Samsung Re-brand

SAMSUNG RE-BRAND IDENTITY & DIRECTION DECEMBER 2011

DESIGN AND CONCEPT:

ERIC GORVIN -MINNEAPOLIS, MINNESOTA -ERIC@STEAKMOB.COM -ERICGORVIN.COM STEAKMOB.COM

SAMSUNG RE-BRAND HISTORY/CONTEXT

This is Samsung’s current logo. It was designed in 1993 and has not been changed since then.

Samsung’s identity system has fallen under the constraints of this current mark, rendering their advertising and product design virtualy faceless.

SAMSUNG RE-BRAND MARK AND LOGO TYPE MARK AND LOGOTYPE TOGETHER

MARK

10º 10º 0º

0º 10º tilt preserved from existing logo, but inverted to tilt the other way, signifying a change in direction and Samsung’s ability to still create change.

LOGOTYPE

The typeface Gotham Rounded was chosen for the main logotype design. The logotype has rounded terminals that echo that of the mark’s, bringing a cohesiveness and friendliness in the mark’s relationship to the typeface.

SAMSUNG RE-BRAND

PRIMARY COLORS AND TYPEFACE

PRIMARY COLOR

SAMSUNG BLUE PANTONE 2727 C

PRIMARY TYPEFACE

GOTHAM ROUNDED LIGHT --

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@#$%&* MEDIUM --

BOOK --

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@#$%&* BOLD --

ABCDEFGHIJKLMN ABCDEFGHIJKLMN OPQRSTUVWXYZ OPQRSTUVWXYZ 1234567890!@#$%&* 1234567890!@#$%&*

SAMSUNG RE-BRAND COLORS AND TYPEFACE

SECONDARY COLORS

SLATE SILVER PANTONE COOL GRAY 4C

TECHNOLOGY GRAY PANTONE BLACK 7C

SECONDARY TYPEFACE

BERTHOLD AKZIDENZ GROTESK REGULAR --

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@#$%&* ITALIC --

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@#$%&*

BOLD --

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@#$%&* BOLD ITALIC --

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@#$%&*

SAMSUNG RE-BRAND PATTERNS

SAMSUNG RE-BRAND PATTERNS

SAMSUNG RE-BRAND PATTERNS

SAMSUNG RE-BRAND

APPLICATIONS - ARCHITECTURE

EXTERIOR (SAMSUNG TOWN HEADQUARTERS)

INTERIOR (SAMSUNG NEW TECHNOLOGY EVENT)

SAMSUNG RE-BRAND APPLICATIONS - PHONE GALAXY S Blue bumbers, blue back plate

Rounded rectangle shape

Samsung mark embossed on nav button

Samsung mark debossed in back

SAMSUNG RE-BRAND APPLICATIONS - TABLET GALAXY TAB

SAMSUNG RE-BRAND APPLICATIONS - COMPUTERS

3 COLOR OPTIONS FOR PURCHASE

COMPUTER USER-FACE

Illuminated blue “glow”

SAMSUNG RE-BRAND APPLICATIONS - SCREEN LCD TV SCREEN

Illuminated blue “glow”

COMPUTER DISPLAY SCREEN

Illuminated blue “glow”

SAMSUNG RE-BRAND APPLICATIONS - CAMERAS

DIGITAL POINT-AND-SHOOT CAMERA

DIGITAL SINGLE LENSE REFLEX CAMERA

Illuminated blue “glow”

SAMSUNG RE-BRAND ADVERTISING CAMPAIGN DIRECTION 1 ECO-URBAN

Ideals: growth, evolution, learning, living

Subdirection: use of informational advertisment. “growing and learning through eachother”

Slogans: The Future Is Simple. Samsung.

Evolve With Us. Growing Together Is Our Only Option.

Style/Mood: Eco, Business, Natural/Urban Juxoposition, Tech Commanding tone, confident and bold.

Use of duotone photography with Samsung Blue.

THE FUTURE IS SIMPLE.

THE FUTURE IS SIMPLE.

THE FUTURE IS SIMPLE.

THE FUTURE IS SIMPLE.

SAMSUNG RE-BRAND ADVERTISING CAMPAIGN DIRECTION 1 ECO-URBAN CITY BILLBOARDS

SAMSUNG RE-BRAND ADVERTISING CAMPAIGN DIRECTION 1 ECO-URBAN CITY BILLBOARDS

SAMSUNG RE-BRAND

ADVERTISING CAMPAIGN/PHOTOGRAPHY DIRECTION 2 YOUTH AND COMMUNITY

Ideals: laid back, conscious, smart, relevant

Subdirection: use 6-10 of the same people repeatedly and develop personalities, stories, and inside jokes. similar to the Budweiser Toad campaign. mini sit-com.

Slogans: The Future Is Simple. Samsung.

Isn’t It Obvious? Samsung.

Be Free.

Lifestyle is Everything

Style/Mood: Youthful, Family Oriented, Lifestyle, Clever, Artistic, Diverse Mood is laid back, cool, conscious- matter of fact and calm “The future is simple, let’s work together.”

LIFESTYLE IS EVERYTHING.

THE FUTURE IS SIMPLE.

SAMSUNG RE-BRAND

ADVERTISING CAMPAIGN/PHOTOGRAPHY DIRECTION 2 YOUTH AND COMMUNITY

THE FUTURE IS SIMPLE.

BE FREE.

THE FUTURE IS SIMPLE.

USA / WORLDWIDE

LEGAL: ALL IMAGES IN THIS PRESENTATION ARE FOR PLACEMENT ONLY. THEY WERE COLLECTED FROM A WIDE VARIETY OF INTERNET CLOSETS FROM MANY TALENTED PHOTOGRAPHERS FROM ALL OVER THE WORLD. IF ANY ARTIST WANTS THEIR WORK REMOVED PLEASE CONTACT ERIC@STEAKMOB.COM AND IT WILL BE PROMPTLY REMOVED. THANK YOU.