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.