LG Uplus said on Aug. 21 that its brand rebranding project 'Simply. U+' won a main prize in the brand and communication category at the Red Dot Design Award 2026.

The Red Dot Design Award is considered one of the world's top three design awards along with Germany's iF Design Award and the United States' IDEA. This is the first result the LG Uplus rebranding project has achieved at a global design award.

LG Uplus last year declared its brand philosophy, 'Simply. U+', saying it would provide an experience that eases customers' complex concerns and gives them confidence in their choices. It has since refined its brand system and operating standards to deliver simple and consistent experiences at customer touchpoints.

It built brand principles and a design system to reduce inconsistencies that arose in the design application process and confusion in the customer experience, so customers can have an LG Uplus-like experience at any touchpoint.

LG Uplus is applying 'Simply. U+' across the company, including products and services, customer support and digital platforms, as an operating principle for innovating the customer experience rather than as a simple brand slogan. The company plans to develop 'Simply. U+' into a companywide execution language and strengthen brand experiences that customers can actually feel.

Kim Hee-jin (김희진), head of the Brand Marketing Team at LG Uplus, said, "We will continue to develop the brand system and execution framework so that 'Simply. U+' can lead to brand experiences that customers can feel in their daily lives."