LG Electronics has given its branding a new lick of paint, with a lighter shade of red, a new font, and what the company calls a “more dynamic and youthful look across all physical and digital customer touch points.”

The Australian market is one of the global pilot sites for the roll out.

They will also be giving the logo the ability to wink, dance, and look around – as demonstrated in the below animation.

“With its new capabilities, the brand symbol can greet customers with a friendly smile or move along with background music on digital platforms in a variety of ways,” LG explains.

There’s also a new typeface, which will “be used more widely as a brand asset in product packaging.” Shapes “inspired by various LG products will be integrated into the font.

“Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth,” said William Cho, CEO of LG Electronics.

“Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”