Furon

Furon, LG Electronics’ AI agent, is a smart home assistant that connects users and devices in a more intuitive way. Built on the concept of Affectionate Intelligence, its symbol was designed with an organic and warm form. Motion sequences for the states of idle, listening, analyzing, and answering were also developed, creating an identity for Furon that communicates intuitively with users while remaining consistent.

About B

Furon is positioned as an AI assistant that harmoniously controls LG’s wide range of appliances while engaging with users in a conversational way, making everyday life more convenient and comfortable. The brief emphasized avoiding mechanical or robotic imagery. With the direction of creating a warm, empathetic AI, we explored metaphors around interactivity, orchestration, empathy, integration, and control — collecting references and testing their potential. Beyond form, we also considered how the identity could extend into responsive motion behaviors, ensuring the symbol reflects adaptability to user needs. This study encompassed a broad exploration of shapes and movements, always grounded in the vision of a human-centered AI.

About A

LG’s AI agent values empathy with users over technical excellence, offering a warmer, more caring service as its key strength. Its visual form and motion, built on the ideas of empathy, connection, and growth, are designed to convey emotional flexibility and a sense of reassurance. The streamlined structure and responsive sequences show, in an intuitive way, how the relationship between AI and users naturally forms and evolves in everyday life.