Win at one of world's top 3 design awards

Customer-centric brand overhaul earns global recognition

LG Uplus receives the Brand & Communication Design award at the Red Dot Design Award 2026 ceremony held in Berlin, Germany, on Friday (local time). [LG Uplus]
LG Uplus receives the Brand & Communication Design award at the Red Dot Design Award 2026 ceremony held in Berlin, Germany, on Friday (local time). [LG Uplus]

LG Uplus has won a Red Dot Design Award — one of the world's three most prestigious design honors — for its rebranding project "Simply. U+."

The South Korean telecom company announced Thursday that it received the award in the Brand & Communication Design category at the Red Dot Design Award 2026 ceremony, held Friday (local time) in Berlin, Germany.

The Red Dot Design Award ranks among the world's top three design awards, alongside Germany's iF Design Award and the US-based IDEA. The recognition marks LG Uplus's first global design award win from the rebranding initiative.

LG Uplus unveiled "Simply. U+" as its new brand philosophy last year, with the goal of reducing unnecessary complexity at every stage of the customer journey — from accessing information and choosing products to using services.

To that end, the company unified design and communication elements that had previously varied across departments, and established brand operating standards to ensure customers receive a consistent, easy experience at every touchpoint.

A key feature of the effort is that the brand overhaul went beyond a simple logo or design refresh, extending across the entire customer experience — including products, services, customer support, physical stores and digital channels.

LG Uplus said it plans to build on the award win by continuing to identify brand experiences that customers can tangibly feel. The company also intends to embed the "Simply. U+" philosophy into each department's decision-making and service improvement processes.

"This award is the result of company-wide efforts to turn 'Simply. U+' into a real experience that eases complexity for our customers," said Jang Jun-young, executive director and head of the marketing group at LG Uplus. "We will continue to develop 'Simply. U+' as a sustained source of brand competitiveness, so that customers can feel the difference in every moment they encounter U+."

Meanwhile, LG Uplus announced its "Simply 2.0" strategy in May, restructuring its mobile rate plans and bundled product offerings. The company trimmed its lineup of 5G and LTE plans from 53 to 18, and introduced automatic age-based benefit application along with integrated wired-wireless bundle packages — all aimed at making it easier for customers to understand and choose among plans and benefits.


woo@heraldcorp.com