Professional Documents
Culture Documents
and
PowerPoint
and PANTONE
MATCHING SYSTEM
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
BLACK
C0 M0 Y0 K100
R0 G0 B0
HEX: #000000
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 GRAY/SILVER
Pantone 431
C45 M27 Y17 K51
R94 G106 B113
HEX: #5E6A71
WHITE
C0 M0 Y0 K0
R255 G255 B255
HEX: #FFFFFF
Samsung PURPLE
Pantone 2725 C
C76 M70Y0 K0
R100 G89 B196
HEX: #6459C4
Samsung MAGENTA
Pantone 219 C
C0 M92 Y0 K0
R215 G31 B133
HEX: #D71F85
Samsung RED
Pantone 1795 C
C0 M96 Y90 K2
R205 G32 B44
HEX: #CD202C
Samsung ORANGE
Pantone 1375 C
C0 M45 Y95 K0
R255 G160 B47
HEX: #FFA02F
Samsung GREEN
Pantone 354 C
C89 M0 Y90 K0
R0 G175 B63
HEX: #00AF3F
Samsung LIME
Pantone 382 C
C28 M0 Y92 K0
R190 G214 B0
HEX: #BED600
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CREATING A COLOR GRADATION
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135 angle
Note: Use these gradient specications to
produce a dark color dominant gradation.
-135 angle
45 angle
-45 angle
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
LIGHT DOMINANT
Samsung Blue
C100, M66, Y0, K0
Samsung Light Blue
C90, M11, Y0, K0
135 angle
Note: Use these gradient specications to
produce a light color dominant gradation.
-135 angle
45 angle
-45 angle
Samsung Light Blue
C90, M11, Y0, K0
Samsung Blue
C100, M66, Y0, K0
82
CREATING A COLOR GRADATION
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Duis
autem vel
eum iriure
dolor.
Duis
autem vel
eum iriure
dolor.
Duis
autem vel
eum iriure
dolor.
Duis
autem vel
eum iriure
dolor.
GXekfe\ -,+Z
Z(''# d-.# p'# b*/
i'# ^,(# Y(')
''**--
SAMSUNG BLUE
C100, M80, Y0, K0
PAST OPPOSITE EDGE
OPPOSITE EDGE
PAST OPPOSITE EDGE
SAMSUNG BRIGHT BLUE
C90, M11, Y0, K0
2% 98%
40%
Type:
Angle: 0 40 Location: %
Linear
Duis autem vel eum iriure dolor.
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.
In some extreme horizontal or
vertical situations the gradient
may need to be extended past
the opposite edge in order to
reveal enough color.
STEP 1 STEP 2 STEP 3
STEP 3
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 sufcient contrast.
Note: While the soft blue color pair is demonstrated
here, the specications apply to all approved
color pairs.
FOR EXTREME HORIZONTAL AND
VERTICAL APPLICATIONS
85
SOUND SIGNATURE APPLICATION
Two versions with different time lengths are provided.
Recommend to use :3 for :30 TV commercial and :2 for :15 TV commercial
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.
:20 and :30
version
:15 version
Soundtrack (:27)
Soundtrack (:13)
Signature (:03)
Signature (:02)
SAMSUNG SOUND SIGNATURE: STARFLIGHT
TIMING GUIDE
The sound signature must always be added to the
end of all TV commercials.
Sound signature was enhanced from the original
sound to better t with the brand personality, while
maintaining the melodic structure (staright).
* 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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SOUND SIGNATURE INTRODUCTION
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.
The sound signature was developed
to fit with the brand personality
(imaginative, contemporary,
optimistic & passionate) and to
bolster with Turn on Tomorrow.
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TV ENDTAG INTRODUCTION
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ENDTAG SEQUENCE & TIMING GUIDE
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
3 seconds
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.
3 seconds (for :30 and :20 TV Commercials)
Samsung logo appears rst, then the brand line dissolves in
2 seconds (for :15 TV Commercials)
Samsung logo appears rst, then the brand line dissolves
in
89
BRAND PERSONALITY IMAGERY AND BRAND PYRAMID
The interpretation of brand personalities can vary
across regions. Brand Personality traits will be
inuenced by consumer proles, culture, product
category dynamics, religion, acceptance of
non-local executions, etc.
BRAND PERSONALITIES
BRAND BUILDING BLOCKS
BRAND ESSENCE
BRAND PYRAMID
REGIONAL
INTERPRETATION
is defined and applied differently across regions due to
unique cultural category, target and/or the-stage influences
Relentless passion to inspire and enrich lives
Imaginative
in outlook
Contemporary
in style
Optimistic
in nature
Passionate
in pursuits
Sensual design that
enhances your style
Innovation that
transforms how we live
Consumer experiences
that surprise & delight
+ +
Inspired by
looking
and thinking
beyond
A clean, modern
style, simple
and confident
Energetic &
positive,
always sees
possibilities
Driven by a
relentless thirst
for the new,
exciting
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BRAND PERSONALITY IMAGERY INTRODUCTION
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 comprises a set of human/
tangible traits that are assigned to our brand
to bring meaning and dimension to both
internal and external audiences.
