Design System Inspiration of LG유플러스

1. Visual Theme & Atmosphere

LG유플러스 is a Korean telecommunications and consumer-technology company, established in 1996, with public services for mobile, home internet and IPTV, smart home, and people-centred AI as well as enterprise offerings. Its recognizable public expression combines a white, near-black service foundation with a high-visibility magenta action signal, while its current Simply. U+ direction frames the brand around reducing the complexity customers encounter in everyday telecom tasks. The supplied capture shows this in a deliberately bounded way: the public service home uses Pretendard with magenta calls to action; the public subscription-product page uses its own loaded nskr stack and more compact information rows; the corporate About page is context rather than a shared product-token source. The result is not a single universal LG U+ design system, nor evidence for authenticated, native-app, checkout, or support flows.

Observed characteristics:

• #e6007e is a selector-backed filled action color on both captured public service and subscription surfaces.
• #000000 on #ffffff is the repeated public working base; #f5f5f5, #888888, and #ebebeb are scoped subscription-detail siblings.
• Loaded typography is surface-specific: Home uses Pretendard and the public subscription detail uses computed family nskr.
• The captured Home CTA is a 40px-high 20px-radius control; the subscription detail also has a static 65px information row with an 8px outline geometry.
• The one measured product-surface pointer state is on-brand: the public subscription page's header links turn from #000000 to magenta #e6007e on hover and press, and the selected Home recommendation tab carries the same magenta at 700 weight.
• The 2025 Simply. U+ narrative is brand context only. It does not create colors, components, states, or motion tokens.

Primary tasks

• Compare mobile plans, benefits, and device-related options
• Read a subscription product's details, then start the purchase
• Check what a home internet, IPTV, or smart-home service includes

2. Color Palette & Roles

Observed public-surface foundation

• Primary — #e6007e: measured fill on the public Home solid CTA and the public subscription purchase CTA, and the measured text colour of the selected Home recommendation tab and of the subscription header links in their hover and pressed frames.
• Ink — #000000: measured Home body ink and repeated public-surface text baseline.
• Canvas — #ffffff: measured Home canvas and CTA text color.
• Muted — #888888: measured public subscription-detail supporting-link text only.
• Soft — #f5f5f5: measured fill on the compact public subscription pr-btne add control only.
• Border — #ebebeb: measured 1px outline on the public subscription information row and the subscription carousel arrow.

The product-detail row’s text is #222222; it is retained in that component’s measured fields rather than promoted as a general foreground token. Corporate About ink values and low-frequency page-specific colors remain useful raw evidence but are not merged into this product-scoped palette.

Component-scoped neutrals stay in their components rather than becoming palette roles: #bbbbbb is the border of the Home small outline button, #86868b the text and border of its medium variant, #cccccc the Home recommendation-card frame, #a7a7a7 the small arrow link, and #f3f3f3 the current-page fill in the subscription review pagination.

3. Typography Rules

Font evidence classes

Captured hierarchy

Do not substitute an unavailable system font and call it Pretendard or nskr; do not extend either family from these two captured domains to uninspected LG U+ surfaces.

4. Component Stylings

Button

Home primary CTA

• Background: #e6007e
• Text: #ffffff
• Border: 0px solid #ffffff
• Radius: 20px
• Padding: 0px 30px
• Height: 40px
• Font: 16px / 400 / Pretendard
• Observed-state summary: Default captured. The capture holds no pointer-state frame for any Home element (interactionCount: 0 counts dialog, menu, and tab expansions only), so no hover, focus, pressed, disabled, or error value was observed.
• Use: Public Home solid CTA at home::[data-omd-capture="19"]. Five instances ("19" through "23") share these values; home::[data-omd-capture="52"] uses the same .c-btn-solid-1-m class with 0px 40px padding.

Home small outline button

• Background: transparent
• Text: #ffffff
• Border: 1px solid #bbbbbb
• Radius: 16px
• Padding: 0px 24px
• Height: 32px
• Font: 14px / 400 / Pretendard, letter-spacing -0.32px
• Observed-state summary: Default captured; no pointer-state frame on Home.
• Use: .c-btn-outline-2-s at home::[data-omd-capture="81"] and "82". White text on a transparent fill means it sits on a dark band; that band's fill is not claimed. A medium variant, .c-btn-outline-2-m at home::[data-omd-capture="95"], is transparent with #86868b text and a 1px #86868b border, 20px radius, 0px 40px padding, and 30px height.

Subscription purchase CTA

• Background: #e6007e
• Text: #ffffff
• Border: 0px solid #ffffff
• Radius: 90px
• Padding: 15.5px
• Height: 55px
• Font: 16px / 700 / nskr, letter-spacing -0.48px
• Observed-state summary: Default captured. The pressed frame moved one channel unit (rgb(230, 0, 126) to rgb(229, 0, 126)), consistent with a transition frame, so no pressed value is declared.
• Use: .pg-button-prod_detail-cart_add at surface-2::[data-omd-capture="15"].

