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OUR VERSION 2.0

BRAND GUIDE This document is intended for Samsung internal purposes only. The information contained herein is proprietary and confidential. Any use, copying, retention or disclosure by any person other than the intended recipient or the intended recipient’s designees is strictly prohibited. Š 2009 Samsung Electronics Co.

Dear Samsung colleagues, Our goal has always been to become a loved brand. A brand that inspires consumers and truly reflects our passion as a company. To accomplish this goal, we started down a path to review and refine our brand strategy this year. And today, we introduce the new Samsung Brand Guide as a culmination of these efforts.

I am pleased to present several significant enhancements that will help build our brand. We have crystallized our brand story and revised our brand pyramid to better convey our core essence and authentic character. We have developed a brand line to communicate who we are and what we deliver as Samsung. We have clarified the definition of our brand target to create a more powerful emotional connection. And lastly, we have improved our brand cues to present ourselves in a more globally consistent way.

These guidelines are the product of a collaborative effort across every Samsung strategic business group, key function and regional operation, including the Samsung Global Marketing Operations, Brand Council, and Brand Advisory Group.

Our journey does not end with this guide. But rather, it is another milestone along the road. I urge each and everyone to embrace this book and become ambassadors for everything our brand represents. Together we will make Samsung a loved brand.

Thank you.

GMO Gregory Lee Unsoo Kim Yong Park HJ Cho

Brand Council Sue Shim (VD), Young Hee Lee (TN), Kang Woo Lee (HA), Hadrian Baumann (EHQ), Xiaoyang Zhou (China), Peggy Ang (SEA), Mikah Martin-Cruz (SEUK), Paul Golden (STA) Brand Advisory Group David Steel (NAHQ), Roman Cepeda (LAHQ), Christopher Chew (SEAHQ), Sergei Pevnev (CIS), Ashish Bansal (SWAHQ), Heeil Shin (SEF), Jeonghwan Son (KHQ), Richard DH Joo (MEAHQ), Georg Roetzer (SEG), Yong Chul JO (SEAHQ), Jeongwook Kim (DSC), YoungJun Kim (Design), Kyu Uhm (PC), ByungRok Park (Printer), KeunBae Kim (PR), Kwang-sup Han (PR), Jinho Cho (KHQ)

G.S. Choi President & CEO

TABLE OF CONTENTS

Section 1 Our brand strategy

Section 2 Our brand cues

Section 03 Applying our brand cues

10 Our global brand objectives

54 Our Brand Cues introduction

114 Applications overview

12 Our brand strategy frameworks

55 Our Brand Cues Overview

14 Our brand target

PRINT ADVERTISING BRAND LINE

116 Spread with lifestyle

BRAND TARGET

56–62

18 Why are YMCs a powerful global brand target?

117 Spread with product image as the hero

TYPOGRAPHY

118 Single page with lifestyle

64–69

119 Single page with product image as the hero

21 In China, they are also...

COLOR

120 Sub-brand logo usage

22 What do YMCs like?

70–83

23 What do YMCs in the USA like (USA only)?

121 Third party & technology logo treatment

SOUND SIGNATURE

19 Who is the YMC? 20 In the USA, they are also...

24 How to use the YMC with high-priority segments

84–85

25 Using the brand target with product segments

TV ENDTAG

122 Horizontal 123 Vertical 86

26 Using the brand target with advertising/media 27 Using the Brand target with 3rd party GSI retail

OOH

BRAND PERSONALITY IMAGERY

BROCHURE

88–100

124 Introduction 125 Cover & back cover

OUR BRAND STORY 28 Introduction

PHOTOGRAPHY STYLE

126 Interior spreads

102–109

127 Content structure overview

29 Brand story elements

128 Content structure

30 Our brand story: Relentlessly pursuing a better tomorrow

POP

34 Opening new doors for you

130 Horizontal

36 How our stories come alive

131 Vertical

38 Our audiences 39 How do we use the story?

PACKAGE 133 Vertical

BRAND PYRAMID 40 Our brand pyramid framework 41 Our brand pyramid 42 Our Brand essence: What we do 43 Our Brand essence: What we offer 44 Our brand personalities 46 Our brand line

5

OUR

BRAND STRATEGY SECTION

OUR

BRAND STRATEGY

Section 1 Our brand strategy 10 Our global brand objectives 12 Our brand strategy frameworks 14 Our brand target

BRAND TARGET 18 Why are YMCs a powerful global brand target?

19 Who is the YMC? 20 In the USA, they are also...

OUR BRAND STORY 28 Introduction 29 Brand story elements 30 Our brand story: Relentlessly pursuing a better tomorrow 34 Opening new doors for you 36 How our stories come alive 38 Our audiences 39 How do we use the story?

21 In China, they are also...

22 What do YMCs like?

23 What do YMCs in the USA like (USA only)?

24 How to use the YMC with high-priority segments

BRAND PYRAMID 40 Our brand pyramid framework 41 Our brand pyramid 42 Our Brand essence: What we do

25 Using the brand target with product segments

43 Our Brand essence: What we offer

26 Using the brand target with advertising/media

46 Our brand line

44 Our brand personalities

27 Using the Brand target with 3rd party GSI retail

SECTION 9

The Samsung brand has come a long way in a short time.

Our first focus was to build brand awareness worldwide.

We succeeded by making Samsung one of the best–known brands in any category. In the following years, our task was to build our premium quality-to help drive preference against competing brands.

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OUR GLOBAL BRAND OBJECTIVES

Loved brand

Today the Samsung brand enjoys a growing premium image that we will continue to build upon as we enter our next and most exciting phase: going from well-known to wellrespected and, soon, to well-loved.

Create meaning to strengthen brand equity while accelerating product sales.

Our global brand objective: to become a loved brand.

Make an emotional connection with our brand target.

Globally consistent brand message that will create a unique and sustainable brand image.

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Brand target The consumer that we have in our sights in defining our identity and building our overall brand.

Brand story The story that explains the fundamental character of the brand in a compelling way, developing an authentic and human identity and implicitly told across every touchpoint.

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OUR BRAND STRATEGY FRAMEWORKS

Brand target Defines the unique mindset of our core consumer • Enables us to build better long term connections

Brand pyramid The strategy and guidelines for the creative expression of the brand that directly guides all ATL and BTL communications.

Brand cues The way that we bring our brand to life that when used consistently, will communicate our brand strategy in a unified and cohesive manner. Our brand cues include: • Wordmark • Sound signature • Brand line • TV endtag • Typography • Brand personality imagery • Color • Photography style

Brand story

Brand pyramid

Explains the company’s culture & benefits to consumers / society

A more refined communication strategy

• Guides employees, PR, consumers toward a deeper understanding of the company

• Guides creative expression

Brand cues Minimum executional requirements • Must be used in all ATL and BTL communications

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Our brand strategy begins with our core consumer, or brand target. Connecting to the needs of this core consumer is the objective that we have in our sights as we define our identity and build our overall brand. The intent is to enable us to have a focused brand strategy.

A brand target is...

and is not...

A profile of our leading-edge target

A new segment

A significant portion of the population

A new set of rules about targeting

A way to build long-term connections to customers who move across product segments and product categories

A small subset of the product market opportunity

Highly connected with our high-priority segments

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OUR BRAND TARGET

A short-term, tactical way to sell product A different customer for our product marketing

A way to build a more consistent & resonant brand

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OUR BRAND TARGET

The YMC is our brand target.

The YMC has been our brand target for the past few years.

It is not a new segment... rather a common mindset across Samsung’s high-priority segments. YMCs are young.

They are old. They are men. And they are women.

In short, they are our most valuable and inspiring consumers.

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YMCs are...

…but they are NOT

Highly willing to pay premium

Highly willing to spend and exhibit high purchase frequency, especially on the new.

Non-YMCs primarily buy when a need arises.

Do not purchase the newest products and always considers value.

Influencers of others

Early adopters of technology, socially active and more likely to become our brand ambassadors.

Highly attached to Samsung

More likely to have higher affinity to Samsung that will drive emotional bonding.

WHO IS THE YMC?

YMCs are...

…but they are NOT

Believers in technology as a reflection of self

Technology as a reflection of personality and technology as a way to express themselves and their uniqueness.

Non-YMC, who see technology as an important element of life and as a driver of productivity and convenience.

Non-YMCs look to others for guidance on decisions and rarely share opinions on products with others.

Ambitious & striving for success

Always striving for something more in work and life and extremely confident about achieving results.

Non-YMCs are open to future advancement, but happy with the status quo.

Non-YMCs, who are likely to consider all brands and see a particular brand as less important than other elements.

Trendsetters & influencers

A continuous thirst for the new as a way to express individuality and a strong desire to set the latest trends and share them.

Non-YMCs who keep up with the times but look to others for advice and guidance and see no need to have the absolute latest.

Optimistic lovers of life

Looking to lead a rich life by seeking out new experiences and are open and appreciative of alternative views.

Non-YMCs, who enjoy life, but do not actively seek out new adventures.

Well-informed & knowledgeable

Constantly learning and developing new skills.

Non-YMCs, who are educated, but not actively seeking new knowledge.

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WHY ARE YMCS A POWERFUL GLOBAL BRAND TARGET?

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YMCs are...

…but they are NOT

Socially driven

Craving social interaction, enjoying being the center of attention and continually in touch with friends.

Non-YMCs, who are socially active but not the driver of activity; rather, they selective gatherings with friends and family.

Lovers of creative expression

With strong esteem for creativity in themselves and others, they’re always seeking creative endeavors.

Driven by a worldly perspective

Look broadly for insight and inspiration and place life in the global context.

IN CHINA, THEY ARE ALSO...

YMCs are...

…but they are NOT

People who place family at the core

Consider family as the most important aspect of life.

Family drives purpose and provides support.

Non YMCs, who consider family to be an important elements of life but also believe work and friends are also key to a happy existence.

Non-YMCs, who appreciate creativity in others but have little desire to express their own imagination.

Believers in home as sanctuary

Home provides a comfortable sanctuary for personal enjoyment and spending time with family.

Non YMCs, who consider home as an extension of the outside world and use that space for working and entertaining, as well as relaxing.

Non-YMCs, who gain perspective based on personal experience and surroundings.

Seekers of escape

Often seek a break from urban chaos and complexity in order to rejuvenate.

Non-YMCs, who thrive on a fast-paced life with no desire for escape.

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IN THE USA, THEY ARE ALSO...

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WHAT DO YMCS LIKE?

WHAT DO YMCS IN THE USA LIKE (USA ONLY)?

Brands and aesthetics

YMCs want brands that impress others and make a statement YMCs expect great design, no matter what they purchase (or what the price point).

Customization and exclusivity

YMCs are looking for something no one else has (or can get).

