefaceforproduct<br />
numberand<br />
description.<br />
<strong>LG</strong>Red<br />
colorbars.
Smallproductpackage-frontandsidepanels<br />
X<br />
5%x aligncenter<br />
5%x<br />
5%x<br />
10%x<br />
G7110<br />
Specification<br />
Dualcolordisplay<br />
-Advancedrotatingsidplay<br />
-65000colordisplay<br />
-256colorOrganicELdisplay<br />
G7110<br />
Specification<br />
aligncenter<br />
samelock-up<br />
asonfrontpanel<br />
5%x<br />
5%x<br />
Built-inCamera(VGA)<br />
-Digitalzooming(x4)<br />
-Built-inflashlight<br />
-Sequenceshot<br />
Multi-mediaservicesupport<br />
-MNS-MultimediaMessagingService<br />
-EmbeddedJavatechnology<br />
Dualcolordisplay<br />
Built-inCamera(VGA)<br />
Multi-mediaservicesupport<br />
G7110<br />
SwivelTypeCameraPhone<br />
lgelectronicshousestyleelements<br />
66
Smallproductpackage-backandtoppanels<br />
5%x<br />
10%x<br />
5%x<br />
G7110<br />
SwivelTypeCameraPhone<br />
5%x<br />
5%x<br />
15%x<br />
5%x<br />
5%x<br />
5%x<br />
G7110<br />
SwivelTypeCameraPhone<br />
5%x<br />
5%x<br />
5%x<br />
X<br />
lgelectronicshousestyleelements<br />
67
lgelectronicshousestyleelements<br />
68<br />
Largeproductpackage<br />
Withlarge,premiumproductpackaging,full<br />
framebarscanbeusedasspecifiedinthe<br />
housestyle<strong>guidelines</strong>.Theadditionalcolor<br />
andthefullyframedlayoutsdistinguishthe<br />
productasexclusiveandhighend.<br />
<br />
Sub-brandlogosandproductdescriptions<br />
shouldalignwiththe<strong>LG</strong>logoatthebottom<br />
ofthepanelandonlyin<strong>LG</strong>Gray.Theheight<br />
ofthesub-brandlogoisspecifiedat4%of<br />
themeasurementofx.Thisdesignstylehelps<br />
toidentify<strong>LG</strong>asbothamasterbrandanda<br />
manufacturerofpremiumelectronicproducts.<br />
L2320A<br />
-Huge23"ScreeninWide16:10AspectRation<br />
-HighResolutionPerformance(upto1920x1200)<br />
-SlimProfileDesign2.6"Thick,andFinishedBack<br />
forInstallationAnywhere<br />
-MediaStationconsolesimplifiesCableManagement<br />
-SingleCabletoMonitorforPowerandSignal<br />
-MultiplePCinputsforMulti-PCUsage<br />
-Analog:VGA(D-sub),Digital:DVI-IandDVI-D<br />
-VersatileAudio/Videoinputs<br />
-ComponentVideo(Y/Pb/Pr),S-Video,A/V<br />
-ComponentVideoInputssupport480i/480p/720p/<br />
1080i/1080p<br />
-PictureinPictureandSplitPictureusing<br />
MultipleInputs<br />
-USBHub(OneUpstream,TwoDownstream)<br />
-FullFunctionWirelessRemoteControl<br />
-BrightWindowFunctionforPartial<br />
-HighBrightness<br />
-OptionSlotinMediaStationforTVTuner<br />
-SuppliedwithattachedTitlingDeskStand<br />
-VESAcompliantWallMountingDesign<br />
http://www.lge.com<br />
-MultiplePCinputsforMulti-PCUsage<br />
-Analog:VGA(D-sub),Digital:DVI-IandDVI-D<br />
-VersatileAudio/Videoinputs<br />
-ComponentVideo(Y/Pb/Pr),S-Video,A/V<br />
-ComponentVideoInputssupport480i/480p/720p/<br />
1080i/1080p<br />
-PictureinPictureandSplitPictureusing<br />
MultipleInputs<br />
-USBHub(OneUpstream,TwoDownstream)<br />
-FullFunctionWirelessRemoteControl<br />
-BrightWindowFunctionforPartial<br />
-HighBrightness<br />
-OptionSlotinMediaStationforTVTuner<br />
-SuppliedwithattachedTitlingDeskStand<br />
-VESAcompliantWallMountingDesign<br />
http://www.lge.com<br />
-Huge23"ScreeninWide16:10AspectRation<br />
-HighResolutionPerformance(upto1920x1200)<br />
-SlimProfileDesign2.6"Thick,andFinishedBack<br />
forInstallationAnywhere<br />
-MediaStationconsolesimplifiesCableManagement<br />
-SingleCabletoMonitorforPowerandSignal<br />
-MultiplePCinputsforMulti-PCUsage<br />
-Analog:VGA(D-sub),Digital:DVI-IandDVI-D<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
Productnameand<br />
description.Product<br />
nameisscaledtobe<br />
aheightlessthan<br />
theheightofthe<strong>LG</strong><br />
symbol.<br />
Fullframebarsareused<br />
onallpanels.Thickness<br />
ofbarsisdetermined<br />
bytheproportionsof<br />
thelargestfacepanel.<br />
<strong>LG</strong>Life’sGood<br />
signaturewithcurve<br />
typography.<br />
Technicalproduct<br />
informationshouldbe<br />
setinCharlotteSans.<br />
Productphotography<br />
inenvironmentworks<br />
bestwhenusingfull<br />
framebars.