Subscription outline more button

• Background: #ffffff
• Text: #000000
• Border: 1px solid #000000
• Radius: 8px
• Padding: 15.5px
• Height: 57px
• Font: 16px / 700 / nskr
• Observed-state summary: Default captured; no pointer-state frame.
• Use: .pg-button-prod_detail-more at surface-2::[data-omd-capture="23"] and "24".

Subscription compact add control

• Background: #f5f5f5
• Text: #000000
• Radius: 8px
• Padding: 0px 10px
• Height: 60px
• Font: 12px / 700 / nskr, letter-spacing -0.36px
• Observed-state summary: Default captured; no pointer-state frame.
• Use: .pr-btne.add at surface-2::[data-omd-capture="34"]; ten instances share these values.

Subscription review pagination link

• Background: transparent
• Text: #888888
• Radius: 0px
• Padding: 8px 12px
• Height: 34px
• Font: 14px / 400 / nskr
• Current page: fill #f3f3f3, text #000000, 14px / 700, 4px radius
• Observed-state summary: Default and current-page variants captured; no pointer-state frame.
• Use: .page-link at surface-2::[data-omd-capture="81"]; current page at surface-2::[data-omd-capture="80"].

Subscription carousel arrow

• Background: #ffffff
• Text: transparent (the label is visually hidden at 1px)
• Border: 1px solid #ebebeb
• Radius: 50%
• Size: 32px x 32px
• Shadow: rgba(0, 0, 0, 0.08) 0px 2px 6px 0px
• Observed-state summary: Default captured; no pointer-state frame. The arrow glyph is not part of the computed style and is not claimed.
• Use: .slick-arrow at surface-2::[data-omd-capture="27"] and "71".

List item

Subscription information row

• Background: transparent
• Text: #222222
• Border: 1px solid #ebebeb
• Radius: 8px
• Padding: 19px
• Height: 65px
• Font: 14px / 500 / nskr
• Use: Public subscription product information row at surface-2::[data-omd-capture="14"]; it is an observed link/row and is classified as listItem, not as a button.

Link

Home section link with arrow

• Background: transparent
• Text: #000000
• Radius: 0px
• Padding: 0px
• Height: 36px
• Font: 24px / 700 / Pretendard, 36px line height
• Observed-state summary: Default captured; no pointer-state frame on Home.
• Use: .c-link-arr-1 at home::[data-omd-capture="56"] through "59". The same class appears at 26px / 500 (home::[data-omd-capture="48"]) and as a small .c-link-arr-1-s at 12px / 500 in #a7a7a7 (home::[data-omd-capture="71"]); the arrow glyph itself is not claimed.

Subscription header navigation link

• Background: transparent
• Text: #000000
• Radius: 0px
• Padding: 0px
• Height: 24px
• Font: 16px / 700 / nskr, letter-spacing -0.32px
• Hover: text #e6007e
• Pressed: text #e6007e
• Use: header links at surface-2::[data-omd-capture="4"] through "8"; the icon-sized link "3" records the same change. Focus was not sampled for these links.

Subscription utility link

• Background: transparent
• Text: #888888
• Radius: 0px
• Padding: 6px 0px
• Height: 30px
• Font: 12px / 400 / nskr
• Observed-state summary: Default captured; no pointer-state frame.
• Use: .link at surface-2::[data-omd-capture="0"], "1", and "2", the utility row at the top of the page.

Tab

Home recommendation tab

• Background: transparent
• Text: #000000
• Radius: 0px
• Padding: 0px
• Height: 34px
• Font: 28px / 400 / Pretendard, 28px line height, letter-spacing -1.68px
• Selected: text #e6007e at 28px / 700 (aria-selected="true")
• Observed-state summary: Unselected and selected variants captured; no pointer-state frame on Home.
• Use: role=tab links at home::[data-omd-capture="42"] and "43"; selected tab at home::[data-omd-capture="41"].

Card

Home recommendation card

• Background: transparent
• Text: #000000
• Border: 1px solid #cccccc
• Radius: 16px
• Padding: 40px
• Size: 312px x 405px
• Font: 16px / 400 / Pretendard
• Observed-state summary: Default captured; no pointer-state frame on Home.
• Use: the frame (border, radius, size) is the list item the bundle records as home::li at 312 × 405 (top 2144); the padding and text come from the full-bleed link inside it, home::[data-omd-capture="44"] (310 × 403). Four cards ("44" through "47") share these values.

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Verified: 2026-07-13 Tier 1 sources: https://www.lguplus.com/ ; https://www.lguplus.com/pogg/product/%EC%9C%A0%ED%8A%9C%EB%B8%8C-%ED%94%84%EB%A6%AC%EB%AF%B8%EC%97%84-%EC%9C%A0%EB%8F%85pick-2?utm_campaign=o25o25udok04pfm&utm_source=uplusapp&utm_medium=main_eventbanner_empty_empty&utm_content=notsetpick2_6&utm_term=notsetnone ; https://www.lguplus.com/about/ko Tier 2 sources: https://getdesign.md/lguplus (attempted) ; https://styles.refero.design/?q=lguplus (attempted) Conflicts unresolved: none

5. Layout Principles

• The supplied desktop observations repeatedly include 4px, 8px, 12px, and 16px spacing values. Treat this as a measured local cluster, not a complete grid declaration.
• Preserve the named component geometry rather than averaging it: the Home CTA is 40px high with 20px corners, whereas the subscription row is 65px high with 8px corners.
• The capture establishes no canonical column count, maximum container width, or authenticated checkout layout.

