LG Design Guideline
Contributed to the unification of LG’s diverse sub-brands into a single, scalable design system while ensuring brand consistency and flexibility.
Client
Ongoing internal governance work
Role
Sole Product Designer per Division
Period
2016 - 2019
Overview
As the primary product designer assigned to a division, I contributed to the governance, updates, and maintenance of the LG design system. With LG continuously launching and evolving multiple sub-brands and services, I collaborated with fellow designers to ensure visual and interaction consistency across divisions. This role involved aligning evolving brand needs with scalable system components through ongoing coordination and design support.
What I did
Division-wide governance and component updates
Maintaining consistency, uniqueness, and scalability was a key challenge as LG continued to launch a growing number of diverse sub-brands under its corporate umbrella. Each brand had distinct characteristics but needed to align with the overarching design system.
The objective was to resolve fragmented UX and lagging performance compared to competitors by creating a seamless, AI-powered smart home experience. This involved improving appliance pre-configuration, enabling fluid AI-driven control, optimizing energy usage through user behavior, and supporting global usability.
Supported the unification of LG’s diverse sub-brands into a single, scalable design system that ensured consistency while respecting each brand’s unique identity. Contributed to building a flexible governance model for efficient updates across teams and platforms.
The LG EI font is a dedicated typeface that communicates our design philosophy of ‘Emotionally Intelligent Design’. The overall form of the font is geometric, and the external circle represents the innovative technology we create. The rounded edges inside the font and the strokes inspired by handwriting symbolize the elements of warmth and emotion we aspire to embody.
At our core, LG has always been a red brand. That is still true today. However, we’ve built outwards from our core to give our identity flex. Incorporating ‘Active Red’ and neutral colors so we can create excitement and restore balance when we need to.
The LG EI font is a dedicated typeface that communicates our design philosophy of ‘Emotionally Intelligent Design’. The overall form of the font is geometric, and the external circle represents the innovative technology we create. The rounded edges inside the font and the strokes inspired by handwriting symbolize the elements of warmth and emotion we aspire to embody.
An integrated brand campaign that brings LG’s “Life is Good” message to life across digital platforms and physical experiences—bridging innovation, emotion, and everyday life.
I’ll walk you through the details during our meeting
Hello
Any questions?
Let's connect and build something meaningful together