Constant & cuttingedge entertainment

On their TV, on their computer, and on-the-go, YMCs actively engage with games and movies.

When it comes to TV, YMCs are looking for channels that offer innovative, leading edge shows.

Staying fit

YMCs are hitting the gym, making physical fitness a top priority.

Traveling and exploring

YMCs want to add a bit more “bite” to their lives by exploring new undertakings.

In line with their desire for new adventures, YMCs pack their bags often and equate frequent travel with “making it”.

Music

YMCs are passionate about music, with portability and accessibility absolute musts.

Expressing their personal style

Appearance is a key component of personal expression for YMCs, so they aim for a unique style.

No matter what their personal style, YMCs never want a dated look.

Cool cars

YMCs are more likely than others to want a vehicle that’s stylish and environmentally responsible.

Shopping

YMCs see shopping as a pleasure outlet.

YMCs utilize multiple stores (and multiple channels) to get just what they want.

Watching the game

YMCs like sports but prefer watching a big game to being in the game.

For information on the YMC in other countries, please see the Brand target book.

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YMCs represent the brand target

The high-priority segments represent the business target

The brand target is:

The business target is:

•

A target with a unique mindset

•

A large portion of the population

•

A way to build long-term connections to customers who move across product segments and product categories

•

Highly connected with our high-priority segments

•

A segment with unique product needs and desires

•

A smaller, specific segment within the population

•

A tactical way to sell products

•

Highly connected with the YMC

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HOW TO USE THE YMC WITH HIGH-PRIORITY SEGMENTS

USING THE BRAND TARGET WITH PRODUCT SEGMENTS

Example: USA TV product segments (IGH 0RIORITY

(IGH /VERLAP 7ITH 9-# 4ARGET

State of the Art

Window to the World

Cinematics YMC-Based Marketing Communication High Fidelity

Basic Entertainment

Communications target

YMC

Assurance Seekers

High priority Aesthetics ,OW /VERLAP 7ITH 9-# 4ARGET Product SegmentBased Marketing Communication

TV Simple

Family Entertainment

,OW 0RIORITY

Penny Pinchers

9-# 0ENETRATION Higher Penetration

Lower Penetration

The overlap between the two areas represent the communications target •

Represents the overall creative vision for all communications

•

Helps drive creative strategy (e.g., tone & manner, copy strategy, imagery)

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For maximum effectiveness, we recommend developing most aspects of advertising with the YMC as the primary audience and focusing media on the product segment.

High Overlap Advertising/media

Creative strategy

Brand targets

Product segment

Imagery Product/feature messaging

Media buying

USING THE BRAND TARGET WITH 3RD PARTY GSI RETAIL To ensure brand consistency across retailers, we recommend that retail focus on product segment at the moment of purchase, with the tone and manner of the communications driven by the YMC.

High Overlap

Rationale

Third-party retail

The brand target and product segment may be used together to develop the overall creative vision.

The brand target can drive the overall tone, look and feel, while the product segment impacts the specific messaging.

Retail strategy

Product segment

Signage and tone & manner brand elements should be driven by the YMC regardless of segment when there is high overlap. For merchandising, sales training, and promotional strategies and other highly focused sales activities it is appropriate for the product segment to be the primarily focus as ultimately the products for sale are designed to be purchased by a specific product segment.

Promotional strategies

Because product features are specifically designed to appeal to particular product segments, the message should directly target the respective product segments.

Rationale The retail strategy should be driven by the business target, which represents the specific customers likely to purchase the product.

Sales training

Tone & manner, copy and imagery all serve to create the essence of the Samsung brand in the minds of consumers and should be driven by the brand target to create a consistent feel across all products.

We recommend that design, experience and service elements revolve around the YMC

For the most efficient spend, media buying should focus on the product target or a particular offering.

High Overlap GSI retail

Media activation ideas and genre use

Brand target

Merchandising

Tone & manner

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USING THE BRAND TARGET WITH ADVERTISING/MEDIA

Brand target

Product segment

Rationale

Design

Media activation ideas & genre are driven by both the brand target and the product segment.

The brand target represents the most influential consumers, while product segment targeting directly influences the prospective purchasers of a particular product.

Experiential elements In-store communications

Regardless of segment, the GSI experience represents the total brand. Experience, store design and merchandising should always be designed around the YMC identity.

Personalized services

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The brand story explains the fundamental character of the brand in a compelling way and, by developing an authentic and human identity by creating an emotional reason to believe in the brand.

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OUR BRAND STORY

BRAND STORY ELEMENTS

Our brand story contains 4 key components...

...and 3 key messages

The big trend in society Major society shifts and trends that consumers experience as the result of what’s happening in the world

Context

The goal of the brand story is to communicate the authentic roots of our brand and ultimately build a connection between consumers and our brand.

Embracing a changing world The big need for consumers

Issue

The brand story should be used across everything we do, from public relations and advertising to product packaging and employee communications. The more places we tell the story, more likely our consumers will love us.

The deep need or tension consumers have that the brand is trying to resolve

The hero’s motivation

Character

What the brand is ultimately trying to achieve on behalf of consumers

An optimism that says it’s all possible

The hero who resolves the issues

Goal

The human personality, identity and character of the brand

Opening new doors for you

Relentlessly pursuing a better tomorrow

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Relentlessly pursuing a better tomorrow

Embracing your changing world

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OUR BRAND STORY:

Maybe home is New York, or perhaps it’s London, Shanghai or Seoul. Wherever it is, you work toward a better life, because you know how fast the world is changing. You’re eager to embrace this change, but it isn’t always easy because with it comes uncertainty and a bit of anxiety.

Yet you’re quick to take on this challenge, as you’re the kind of person who sees how bright the future can really be with the power of technology. That is why people so often seek your advice and study your lead.

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Relentlessly pursuing a better tomorrow

An optimism that says it’s all possible

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OUR BRAND STORY:

We at Samsung Electronics feel we have a great deal in common with people who never let up. For over 40 years, we have ensured that every product that bears the name Samsung is a statement of our relentless passion for new and better possibilities. We believe in tirelessly working with boundless optimism to overcome all obstacles. And we will never stop reaching higher and taking roads less traveled.

Everywhere in the world, Samsung is raising the bar on possibilities. We aim for a better tomorrow with the hope of creating ways to bring that day to you a little sooner. Our commitment to never rest is what helps you embrace this changing world - through faster access to meaningful innovations, breakthrough products at better values, and contemporary designs that delight.

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OUR BRAND STORY: Relentlessly pursuing a better tomorrow

Opening new doors for you

So while we’re well-known for electronics, our story has always had a bigger, more hopeful and human mission: To open new doors for you and to bring you richer experiences to help you shine in this changing world.

It’s why our advances give you not only the latest choices, but also the confidence that, in Samsung, you’ve made the best of choices.

You and Samsung. ”Turn on tomorrow“

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Relentlessly pursuing a better tomorrow

PAVING ROADS LESS TRAVELED In our early years of expanding manufacturing facilities in developing nations, the need for passion and optimism was especially high.

During one remote project, a team of Samsung workers faced transporting heavy, fragile semiconductor machinery from one area to another miles away.

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HOW OUR STORIES COME ALIVE

THE NEW POSSIBILITIES OF TOMORROW Our famous VIP Center is a powerful incubator of innovation and design.

This complex features 42 dorm rooms, a gym, sauna and dedicated kitchen facilities. But most of all, it inspires some of the brightest minds of Samsung to collaborate for the benefit of our most forward-thinking customers.

But with no paved road between the locations, the dirt roads posed a hazard to the fragile semiconductor machines.

To spend several weeks at a time pursuing breakthroughs is not easy duty, but through it we drive a better tomorrow by enriching our customer’s lives.

The VIP center created innovations that delight customers with their ease-of-use and value.

A force of Samsung workers surveyed the route and literally within hours was mixing tar to pave the road as they traveled in advance of the machinery.

The team on the ground looked beyond the problem to see the possibility.

Like the company’s ultra-slim, LED flat-screen TVs that pushed the limits of picture quality, use less energy, and allow users to receive content from online sources and deliver real digital convergence. Like digital SLR cameras that produce sharp and steady images with intense colors even in bad weather. And even electric ranges and other appliances that help transform kitchens and other parts of the home into technologically efficient and attractive rooms.

Section by section, they displayed the confidence and determination of people who see in challenges a call for possibilities and a genuine desire to meet customer needs no matter the obstacles.

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Our brand story is a story that we want to spread.

HOW DO WE USE THE STORY?

The brand story is told across all touchpoints and more broadly than advertising.

GSI POS

NE

We want everyone to know the story of Samsung.

Our audiences are: • Brand target • Opinion leaders • Influencers • Employees

W Samsung Side-by-Side Refrigerator

THIRD-PARTY POP JD POWER RED DOT WINNER CNET BEST

THEN WE MADE IT BETTER!

Brand story

OUR ROOTS

WHENEVER SAMSUNG FACES ITS TOUGHEST PROBLEMS, IT ASSEMBLES AN ALL-STAR TEAM OF RESEARCHERS, ENGINEERS AND DESIGNERS TO UNITE AND TACKLE THE ISSUE WITH TOTAL DEDICATION.

OUR

BRAND B STORY

THIS DIVERSE TEAM MEETS AT THE FAMED “VIP CENTER” - A VIRTUAL AROUND-THE-CLOCK ASSEMBLY LINE FOR IDEAS.

In our early years we faced the challenges of a war-torn Korea and a people struggling to survive. In this time of poverty and adversity the Korean people built the foundations of a national success, and a young Lee Byung-Chull opened a storefront enterprise named for three stars. There, in Daegu, Korea, inspired by a relentless passion and belief that great things were possible, Samsung was born.

VERSION 1.0

OUR STORY BEGINS ON A RUGGED ROAD OUR FOUNDING PHILOSOPHY

“It is undeniable that the future of a company, or a nation for that matter, relies on human resources.

This has always been the guiding principle of Samsung. As long as Samsung places the utmost emphasis on developing our employees, it will be able to look forward to a bright and stable future.“

Brand target

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

SOCIAL MEDIA

The only way to achieve this goal is to embed the brand story in all of our vehicles. We may focus a bit more on telling the story online and a little less on a product package - but no matter which vehicle, the elements of our brand story are there for the world see.

Audience

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OUR AUDIENCES

Goal

COMPLETE WITH 42 DORM ROOMS, A GYM, SAUNA, AND KITCHEN FACILITIES, THE “VIP CENTER” IS AN EXCLUSIVE PLACE FOR THE BEST MINDS OF SAMSUNG TO HUNKER DOWN AND DEVELOP THE LATEST AND GREATEST PRODUCTS CONSUMERS DEMAND. WHEN THESE TALENTED MINDS EMERGE FROM THE CENTER, THE RESULT IS A BREAKTHROUGH INNOVATION THAT IS SURE TO SEND SHOCKWAVES THROUGHOUT THE DIGITAL WORLD.

