At our core, LG has always been a red brand.
The palette extends outward from that core to give the brand room to flex.
Active Red delivers energy and excitement, while Heritage Red grounds the legacy brand mark.
Neutral tones — Warm Grey, White, and Black — restore balance across every touchpoint.
LG's Adaptable Color System lets us scale the core palette across emotional registers — from calm and minimal to bold and immersive.
Each touchpoint uses a defined colorway ratio so the brand stays recognizable while expressing context-appropriate energy.
Color System 01
LG provides four signature gradient assets that transition from light to dark.
Each gradient carries a distinct emotional tone,
allowing teams to select the right backdrop for hero visuals, key visuals, and atmospheric brand moments.
All four are available for download as JPG.