Largeproductpackage-facepanel<br />
longestdimension=x<br />
3%x<br />
3%x<br />
3%x<br />
10%x<br />
3%x<br />
4%x<br />
L2320A<br />
1.5%x<br />
3%x<br />
3%x<br />
3%x<br />
23"PC&AVFunctionLCDMonitor<br />
1.5%x<br />
3%x 3%x 3%x<br />
Productnameisalways<br />
ataheightthatisless<br />
thantheheightofthe<br />
<strong>LG</strong>symbol.<br />
lgelectronicshousestyleelements<br />
69
lgelectronicshousestyleelements<br />
70<br />
Largeproductpackage-sidepaneldetail<br />
L2320A<br />
-Huge23"ScreeninWide16:10AspectRation<br />
-HighResolutionPerformance(upto1920x1200)<br />
-SlimProfileDesign2.6"Thick,andFinishedBack<br />
forInstallationAnywhere<br />
-MediaStationconsolesimplifiesCableManagement<br />
-SingleCabletoMonitorforPowerandSignal<br />
-MultiplePCinputsforMulti-PCUsage<br />
-Analog:VGA(D-sub),Digital:DVI-IandDVI-D<br />
-VersatileAudio/Videoinputs<br />
-ComponentVideo(Y/Pb/Pr),S-Video,A/V<br />
-ComponentVideoInputssupport480i/480p/720p/<br />
1080i/1080p<br />
-PictureinPictureandSplitPictureusing<br />
MultipleInputs<br />
-USBHub(OneUpstream,TwoDownstream)<br />
-FullFunctionWirelessRemoteControl<br />
-BrightWindowFunctionforPartial<br />
-HighBrightness<br />
-OptionSlotinMediaStationforTVTuner<br />
-SuppliedwithattachedTitlingDeskStand<br />
-VESAcompliantWallMountingDesign<br />
http://www.lge.com<br />
-MultipleP<br />
-Analog:V<br />
-VersatileA<br />
-Compone<br />
-Compone<br />
1080i/10<br />
-Picturein<br />
MultipleI<br />
-Huge23"ScreeninWide16:10AspectRation<br />
-HighResolutionPerformance(upto1920x1200)<br />
-SlimProfileDesign2.6"Thick,andFinishedBack<br />
forInstallationAnywhere<br />
-MediaStationconsolesimplifiesCableManagement<br />
-SingleCabletoMonitorforPowerandSignal<br />
-MultiplePCinputsforMulti-PCUsage<br />
-Analog:VGA(D-sub),Digital:DVI-IandDVI-D<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
23"PC&AVFunctionLCDMonitor<br />
L2320A<br />
3%x<br />
3%x<br />
3%x<br />
3%x<br />
3%x 3%x<br />
3%x<br />
8%x<br />
8%x<br />
X=thelongestsideof<br />
theprimaryfacingpanel<br />
(notshowninthisillustration)<br />
3%x<br />
3%x<br />
3%x 3%x
lgelectronicshousestyleelements<br />
71<br />
REFRIGERATOR<br />
RefrigerateurFrigorificoFrigoriferoKuhlschrank<br />
REFRIGERATOR<br />
RefrigerateurFrigorificoFrigoriferoKuhlschrank<br />
Clampbottom<br />
Boutondeblocage<br />
Fondoadjustado<br />
Bloccaggiodalfondo<br />
Unterseiteeinklemmen<br />
Maxforce680kg(1500Lbs)<br />
Forcemax.680kg(1500Lbs)<br />
Fuerzamaxima680kg(1500Lbs)<br />
Forzamax.680kg(1500Lbs)<br />
Hochstzugkraft680kg(1500Lbs)<br />
Front<br />
Devant<br />
Adelante<br />
Fronte<br />
Vorderseite<br />
Donotshiphorizontally<br />
Nepastransporterhorizontalement<br />
Nomantenerhorizontal<br />
Nonmantenereorizzontal<br />
Nighthorizontalverfrachten<br />
Donotdrop<br />
Nepastomber<br />
Nodejarcaer<br />
nonlasciarecadere<br />
Bittenightfallenlassen<br />
<strong>LG</strong>ElectronicsInc.<br />
www.lge.com<br />
MadeinKorea<br />
Donottruckhere<br />
Nepasmettreachariotici<br />
Noacarrearaqui<br />
Nonsollevaredaquestolato<br />
Hiernightverladen<br />
Thissideup<br />
Coteverslehaut<br />
Esteladohaciaarriba<br />
Questoladoalto<br />
Dieseseitenachoben<br />
Clampbottom<br />
Boutondeblocage<br />
Fondoadjustado<br />
Bloccaggiodalfondo<br />
Unterseiteeinklemmen<br />
Side<br />
Cote<br />
Lado<br />
Lato<br />
Seite<br />
Handlewithcare<br />
Manieraveccaution<br />
Manejarconcuidado<br />
Maneggiareconcura<br />
Zerbrechlich<br />
Warning:Personalinjuryhazard<br />
Fourpeopleormorepersonsaresupposed<br />
toliftormovetherefrigerator.Useproper<br />
liftingprocedure<br />
Avertissement:Risque<br />
deblessurespersonnelles<br />
Nousrecommandonsquatrepersonnesouplus<br />
poursoulleveroudeplacerlerefrigerateur,<br />
Utilisezlaprocedurecorrectedesoulement.<br />
Advertencia:riesgo<br />
delisionespersonales<br />
Seaconsejacuatroomaspersonasparamover<br />
olevantarelfrigorifico.Utiliceelprocedimento<br />
deelevacionadecuado.<br />
Awertentza:Pericololesionipersonali<br />
Perspostareosollevareilfrigoriferosiraccomanda<br />
diimpiegarequatroopiupersone.<br />
Persollevareusarelaproceduracorretta.<br />
Achtung:Verletzungsgefahr<br />
DerKuhlschranksolitevonmindestensvier<br />
Personengehobeoderfontbewegtwerden.<br />
VorschriftsmaBigesHebeverfahrenanwenden.<br />
Truckhere<br />
Mettezachariotici<br />
Acarrearaqui<br />
Sollevaredaquestrolato<br />
LastwagenHier<br />
longestdimension=x<br />
5%x<br />
5%x<br />
5%x<br />
5%x<br />
10%x<br />
10%x<br />
5%x productnamejustified logoaligncenter<br />
5%x 5%x 5%x<br />
Largeappliancebox-frontandsidepanels<br />
Thetypeusedonlargeapplianceboxesis<br />
usuallyprintedoncraftcardboardandonly<br />
inblack.Withtheexceptionofthedesignated<br />
colorsforlogoandtype,allhousestyle<strong>guidelines</strong>mustcontinuetoberespected.<br />
<strong>LG</strong>Life’sGood<br />
singlecolorsignature<br />
withcurvetypography.<br />
Whenprintinginblack<br />
oncraftcardboard,<br />
usea50%tintofone<br />
colorbaratthebottom<br />
ofthebox.<br />
Genericproductname<br />
inCharlotteSansBold.<br />
Secondarytypography<br />
inCharlotteSans.