LIKE YOUR NEW LED HD TV.

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PRODUCT (PEEL-AWAY DECAL)

BRAND STORY BOOK

Awareness of brand story Engagement in story Loyalists: Becoming story evangelists

Opinion leaders & influencers

SAMSUNG.COM

Awareness of brand story Write about/mention story

But not all touchpoints need to convey the story equally. A product advertisement may only implicitly tell the story. While online, there may be a website dedicated to just discussing the brand story. The situation depends on your region, your product, and your budget.

Understanding of brand story

Employees

Contribution to story (help make the story fuller with local “episodes” Understanding how to use story in marketing

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While the brand story conveys emotion and the character of our brand, the brand pyramid directly guides the creative expression of the brand in all ATL and BTL product advertising.

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OUR BRAND PYRAMID FRAMEWORK

OUR BRAND PYRAMID

BRAND ESSENCE

BRAND ESSENCE

Core spirit to be embedded

What makes the brand unique

Relentless passion to inspire and enrich lives

] 7 #( , 0" - -" + ( &#/ +, ] (,*#+ -#)( &: )'* -#-#/ : )0( &

BRAND BUILDING BLOCKS

BRAND BUILDING BLOCKS

" )+ ,-+ - !# ,: ( n-, ( # + (-# -#(! --+# .- ,: -" - .( +*#( ( ( & -" + ( ,, (

Innovation that transforms how we live

] 2 ,* -, -" - +#/ *+ + ( ] )#(-, ) # + ( /,9 )'* -#-#)( ] )#(-, ) * +#-2 )+ -" - !)+2

+

Sensual design that enhances + your style

Consumer experiences that surprise & delight

BRAND PERSONALITIES

BRAND PERSONALITIES

Guides tone and manner

Imaginative Contemporary Optimistic in outlook in style in nature

" " + - +: -)( : --#-. )+ #' ! +2 -" - n( -" )(,#,- (- &#(! ) -" + ( )+ )(,.' +,9 ] 7#,-#( -#/ : #(#(! ( #(,*#+ -#)( & ] Ä…)(,#,- (- &))%: &: -)( &#-2

Inspired by looking and thinking beyond

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A clean, modern style, simple and confident

Energetic & positive, always sees possibilities

Passionate in pursuits

Driven by a relentless thirst for the new, exciting

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Our brand essence: Relentless passion to inspire and enrich lives

OUR BRAND ESSENCE: WHAT WE OFFER

Relentless passion...

...to inspire and enrich lives

We are driven. We have a passion for meaningful innovation and all the possibilities it creates.

It is our defining truth, our relentless passion.

It is what sets us apart and drives our success.

Our relentless pursuit creates products that enable delightful experiences, inspiring our consumers and fueling their passions with innovation that enriches lives.

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OUR BRAND ESSENCE: WHAT WE DO

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Imaginative in outlook Inspired by looking and thinking beyond

OUR BRAND PERSONALITIES

Optimistic in nature Energetic & positive, always sees possibilities

It is...

It is not...

It is...

It is not...

Visionary Intelligent Fresh Engaging Unexpected

Too abstract Overly clever Superficial

Inspiring Bright Upbeat

Too far-fetched Unrealistic

Contemporary in style

Passionate in pursuits

A clean, modern style, simple and confident

Driven by a relentless thirst for the new, exciting

It is...

It is not...

It is...

It is not...

New Real Comfortable Forward-looking

Cold Uptight Flashy

Joyous Charged Dynamic Magnetic

Solemn Fanatical Dark

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OUR BRAND PERSONALITIES

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A brand line is one simple statement that captures the entire essence of the brand, including the story, mission and emotional benefits of the brand.

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OUR BRAND LINE

OUR BRAND LINE

Our brand line does three things, it serves as a pronouncement of our brand story; it helps us convey our personality and motivation; and it makes a compelling promise for the future.

‘Turn on tomorrow’ Pronouncement ‘Turn on tomorrow’ is a statement of our boundless optimism to create new and better possibilities that surprise and delight.

Used correctly, the brand line will become the most important cue to express our brand essence to our consumers. The line will provide an emotional association with the Samsung brand and create a long-lasting connection to help Samsung become a loved brand.

Persuasion ‘Turn on tomorrow’ speaks to the confidence and curiosity of our brand target.

Promise ‘Turn on tomorrow’ is a commitment to our relentless passion for technologies that inspire creativity and enhance the future.

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SECTION 1 | OUR BRAND STRATEGY | BRAND GUIDE | VERSION 2.0

SECTION 1 | OUR BRAND STRATEGY | BRAND GUIDE | VERSION 2.0

OUR BRAND LINE

OUR BRAND LINE

Across all platforms and channels, ‘Turn on tomorrow’ is a powerful statement designed to convey the core of our brand.

“Turn on” speaks to the way we work with relentless passion and boundless optimism to ultimately turn our consumers on to a better world.

“Tomorrow” represents the road we travel. Tomorrow is both a vision of future technologies and a promise of a destination that is ever-advancing.

48

49

OUR

BRAND CUES SECTION

OUR

BRAND CUES

Section 2 Our brand cues 54 Introduction

COLOR

BRAND PERSONALITY IMAGERY

55 Overview

70 Introduction

88 Introduction

71 Our color palette

89 Brand personality and brand pyramid

BRAND LINE

72 Reinforce blue

56 Introduction

73 How to create “soft color”

57 Examples in application

74 Select color within photography

58 Placement

75 Apply color to photography

59 Clearspace and Minimum size

76 ATL Application examples

60 Color

76 BTL Application examples

61 Do not

79 Color do not

62 Category tag line principles and examples

80 Color specification

TYPOGRAPHY 64 Introduction 65 Primary typeface 66 Secondary typeface

81 Gradation combinations 82 Creating a color gradation

69 Examples in application

91

North America

92

China

93 South East Asia 94 India (SWA) 95

Latin America

96 Europe 97

Russia (CIS)

98

Middle East

99 Korea SOUND SIGNATURE

100 South Africa

84 Introduction 85 Application

67 Non-roman typefaces 68 Typography in use

90 Variations

PHOTOGRAPHY STYLE 102 Introduction

TV ENDTAG

103 Product is the hero

86 Introduction

104 Product composition 105 Product spotlight effect 106 Retouching 107 Lifestyle imagery 108 How to portray people 109 Product-only

SECTION 53

Brand cues capture the essence of our brand through visual elements.

The cues also serve to build a consistent brand look & feel across all of our communications.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

OUR BRAND CUES INTRODUCTION

OUR BRAND CUES OVERVIEW

BRAND LINE

TYPOGRAPHY

COLOR

SOUND SIGNATURE

Samsung Imagination Modern Samsung Imagination Modern Bold

Our brand cues consist of the following elements:

Samsung Imagination Modern Extra Bold Samsung Imagination Modern Condensed Samsung Imagination Modern Condensed Bold

Wordmark, brand line, typography, color, sound signature, TV endtag, brand personality imagery and photography style

Samsung Imagination Modern Condensed Extra Bold

TV ENDTAG

BRAND PERSONALITY IMAGERY

PHOTOGRAPHY STYLE

THE ELLIPSE IS NO LONGER IN OUR BRAND CUES The new Samsung brand cues, as illustrated in the following guideline, replace the use of the ellipse in all Samsung communications.

54

55

‘Turn on tomorrow’ is our brand line.

The wordmark is used on informational applications such as packaging, retail signage, corporate communications, instructional documents, etc.

The brand line is mostly used on marketing and promotional communications such as advertising, web and collateral.

BRAND LINE EXAMPLES IN APPLICATION

What color is your life?

Duis autem vel eum iriure dolor in hendrerit in vulputate velit.

Duis autem vel

Our Samsung wordmark is the simplest, most immediate, and most recognizable representation of our brand. Its consistent and prominent use builds upon our heritage, while projecting confidence and energy as we move forward.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

OUR BRAND LINE INTRODUCTION

Samsung Instinct S30 5.0 Megapixel Digital Camera

Samsung Corby. The perfect complement.

SPH-M850

PACKAGING

Pop-up SNS / One Finger Zoom / Smart Unlock Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player / Dictionary / 50MB Memory / Micro SD (up to 8GB)

PRINT AD

Marketing and promotional communications: • Print, OOH, TV • Online • Print collateral • Trade shows • Packaging • Corporate communications

PRESENTATION IS EVERYTHING Hendrerit in vulputate velit eum iriure dolor.

The new Samsung LED TV

PRINT AD

Emphasis is on reinforcing a unified brand message, where multiple communication objectives might live (e.g., product level advertising):

BROCHURE

• Always

in the context of promotional/ benefit messaging It’s the ingredients Samsung Side-by-Side Refrigerator

TRADESHOW TV AD

TV and Video

Mobile

Photography

Office

Appliances

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at. Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit.

Washers and Dryers for cleaner living Let us take a load off your hands

WEB

POP

56

57

Always position the Samsung wordmark and brand line within the layout to the corner margin of any given application. The approved placements are top left, top right, or bottom right. No other placement is acceptable.

Select the approved placement area that has the least complex imagery background and the greatest amount of contrast to ensure maximum visibility for the Samsung wordmark and brand line.

TOP LEFT

The minimum space for margins must always be observed when placing the wordmark. “2S” is the minimum amount of space required left and right of the wordmark. “S” is equal to cap-height of the Samsung logotype. Place a larger amount of space at the bottom of the wordmark and brand line whenever possible.

Note: Scale the size of the Samsung wordmark and brand line to meet specific application needs. For example, the size of the wordmark and brand line on OOH is proportionally larger, compared to other elements, for greater visibility.

CLEARSPACE AND MINIMUM SIZE

The Samsung wordmark and brand line is one of the company’s most precious assets. Always position them for maximum impact and give them plenty of room to “breathe” to ensure their impact and legibility.

Whenever possible, use a larger amount of visually uninterrupted space for optimal visibility.

To maintain the integrity of the brand line a minimum size has been set at 8.5 mm.

Clear space separates the wordmark from other elements such as headlines, text, imagery, and the outside edges of printed materials.

A minimum amount of clear space — equal to 2S — must surround the wordmark and brand line at all times.

TOP RIGHT

2S MIN.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BRAND LINE PLACEMENT

SAMSUNG WORDMARK CLEAR SPACE

BRAND LINE MINIMUM SIZE

2S MIN. 2S

2S MIN.

8.5mm

S

2S

SAMSUNG BRAND LINE CLEAR SPACE 2S

S

BOTTOM RIGHT

2S

2S MIN.

