LG
Brand Finance
Peak value
7.6
Peak year
2025
Region
Asia
LG's 2023 'Optimistic Cheerfulness' global rebrand with an animated motion logo was designed to fix a problem most people couldn't articulate: LG made quality products but had no emotional personality. The smiling face hidden in the LG logo has been there since 1995, but the brand finally decided to make it the center of its identity. In consumer electronics, where specs converge quickly, personality might be the last remaining differentiator.
2014 — 'Life's Good' brand platform with updated face logo | 2023 — 'Optimistic Cheerfulness' global brand relaunch with motion identity
How much is your brand's perception worth?
Brand value isn't an abstraction — it's the price the market is willing to pay for trust in a name alone. See how the world's most valuable brands changed over 17 years, and what built or destroyed them every time.
0%
67%
of the B2B buying journey happens digitally - before anyone talks to sales.
SOURCE: FORRESTER RESEARCH
+0%
+17%
more conversions for every second faster a page loads.
SOURCE: AKAMAI /GOOGLE
75%
of how trustworthy a B2B website looks comes from design alone.
SOURCE: STANFORD WEB CREDIBILITY RESEARCH
0x
5x
revenue growth for companies that treat design as a strategic discipline.
SOURCE: MCKINSEY
See other brands
Design that works. AI that helps. Brands that earn trust.
HOW WE HELP
Your brand either attracts the right clients and positions you as a category leader, or it looks like it can't keep up with your ambition. We build the first scenario - by combining brand strategy, websites, and AI into one process that, unlike most agencies, doesn't start with "what color do you want?"
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