<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
—<br />
4–Shopsandenvironments<br />
Walkthisw ay
Goodplaces<br />
<strong>LG</strong>Electronicsretail<br />
storesprovidetheunique<br />
opportunitytoactually<br />
envelopthecustomer<br />
inthe<strong>LG</strong>philosophy<br />
that“Life’sGood”with<br />
intelligenttechnology.<br />
Justascorporatematerials<br />
mustembracetheapproved<br />
<strong>LG</strong>housestyle,<strong>LG</strong>retail<br />
environmentsmustalso<br />
adheresothesamefundamentaltenetsinorder<br />
tosuccessfullyconveyour<br />
identityandphilosophy.<br />
Anextensionofthe<br />
approved<strong>LG</strong>Electronics<br />
housestyle,thefollowing<br />
<strong>guidelines</strong>forthedesign<br />
of<strong>LG</strong>retailenvironments<br />
werecreatedtoensure<br />
aunifiedlookandfeel,<br />
aswellastoguaranteean<br />
invitingandstimulating<br />
customerexperience.<br />
lgelectronicshousestyleelements<br />
73
Exteriorstorefront<br />
Justasthesmallestcommunicationusesthe<br />
<strong>LG</strong>graphicelementstocreateavisualidentity,<br />
sodoesthe<strong>LG</strong>Electronicsretailstorefront.<br />
Specifically,thebargraphicelementcanbe<br />
presentbyintheredarchitecturalframe<br />
aroundthestorefrontaswellasintheframe<br />
aroundtheentrance.Itisimportanttonote<br />
thatthespecifieddimensionsforthegraphic<br />
barelementinmediaareexact,buttheydo<br />
notnecessarilyapplytoarchitecturalframes.<br />
Barthicknessshouldworkbestwiththeenvironment;yet,itshouldstillrelatedirectlyto<br />
theiruseinprint,packaging,andadvertising.<br />
Largeclearwindowsshoulddisplaypremiumgoodsandrevealthestoreinterior.<br />
Withthe<strong>LG</strong>signaturepresentedonan<br />
approvedbackgroundonthefaçade,the<br />
retailenvironmentshouldfeelsophisticated,<br />
advanced,andinviting.<br />
Exteriorcabinetsign<br />
featuresthe<strong>LG</strong>logo<br />
backlitonalightgray<br />
orsilverbackground<br />
withvertical<strong>LG</strong>Red<br />
barsontheleftand<br />
rightsides.<br />
The<strong>LG</strong>symbolblade<br />
signwiththeLife’s<br />
Goodsloganincurve<br />
typographycanbeused<br />
onsecondarysignsthat<br />
hangperpendicularto<br />
thestorefront.<br />
Architectural<strong>LG</strong><br />
Redbarsframethe<br />
storefront.<br />
Premiumproducts<br />
shouldbevisibleinthe<br />
storefrontwindows.<br />
<strong>LG</strong>Redbarsframe<br />
theprimaryentrance<br />
onthetop,left,and<br />
rightsides.<br />
lgelectronicshousestyleelements<br />
74
lgelectronicshousestyleelements<br />
75<br />
Storeinterior<br />
Theinteriorofan<strong>LG</strong>retailenvironmentmust<br />
applythe<strong>LG</strong>visualstyleaswell.Withred<br />
structuralframesrepresentingproductlines<br />
andtheirprogression,seasonalposterspromotingnewproducts,andthelayoutdrawing<br />
customersthroughthelengthofthestore,<br />
the<strong>LG</strong>personalitybecomesatangibleand<br />
comfortablephysicalexperience.<br />
<br />
While<strong>LG</strong>Redisthedominantcolorin<br />
theseexamples,inapprovedspecialcases<strong>LG</strong><br />
Grayorsilvermaybesubstitutedforframeson<br />
theceiling,floor,andwalls.<br />
<strong>LG</strong>Redor<br />
frameonceiling<br />
organizesseasonal<br />
banners.<br />
<strong>LG</strong>Redframesemphasizeproductline<br />
groups.Usethesingle<br />
color<strong>LG</strong>Graylogoon<br />
<strong>LG</strong>Redframes.<br />
<strong>LG</strong>symbolcanbe<br />
etchedonaglass<br />
valanceasa<br />
backgroundgraphic.<br />
Acentralkioskthat<br />
displaysnewor<br />
featuredproducts<br />
shouldbeafocalpoint<br />
ofthestore.<br />
TELEVISIONS<br />
AUDIO<br />
APPLIANCES<br />
CONSULT<br />
NEW<br />
ARRIVALS/<br />
CELLULAR<br />
ELECTRONICS<br />
SMALL<br />
APPLIANCES<br />
DISPLAYWINDOW<br />
DISPLAYWINDOW<br />
SELFSERVICE<br />
INFO<br />
SELFSERVICE<br />
INFO<br />
Displaywindows<br />
shouldhighlight<br />
neworfeatured<br />
premiumproducts.<br />
Postersshouldbe<br />
changedseasonally.<br />
Thefloorplanhas<br />
beendesignedto<br />
emphasizenewand<br />
featuredsmall<br />
products,withlarger<br />
appliancesandaudio<br />
tothesides<br />
ofthestore.<br />
Televisionsatthe<br />
rearofthestoredraw<br />
customersthroughall<br />
productcategories.<br />
<strong>LG</strong>Redframeflooring<br />
treatmentorganizes<br />
floorfixtures.<br />
Projected<strong>LG</strong>signature<br />
atfrontentrybrings<br />
theidentitytolife.
Shop-in-shop<br />
An<strong>LG</strong>Electronicsstorewithinalarge<br />
departmentstorefollowsthesamestyle<br />
<strong>guidelines</strong>asastand-alonestore.Horizontal<br />
bannersdrawongraphicstyleelements,and<br />
redframescanbeusedtospecifyproduct<br />
areas.The<strong>LG</strong>logoandtheLife’sGoodslogan<br />
helpreinforce<strong>LG</strong>’swarmpersonality.<br />
Horizontalbanners<br />
helptoidentify<strong>LG</strong><br />
productareas.<br />
<strong>LG</strong>Redframescanbe<br />
usedtogroupproduct<br />
rangesfrom<strong>LG</strong>.<br />
<strong>LG</strong>symbolcanbe<br />
etchedonaglass<br />
valanceasa<br />
backgroundgraphic.<br />
Flagsignswiththe<br />
<strong>LG</strong>logoandLife’sGood<br />
slogancanbeused<br />
inshopsasa<br />
dividerbetweenproductlines.<br />
<strong>LG</strong>Redframestructure<br />
canbeusedasalow<br />
walldividerabove<br />
andbehindlarge<br />
applianceranges.<br />
lgelectronicshousestyleelements<br />
76
Servicecenter<br />
The<strong>LG</strong>servicecenter,whetheritstandsalone<br />
orwithinan<strong>LG</strong>store,isanotherexampleof<br />
theflexibilityofthe<strong>LG</strong>designelements.Even<br />
anenvironmentasunassumingasaservice<br />
centercaneffectivelyandmemorablyconvey<br />
the<strong>LG</strong>personalitywiththeproperapplication<br />
ofthecolorpalette,signage,barelements<br />
andthe<strong>LG</strong>logo.<br />
Aswith<strong>LG</strong>stores,<strong>LG</strong>servicecenters<br />
shouldintegratethebasicdesignelements<br />
intofloorplansandarchitecture.Forexample,<br />
cabinetsignscanfeaturethe<strong>LG</strong>logo,andthe<br />
barelementcanbeincorporatedintoexterior<br />
andinteriorarchitecture.Signageshould<br />
applythe<strong>LG</strong>designelementsasspecifiedin<br />
these<strong>guidelines</strong>.<br />
Interiorcabinetsign<br />
featuresthe<strong>LG</strong>logo<br />
backlitonalightgray<br />
orsilverbackground<br />
witharchitectural<strong>LG</strong><br />