58

59

The Samsung brand line is most desirable in Pantone 286C. Background color control is most important when placing the correct color version of the brand line. This chart shows the optimal percentage of background color so the brand line is most legible.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BRAND LINE COLOR

BRAND LINE DO NOT

The integrity of the Samsung wordmark and brand line must be respected at all times.

Please do not stretch, squeeze or otherwise morph or manipulate it. Any modification of our logo confuses its meaning and diminishes its impact.

We never link other elements including names, logos or symbols to the Samsung wordmark and brand line. Examples of “do not’s” are shown below.

POSITIVE WITH BLUE BRAND LINE

0%

40%

POSITIVE WITH WHITE BRAND LINE

40%

REVERSE/SILVER WITH WHITE BRAND LINE

70%

70%

DO NOT use brand line in any color other than Samsung blue or reversed to white

DO NOT change the scale relationship between the wordmark and brand line

DO NOT change or alter the typeface of the brand line

DO NOT use the brand line next to the Samsung lettermark

DO NOT place brand line on busy backgrounds or backgrounds with insufficient contrast

DO NOT position brand line over crucial photographic details such as faces or products

DO NOT alter the wording of the brand line

DO NOT place brand line in its own holding shape

100%

BLACK WITH BLACK BRAND LINE

0%

40%

60

61

• The

brand line should be included in any communication that includes the category lines.

•

Use of the category lines are not recommended for the first year following the launch of ‘Turn on tomorrow’ to maximize the impact of the corporate brand line.

COLD WATER THAT CLEANS LIKE HOT

•

Category lines should not be in close proximity to the brand line or logo, but be in close proximity to the product name, imagery, or description.

•

Category lines should be incorporated in one of the following ways - Last line of copy - Integrated within creative - Connected to headline

COLD WATER THAT CLEANS LIKE HOT

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

CATEGORY LINE PRINCIPLES

CATEGORY LINE AND SLOGAN PRINCIPLES

• The

Samsung wordmark and brand line are always presented predominantly, through size and position, compared to category lines or slogans.

• The

slogan should be placed in direct proximity to related content and be clearly separated from the Samsung wordmark, brand line and category line.

COLD WATER THAT CLEANS LIKE HOT

COLD WATER THAT CLEANS LIKE HOT

Smart Thinking. Simple Living.

Smart Thinking. Simple Living.

The Silver Care washer with VTR steam clean technology.

The Silver Care washer with VTR steam clean technology.

Smart Thinking.

Simple Living.

The Silver Care washer with VTR steam clean technology.

Smart Thinking. Simple Living.

Last line of copy

The Silver Care washer with VTR steam clean technology.

Integrated within creative

MORE SPACE IN THE SAME SPACE.

MORE SPACE IN THE SAME SPACE.

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

Smart Thinking. Simple Living.

Connected to headline

Category line and slogan

MORE SPACE IN THE SAME SPACE.

MORE SPACE IN THE SAME SPACE.

Smart Thinking. Simple Living.

Smart Thinking. Simple Living.

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

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Smart Thinking. Simple Living.

62

63

Our proprietary typography allows us to emphasize messages in a fresh, contemporary manner, as well as to create an identifiable and consistent tone across all communications points.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

TYPOGRAPHY INTRODUCTION

PRIMARY TYPEFACE

Our typeface, Samsung Imagination Modern, is strong, yet modern, and will help reinforce our unique brand personality. This typeface should be used across all communications.

Additions to current font suite include Samsung Imagination Modern Extra Bold and Samsung Imagination Modern Extra Bold Condensed - each maintains character integrity and personality for greater flexibility of application across varied media.

SAMSUNG IMAGINATION MODERN FONT SUITE

Samsung Imagination Modern Regular Samsung Imagination Modern Bold Samsung Imagination Modern Extra Bold Samsung Imagination Modern Condensed Samsung Imagination Modern Bold Condensed Samsung Imagination Modern Extra Bold Condensed

64

aA

65

For body copy and functional requirements Helvetica Neue is Samsung’s secondary typeface and may be used where readability is a concern, such as for large amounts of body copy (e.g., more than two paragraphs) and small type sizes (e.g., legal copy).

For desktop and online Arial should be used for desktop applications in a nongraphic artwork environment such as live text in Web sites, and Microsoft Word® and PowerPoint® documents. Samsung Imagination Modern and Helvetica Neue should be used for graphics and banners in web portals, microsites, and other desktop-based environments.

Helvetica Neue Light

Arial Regular

Helvetica Neue Roman

Arial Bold

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECONDARY TYPEFACE

NON-ROMAN TYPEFACES

When creating Samsung communications in non-roman languages that are not supported

by Samsung Imagination Modern or Helvetica Neue such as Cyrillic, Arabic, Chinese, Hindi, and Thai — use the counterpart fonts specified in the list on this page. You may purchase these fonts online at the type foundry listed below or through a foundry in your own country. Contact your IT department for details on installation.

Linotype www.linotype.com Phone: +49 (0) 6172 484-418 Fax: +49 (0) 6172 484-429 e-mail: info@linotype.com

CYRILLIC Neue Helvetica Cyrillic 55 Roman (from Linotype, $26)

Helvetica Neue Medium Helvetica Neue Bold HELVETICA NEUE ROMAN

ARABIC Medium, AXT Gihan LightAXT Manal Black, AXT Advertising ARIAL REGULAR

CHINESE MHeiHK Medium

HINDI Kruti Dev

THAI PSL Kittithada

66

67

Ideally, the Samsung Imagination Modern font suite should be used as the primary font.

Helvetica Neue should only be used as a secondary, complementary font to Samsung Imagination Modern, where appropriate. It should never be used in headline or category line applications.

PRINT

HEADLINE Samsung Imagination Modern Samsung Imagination Modern Condensed Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed

BODY COPY

Use Helvetica Neue for large amounts of copy or copy that is under 7 pt. in size to emphasize legibility and readability.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

TYPOGRAPHY IN USE

TYPOGRAPHY EXAMPLES IN APPLICATION

Touch of style

What color is your life?

SUB-HEADS

Samsung Imagination Modern Helvetica Neue Roman Helvetica Neue Medium

Ultra Brilliant Display Samsung AMOLED

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed

Samsung Corby. The perfect complement.

Pop-up SNS / One Finger Zoom / Smart Unlock Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player /

OLA

BROADCAST TRADE

OOH

Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Samsung Imagination Modern X-Bold Samsung Imagination Mod X-Bold Condensed

No Body Copy for OOH

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Samsung Imagination Modern X-Bold Samsung Imagination Mod X-Bold Condensed

Samsung Imagination Modern Helvetica Neue Roman

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

Samsung Imagination Modern Samsung Imagination Modern Bold

No Body Copy for Broadcast

No Body Copy for Broadcast

Samsung Imagination Modern Samsung Imagination Modern Condensed Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed

Samsung Imagination Modern Bold Helvetica Neue Roman Helvetica Neue Medium

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

Samsung Ultra Touch

Samsung Imagination Modern Regular for all normal circumstances

Capture the whole story with an ultra-wide 24mm lens.

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Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

Samsung Imagination Modern Condensed when horizontal space is limited

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at. Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit.

THE SYSTEM • •

Sufficient contrast between type and background Clear typographic hierarchy

Headline Dolor sit amet

Samsung Imagination Modern Bold when visibility is a constraint

The new Samsung LED TV

SUBHEAD

Samsung Imagination Modern Condensed Bold when both horizontal space and visibility are a constraint

New G-Series holds more

Sem pellentesque hendrerit. Donec sed fringilla mauris. Suspendisse malesuada hendrerit nunc, ac semper nulla.

Body copy libero, pretium in malesuada nec, lobortis eu nibh. Aliquam consequat pharetra lacus sed placerat. Duis interdum augue ac sapien dapibus nec condimentum elit tempor.

Samsung Imagination Modern Extra Bold for extreme cases when visibility is a constraint

68

Samsung Imagination Modern Extra Bold Condensed for extreme cases when both horizontal space and visibility are a constraint

69

Our palette creates a differentiating and distinct color language that evokes Samsung’s core attributes, while further building consistency and brand equity.

OUR COLOR PALETTE

• The

•

primary colors for our brand are Samsung blue and Samsung bright blue.

•

Primary color must be used in all communications and can be used with neutral and/or accent colors.

• Accent

• A solid

color may be used or color gradations may be created for a “soft” look and feel. See p81 for approved gradations.

PRIMARY COLOR

Our palette consists of vibrant color families that may be used as gradations or as solid colors to reinforce and complement Samsung blue.

+

NEUTRAL COLOR

+

Only one accent color or color pair may be used per application. color pairs are created by selecting only analogous colors within a family (i.e., colors that are next to each other).

Note: Our color palette is intended for application to typographic and graphic elements. It does not limit the selection of color within photography.

ACCENT COLOR

Black

Samsung dark purple

Samsung dark red

Samsung dark green

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

White

Samsung magenta

Samsung orange

Samsung lime

Samsung blue

Samsung bright blue

Blue family

Gray family

Purple family

Why? Builds brand recognition and consistency.

Why? Provides the opportunity for an open, modern, and premium tonality.

Why? Provides a vibrant, passionate, and optimistic tonality when used in combination with Samsung blue.

Where?

Use in combination with primary color if desired.

Accent colors may be paired by selecting analogous colors within a family (i.e., colors that are next to each other). This ensures a soft and human tonality.

White may be used with any approved color or color combination when required for sufficient contrast.

Where?

Use in combination with primary and neutral colors to draw attention to important content or to reflect product personality attributes.

Note: White should be used as little as possible with a purposeful and thoughtful approach.

Note: Only one accent color or color pair may be used per application (in combination with primary and neutral colors).

Where?

Blue is a mandatory component of all Samsung communications.

70

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

COLOR INTRODUCTION

Red family

Green family

Do not pair colors from different color families.

71

•

It is important that we reinforce the use of Samsung blue across all of our communications in order to build color equity around our master brand and differentiate our communications from our competitors.

Note: If an application is comprised of multiple pieces or facets (e.g., side of packaging), Samsung blue may be applied to those components.

The minimum use of Samsung blue must be used in every application by one or a combination of the below: wordmark + blue graphic element • wordmark + blue type • wordmark + blue photography • wordmark + blue background

HOW TO CREATE “SOFT” COLOR

•

Create soft color by pairing together two analogous colors within a color family (i.e., colors that are next to each other)

• “Soft” color

Note: Color pairs should only be selected from the same color family. Do not pair colors from different families. See p82 for all possible combinations.

