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LG Lifes Good Signature & Tagline Interim Guidelines

Lifes Good LG Signature Elements

The Life's Good LG lockup was developed to express our brand personality in an engaging and friendly way. The elements of the lockup include: the LG symbol, the LG wordmark, and the Life's Good tagline. This lockup can be used on all communications and should appear in the configuration shown below. The spacing between elements has been specifically determined and should not be changed. The curve of the Life's Good tagline reinforces the shape of the 'G' in the symbol and also creates the appearance of a 'smile'. Consistent presentation of this lockup will help build awareness of the Life's Good tagline and the LG brand. These guidelines provide specifications for correctly implementing the lockup and illustrations on how to use it properly and mistakes to avoid.

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1/2 x

LG Wordmark

LG Symbol

Lifes Good tagline

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2x 1/2 x

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1/2 x

The slogan Lifes Good begins visually at the 90 angle (at 9:00)

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1/2 x

Clearspace and minimum size

To ensure the prominence and legibility of the Lifes Good LG signature, always surround it with a minimum amount of clearspace. This isolates the signature from competing graphic elements, such as text, photography or background patterns, that may divert attention from the signature. As shown in the exhibit below, the clearspace for the signature is equal to 1/2 the height of the letter L in LG in whatever size the signature is reproduced. The signature can be used in a wide variety of sizes, but when it is sized too small, legibility is reduced and its impact is diminished. The minimum size is determined by the height of the signature. In printed material, it should not be reproduced smaller than 16mm in height.

1/2 x

1/2 x

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16mm

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1/2 x

The minimum size is 16mm tall, from the top of the LG symbol to the bottom of the d in Lifes Good.

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Color Palette
The preferred colors for the LG signature are Red and Gray. The specific PANTONE numbers are listed in the table as are values for reproducing in four-color process (CMYK), RGB video, RGB web and web Hex. For 4-color printing, use the CMYK values as a beginning reference. Print vendors may have their own values and formulas for matching PANTONE colors in 4-color process, but the goal should always be to match the PANTONE standard of the LG colors. The PANTONE and CMYK values provided can be used when printing on either coated or uncoated paper; variations in color may occur, but try to match the LG colors as close as possible. For on-screen applications (Power Point, video and broadcast), refer to the RGB Video values specied. For Web applications, refer to the RGB Web/Hex values specied.
The colors shown throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. Please refer to the current edition of the Pantone color formula guide. PANTONE is a registered trademark of Pantone, Inc.

Primary

PANTONE Colors

R C M Y K

G B Video

G B Web safe

Web HEX

Red

207

0 100 40 20

177

67

153

51

990033

Gray

430

0 70

135 143 151

153 153 153

999999

Secondary

Premium Red

505

50 100 100 25

1 10 30

57

102 51

51

663333

Silver

877

n/a

n/a

n/a

n/a

Background Control
White is the most effective background on which to reproduce the full-color LG signature because it provides the colors with a clean, crisp contrast. If the signature is placed on a dark background or photograph and the full- color signature will be illegible, there are two options: the signature that reverses to white or the 2-color signature with the reverse wordmark. If the full-color signature appears on light backgrounds or photographs, there must always be sufficient contrast between the background or photograph and the signature colors.

2-color signature on a white background.

2-color signature with reverse wordmark on a gray background.

2-color signature on a light photograph.

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Reverse signature on a black background.

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2-color signature with reverse wordmark on a Premium Red background.

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2-color signature with reverse wordmark on a dark photograph. 4

Misuses
Incorrect use of the LG signature can compromise its integrity and effectiveness. Shown below is a small but by no means comprehensive sample of possible misuses. To ensure accurate and consistent reproduction of the signature, always use the approved digital artwork. Never alter, add to or recreate the LG signature.

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Do not increase the distance between the Lifes Good tagline and the LG Symbol.

Do not alter the rotation of the tagline.

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Do not reduce the distance between the Lifes Good tagline and the LG Symbol.

L i f e

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Do not alter the color of individual elements of the signature.

Special Usage Signature

For extreme horizontal applications, such as a banner or pen, the special usage signature has been created. Use of this signature should be limited. Use the primary signature wherever possible. The primary signature color and background control rules are the same for the special use signature.

2x

1/2 x

1/2 x

1/2 x

Special Use Signature Clearspace and Minimum Size

The clearspace rule for the special usage signature is the same as for the primary signature 1/2 the height of the letter L in the wordmark. In order to maintain legibility, the special usage signature should never appear smaller than 10 mm.

1/2 x

1/2 x

1/2 x

1/2 x

The minimum size is 10mm tall, from the top of the LG symbol to the bottom.

10 mm

Typography for Primary Messaging and Headlines

Charlotte Sans
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Typography option for body copy

Charlotte
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 0123456789 & &0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWX YZ &0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWX YZ &0123456789
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