Redbarsontheleft<br />
andrightsides.Additionalmessagingaligns<br />
horizontallycentered<br />
withthe<strong>LG</strong>logo.<br />
The<strong>LG</strong>logowiththe<br />
Life’sGoodsloganin<br />
curvetypographycan<br />
beusedon<br />
secondarysignsthat<br />
hangperpendicularto<br />
thestorefront.<br />
Vertical<strong>LG</strong>Red<br />
barsframethe<br />
servicecenter.<br />
<strong>LG</strong>Redbarsareused<br />
ascounterdividers.<br />
lgelectronicshousestyleelements<br />
77
lgelectronicshousestyleelements<br />
78<br />
1:1<br />
2:1<br />
3:1<br />
5:1<br />
7:1<br />
9:1<br />
10:1<br />
X<br />
1/3x<br />
1/2x<br />
3/10x<br />
X<br />
RAPPPAWL<br />
Tel123-4567<br />
4:1<br />
4%x<br />
1/4x<br />
X<br />
RAPPPAWL<br />
Tel123-4567<br />
3:1<br />
RAPPPAWL<br />
Tel123-4567<br />
RAPPPAWL<br />
Tel123-4567<br />
Exteriorstorefront–horizontalsignage<br />
Storefrontsizescanvarygreatlybetweenlocations,andtherefore,storefrontsignsneedto<br />
besizedaccordingly.Somebasicsizeratios<br />
havebeendevelopedtohelpensureasign’s<br />
visibilityandeffectiveness.<br />
<br />
Asillustratedbelow,thebasicsizeratiofor<br />
horizontal<strong>LG</strong>storefrontsignsis3:1.Whena<br />
signrequiresagreatersizeratiothanthis,the<br />
primaryvisualframe,containingthe<strong>LG</strong>logo<br />
andthebarelements,shouldremainsizedata<br />
3:1ratio.<br />
<br />
Inthefewinstancesthatcallforasizeratiogreaterthan9:1,theprimaryvisualframe<br />
shouldbesizedat4:1.<br />
<br />
Whendesigningexteriorstorefrontsigns,<br />
alldesignelementsmustbereproducedand<br />
appliedasspecifiedinthese<strong>guidelines</strong>.<br />
Extendingsignto<br />
lengthofstorefront
Exteriorstorefront–verticalsignage<br />
Thebasicsizeratioforverticalsignsis2:1.<br />
Whencreatingsignsoverthissizeratio,the<br />
primaryvisualframe,containingthe<strong>LG</strong>logo<br />
andbarelements,shouldalwaysbeappliedat<br />
a2:1sizeratio.<br />
Inafewspecializedapplications,i.e.,ratios<br />
over5:1,theprimaryvisualframe,containingthe<strong>LG</strong>logoandbarelements,shouldbe<br />
resizedtoaratioof3:1.<br />
<br />
1:1 1:2 1:3 1:5 1:7<br />
4%x<br />
x<br />
2/3x<br />
x<br />
1/3x<br />
RAPPPAWL<br />
Tel123-4567<br />
1:2<br />
1:3<br />
RAPPPAWL<br />
Tel123-4567<br />
RAPPPAWL<br />
Tel123-4567<br />
Ratioover1:2,takes<br />
thebasicframeof1:2<br />
Ratioover1:2,takes<br />
thebasicframeof1:2<br />
Ratioover1:5,takes<br />
thebasicframeof1:3<br />
lgelectronicshousestyleelements<br />
79
Exteriorstorefront<br />
Belowisanexampleofeffectiveusageof<strong>LG</strong><br />
horizontalandverticalsigns.The<strong>LG</strong>visual<br />
personalityisinstantlyrecognizablewithout<br />
beingoverbearing.<br />
lgelectronicshousestyleelements<br />
80
Exteriorstorefront-securityshutter<br />
Asillustratedbelow,astore’ssecurityshutter<br />
isanotheropportunitytoapplythe<strong>LG</strong>visual<br />
style,inthiscasewiththe<strong>LG</strong>signature.<br />
lgelectronicshousestyleelements<br />
81
Exteriorstorefront–variations<br />
Thearchitectureandbuildingmaterialsin<br />
somecommercialenvironmentswillinfluence<br />
thefinalappearanceofastorefront.However,<br />
evenifastorefrontcannotremaincompletely<br />
faithfultothe<strong>LG</strong>visualidentity,thefundamental<strong>LG</strong>designprinciplesmustalwaysbe<br />
applied.<br />
Basicdesign<br />
Variation1<br />
Variation2<br />
Variation3<br />
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82
lgelectronicshousestyleelements<br />
83<br />
Servicecenter–horizontalsignage<br />
Sizeanddesignprinciplesforhorizontalservicecentersignsaremuchthesameasthose<br />
appliedforstorefrontsigns.<br />
<br />
Thebasicsizeratioforhorizontalservice<br />
centersignsis3:1,butinapplicationsgreater<br />
thanthissizeratio,thepreferredsizeratio<br />
is4:1.Incircumstancesthatcallforsignsat<br />
largerratios,theprimaryvisualframeshould<br />
alwaysbesizedata4:1ratio.<br />
<br />
The4:1sizeratioforprimaryvisualframes<br />
canaccommodateboththe<strong>LG</strong>logoandthe<br />
servicecentermascot.Themascotshould<br />
alwaysappearonthefarrightoftheprimary<br />
visualframeandseparatedfromthe<strong>LG</strong>logo<br />
bythe“ServiceCenter”identifier.<br />
<br />
Themascotisnotaprimaryidentifierof<br />
<strong>LG</strong>Electronicsandshouldbeusedexclusively<br />
inservicecenterapplications.<br />
1:1<br />
2:1<br />
3:1<br />
4:1<br />
7:1<br />
9:1<br />
10:1<br />
X<br />
X<br />
4:1<br />
4:1<br />
4:1<br />
4%x<br />
X<br />
X<br />
ServiceCenter<br />
ServiceCenter<br />
ServiceCenter<br />
4/9x<br />
ServiceCenter<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
ServiceCenter<br />
ServiceCenter<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
ServiceCenter<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
1/4x<br />
1/6x<br />
1/7x<br />
Ratioover4:1,takes<br />
thebasicframeof4:1<br />
Preferredratio
Servicecenter–verticalsignage<br />
Thebasicsizeratioforverticalservicecenter<br />
signsis3:1.Whencircumstancescallfor<br />
largersizeratios,the3:1sizeratioshouldbe<br />
usedastheprimaryvisualframe.Signsat<br />
thesesizesshouldincludetheservicecenter<br />
mascotbelowthe<strong>LG</strong>logoandseparatedbythe<br />
“ServiceCenter”identifier.<br />
Themascotisnotaprimaryidentifierof<br />
<strong>LG</strong>Electronicsandshouldbeusedexclusively<br />
inservicecenterapplications.<br />
1:1 1:2 1:3 1:5 1:7<br />
x<br />
1/5x<br />
2/9x<br />
ServiceCenter<br />
x<br />
1/3x<br />
2/9x<br />
4/5x<br />
x<br />
ServiceCenter<br />
4%x<br />
ServiceCenter<br />
1:3<br />
ServiceCenter<br />
1:3<br />
ServiceCenter<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
Ratioover1:3,takes<br />
thebasicframeof1:3<br />
Ratioover1:5,takes<br />
thebasicframeof1:3<br />
lgelectronicshousestyleelements<br />
84
Exteriorstorefront<br />
Belowisanexampleofeffectiveusageof<strong>LG</strong><br />
horizontalandverticalsigns.The<strong>LG</strong>visual<br />
personalityisinstantlyrecognizablewithout<br />
beingoverbearing.<br />
ServiceCenter<br />
ServiceCenter<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
ServiceCenter<br />
lgelectronicshousestyleelements<br />
85
Exteriorstorefront-securityshutter<br />
Asillustratedbelow,astore’ssecurityshutter<br />
isanotheropportunitytoapplythe<strong>LG</strong>visual<br />
style,inthiscasewiththe<strong>LG</strong>signature<br />
ServiceCenter<br />