WORDMARK + BLUE TYPE

+

+

WORDMARK + BLUE PHOTOGRAPHY

+

WORDMARK + BLUE BACKGROUND

may be applied in three ways:

1. Create a gradation with two analogous colors.

2. Apply one color to a foreground element (e.g., type) a the second color to a solid or gradation background.

3. Apply one color to type or graphic element and a second to other type or graphic element.

•

WORDMARK + BLUE GRAPHIC ELEMENT

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

REINFORCE BLUE

SOFT COLOR PAIR

OPTION 1 — GRADATION

OPTION 2A — FOREGROUND AND GRADATION BACKGROUND

OPTION 2B — FOREGROUND AND SOLID COLOR BACKGROUND

OPTION 3 — TYPE AND/OR GRAPHIC ELEMENT

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

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Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

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Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

Velit esse molestie consequat vel illum dolore.

+ Primary color

W

NE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Black

Velit esse molestie consequat vel illum dolore.

OR Samsung Gray/Silver

OR

Neutral color

OR

Accent color

Note: The minimum use of Samsung blue must always be used in every application.

Examples for illustrative purposes only.

72

Examples for illustrative purposes only.

73

• There

are three ways to select color within photography: 1. Blue photography 2. Accent color in product photography 3. Full-color photography

BLUE PHOTOGRAPHY

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SELECT COLOR WITHIN PHOTOGRAPHY

APPLY COLOR TO PHOTOGRAPHY

•

Color may be analogous or complementary to image color (i.e., the image color does not have to exactly match the color palette).

• Always

Note: For legibility purposes in type, white may be used in addition to any approved color or color combination.

provide sufficient contrast for legibility

BLUE PHOTOGRAPHY + Soft primary blue color

• Photography with a blue tone

reinforces the Samsung primary brand color.

Soft neutral color

DUIS AUTEM VEL EUM IRIURE

• Try to select images with blue tones

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Hendrerit in vulputate velit eum iriure dolor in hendrerit.

ACCENT COLOR (PRODUCT) PHOTOGRAPHY

ACCENT COLOR (PRODUCT) PHOTOGRAPHY +

• When shooting product imagery,

Soft primary blue color

FULL-COLOR PHOTOGRAPHY

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

that align with the Samsung primary color, but matching is not required.

the secondary or accent color palette should be used as a guide.

Photography coloration is not required to match the palette colors exactly.

One accent color

Neutral color

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

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Hendrerit in vulputate velit eum iriure dolor in hendrerit.

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

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Hendrerit in vulputate velit eum iriure dolor in hendrerit.

Hendrerit in vulputate velit eum iriure dolor in hendrerit.

Hendrerit in vulputate velit eum iriure dolor in hendrerit.

FULL-COLOR PHOTOGRAPHY + Primary blue color

• Full-color photography reinforces the

imagination, contemporary, optimistic and passionate attributes of Samsung and our consumers.

• There are no restrictions on color when

Neutral color

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE i

DUIS AUTEM VEL EUM IRIURE

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Hendrerit in vulputate velit eum iriure dolor in hendrerit.

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selecting Full-color photography.

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Note: The minimum use of Samsung blue must always be used in every application.

Examples for illustrative purposes only.

74

Examples for illustrative purposes only.

75

In addition to the wordmark, Samsung blue must be used in every application.

Use a Samsung primary color when only one color is used. The type shown here uses Samsung blue.

Twice the fun of any camera.

Dual LCDs make it easy.

Note: If an application is comprised of multiple pieces or facets (e.g., side of packaging), primary, neutral and accent color may be applied to separate components.

The type shown here uses Samsung bright blue.

BTL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

Samsung soft blue may be used in a combination of type and background color (e.g., type Samsung blue, background Samsung bright blue).

PLEASURE TO MEET YOU

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

Autem vel eum iriure.

Samsung soft blue may be used on secondary surfaces or pages of an application.

Samsung soft blue may be used as a gradation for backgrounds.

More space in the same space.

Capture the whole story with an ultra-wide 24mm lens.

Note: If an application is comprised of multiple pieces or facets (e.g., side of packaging), primary, neutral and accent color may be applied to separate components.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit.

Duis autem vel

•

Hendrerit in vulputate velit eum iriure dolor.

Samsung Instinct S30

Learn more about Samsung microwaves at: www.samsung.com

Screen images simulated.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

ATL APPLICATION EXAMPLES

5.0 Megapixel Digital Camera

The new Samsung ST 550 has LCD screens on the front and back of the camera. So now you can have fun taking perfectly framed pictures and be part of the fun at the same time.

Samsung Smart Cameras.

SPH-M850

Innovation makes it easy.

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PACKAGE

© 2009 Samsung Electronics Co. Ltd.

BROCHURE PRINT AD

PRINT AD

Accent color may be used to contrast the image color. The type shown here uses Samsung magenta.

PRINT AD

TV and Video

Mobile

Photography

Office

Appliances

New G-Series holds more

It’s t ingre Samsung Sid Refrigerator

Now we’re cooking Lorum ipsum

WEB

OOH

TRADESHOW

The type shown here uses Samsung blue.

TV AD

Accent color may be used to provide distinctiveness. This graphic uses Samsung magenta.

Accent color may be used to complement the image color.

Samsung soft blue may be used as a gradation in graphic elements.

Find creative ways to complement Samsung soft blue, such as using blue within full-color imagery.

76

77

In addition to the wordmark, Samsung blue must be used in every application.

Samsung soft blue may be used in type combination. This graphic uses type in Samsung blue and Samsung bright blue.

Note: If an application is comprised of multiple pieces or facets (e.g., side of packaging), primary, neutral and accent color may be applied to separate components.

COLOR DO NOT

•

Our color palette allows for great flexibility. However, guidelines must be followed in order to maintain a consistent and identifiable look and feel.

• The

following examples illustrate improper application of color.

Use black in place of Samsung soft blue only when printing limitations do not allow the use of color.

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

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Samsung Instinct

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Samsung 46" 1080p LED HDTV UN46B6000

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5.0 Megapixel Digital Camera

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(45.9 inches measured diagonally) CONTENTS LIBRARY

ULTRA CLEAR PANEL

AUTO MOTION PLUS 120HZ

Enjoy preloaded content designed for entertainment, education and lifestyle – No external source required

More vivid colors and deeper, richer black levels

Twice the frames, twice the clarity

Samsung LED HDTV

Do not apply a soft color gradient on any angle other than 45º.

Do not create additional unapproved soft color pairs or gradients.

Do not use a soft color gradient within typography.

STICKER POS

When it is not possible to use Samsung soft blue in the most prominent application, use it in a secondary application.

LOREM IPSUM VERO

1.

2.

3.

1. RUGGED DESIGN

1. RUGGED DESIGN

1. RUGGED DESIGN

2. GPS

2. GPS

2. GPS

Samsung LED TV Brilliant

TV and Video

Mobile

Photography

Office

Appliances

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

Just your type

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SALE

WHICH COMPUTER FOR YOU?

More space in the same space.

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Mobile Computing

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•

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BTL APPLICATION EXAMPLES

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SAMSUNG SENS N310

Do not use accent color on applications without the use of Samsung blue.

POS Use accent colors to delineate important information. This example uses Samsung red to Samsung orange gradation.

RETAIL ENVIRONMENT

Do not use more than one accent color pair in combination with Samsung blue.

Do not combine colors without enough contrast.

This example uses Samsung blue.

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•

Pantone®, CMYK and RGB equivalents are specified here in order to maintain consistency across all Samsung communications.

PRIMARY COLOR Samsung BLUE PANTONE® 286 C (For coated, uncoated and matte coated paper stock) C100 M80 Y0 K0 R20 G40 B160 HEX: #1428A0

Samsung BRIGHT BLUE Pantone 2995 C C87 M0 Y0 K0 R0 G169 B224 HEX: #00A9E0

NEUTRAL COLOR BLACK C0 M0 Y0 K100 R0 G0 B0 HEX: #000000

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

COLOR SPECIFICATION

GRADATION COMBINATIONS

• These

are the only color combinations that have been approved.

•

Gradations may only be made from the CMYK breakdowns from p80.

PRIMARY COLOR

NEUTRAL COLOR

ACCENT COLOR

Samsung blue

Black

Samsung dark purple

Samsung dark red

Samsung dark green

Samsung bright blue

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

White

Samsung magenta

Samsung orange

Samsung lime

Samsung GRAY/SILVER Pantone 431 C45 M27 Y17 K51 R94 G106 B113 HEX: #5E6A71

WHITE C0 M0 Y0 K0 R255 G255 B255 HEX: #FFFFFF

ACCENT COLOR Samsung DARK PURPLE Pantone 2597 C C78 M94 Y0 K0 R87 G6 B140 HEX: #57068C

Samsung DARK RED Pantone 1955 C C8 M100 Y47 K39 R141 G27 B61 HEX: #8D1B3D

Samsung DARK GREEN Pantone 335 C C100 M0 Y58 K22 R0 G127 B100 HEX: #007F64

Samsung PURPLE Pantone 2725 C C76 M70Y0 K0 R100 G89 B196 HEX: #6459C4

Samsung RED Pantone 1795 C C0 M96 Y90 K2 R205 G32 B44 HEX: #CD202C

Samsung GREEN Pantone 354 C C28 M0 Y92 K0 R0 G175 B63 HEX: #00AF3F

Samsung MAGENTA Pantone 219 C C0 M92 Y0 K0 R215 G31 B133 HEX: #D71F85

Samsung ORANGE Pantone 1375 C C0 M45 Y95 K0 R255 G160 B47 HEX: #FFA02F

Samsung LIME Pantone 382 C C28 M0 Y92 K0 R190 G214 B0 HEX: #BED600

The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards, refer to the current edition of the PANTONE formula guides. PANTONE® and PANTONE MATCHING SYSTEM® are the property of Pantone, Inc.

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• The

soft gradient must be applied on a 45˚ angle and may begin at any corner.

•

Make sure to place the wordmark in an area that provides sufficient contrast.

Type:

Note: While the soft blue color pair is demonstrated here, the specifications apply to all approved color pairs.

Linear

Angle: 0

° Location: 40

CREATING A COLOR GRADATION

• The

desired gradient color may also be angled in the gradient window to achieve the following angles: 45˚, 135˚, -135˚ and -45˚.

Note: Gradient may be applied as dark or light color dominant, depending on the desired tonality.

DARK DOMINANT 135˚ angle

%

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CREATING A COLOR GRADATION

45˚ angle

Type:

Linear

40%

Angle: 0

° Location: 45

%

40% 2%

98%

GXekfe\ -,+Z SAMSUNG BRIGHT BLUE Z(''# d-.# p'# b*/ C90, M11, Y0, K0 i'# ^,(# Y(')

SAMSUNG BLUE C100, M80, Y0, K0

''**--

2%

98%

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-135˚ angle

JXdjle^ 9cl\ :(''# D--# P'# B'

-45˚ angle Note: Use these gradient specifications to produce a dark color dominant gradation.