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NORTH AMERICA
Brand personality imagery (regional interpretation)
#8939607
Extraordinary, Unique,
Fresh
Comfortable, In-touch,
Fashion forward
Joyful, Enthusiastic,
Devoted
Positive, Condent,
Progressive
Imaginative (it is)
Always looking and thinking beyond.
Contemporary (it is)
A clean, modern style. Simple and condent, not too ashy or overly trendy.
Passionate (it is)
Passionate pursuits, an insatiable thirst for the new & exciting.
Curious and immersed in creative self-expression.
Optimistic (it is)
Always looking and thinking beyond.
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BRAND PERSONALITY IMAGERY VARIATIONS
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
Despite differences
physically, socio-
economically, and in
culture, there is a look
and style that is
very European
Middle East
Distinct with signicant
cultural and religious
differences, but
can be open to
western inuence
Latin America
A relatively homogeneous
region that shares similar
physical, cultural,
economic and
religious beliefs.
China
Progressive culture
that is rooted rmly
in tradition.
Cannot separate
old from new.
North America
A cultural blend of
sophisticated consumers
that know advertising.
Open to brand
engagement.
South Africa
Distinct, emerging
market within a region that
reects cultural and
socio-economic conditions
suitable for target.
India (SWA)
Strong cultural and
religious society but with
a thirst for progress.
Look/style is distinct
and preferred.
Korea
Important to maintain
relationships with
domestic consumers
in a way that is intimate
and understanding.
South East Asia
Reects differences
in look and socio-
economics and
cultures across region.
Russia (CIS)
Evolving society that
places importance on
western culture. Open
to change and
quickly adapting.
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SOUTH EAST ASIA
Brand personality imagery (regional interpretation)
Intelligent, Human,
Unexpected
Stylish, Modern yet
culturally pure, Warm
Achieving, Ambitious,
Exciting
Faithful, inspiring, open-
minded, family protective
Imaginative (it is)
Is inspired by always looking and thinking beyond.
Contemporary (it is)
Co-existence of western culture based on the cultural heritage. Clean & Simple.
Passionate (it is)
Passionate Eager to achieve, work hard & play hard.
Optimistic (it is)
Strong belief in faith, desire for better life & enjoying life.
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CHINA
Brand personality imagery (regional interpretation)
92
Unexpected, Visionary,
Magnifying
Modern, trendy
and westernized
but embracing
China heritage
Ambitious, Self-condent,
Adventurous
Open-minded, Satised,
Happy
Imaginative (it is)
Surprising and thinking beyond ordinary expectation.
Contemporary (it is)
Reective of modern western style but drawing from Chinese heritage.
Passionate (it is)
Relentless thirst for achieving social status, and pursuit of the new in a self-condent way.
Optimistic (it is)
Enjoying now with satisfying today.
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95
LATIN AMERICA
Brand personality imagery (regional interpretation)
Surprising, Adventurous,
Open-minded
Fresh, State-of-the-art,
Fashion forward
Exciting, Warm, Sensual
Friendly, Welcoming,
Bright
Imaginative (it is)
Surprising and adventurous, never without a cultural inuence.
Contemporary (it is)
Embraces modernity without abandoning traditions as reected in fashion, art, food and lifestyle.
Passionate (it is)
Passionate for excitement together.
Optimistic (it is)
Always welcoming and looking to the future with warmth and enthusiasm.
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INDIA (SWA)
Brand personality imagery (regional interpretation)
Vivid, Artistic, Novel,
Cross cultural inuences
International yet Indian,
New, Trendy, Aspirational
Enthusiastic, Ambitious,
Determined
Cheerful, Bright, Positive,
Pleasant
Imaginative (it is)
Inspired by new trend and culture, music, television and movies.
Contemporary (it is)
Combination of the exotic with the international through a uniquely Indian sensibility.
Passionate (it is)
Passionate about advancement and extraordinary experiences.
Optimistic (it is)
Always sees possibilities, eager to learn, think positively.
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RUSSIA (CIS)
Brand personality imagery (regional interpretation)
Creative, Artistic,
Unexpected
Fashionable, Modern,
Premium
Enthusiastic, Energetic,
Sensible
Fearless, Bright, Positive
Imaginative (it is)
Inspired by looking and thinking beyond.
Contemporary (it is)
Trend leading, fashionable style with a liberal unique identity.
Passionate (it is)
Eagerly searching for pragmatic solutions with vigor.
Optimistic (it is)
Positive thinking regardless of lifes surprises, exploring with pioneering fearlessness.
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EUROPE
Brand personality imagery (regional interpretation)
Positive, Authentic,
Engaging
Condent, Stylish,
Leading edge
Dynamic, Exuberant,
Exciting
Imaginative (it is)
Visionary and inspirational in their pursuit of the new.
Contemporary (it is)
Trendy, cool with modern simplicity.
Passionate (it is)
Free spirited and playful. Fueled by excitement.
Optimistic (it is)
Belief in pursuing possibilities.
Bright, Inspiring,
Romantic
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99
KOREA
Brand personality imagery (regional interpretation)
Delicate, Creative, Bright
Simple, Clean,
Straightforward
Aggressive, Determined,
Challenging
Sincere, Wishful, Positive
Imaginative (it is)
Inspired by looking and thinking beyond.