ServiceCenter<br />
RAPPPAWL<br />
Tel123-4567<br />
www.lge.com<br />
ServiceCenter<br />
ServiceCenter<br />
lgelectronicshousestyleelements<br />
86
<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
—<br />
5–Websites<br />
C<br />
l<br />
ic km e
Thewebisgood<br />
The<strong>LG</strong>Electronicsweb<br />
siteisperhapstheperfect<br />
platformforcommunicating<br />
<strong>LG</strong>’sfundamentalbelief<br />
thatinspiredtechnology<br />
canbeofgreatbenefitin<br />
one’slife.Bycombining<br />
thekeygraphicelements<br />
definedbythehousestyle<br />
<strong>guidelines</strong>withrichmultilayeredcontent,userswill<br />
encounteraportalintothe<br />
worldof<strong>LG</strong>Electronics<br />
thatisvisuallystunning,<br />
informative,andengaging.<br />
Thefollowing<strong>guidelines</strong><br />
havebeendeveloped<br />
specificallyforweb<br />
applicationsandare<br />
meanttoensurea<br />
powerfulexpressionof<br />
<strong>LG</strong>’sdeterminedeffort<br />
toprovidethesmartest<br />
productsavailable.<br />
lgelectronicshousestyleelements<br />
88
Photographyforweb<br />
Becauseofthewidebreadthoftheinformationavailableon<strong>LG</strong>websites,itsometimes<br />
maybecomenecessarytouseavarietyofimageryinhighlycomplexlayouts.The<strong>LG</strong>house<br />
style<strong>guidelines</strong>specificallystatethatonly<br />
threephotographicstylesarecompatiblewith<br />
the<strong>LG</strong>visualidentity:Peoplephotography,<br />
silhouetteproductphotography,andproduct<br />
photographyindomesticenvironments.For<br />
webusageonly,thefollowingalternativesare<br />
alsoacceptable:Imagesoficons/metaphors,<br />
croppedproductimages,andimagesofgroups<br />
ofpeople.<br />
Neveruseillustrationiconson<strong>LG</strong>web<br />
sites.<br />
lgelectronicshousestyleelements<br />
89
lgelectronicshousestyleelements<br />
90<br />
Primarypage<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x x x x<br />
x<br />
x<br />
x<br />
66%x<br />
66%x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
Theprimarypageofthe<strong>LG</strong>Electronicsweb<br />
siteshouldgreetitsviewerswiththeentire<br />
visuallanguagedesignedfor<strong>LG</strong>.Byusingall<br />
ofthegraphicelements,thecentralmessage<br />
that“Life’sGood”shouldradiatefromthelayoutwithouteclipsingthecontent.Additionally,contentshouldbeorganizedintoavisual<br />
hierarchythatissetoffbylargefieldsofwhite<br />
backgroundspace.Thiswillprovideaclean,<br />
easilynavigated,andhighlyintuitivedesign.<br />
Thesize<strong>LG</strong>Life’sGood<br />
signaturedefinesthe<br />
proportionsofelementsin<strong>LG</strong>websites.<br />
Themeasurement2xis<br />
equaltotheheightof<br />
thesignaturefromthe<br />
topofthe<strong>LG</strong>symbol<br />
tothebottomofthe<br />
curvedLife’sGood<br />
slogan.<br />
An<strong>LG</strong>Redcolorbar<br />
shouldbeusedfor<br />
navigationandsearch<br />
bar.Navigationshould<br />
besetinCharlotte<br />
SansBold.<br />
Use<strong>LG</strong>Redlinesto<br />
organizeinformation<br />
andtopics.<br />
Texttypographyshould<br />
beinanHTMLsans<br />
serif.Use<strong>LG</strong>Grayfor<br />
mosttype,reserving<br />
blackor<strong>LG</strong>Redfor<br />
emphasis.
Secondarypage<br />
Whiletheprimarypagegreetsvisitorswith<br />
generalinformationabout<strong>LG</strong>Electronics,secondarypagesarededicatedtomore<br />
specificareasinterest.Justastheprimary<br />
pageemployseveryelementofthe<strong>LG</strong>graphic<br />
language,soshouldthesecondarypages.<br />
x x x x x<br />
x x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
66%x<br />
x<br />
x<br />
x<br />
66%x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
The<strong>LG</strong>signature<br />
shouldbeinthesame<br />
sizeandpositionon<br />
everypage.<br />
Thenavigationbar<br />
shouldappearatthe<br />
topandinthesame<br />
positiononeachpage.<br />
Linksshouldworkas<br />
drop-downmenus.<br />
Use<strong>LG</strong>Redlinesto<br />
organizephotograph<br />
iconsandlinks.<br />
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91
Tertiarypage<br />
Tertiarypagesprovidestillmorespecific<br />
informationaboutproductsor<strong>LG</strong>in<br />
particular.Every<strong>LG</strong>graphicelementshould<br />
beusedoneachpage.<br />
x x x x x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
66%x<br />
x<br />
x<br />
x<br />
66%x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
Keeplinkinformation<br />
inanunclutteredarea<br />
tothesidewithample<br />
whitespace.<br />
Largeamountsoftext<br />
shouldscrollwithina<br />
textwindowandnot<br />
bleedoffthepage.<br />
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92
<strong>LG</strong>Electronics<br />
Brandcommunication<strong>guidelines</strong><br />
—<br />
6–Specialusageapplications<br />
Standout
lgelectronicshousestyleelements<br />
94<br />
Goodpresentation<br />
The<strong>LG</strong>Electronicshouse<br />
stylewasdevelopedto<br />
ensureaconsistentvisual<br />
depictionofthevalues<br />
thatfuelourcompany.As<br />
youwillsee,thegraphic<br />
elementsworkjustas<br />
wellinspecialadvertising<br />
applicationsastheydo<br />
inprintads,butitis<br />
importanttorememberthat<br />
someoftheseapplications<br />
requireadditional<br />
attention.<br />
Forexample,street-level<br />
applications,suchas<br />
benchesandposters,can<br />
featureeithertheprimary<br />
“Life’sGood”signatureor<br />
the<strong>LG</strong>specialusagelogo.<br />
Thevisibilityandpurpose<br />
oftheseapplicationswill<br />
determinewhichidentifier<br />
ismostappropriate.<br />
However,indistance<br />
applications,suchas<br />
billboardsandneonsigns,it<br />
isextremelyimportantthat<br />
the“Life’sGood”signature<br />
isneverused.Onlythe<strong>LG</strong><br />
logo,withoutslogan,should<br />
beemployedinthesespecial<br />
applications.Additionally,<br />
whilethe<strong>LG</strong>logoisan<br />
essentialelementinevery<br />
application,billboards<br />
shouldprimarilypromote<br />
productsviasilhouette<br />
photography.<br />
Thefollowing<strong>guidelines</strong><br />
weredevelopedtoensure<br />
theconsistentusageofthe<br />
<strong>LG</strong>housestyleinthese<br />
andotherspecialized<br />
applications.Asmentioned<br />
before,the<strong>LG</strong>house<br />
stylewasdesignedtobea<br />
flexibleandmulti-faceted<br />
visualsystemthatisjust<br />
aseffectiveonbillboards<br />
andtelevisionspotsas<br />
itisinmorestandard<br />
advertisements.