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OPPOSITE EDGE

LIGHT DOMINANT 135˚ angle

45˚ angle

Type:

Linear

Angle: 0

° Location: 45

%

40%

STEP 1

STEP 2

STEP 3

If a background gradation is desired, create a rectangular shape that spans the application edges.

Select the desired accent color pair in the gradient window and apply it to the background.

Using the gradient tool, click and drag on a 45˚ angle from any corner to the opposite edge of the application.

2%

JXdjle^ 9cl\ :(''# D--# P'# B'

-135˚ angle

In some extreme horizontal or vertical situations the gradient may need to be extended past the opposite edge in order to reveal enough color.

-45˚ angle Note: Use these gradient specifications to produce a light color dominant gradation.

FOR EXTREME HORIZONTAL AND VERTICAL APPLICATIONS

STEP 3

98%

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PAST OPPOSITE EDGE

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PAST OPPOSITE EDGE

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Sound signature is a distinctive and memorable Samsung proprietary sound placed at the end of all TV commercial consistently to reinforce brand as a sonic signature.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SOUND SIGNATURE INTRODUCTION

SOUND SIGNATURE APPLICATION

The sound signature must always be added to the end of all TV commercials.

Sound signature was enhanced from the original sound to better fit with the brand personality, while maintaining the melodic structure (starflight).

SAMSUNG SOUND SIGNATURE: STARFLIGHT

The sound signature was developed to fit with the brand personality (imaginative, contemporary, optimistic & passionate) and to bolster with “Turn on Tomorrow�.

TIMING GUIDE Two versions with different time lengths are provided.

Recommend to use :3 for :30 TV commercial and :2 for :15 TV commercial

:20 and :30 version :15 version

Soundtrack (:27)

Soundtrack (:13)

Signature (:03)

Signature (:02)

DO integrate the full-length sound signature at the end of all TV commercials.

DO always use with the brand line lockup at the end of TV commercials.

DO NOT cut off the sound signature in the middle.

DO NOT Speed up to make the sound signature shorter.

* In extreme cases and with GBM approval, locals may use a full-score sound track, including the sound signature, in compliance with the musical notes, melodic structure and timing.

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TV ENDTAG INTRODUCTION

TV endtag is a memorable and identifying signature placed at the end of all global TVs and promotional video materials consistently to reinforce Samsung brand to consumers. Two versions with different time lengths are provided.

•

It clearly registers Samsung logo and the new brand line as a signature element

•

Integrate the endtag at the end of all TV commercial with a smooth transition from the last scene

•

Sound signature must be locked up with the endtag

ENDTAG SEQUENCE & TIMING GUIDE 3 seconds (for :30 and :20 TV Commercials) Samsung logo appears first, then the brand line dissolves in

seconds

3

2 seconds (for :15 TV Commercials) Samsung logo appears first, then the brand line dissolves in

DO NOT cut off the endtag in the middle (sound signature or brand line appearance).

DO NOT change the black background color of the endtag.

DO NOT Speed up or slow down the endtag.

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Our brand personality dimensionalizes and visually conveys our brand on both a global as well as regional basis to drive the distinction and ownability of communications around the world.

BRAND PERSONALITY IMAGERY AND BRAND PYRAMID

The interpretation of brand personalities can vary across regions. Brand Personality traits will be influenced by consumer profiles, culture, product category dynamics, religion, acceptance of non-local executions, etc.

BRAND PYRAMID

Brand personality comprises a set of human/ tangible traits that are assigned to our brand to bring meaning and dimension to both internal and external audiences.

BRAND ESSENCE

Relentless passion to inspire and enrich lives BRAND BUILDING BLOCKS Innovation that Sensual design that + enhances your style + transforms how we live

Consumer experiences that surprise & delight

BRAND PERSONALITIES

Imaginative Contemporary Optimistic in outlook in style in nature

Inspired by looking and thinking beyond

A clean, modern style, simple and confident

Energetic & positive, always sees possibilities

Passionate in pursuits

Driven by a relentless thirst for the new, exciting

REGIONAL INTERPRETATION

is defined and applied differently across regions due to unique cultural category, target and/or the-stage influences

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BRAND PERSONALITY IMAGERY INTRODUCTION

Regional interpretations of the brand personality begin with identifying which geographies share physical, social and cultural commonalities.

For each of these geographies, we look to societal differences, cultural & religious heritage, as well as socio-economic progress, to identify variations in brand personality.

Europe

North America A cultural blend of sophisticated consumers that know advertising.

Open to brand engagement.

Latin America A relatively homogeneous region that shares similar physical, cultural, economic and religious beliefs.

Imaginative

(it is…)

Always looking and thinking beyond.

Extraordinary, Unique, Fresh

(it is…)

Progressive culture that is rooted firmly in tradition.

Cannot separate old from new.

Comfortable, In-touch, Fashion forward

Middle East Distinct with significant cultural and religious differences, but can be open to western influence

Brand personality imagery (regional interpretation)

A clean, modern style. Simple and confident, not too flashy or overly trendy.

China

Evolving society that places importance on western culture. Open to change and quickly adapting.

Despite differences physically, socioeconomically, and in culture, there is a look and style that is very European

NORTH AMERICA

Contemporary

Russia (CIS)

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BRAND PERSONALITY IMAGERY VARIATIONS

Optimistic

(it is…)

Always looking and thinking beyond.

India (SWA)

Positive, Confident, Progressive

Strong cultural and religious society but with a thirst for progress.

Look/style is distinct and preferred.

South Africa Distinct, emerging market within a region that reflects cultural and socio-economic conditions suitable for target.

#8939607 South East Asia Reflects differences in look and socioeconomics and cultures across region.

Korea

Passionate

Important to maintain relationships with domestic consumers in a way that is intimate and understanding.

(it is…)

Passionate pursuits, an insatiable thirst for the new & exciting.

Curious and immersed in creative self-expression.

Joyful, Enthusiastic, Devoted

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Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Surprising and thinking beyond ordinary expectation.

Unexpected, Visionary, Magnifying

Contemporary

SOUTH EAST ASIA Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Is inspired by always looking and thinking beyond.

Intelligent, Human, Unexpected

Contemporary

(it is…)

Reflective of modern western style but drawing from Chinese heritage.

(it is…)

Co-existence of western culture based on the cultural heritage. Clean & Simple.

Modern, trendy and westernized but embracing China heritage

Optimistic

Stylish, Modern yet culturally pure, Warm

Optimistic

(it is…)

Enjoying now with satisfying today.

(it is…)

Strong belief in faith, desire for better life & enjoying life.

Open-minded, Satisfied, Happy

Passionate

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

CHINA

Faithful, inspiring, openminded, family protective

Passionate

(it is…)

Relentless thirst for achieving social status, and pursuit of the new in a self-confident way.

(it is…)

Passionate Eager to achieve, work hard & play hard.

Ambitious, Self-confident, Adventurous

Achieving, Ambitious, Exciting

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Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspired by new trend and culture, music, television and movies.

Vivid, Artistic, Novel, Cross cultural influences

Contemporary

LATIN AMERICA Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Surprising and adventurous, never without a cultural influence.

Surprising, Adventurous, Open-minded

Contemporary

(it is…)

Combination of the exotic with the international through a uniquely Indian sensibility.

(it is…)

Embraces modernity without abandoning traditions as reflected in fashion, art, food and lifestyle.

International yet Indian, New, Trendy, Aspirational

Optimistic

Fresh, State-of-the-art, Fashion forward

Optimistic

(it is…)

Always sees possibilities, eager to learn, think positively.

(it is…)

Always welcoming and looking to the future with warmth and enthusiasm.

Cheerful, Bright, Positive, Pleasant

Passionate

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

INDIA (SWA)

Friendly, Welcoming, Bright

Passionate

(it is…)

Passionate about advancement and extraordinary experiences.

(it is…)

Passionate for excitement together.

Enthusiastic, Ambitious, Determined

Exciting, Warm, Sensual

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Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Visionary and inspirational in their pursuit of the new.

Positive, Authentic, Engaging

Contemporary

RUSSIA (CIS) Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspired by looking and thinking beyond.

Creative, Artistic, Unexpected

Contemporary

(it is…)

Trendy, cool with modern simplicity.

(it is…)

Trend leading, fashionable style with a liberal unique identity.

Confident, Stylish, Leading edge

Optimistic

Fashionable, Modern, Premium

Optimistic

(it is…)

Belief in pursuing possibilities.

(it is…)

Positive thinking regardless of life’s surprises, exploring with pioneering fearlessness.

Bright, Inspiring, Romantic

Passionate

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SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

EUROPE

Fearless, Bright, Positive

Passionate

(it is…)

Free spirited and playful. Fueled by excitement.

(it is…)

Eagerly searching for pragmatic solutions with vigor.

Dynamic, Exuberant, Exciting

Enthusiastic, Energetic, Sensible

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Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Imaginative power overcoming natural and social limitations.

Culturally diverse, Unique, Unexpected

Contemporary

KOREA Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspired by looking and thinking beyond.

Delicate, Creative, Bright

Contemporary

(it is…)

Coexistence of conservative tradition and modern/present.

(it is…)

A modern style, trendy & confident.

Simple, Clean, Straightforward

Sophisticated, Worldly, Open

Optimistic

Optimistic

(it is…)

Strong beliefs and faith. Desire for family security.

(it is…)

Always sees possibilities.

Sincere, Wishful, Positive

Spirited, Friendly, Inclusive

Passionate

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SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

MIDDLE EAST

Passionate

(it is…)

Expanding thirst for the new and different. Change for self improvement in daily life.

(it is…)

Passionate pursuits, an insatiable thirst for the new & exciting. Curious and immersed creative self.

Aggressive, Determined, Challenging

Dynamic, Enthusiastic, Engaging, Confident

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SOUTH AFRICA Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspiration from looking, hearing and thinking beyond.

Engaging , Unique, Real

Contemporary

(it is…)

Splendid and showy style. Trendy and confident, not too old-fashioned or monotonous.

Vivid, Bright , Expressive, Authentic Chic

Optimistic

(it is…)

Desire for the better future related with social and financial stability.

Aspirational, Playful, Inspiring

Passionate

(it is…)

Impulsive and instinctive passion as a group. Highly immersed and instantaneous fever.

Energetic, Upbeat, Positive

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Imagery provides a simple stage through which the energy and elegance of our products shines through.

Our photography style is a simple, yet graphically accurate way to portray our products and the ways our customers use them.

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SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

PHOTOGRAPHY STYLE INTRODUCTION

PRODUCT PHOTOGRAPHY IS THE HERO

The product is the hero.

