LG Branding guidelines - Test flipbook
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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
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