Benchesandposters<br />
Whendesigning<strong>LG</strong>Electronicsadvertisementsforbenchesandposterswhicharevisibleonshorterdistances,followthespecificationsdetailedinthe‘Advertisingandprint’<br />
sectionofthe<strong>guidelines</strong>(pages34-71).<br />
x<br />
Primary headline<br />
dolore magna liquam et volupat ut minim veniam lorem ipsum dolor sit met a consec tet adipiscing<br />
alore dolor sit amet. lorem ipsulor sit amet consec tet adipiscing elit, sed diam nonumy eiusmode tempor incidunt<br />
ut laor et dolor magna liquam t volupat e veniam dolor sit ametdi am lorem ipsum dolor sit amet consec et. t<br />
10%x<br />
5%x<br />
5%x<br />
5%x<br />
P R I M A R Y H E A D I N G<br />
dolore magna liquamolupat v uten ad minim veniam lorem ipsum dolor sit amet consec ettadipiscing<br />
elit dolor sit amet. lor em ipsum dolor sit amet conse c tet adipiscing elit, sede diam nonumy eiusmode tem incidunt ut<br />
laore erat magna liquam volupat uten ad venia lorem ipsum dolor amet conse ct tet adipiscingelit alor dolor<br />
lorem ipsum dolor sit dolor met a consec tet adipicing elit, diam nonumy eiusmode tempor incidunt ut laore et dolore<br />
magna consect tet adipiscing dolor sit amet minmveniam lorem liquamerat volupat.<br />
Personality messaging<br />
10%x<br />
5%x<br />
lgelectronicshousestyleelements<br />
95
Horizontalbillboards<br />
Belowareexamplesofbillboardsthatrange<br />
inproportionfromsquare(1:1)toextremely<br />
long(7:1).Followthestandardrulesforuseof<br />
thebarsonbillboardsuptoa3:1proportion.<br />
Alwaysobserveclearspacerequirementsfor<br />
the<strong>LG</strong>logo.<br />
1:1<br />
logoonly<br />
logoonly<br />
2:1<br />
One line primary headline<br />
Two line<br />
primary headline<br />
logoonly<br />
logo+headline+product<br />
logo+headline+product<br />
3:1<br />
Two line<br />
primary headline<br />
Two line<br />
primary headline<br />
logo+headline+image<br />
logo+headline+product<br />
5:1<br />
One line primary headline<br />
One line primary headline<br />
logo+headline+product+image<br />
logo+headline+product<br />
7:1<br />
Two line<br />
primary headline<br />
Two line<br />
primary headline<br />
logo+headline+product+image<br />
logo+headline+product<br />
lgelectronicshousestyleelements<br />
96
Logoonlybillboards<br />
Theonlybillboardsthatshouldfeaturethe<strong>LG</strong><br />
logowiththebarelementarethosesizedat<br />
the1:1ratio,andinsomeinstances,the<br />
2:1ratio.<br />
Becauseoftheirspecializeddimensions,<br />
billboardscanbetheonlyexceptiontothe<br />
clearspacerequirements.Intheseveryrare<br />
circumstances,applyingthewidthofthebar<br />
elementstothesidesofthebillboardwill<br />
createsufficientclearspaceforthelogo.<br />
Mostbillboardswillemployonlyonebar<br />
element,butinsituationswherethereisno<br />
additionalimageryormessaging,asecondbar<br />
canbeapplied.<br />
4%x<br />
4%x<br />
4%x<br />
5%x<br />
1:1<br />
4%x<br />
5%x<br />
5%x<br />
x<br />
x<br />
4%x<br />
4%x<br />
2:1<br />
1/3x<br />
1/3x<br />
5%x<br />
x<br />
x<br />
lgelectronicshousestyleelements<br />
97
2:1billboards<br />
Theexamplesbelowillustratesomeofthe<br />
combinationsofvisualelementsthatcanbe<br />
employedin2:1sizeratiobillboards.<br />
Standard<br />
x<br />
Exampleofapplication<br />
Two line<br />
primary headline<br />
5%x<br />
1/6x<br />
logo+headline+product<br />
x<br />
Two line<br />
primary headline<br />
1/6x<br />
5%x<br />
logo+headline+product<br />
x<br />
Two line<br />
primary headline<br />
5%x<br />
1/6x<br />
logo+headline+product<br />
lgelectronicshousestyleelements<br />
98
3:1billboards<br />
Billboardssizedata3:1ratioshouldfeature<br />
nomorethan1photographicimage.Apply<br />
theotherdesignelementsasspecifiedinthe<br />
<strong>guidelines</strong>.The<strong>LG</strong>logoisalwaysdisplayedon<br />
theextremeleftortheextremeright.<br />
Standard<br />
x<br />
Exampleofapplication<br />
Two line<br />
primary headline<br />
5%x<br />
1/6x<br />
logo+headline+imageorproduct<br />
Two line<br />
primary headline<br />
1/6x<br />
5%x<br />
logo+headline+imageorproduct<br />
x<br />
Two line<br />
primary headline<br />
5%x<br />
1/6x<br />
logo+headline+imageorproduct<br />
lgelectronicshousestyleelements<br />
99
5:1billboards<br />
Toensurethevisibilityofthe<strong>LG</strong>logo,its<br />
sizeshouldbeequalto1/8ofthebillboardıs<br />
length.<br />
Atthe5:1sizeratio,andallsizeratiosgreater,<br />
thethicknessofthebarelementisequalto<br />
5%ofthebillboard’slengthatthe3:1ratio.<br />
Thisensuresadequatespacefortheapplicationofalladditionalelements.<br />
Theuseofbothproductandpeopleimageryisacceptableatlargerbillboardsizes.<br />
The<strong>LG</strong>logoisalwaysdisplayedatthe<br />
extremeleftortheextremeright.<br />
3:1<br />
5%y<br />
y<br />
Ratioover3:1,thicknessofhorizontalbarisequaltotherationof3:1<br />
Standard<br />
x<br />
Exampleofapplication<br />
One line primary headline<br />
5%y<br />
1/8x<br />
logo+headline+product+image<br />
x<br />
One line primary headline<br />
4%x<br />
1/8x<br />
4%x<br />
logo+headline+product<br />
x<br />
One line primary headline<br />
1/8x<br />
5%x<br />
logo+headline+product+image<br />
x<br />
One line primary headline<br />
5%x<br />
1/8x<br />
logo+headline+product+image<br />
lgelectronicshousestyleelements<br />
100
7:1billboards<br />
Atthe7:1sizeratio,thethicknessofthebar<br />
elementisequalto5%ofthebillboard’s<br />
lengthatthe3:1ratio.Thisensuresadequate<br />
spacefortheapplicationofalladditional<br />
elements.<br />
Toensurethevisibilityofthe<strong>LG</strong>logo,its<br />
sizeshouldbeequalto1/8ofthebillboardıs<br />
length.<br />
Theuseofbothproductandpeopleimageryisacceptableatlargerbillboardsizes.<br />
The<strong>LG</strong>logoisalwaysdisplayedatthe<br />
extremeleftortheextremeright.<br />
3:1<br />
5%y<br />
y<br />
Ratioover3:1,thicknessofhorizontalbarisequaltotherationof3:1<br />
Standard<br />
x<br />
Exampleofapplication<br />
Two line<br />
primary headline<br />
5%y<br />
1/11x<br />
logo+headline+product+image<br />
x<br />
Two line<br />
primary headline<br />
1/11x<br />
5%x<br />
logo+headline+product<br />
x<br />
Two line<br />
