Today seems to be a pretty big day for new phone news from companies just jumping into the market or older ones trying to make their way to the top with new stuff. Earlier we had news of a couple of new Panasonic phones, then a new Sony phone, now we have a case-in-point for LG. Apparently, LG is debuting their new simplified naming convention that goes hand-in-hand with three new phones. Their new moniker system will simply start with "L" (which they hinted about yesterday). Here's a quote from LG describing their new naming system:

L-Style’s design philosophy is comprised of five aesthetic elements: Modern Square Style for a comfortable grip, Floating Mass Technology for a slimmer look, Seamless Layout for a more intuitive arrangement of keys, Harmonized Design Contrast utilizing metallic accents and Sensuous Slim Shape that naturally draws one’s attention.
To go along with this new "marketing" drive, they actually have shared a few scant details about three news phones using these new names. The first device is the larger of the bunch, called the L7, and here are some details:
  • 4.3-inch Screen
  • Android 4.0/Ice Cream Sandwich
  • Leather textured back and metallic accents

The next phone they shared is the mid-range L5, and here is what we know about it:
  • 4-inch display
  • Android 4.0/Ice Cream Sandwich
  • 1,500 mAh battery
  • Styling similar to the L7 with metal accents and a leathery feel to the battery door

The final phone they debuted is the L3, and you guessed it, it is an entry-level phone. Here are a few details:
  • 3.2-inch display
  • Android 2.3/Gingerbread instead of ICS

They've included some eye-candy to show off the phones, and this includes pics of the devices.

Here's their press release:

SEOUL, Feb. 21, 2012 – LG Electronics (LG) makes its boldest move yet in its strategy to attain smartphone leadership with the launch of its new design identity, L-Style, at the 2012 Mobile World Congress (MWC).

The core essence of L-Style involves a timeless design with finer details that further differentiate LG’s mobile devices from the competition. LG’s design leadership has been well established in the past with a successful track-record that includes the Black Label Series phones such as the Chocolate and Shine.

“Design is consistently the top or second most important factor for customers when choosing a mobile phone,” said Dr. Jong-seok Park, President and CEO of LG Mobile Communications Company. “With smartphones, we sometimes took a more functional approach to design but with L-Style we’re going back to our roots as a company focused on how our products fit into the lifestyle of our customers.”

L-Style’s design philosophy is comprised of five aesthetic elements: Modern Square Style for a comfortable grip, Floating Mass Technology for a slimmer look, Seamless Layout for a more intuitive arrangement of keys, Harmonized Design Contrast utilizing metallic accents and Sensuous Slim Shape that naturally draws one’s attention.
Three new smartphones to be unveiled at MWC will initially feature the L-Style look. The Optimus L3, with a 3.2-inch display, will first launch in Europe this March. This smartphone will be followed by two other devices in the first half of the year running Android 4.0 Ice Cream Sandwich: Optimus L5 with a 4.0-inch display and Optimus L7 featuring a 4.3-inch screen.

Market availability and additional hardware specifications of all three models will be announced at a future date.
Source: TalkAndroid