One of the largest South Korean conglomerate companies operating in over 80 countries, they produce innovative electronics, appliances and mobile devices to suit your life and style.
LG asked us to create a logo to promote and trademark their new washing machine technology “TrueBalance” designed to minimize vibration and washer noise for a smoother and quieter performance. Because of LG’s brand positioning and global presence, we looked at their machine interface design panels and explored various solutions to uniquely brand “TrueBalance” technology without dominating the washer interface. The final logo was a one color minimalist monogram that represents the circular motion of the washing cycle using 3 water droplets. The 3 droplets represent the 3 damper system technology used. In addition, a hidden “T” is conveyed in the negative space of the icon to represent “TrueBalance”.