primary headline<br />
5%x<br />
1/11x<br />
logo+headline+product+image<br />
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Neonsigns<br />
2:1Neon<br />
WhiteNeonTube<br />
Leaveabasicspaceat10Cm<br />
8lineforeachtransformer<br />
<strong>LG</strong>GrayChannel<br />
RedNeonTube<br />
Attach<strong>LG</strong>RedLA8207Cal<br />
RedNeonTube<br />
Attach<strong>LG</strong>RedLA8207Cal<br />
WhiteNeonTube<br />
Leaveabasicspaceat10Cm<br />
8lineforeachtransformer<br />
NeonSignsshouldfollowthesamedesign<br />
specificationsasother<strong>LG</strong>applications.Neon<br />
signssizedata3:1orlargerratioshouldfeatureanimageareaequalinsizeto1:1.<br />
3:1Neon+photographicprinting<br />
(backlighting)<br />
printing<br />
(backlighting)<br />
RedNeonTube<br />
Attach<strong>LG</strong>RedLA8207Cal<br />
WhiteNeonTube<br />
Leaveabasicspaceat10Cm<br />
8lineforeachtransformer<br />
3:1Neon+photographicprinting<br />
(frontlighting)<br />
printing<br />
(frontlighting)<br />
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Neonsigns<br />
WhiteNeonTube<br />
RedNeonTube<br />
SymbolMarkPart<br />
HowtofillupNeonTube<br />
WhiteChannel<br />
Attach<strong>LG</strong>CalLA8207<br />
<strong>LG</strong>ChannelPart<br />
OutsideChannel-<strong>LG</strong>GrayColor<br />
WhiteNeonTube<br />
InsideChannel-BlackColor<br />
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Neonsigns<br />
Day<br />
Night<br />
2:1<br />
1/3x<br />
SimpleNeon<br />
5%x<br />
x<br />
Day<br />
x<br />
Night<br />
Photographicprinting<br />
(backlighting)<br />
3:1<br />
1/5x<br />
5%x<br />
Neon<br />
1/3x<br />
Day<br />
Night<br />
Photographicprinting<br />
(frontlighting)<br />
3:1<br />
Neon<br />
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Neonsigns<br />
Day<br />
Night<br />
2:1 OnandoffNeon<br />
Day<br />
Night<br />
3:1<br />
Two line<br />
primary headline<br />
Two line<br />
primary headline<br />
photographicprinting<br />
(backlightingorfrontlighting)<br />
Two line<br />
primary headline<br />
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105
A-Boards<br />
WhendesigningA-boards,followbillboard<br />
designspecifications.However,inA-boards,<br />
imagesandheadlinesshouldnotbeincluded.<br />
InA-boardswherethesizeratioisgreater<br />
3:1orgreater,thewidthofthebarelement<br />
shouldbedeterminedfromthe2:1ratiosize,<br />
i.e.,5%ofitslongerdimension.<br />
A-boardscaneitherrepeatoralternate<br />
elementsalongtheirlengths.<br />
2:1<br />
1/3x<br />
5%x<br />
x<br />
4:1<br />
1/3x<br />
5%x<br />
x<br />
x<br />
4:1<br />
1/3x<br />
5%x<br />
x<br />
x<br />
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A-Boards<br />
6:1<br />
logoonly<br />
6:1<br />
logoonly<br />
6:1<br />
logo+sub-brand<br />
12:1<br />
logo+sub-brand<br />
6:1<br />
logo+category<br />
12:1<br />
logo+category<br />
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Verticalbanners<br />
Thenarrowspacethatisgivenbyverticalbannerslimitstheamountofinformationthatcan<br />
beonthem.Itisrecommendedthatonlyone<br />
barbeused,atthebottomofthebanner,but<br />
exceptionscanbemade.TheVertical2color<br />
logoshouldbeusedonallextremevertical<br />
banners.Productphotographycanbleedof<br />
theleftandrightedges.<br />
1:1.5 1:3 1:5 1:7<br />
verticallogo<br />
verticallogo+product<br />
verticallogo+product<br />
<strong>LG</strong>Life’sGoodsignature+product<br />
verticallogo+product<br />
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1:1.5Banner<br />
5%x<br />
5%x<br />
5%x<br />
x<br />
Vertical2color<br />
signatureonawhite<br />
background.<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
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1:3Banner–Verticallogo&product<br />
5%x<br />
x<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
Verticallogoona<br />
whitebackground.<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
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1:3Banner–signatureandproduct<br />
5%x<br />
x<br />
Silhouetteproduct<br />
photographyona<br />
whitebackground.<br />
Vertical2colorsignatureonawhitebackgroundcanbeusedin<br />
retailenvironments.<br />
5%x<br />
5%x<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
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1:5Banner–logo&product<br />
5%x<br />
x<br />
Silhouetteproduct<br />
photographyona<br />
whitebackgroundcan<br />
bleedoftheleftand<br />
rightedgesforsome<br />
billboardsandbanners.<br />
5%x<br />
5%x<br />
Vertical2color<br />
signatureonawhite<br />
background.<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
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1:7Banner–Verticalsignature&product<br />
5%x<br />
x<br />
Silhouetteproduct<br />
photographyona<br />
whitebackgroundcan<br />
bleedoftheleftand<br />
rightedgesforsome<br />
billboardsandbanners.<br />
5%x<br />
Vertical2color<br />
signatureonawhite<br />
background.<br />
5%x<br />
<strong>LG</strong>Redbaronbottom<br />
edge.<br />
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Mediabackdrop<br />
Mediabackdropsshouldusealternatingrows<br />
ofaspecialcolorversionofthePrimary2<br />
colorsignaturewherethe<strong>LG</strong>logotypeand<br />
sloganarea30%tintof<strong>LG</strong>Grayonan<strong>LG</strong><br />
Graybackground.<br />
Thewords“<strong>LG</strong>Electronics”anddivision<br />
namescanbealternatedindividinglinesset<br />
inallcapitallettersCharlotteSansbold.<br />
L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L L U L A R P H O N E S L G E L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L<br />
L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L L U L A R P H O N E S L G E L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L<br />
L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L L U L A R P H O N E S L G E L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L<br />
L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L L U L A R P H O N E S L G E L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L<br />
L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L L U L A R P H O N E S L G E L E C T R O N I C S P L A S M A S C R E E N S L G E L E C T R O N I C S H O M E A P P L I A N C E S L G E L E C T R O N I C S C E L<br />