When products are as beautifully designed as ours, photography should strive to make the product itself the focus.

•

Products should be placed on backgrounds that enhance the beauty of the product and should not be more important than the background.

Extraneous elements should be kept to a minimum.

•

Borrow from the tone and manner used to present luxury goods and fashion.

•

Products should be positioned in ways that create kinetic energy and feel optimistic in nature.

Examples for illustrative purposes only.

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Dynamic yet focused composition • Use dramatic angles to achieve a larger than life feel.

•

Products should be propped up off the surface and never lay flat and lifeless.

•

Never keep the horizon completely horizontal.

•

Keep the composition clean and focused by minimal use of elements and by limiting the number of products in an image.

A

•

Montages of macro photography with entire product may be used to achieve dramatic effects.

•

When shooting multiple yet similar products it’s acceptable for some of the products to bleed out of frame.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

PRODUCT PHOTOGRAPHY COMPOSITION

PRODUCT PHOTOGRAPHY SPOTLIGHT EFFECT

•

The spotlight illuminates the product, making it the hero.

•

The spotlight connects to the Samsung wordmark and color approach, which builds a distinctive and unified visual brand language.

B

C

DO NOT use images that are too dark or cluttered, or with highly styled, complex, irrelevant, or confusing metaphors.

DO NOT use images that are static in idea and execution, ordinary or lack definition.

DO NOT use images with artificial settings, staged environments, or fantasy situations.

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

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•

Eliminate all imperfections during retouching to give the products a “HyperReal,” flawless finish.

•

Characteristics of HyperReal images: crisp, sharp, high-contrast, smooth, bright.

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

PRODUCT PHOTOGRAPHY RETOUCHING

LIFESTYLE IMAGERY

•

All lifestyle imagery should capture the relentless passion to inspire and enrich lives.

•

It should faithfully portray the diversity of our consumers, their cultures, their passions.

•

It must be spontaneous and real, not posed or contrived.

•

It should complement the diversity of our products in their many uses and applications.

•

It must have a sense of joy and invitation, not one of coolness or exclusion.

•

It is never cynical or staid, but neither is it overly glossy or showy.

DO NOT use images that are static in idea and execution, or ordinary.

DO NOT use images with artificial settings, staged environments, or fantasy situations.

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

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Use imagery that forms a high-level, emotional connection with our brand target the YMC and their passions. Young-minded does not translate to just young; rather, it means that regardless of age, the person has a sense of passion, imagination, and a youthful style.

People’s expressions should appear spontaneous and candid, with a sense of energy, passion, optimism, and discovery — not posed or contrived.

Look for imagery that captures interesting personalities and their interaction with the environment and with others.

•

Interesting personality

•

Natural, authentic expression

• Young, with •

PRODUCT-ONLY PHOTOGRAPHY

• Present all large (e.g., non-handheld) products Product-only photography presents Samsung products in their most essential and purest form. The in flat front view to align with the way they are products should be shot in such a way that their most typically viewed in real-life situations. important features are clearly visible. Through a Note: When used in combination with lifestyle imagery combination of soft lighting and directional spotlights, (e.g., in an advertisement), product-only images product surfaces should produce smooth, elegant should be silhouetted to remove the drop shadow. reflections; product edges and details should clearly stand out.

•

Shot on white in a studio setting, product photography displays the product and just a hint of shadow to allow the product to stand out on the page.

•

Use interesting camera angles to create a dynamic presentation for all handheld products, reinforcing our imaginative brand image.

a sense of passion

Older, with youthful style

DO NOT use images with models that are too highly styled, too pretentious or cold, or too posed (e.g., looking at the camera).

DO NOT use images of products with overly dramatic lighting, that are too severely angled or distorted, or with a harsh drop shadow or reflection.

DO NOT use models who appear boring or plain or too pretty.

They should not be bald or have tattoos.

Examples for illustrative purposes only.

DO NOT present handheld products in flat front view or large products in angled views.

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Examples for illustrative purposes only.

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SECTION 2 | OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

IMAGERY / HOW TO PORTRAY PEOPLE

APPLYING OUR

BRAND CUES SECTION

APPLYING OUR

BRAND CUES

Section 03 Applying our brand cues

114 Applications overview

PRINT ADVERTISING 116 Spread with lifestyle 117 Spread with product image as the hero 118 Single page with lifestyle 119 Single page with product image as the hero 120 Sub-brand logo usage 121 Third party & technology logo treatment

OOH 122 Horizontal 123 Vertical

Brochure 124 Introduction 125 Cover & back cover 126 Interior spreads 127 Content structure overview 128 Content structure

POP 130 Horizontal 131 Vertical

PACKAGE 133 Vertical

SECTION 113

Overview

Every interaction and every communication directly enhances the power and meaning of our brand.

The goal of this section is to illustrate how our brand cues combine to create powerful and differentiated branded communications.

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

APPLICATIONS

APPLICATIONS Overview Our brand cues have been enhanced and designed to be more powerful and efficient. With our new brand cues, the Samsung brand framework is complete and ready to be deployed for optimum impact.

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TV and Video

Mobile

Photography

Office

Appliances

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BROCHURE PRINT AD Samsung Go

Twitter Samsung

Capture the whole story with an ultra-wide 24mm lens.

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The overall visual style of the Samsung brand is imaginative, optimistic, contemporary and passionate, as exemplified by our image attributes.

It’s the ingredients

Learn more about Samsung microwaves at: www.samsung.com

Samsung Side-by-Side Refrigerator

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Fresh taste that lasts longer.

The new Samsung LED TV

All in one sleek, spacious refrigerator powered by TWIN Cooling System™ technology. As convenient as it is advanced, the Samsung side by side refrigerator makes cooking a pleasure and your kitchen a more stylish place to be.

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OOH

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Samsung Instinct S30 5.0 Megapixel Digital Camera

SPH-M850

PACKAGE

TV

W NE SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES Samsung Side-by-Side Refrigerator

GSI POS

114

Examples for illustrative purposes only.

115

Spread with lifestyle image The exhibit shown here demonstrates Samsung brand Color • Blue applied to typography and imagery cues applied to horizontal-oriented print advertising • Minimum of two blue elements (which may include with lifestyle imagery. the Samsung wordmark) must be incorporated Wordmark and brand line into each design • May be positioned in the top-left, top-right or Imagery bottom-right corner, wherever there is sufficient • Lifestyle, flexible as appropriate contrast with the background and image to communication Typography • Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

PRINT ADVERTISING

PRINT ADVERTISING Spread with product image as the hero The exhibit shown here demonstrates Samsung brand Color • Blue applied to typography cues applied to horizontal-oriented print advertising • Minimum of two blue elements (which may include with product imagery. the Samsung wordmark) must be incorporated Wordmark and brand line into each design • May be positioned in the top-left, top-right or Imagery bottom-right corner, wherever there is sufficient • Product as hero, flexible as appropriate contrast with the background and image to communication Typography • Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes

What color is your life?

Two years of work for 3cm

Jamaican yellow

3 cm cm u ultra llttra ra sl sslim lilim

Cupid pink

Minimal white

Festival orange

Introducing the Samsung Corby, the perfect complement.

Pop-up SNS / One Finger Zoom / Smart Unlock Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player / Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung S amsung LED L TV 8090

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

117

Single page with lifestyle image The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with lifestyle imagery.

Wordmark and brand line • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

Color • Blue applied to secondary graphic element • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design Imagery • Lifestyle, flexible as appropriate to communication

Typography • Samsung Imagination Modern Regular whenever possible

Touch of style

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

PRINT ADVERTISING

PRINT ADVERTISING Single page with product image as the hero The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with product imagery.

Wordmark and brand line May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

Color • Blue applied to typography • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design

•

Imagery Product as hero, flexible as appropriate to communication

•

Typography • Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes

What color is your life?

Ultra Brilliant Display Samsung AMOLED

Samsung Corby. The perfect complement.

Pop-up SNS / One Finger Zoom / Smart Unlock Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player / Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung Ultra Touch

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

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Sub-brand logo usage The exhibit shown here demonstrates application of Sub-brand logos to print advertising.

Wordmark and brand line • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image Sub-brand • Placed in a size and position that is clearly subordinate to the Samsung wordmark.

Typography • Samsung Imagination Modern Regular whenever possible • Helvetica Neue for small sizes Color • Blue applied to background and through imagery selection • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design

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SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

PRINT ADVERTISING

PRINT ADVERTISING Third party & technology logo treatment The exhibit shown here demonstrates use of a bar treatment to delineate third party content within Samsung print advertising.

Bar treatment the height of the page • Use for third party, technology logos and additional product specification when needed • 1/6th

Imagery • Product as hero, flexible as appropriate to communication

Zone 1 (partner/award logos) • Reserved for Partner/Award logos • Located in lower left corner of copy area, .5” from left border • Not to exceed 2" in length not including text, and 3" including text • If partner logo or award logo are featured individually, logo to be scaled to approximately 75% of Samsung wordmark • If partner logo and award logo to be displayed together, award logo to be scaled to 70% of height of partner logo Zone 2 (internal technology graphics) • Reserved for internal technology logos (i.e., Dolby, HDTV, etc.), service hotline/promotional info • Align justification to left margin of copy box (ZONE 2) • Relative size of internal technology graphics to be scaled to approximately 50% of Samsung wordmark Zone 3 (legal disclaimer) Helvetica Neue Roman • Not larger than 7pt. in size •

The new Samsung LED TV

The new Samsung LED TV

Welcome to a whole new world. Where Samsung LED technology brings you images you’ve never seen before. Brighter colors, deeper blacks and sharper images. The ultra slim, Samsung LED TV. Welcome to a whole new world. Where Samsung LED technology brings you images you’ve never seen before. Brighter colors, deeper blacks and sharper images. The ultra slim, Samsung LED TV.

Zone 2 Zone 1

Bar treatment

© Samsung Electronics Co. Dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugaith euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Zone 3

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

121

Horizontal The exhibit shown here demonstrates Samsung brand cues applied to horizontal oriented OOH Wordmark and brand line • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image Typography • Samsung Imagination Modern Regular whenever possible • Extra Bold weight for increased legibility and visibility

Color • Blue applied to background and through imagery selection • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design Imagery • Product as hero, flexible as appropriate to communication

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

OOH

OOH Vertical The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented OOH Wordmark and brand line • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image Typography Samsung Imagination Modern Regular whenever possible • Condensed and bold weight for increased legibility and visibility

Color Blue reinforced through imagery selection • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design •

Imagery • Product as hero with lifestyle, flexible as appropriate to communication

•

Two LCD screens.

Twice the fun.