6. Responsive Behavior

The supplied evidence was captured at 1440×900. It supports only the listed desktop geometry. No mobile breakpoint, touch-target rule, safe-area behavior, or responsive reflow is promoted.

7. Do's and Don'ts

Do

• Keep Home and public subscription values explicitly scoped to their observed surfaces.
• Use #e6007e with white text for the measured action variants.
• Use the actual loaded family only where the relevant captured surface is being recreated.
• Preserve the static row as listItem geometry rather than changing the observed link/row into button semantics.

Don't

• Treat declared-only fonts as visible LG U+ type families.
• Substitute a system font and label it Pretendard or nskr.
• Invent hover, focus, pressed, disabled, error, toast, dialog, or motion values beyond the measured subscription header-link hover and pressed colour; the capture expanded no dialog, menu, or tab.
• Merge corporate About styling into the product-token namespace without a product-surface observation.

8. Reference Implementation Notes

Use only the frontmatter tokens that have a matching verification_v2.claims path. The promoted components preserve measured default geometry, each with a truthful state summary: only the subscription header link carries pointer-state values, the Home recommendation tab and the review pagination carry a measured selected variant, and the static subscription link/row preserves its measured default fields without fabricated interactive states. Corporate About controls were sampled with hover and pressed frames but stay outside these product tokens (see §9).

9. Verification Scope

Raw UI proof comes only from artifacts/reference-evidence/lguplus.json: Home, one public subscription product detail, and corporate About. Product, corporate, newsroom, font-license, and Tier 2 evidence are retained in separate domains in .verification.md and _research.md. The official company and current-brand narrative provides context; it does not create UI tokens. The bundle also holds pointer-state frames (<selector>::state-hover|pressed|focus) for subscription-page and corporate About controls, none for Home. The 2026-09-29 deepening transcribed the product-surface ones and recorded the corporate ones in .verification.md as out-of-domain evidence.

10. Voice & Tone

The official Simply. U+ material describes a customer-centred effort to remove complexity, retain what is essential, and make telecom tasks easier to understand. The cues below are bounded implementation guidance derived from that stated direction, not an approved LG U+ copy manual: plain, reassuring, and next-step oriented.

Illustrative, not LG U+ copy: “요금제 확인하기”; “내게 맞는 혜택 보기”; “필요한 정보부터 확인하세요.”

11. Brand Narrative

LG유플러스 states that it has worked to make meaningful change in customers’ lives since its 1996 establishment. Its official company presentation spans personal mobile, home internet and IPTV, smart-home, AI, and enterprise services; the common narrative is connection and practical service value rather than a single consumer product.

The current evolution is Simply. U+. In official 2025 material, LG유플러스 describes the direction as reducing customers’ complexity and discomfort, leaving the essential, and building trustworthy, easier experiences. Simple Lab is presented as a channel for customer ideas to be proposed and shared through implementation. These are corporate and campaign facts, not evidence that all legacy pages already share a new visual system.

12. Principles

1. Remove customer complexity. UI implication: Put the immediate outcome and the required action together; do not add unmeasured interaction patterns.
2. Keep what is essential. UI implication: Prefer the observed white/ink foundation and purpose-specific magenta CTA over decorative color expansion.
3. Make service choices understandable. UI implication: Preserve surface-specific type and row geometry where it carries practical subscription information.
4. Listen through customer participation. UI implication: A feedback flow must be evidenced before it is treated as a reusable component pattern.

13. Personas

These are service-domain archetypes inferred from LG U+’s own public service categories, not surveyed personas, demographics, or observed product-flow behavior.

• Mobile service customer: compares plans, benefits, or device-related options on public service pages. No authenticated account behavior is claimed.
• Home and family service customer: evaluates internet, IPTV, or smart-home information. The capture does not establish household-management UI.
• Enterprise service evaluator: reviews AI, infrastructure, or security service information. No enterprise console pattern is inferred.

14. States

The supplied evidence reports interactionCount: 0: no dialog, menu, or tab was expanded. Pointer-state frames were still sampled for some controls, and the only product-surface control with a settled change is the subscription header link. Focus frames followed a mouse press in the collector, so none is a keyboard :focus-visible measurement. No message or animation specification is available. The categories below preserve those boundaries rather than inventing brand facts.

15. Motion & Easing

No duration scale, easing curve, transition, carousel behavior, or motion-reduction rule is verified by the supplied static capture. Do not introduce a named LG U+ motion token from this reference. If motion is added to a new implementation, treat it as a local extension and document it separately from these verified tokens.