Specialversionofthe<br />
primary2colorsignature:<strong>LG</strong>logotypeand<br />
sloganarea30%tint<br />
of<strong>LG</strong>Grayonan<strong>LG</strong><br />
Graybackground.<br />
<strong>LG</strong>Electronicsand<br />
divisionnamesina<br />
30%tintof<strong>LG</strong>Gray<br />
CharlotteSansboldin<br />
allcapitalletters.<br />
<strong>LG</strong>logoonfrontof<br />
podium.<br />
<strong>LG</strong>Redstage.<br />
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Mediabackdrop<br />
Thisbackdropisforusewhenthespeaker<br />
willbeinfrontofalargeaudienceaswellas<br />
onvideo.Theleftandrightsidesofthestage<br />
havealargereverse<strong>LG</strong>signature.Directly<br />
behindthespeakerisarepeatpatternofthe<br />
<strong>LG</strong>logoinalternatingrowsof4and3logos<br />
perrow.Notethespecialtintof<strong>LG</strong>Graythatis<br />
usedforthelogotypeintherepeatpattern.<br />
Reversesignatureonan<br />
<strong>LG</strong>Graybackground.<br />
Specialversionof<br />
theprimarylogo:<strong>LG</strong><br />
logotypeisa30%tint<br />
of<strong>LG</strong>Grayonan<strong>LG</strong><br />
Graybackground.<br />
<strong>LG</strong>logoonfrontof<br />
podium.<br />
<strong>LG</strong>Redstage.<br />
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Commercialendframe<br />
Theprimary<strong>LG</strong>Life’sGoodsignatureshould<br />
beusedattheendofalltelevisionspots.If<br />
approvedbythe<strong>LG</strong>BrandManagementteam,<br />
thesignaturemaybeanimated,solongasthe<br />
animationendsasthefullsignatureononeof<br />
thefollowingapprovedbackgrounds:white,<br />
<strong>LG</strong>Gray,<strong>LG</strong>DarkRed,orblack.<br />
Primarysignatureona<br />
whitebackground.<br />
Reversesignatureonan<br />
<strong>LG</strong>Graybackground.<br />
Reversesignature<br />
onan<strong>LG</strong>DarkGray<br />
background.<br />
Reversesignatureona<br />
blackbackground.<br />
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Businesscard<br />
Thespiritofthebrandidentityshouldbe<br />
reflectedinallelementsofcommunication<br />
thatmayactasthefaceofthecompany.<br />
Thisincludesbusinesscards.<br />
InEnglish-speakingcountries,<br />
thebusinesscardwillonlycarryone<br />
side,whichisinEnglish.<br />
Inothercountries,withaseparatenative<br />
orofficiallanguage,theothersideshould<br />
carrythesameinformationintherespective<br />
language.Usageofphotoisoptional.<br />
90mm<br />
10.5mm<br />
9mm<br />
20mm<br />
3.5mm<br />
5mm<br />
9mm<br />
3mm<br />
Slogan<br />
Companylogo<br />
English<br />
Gil-Dong Hong<br />
General Manager / Marketing Dept.<br />
Name<br />
Title/department<br />
5mm<br />
<strong>LG</strong> Electronics China Co., Ltd.<br />
3F, JingWu Bldg., No. 5,Jiu XianQiao North Road,<br />
Chaoyang District, Beijing 100015, China(P.O.Box:8501)<br />
Tel : 010-6431-1188 ext. 2609 Fax : 010-6431-7466<br />
Mobile : 010-1234-5678 E-mail : gildong@lge.com<br />
Subsidiaryname<br />
Subsidiaryaddress<br />
Size:90X52mm<br />
Title/Department:PalatinoRoman6Point<br />
Name:PalatinoRoman12Point<br />
SubsidiaryAddress:PalatinoRoman6.5Point<br />
SubsidiaryName:UnicaBold8.5Point<br />
Material:IvoryScotelandWhite171gorBestMat180g.<br />
90mm<br />
10.5mm<br />
9mm<br />
20mm<br />
3.5mm<br />
5mm<br />
9mm<br />
3mm<br />
Slogan<br />
Companylogo<br />
Nationallanguage<br />
Name<br />
Title/department<br />
Subsidiaryname<br />
Subsidiaryaddress<br />
5mm<br />
Incaseoflocalfont,pleaseselectfonttypethatisinserifmode.<br />
Also,replicatethespacingbetweenlinesandlettersfollowing<br />
theBrandCommunicationGuideline.<br />
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Businesscardwithphoto<br />
90mm<br />
10.5mm<br />
9mm<br />
20mm<br />
3.5mm<br />
5mm<br />
9mm<br />
3mm<br />
Slogan<br />
Companylogo<br />
English<br />
Gil-Dong Hong<br />
General Manager / Planning Dept.<br />
Name<br />
Title/department<br />
5mm<br />
Photo<br />
21X30mm<br />
(optional)<br />
<strong>LG</strong> Electronics U.K. Ltd.<br />
<strong>LG</strong> House<br />
250 Bath Road, Slough, Berklure SL1 4DX.<br />
Direct Line : 01753 491625 Switchboard : 01753 491500<br />
Fax: 010-6431-7466 Mobile: 1391-166-1903<br />
E-mail: gildong@lge.com<br />
Subsidiaryname<br />
Subsidiaryaddress<br />
Size:90X52mm<br />
Title/Department:PalatinoRoman6Point<br />
Name:PalatinoRoman12Point<br />
SubsidiaryAddress:PalatinoRoman6.5Point<br />
SubsidiaryName:UnicaBold8.5Point<br />
Material:IvoryScotelandWhite171gorBestMat180g.<br />
90mm<br />
10.5mm<br />
9mm<br />
20mm<br />
3.5mm<br />
5mm<br />
9mm<br />
3mm<br />
Slogan<br />
Companylogo<br />
Nationallanguage<br />
Photo<br />
21X30mm<br />
(optional)<br />
Name<br />
Title/department<br />
Subsidiaryname<br />
Subsidiaryaddress<br />
5mm<br />
Incaseoflocalfont,pleaseselectfonttypethatisinserifmode.<br />
Also,replicatethespacingbetweenlinesandlettersfollowing<br />
theBrandCommunicationGuideline.<br />
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Appendix:Filedirectory<br />
Listedbelowarethefilenamesofthedifferent<br />
<strong>LG</strong>Life’sGoodsignaturesrangingfromthe<br />
primary2colorsignaturetothespecialusage<br />
1colorreversesignature.<br />
Alwaysusetheapprovedelectronic<br />
artworkwhenreproducingthe<strong>LG</strong>signature.<br />
Category<br />
<strong>LG</strong>E=<strong>LG</strong>Electronics<br />
Color<br />
1cG=OneColorGray<br />
1cK=OneColorBlack<br />
1c=OneColor<br />
2c=TwoColor<br />
Reverse<br />
REV=Reverse<br />
Extension:Filetypeandwhatitisusedfor<br />
.eps=EPS(forprintandvendoruse)Supplied<br />
asvector-basedart,scalableforlarge<br />
applications;thesefilesmaybeusedatanysize.<br />
EPSfileswillappearwithatransparent<br />
backgroundinmostapplications.Idealforhighendprintanddisplayuse.Colorformats:CMYK,<br />
RGB,Grayscale,PMSspotcolor.<br />
<strong>LG</strong>E_SL_1cG_P_REV_SUV.eps<br />
Life’sGood<br />
SL=Slogan<br />
Color<br />
P=Process(CMYK)<br />
V=On-Screen(VideoRGB)<br />
S=Spot(Pantone)<br />
w=Web<br />
SpecialUse<br />
SUV=SpecialUseVertical<br />
SUH=SpecialUseHorizontal<br />
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