The new Samsung LED TV

Samsung DualView TL225

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

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Introduction

To help simplify design and production — and to ensure that our brand story is conveyed in all our materials — we have developed guidelines for the creation of Samsung brochures.

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SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BROCHURE

BROCHURE Cover & back cover The exhibit shown here demonstrates the Samsung brand cues applied to the cover and back cover of a brochure. However, it is only one example, please see the examples found throughout this document to familiarize yourself with the flexibility in use of Samsung brand cues.

Color • Blue applied to the background of the back cover.

Neutral color is applied to typography • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design

Wordmark and brand line • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

Imagery • Product as hero, flexible as appropriate to communication

Typography Samsung Imagination Modern Regular whenever possible • Helvetica Neue for small sizes

The pages that follow define the visual and verbal elements that should be used to give our communications greater consistency, clarity and impact. These specifications are in addition to the general rules and flexibility for visual and verbal elements found throughout this document.

•

15mm

15mm 15mm

15mm

15mm

PRESENTATION IS EVERYTHING Hendrerit in vulputate velit eum iriure dolor.

Learn more about Samsung microwaves at: www.samsung.com

Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum

15mm

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Interior spreads Color • Blue applied to secondary graphic element and imagery selection • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design (not necessarily each spread)

The exhibit shown here demonstrates Samsung brand cues applied to brochure spreads.

Typography • Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes

15mm

Imagery • Product as hero and lifestyle, flexible as appropriate to communication

15mm 15mm

7.5mm

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SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BROCHURE

BROCHURE Content structure overview

Samsung brochure copy should always tell an engaging story that follows a consistent content structure and illustrates a way that the featured Samsung product inspires the imagination of Young-Minded Consumers.

This structure is designed to simplify the development of our brochures and to ensure that all our materials support our brand pyramid and brand personality.

15mm LED TV

46”

Panel Full HD Ultra Clear Panel Video Resolution Backlight Picture Engine Motion Plus Wide Color Enhancer 1080 24p Real Movie Audio Sound Effect System Speaker Type Sound Output (RMS) Woofer Feature Internet@TV DLNA Wireless Content Library (Flash) USB2.0 BD Wise Wirelss Lan Adaptor Support Teletext (TTXT) Anynet + (HDMI-CEC) Smart Content Manager Game Mode Remote Controller Type OSD Language Picture-in-Picture Sleep Timer Clock & On/Off Timer Auto Channel Search Auto Power Off EPG Auto Volume Leveller System DTV Type DTV Tuner Built-in Input & Output HDMI USB Digital Audio (Optical) PC Input (D-sub) PC Audio Input (Mini Jack) DVI Audio Input Component (Y/Pb/Pr) Composite (AV) Ethernet (LAN) RF Input CI Slot Scart Design Type Color Light Effect Stand Type Swivel (Left/Right) Power Power Supply Operation Power Consumption Stand-by Power Consumption Eco Mark Dimension Set Size (WxHxD) with Stand Set Size (WxHxD) without Stand Package Size (WxHxD) Weight Set Weight with Stand Set Weight without Stand Package Weight Accessory Vesa Wall Mount Remote Controller Model Simple Remote Controller Batteries Power Cable Slim Gender Cable

Picture perfect

15mm

40”

32”

There are a few important content elements that all brochures must contain. Each serves a specific purpose, from inspiring the imagination and conveying key benefits to providing relevant technical details and product choices. The brochure content structure that follows outlines the key elements and describes the purpose and hierarchy of each.

Yes Yes 1920 x 1080 LED Samsung LED TV Engine Yes (100Hz) WCE Pro Yes

Yes

SRS TruSurround HD & Dolby Digital plus Down Firing 10W x 2 Yes

-

Yes (USB2.0) Yes 1000P Yes Yes IR Remote Control Europe 25 Language Yes Yes Yes Yes Yes Yes DVB-T/C . MPEG4 Yes 4 1 1 1 1 Common Use for PC Audio Input 1 (Mini Jack) 1 (Mini) 1 Yes 1 (Mini) Crystal TV Rose Black Yes Glass Yes (20/20)

170W

1115x763x275 1115x705x29.9 1415x818x260

AC220-240V 50/60Hz 140W <0.1W Eco Flower

95W

983x688x255 983x631x29.9 1288x746x239

799x579x240 799x521x29.9 890x605x210

22.4 17.6 28.3

18.4 14.7 23.2

12.8 9.6 16.6

Yes (40-55” : 400x400)

Yes (40-55” : 400x400) TM970 Yes Yes Scart/ Component/ AV IN

Yes (32-37”:200x200)

*Dimensions (mm) / *Weight (kg)

15mm

15mm 15mm

7.5mm

15mm

Eco-innovation

Samsung LED TV Series 7 7000 (North America)

Reduction of Contaminated Materials We work hard to minimize the amount of waste that is discharged into the environment. A shining example of this can be found at our Cheonan factory in Korea. Our super-efficient wastewater disposal and recycling system reduces waster use and wastewater by 8 million tons year.

Construction of an Eco-park At the heart of the Suwon Complex site of Samsung Electronics in Korea, lies a park where you’ll find a pond created by purified wastewater. This eco-pond is home to over 30 species of plants and animals and is commonly used by scientists and students for environmental studies.

Eco-friendly Process System In order to minimize the amount of waste material, we’ve developed a comprehensive eco-friendly process system that utilizes clean production technology, waste heat collection, an energy efficient management system, and an automatic environment observation network and exertion.

Ultra Slim Design and Packaging By reducing the amount of material which goes that into our LED TV, we’re able to produce a TV that’s ultra slim and requires less materials for packaging and shipping. So by cutting back on the overall material used, we’re helping to significantly decreased CO2 emissions and any other harmful byproducts.

Delivery Time Promise System Our Delivery Time Promise System (DTPS) ensures that our LED TVs get to where they need to be in a timely manner, so they spend less time on the road and more time in your home. That leads to less air pollution and a cleaner environment for everyone to enjoy.

Recyclable Packing Material

15mm

Examples for illustrative purposes only.

The packing material for our LED TV can be easily sorted for recycling. The material is made of eco-friendly materials like water ink. Besides being a healthy choice for the environment, it allows costs to be reduced by more than 20%.

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Content structure Headline The headline should provoke consumers to imagine how the product could inspire their own life and their own passions in believable, human terms.

The headline should consist of a short phrase and, where possible, should emphasize emotional benefits instead of product features or technical attributes.

Subhead The subhead should clearly describe the product featured in the brochure in a simple sentence. The official product name and number should be used, and if relevant, it may be preceded with a descriptor such as “new” and/or followed by an important feature or benefit.

Primary selling point The primary USP (unique selling point) is communicated in a succinct, high-level paragraph.

A headline may also be used to call out the lead message. The USP should communicate how the product fulfills the promise of the brochure title in friendly and engaging terms.

The copy should: • focus on what the product does for the consumer, rather than just features or technological details.

• convey imaginative product design and a shared spirit of fun and possibilities.

• be as brief as possible to maximize visual impact and to allow the reader’s imagination to complete the picture.

Product highlights In support of the images highlighted on the page, brief paragraphs of copy detail the product’s most unique features, design styling or technology.

This copy should clearly capture how the highlighted qualities make the Samsung product a superior choice.

Feature summary In support of each product’s primary selling point, a more specific paragraph of copy summarizes the key features and their consumer benefits. This copy should succinctly capture how the product enriches the way people live, work and pursue their passions.

Benefit highlights Where necessary, product features may be grouped by overarching benefit. In this case, a brief paragraph of copy should be used to describe how the set of features enriches the user’s life.

BROCHURE Content structure

Headline

Primary selling point

Options overview

Options overview A bold, simple question asks consumers which product configuration best meets their needs and desires. Below, a brief paragraph helps consumers answer the question by summarizing the features and benefits of each major product option.

Product highlights

Subhead

FRONT COVER

Feature description Product features should be described in very simple terms that are as easy as possible for consumers to understand. Each feature is described in a succinct sentence or two. While benefits may be communicated as well, the focus should be on clear description of features.

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SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

BROCHURE

INTERIOR SPREAD 1

Specifications

INTERIOR SPREAD 3

Feature summary Benefit Highlights

Benefit highlights

Feature description

Feature description

INTERIOR SPREAD 2

Call-to-action

BACK COVER

Specifications A summary of the most important technical specifications is presented in a consistent, easy-to-read table format.

Call-to-action Brochures end with a simple, direct call-to-action.

A short sentence beginning with “To learn more about [product name]” is followed by the appropriate source for more information, such as a product website.

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Horizontal The exhibit shown here demonstrates Samsung brand cues applied to horizontal-oriented point-of-purchase with product imagery.

Color Blue applied to typography and secondary application background. Single accent used to reinforce product personality.

• Minimum of two blue elements (which may include Wordmark and brand line • May be positioned in top-left, top-right or bottomthe Samsung wordmark) must be incorporated right corner, wherever there is the sufficient contrast into each design with the background and image Imagery • Product as hero, flexible as appropriate Typography • Samsung Imagination Modern Regular to communication whenever possible • Bold weight for increased legibility and visibility •

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

SECTION 3 | APPLYING OUR BRAND CUES | BRAND GUIDE | VERSION 2.0

POP

POP Vertical The exhibit shown here demonstrates Samsung brand cues applied to vertical-oriented point-ofpurchase banner with lifestyle imagery.

Color Blue applied to typography and imagery • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design •

Wordmark and brand line • May be positioned in top-left, top-right or bottomright corner, wherever there is the sufficient contrast Imagery • Lifestyle, flexible as appropriate with the background and image to communication Typography • Samsung Imagination Modern Regular whenever possible • Condensed and bold weight for increased legibility and visibility

More space in the same space

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

Imagine a washing a machine that’s quiet enough to use near your bedroom

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at. Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit.

More space in the same space.

Examples for illustrative purposes only.

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Examples for illustrative purposes only.

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PACKAGE Vertical The exhibit shown here demonstrates Samsung brand cues applied to packaging.

Color • Blue applied to typography, secondary graphics and side panel. Neutral for background.

• Minimum of two blue elements (which may include Wordmark and brand line • May be positioned in top-left, top-right or bottomthe Samsung wordmark) must be incorporated right corner, wherever there is the sufficient contrast into each design with the background and image Imagery • Reverse on dark blue • Illustrative, flexible as appropriate to communication Typography • Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes.

US Miliatary Standards (MIL-STD-810F)

SAMSUNG B2700 3G (2100MHz)

Durable. Style.

GPRS, EDGE Quad Band (850/900/1800/1900 MHz)

Torch Light

USB 2.0

Bluetooth®

microSD slot

Dust & water resistant (*IP54) Anti-shock with urethane

SAMSUNG B2700 www.samsungmobile.com

Examples for illustrative purposes only.

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