Main Motif
Overview and Construction
L Motif should be positioned in the upper left corner and G Motif in the upper right corner.
These two motifs should always appear together, and their vertical lengths should form the 3:2 ratio.
The guidelines herein may not be arbitrarily altered and should be accurately followed with consistency.
These two motifs should always appear together, and their vertical lengths should form the 3:2 ratio.
The guidelines herein may not be arbitrarily altered and should be accurately followed with consistency.
Main Motif Extension
Only L, Only G Motif
Only L Motif or Only G Motif can be used to more creatively use the white space within the image or to replace the main motifs.
The motif size can be flexibly adjusted in accordance with the overall design. However, the vertical lengths of Only L Motif
and Only G Motif should not exceed 12x and 8x, respectively.
The motif size can be flexibly adjusted in accordance with the overall design. However, the vertical lengths of Only L Motif
and Only G Motif should not exceed 12x and 8x, respectively.
Full G Motif
Full G Motif can be used to add a dynamic feel.
The standard size of Full G Motif is 16x of the shorter side of the canvas.
The standard size of Full G Motif is 16x of the shorter side of the canvas.
Content Alignment
Alignment with Other Visual Elements
The headline should be placed to the right of L Motif in the upper left corner, and the LG logo to the left of G Motif in the bottom
right corner. The motifs should be properly aligned with other visual elements such as the marketing message and logo as specified
in the guidelines to ensure the optimal visual flow and effective communication.
right corner. The motifs should be properly aligned with other visual elements such as the marketing message and logo as specified
in the guidelines to ensure the optimal visual flow and effective communication.
LG Logo
The space between G Motif and the LG logo should be equivalent to the total width of the letter G of the logo.
The logo should be center-aligned with the motif.
The logo should be center-aligned with the motif.
Headline Typography
The space between L Motif and the headline should be equivalent to the total width of the letter G of the LG logo.
Render the headline in the LG Smart font and adjust its stroke width in accordance with visual hierarchy.
Align the lowermost point of the English alphabet letter in the headline with L Motif’s lower base line.
Render the headline in the LG Smart font and adjust its stroke width in accordance with visual hierarchy.
Align the lowermost point of the English alphabet letter in the headline with L Motif’s lower base line.
Headline Treatment
The lower base line of the headline or the sub-headline should be aligned with the lower base line of L Motif.
If the lower base line of the headline cannot be specified due to the use of calligraphy or its diagonal structure, the
headline may be center-aligned with L Motif’s horizontal part. The headline can be flexibly sized within the pre-designated area.
If the lower base line of the headline cannot be specified due to the use of calligraphy or its diagonal structure, the
headline may be center-aligned with L Motif’s horizontal part. The headline can be flexibly sized within the pre-designated area.
Headline + Body Copy
The lower base line of the headline should be vertically aligned with L Motif’s lower base line,
while the body copy should be placed below the headline. The text of the body copy should be no more than four lines.
while the body copy should be placed below the headline. The text of the body copy should be no more than four lines.
Colors
Color System
Primary Color Palette
Secondary Color Palette
Metallic Color Palette
Accessibility Contrast
Color Contrast Ratio
To ensure visibility, the color contrast between text and the background should at least meet
the margin-top-17Web Content Accessibility Guidelines (WCAG). compliance level of AA (4.5:1).
the margin-top-17Web Content Accessibility Guidelines (WCAG). compliance level of AA (4.5:1).
Multi-Color Gradient
Diverse colors on the color palette can be used to add vitality to the overall design. Adjust the opacity value as deemed fit,
and refer to the above Single-Color Gradient section for the detailed requirements.
and refer to the above Single-Color Gradient section for the detailed requirements.
Main Motif Colors
When placing the motifs on a background with photographic images, render them in colors that well harmonize with the background.
When placing the motifs on a simple background without any photographic images, colors may be chosen more freely.
When placing the motifs on a simple background without any photographic images, colors may be chosen more freely.
Solid and Single-Color Gradient
Patterns
The patterns were developed using the same grid system and elements as the motifs. They feature units of different sizes that are
repeated in diverse ways to help create a unique background. Select the pattern deemed most suited for the purpose of each design.
repeated in diverse ways to help create a unique background. Select the pattern deemed most suited for the purpose of each design.
Primary Patterns
Pattern Colors
The patterns were developed using the same grid system and elements as the motifs. They feature units of different sizes that are
repeated in diverse ways to help create a unique background. Select the pattern deemed most suited for the purpose of each design.
repeated in diverse ways to help create a unique background. Select the pattern deemed most suited for the purpose of each design.
Without the Motifs
The pattern should appear subdued when providing a background for photographic images. Make sure that the pattern does not overly stand out by using a color similar to the background color or tone-on-tone coloring. Do not apply the gradient effect to the pattern.
With the Motifs
It is recommended to render the motifs in a single color to ensure visibility when used in combination with a pattern. Render the patternin a color similar to that of the motifs or use tone-on-tone coloring so that the pattern does not overwhelm and compromise the visibility of the motifs.