Brand & Communication win at one of world's top 3 design awards

Simplifying customer experience elevated to company-wide principle

LG Uplus employees pose for a photo after winning the Red Dot Design Award 2026. [LG Uplus]
LG Uplus employees pose for a photo after winning the Red Dot Design Award 2026. [LG Uplus]

LG Uplus' rebranding project "Simply. U+" has won a main prize at the Red Dot Design Award 2026.

LG Uplus said Friday it received the main prize in the Brand & Communication category at the Red Dot Design Award 2026. The award is considered one of the world's three most prestigious design honors, alongside Germany's iF Design Award and the US IDEA.

The company said the win marks the first time its rebranding project has been recognized at a global design award. LG Uplus said the international recognition reflects its intent to go beyond simple visual improvements and offer customers an experience that eases their decision-making.

Last year, LG Uplus unveiled its brand philosophy "Simply. U+" — a commitment to providing customers with an experience that cuts through complexity and gives them confidence in their choices. The company then overhauled its brand framework and operating standards to deliver a consistent experience across all customer touchpoints, including products and services, communications, physical stores and digital channels.

The company said particular recognition went to its efforts to reduce accumulated inconsistencies in design usage and confusion in the customer experience, and to establish brand principles and a design system ensuring customers encounter a uniform experience at every touchpoint. LG Uplus has treated "Simply. U+" not merely as a brand slogan but as an operational principle for customer experience innovation, refining its brand framework through collaboration across multiple teams.

The company also said the award carries significance beyond the achievement of any single team, noting it reflects the collaborative effort of employees across the entire organization.

LG Uplus said it plans to advance "Simply. U+" as a company-wide initiative and strengthen the brand experience that customers can tangibly feel. The company aims to build brand competitiveness by delivering a consistent experience across every customer touchpoint — spanning products and services, customer support and digital platforms.

"This award is the result of our efforts to establish standards across the entire brand experience in order to ease customers' complex concerns, and to apply those standards at actual customer touchpoints," said Kim Hee-jin, head of LG Uplus' brand marketing team. "We will continue to develop our brand execution framework so that 'Simply. U+' translates into a brand experience that customers can feel in their everyday lives."


chami@heraldcorp.com