Contemporary (it is)
A modern style, trendy & condent.
Passionate (it is)
Passionate pursuits, an insatiable thirst for the new & exciting. Curious and immersed creative self.
Optimistic (it is)
Always sees possibilities.
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MIDDLE EAST
Brand personality imagery (regional interpretation)
Culturally diverse,
Unique, Unexpected
Sophisticated, Worldly,
Open
Dynamic, Enthusiastic,
Engaging, Condent
Spirited, Friendly,
Inclusive
Imaginative (it is)
Imaginative power overcoming natural and social limitations.
Contemporary (it is)
Coexistence of conservative tradition and modern/present.
Passionate (it is)
Expanding thirst for the new and different. Change for self improvement in daily life.
Optimistic (it is)
Strong beliefs and faith. Desire for family security.
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SOUTH AFRICA
Brand personality imagery (regional interpretation)
Engaging , Unique, Real
Vivid, Bright , Expressive,
Authentic Chic
Energetic, Upbeat, Positive
Aspirational, Playful,
Inspiring
Imaginative (it is)
Inspiration from looking, hearing and thinking beyond.
Contemporary (it is)
Splendid and showy style. Trendy and condent, not too old-fashioned or monotonous.
Passionate (it is)
Impulsive and instinctive passion as a group. Highly immersed and instantaneous fever.
Optimistic (it is)
Desire for the better future related with social and nancial stability.
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103
The product is the hero.
When products are as beautifully designed as ours,
photography should strive to make the product itself
the focus.
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.
Products should be placed on backgrounds that
enhance the beauty of the product and should not
be more important than the background.
PRODUCT PHOTOGRAPHY IS THE HERO
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Examples for illustrative purposes only.
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.
PHOTOGRAPHY STYLE INTRODUCTION
102
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105
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
unied visual brand language.
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Examples for illustrative purposes only.
DO NOT use images that are too dark or cluttered, or with
highly styled, complex, irrelevant, or confusing metaphors.
104
PRODUCT PHOTOGRAPHY COMPOSITION
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 at 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.
Montages of macro photography with entire
product may be used to achieve dramatic effects.
When shooting multiple yet similar products its
acceptable for some of the products to bleed out
of frame.
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DO NOT use images that are static in idea and execution, ordinary
or lack denition.
DO NOT use images with articial settings, staged environments,
or fantasy situations.
Examples for illustrative purposes only.
107
LIFESTYLE IMAGERY
All lifestyle imagery should capture the relentless
passion to inspire and enrich lives.
It must be spontaneous and real, not posed
or contrived.
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.
It should faithfully portray the diversity of our
consumers, their cultures, their passions.
It should complement the diversity of our products
in their many uses and applications.
DO NOT use images that are static in idea and execution,
or ordinary.
DO NOT use images with articial settings, staged environments,
or fantasy situations.
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Examples for illustrative purposes only.
106
PRODUCT PHOTOGRAPHY RETOUCHING
Eliminate all imperfections during retouching to
give the products a HyperReal, awless nish.
Characteristics of HyperReal images: crisp, sharp,
high-contrast, smooth, bright.
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Examples for illustrative purposes only.
109
PRODUCT-ONLY PHOTOGRAPHY
Product-only photography presents Samsung
products in their most essential and purest form. The
products should be shot in such a way that their most
important features are clearly visible. Through a
combination of soft lighting and directional spotlights,
product surfaces should produce smooth, elegant
reections; 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.
Present all large (e.g., non-handheld) products
in at front view to align with the way they are
typically viewed in real-life situations.
Note: When used in combination with lifestyle imagery
(e.g., in an advertisement), product-only images
should be silhouetted to remove the drop shadow.
DO NOT use images of products with overly dramatic lighting,
that are too severely angled or distorted, or with a harsh drop
shadow or reection.
DO NOT present handheld products in at front view
or large products in angled views.
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IMAGERY / HOW TO PORTRAY PEOPLE
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.
Peoples 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 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 models who appear boring or plain or too pretty.
They should not be bald or have tattoos.
108
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Examples for illustrative purposes only.
Section 3
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
113
Fresh taste that
lasts longer.
All in one sleek, spacious refrigera-
tor 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.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum iriure dolor in hendrerit in vulputate velit. Vel eum iriure dolor in hendrerit in vulputate velit. Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum iriure dolor in hendrerit in vulputate velit.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum
Learn more about
Samsung microwaves at:
www.samsung.com
Its the
ingredients
Samsung Side-by-Side
Refrigerator
5.0 Megapixel Digital Camera
Samsung Instinct
S30
SPH-M850
D u i s a u t e m v e l e u m i r i u r e d o l o r
i n h e n d r e r i t i n v u l p u t a t e v e l i t .
D u i s a u t e m v e l
Capture the whole story with an
ultra-wide 24mm lens.
Autem vel eum iriure.
The new
Samsung LED TV
T
S
Lorum ipsum
Next Generation
115
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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OOH
PRINT AD
ONLINE
BROCHURE
PACKAGE TV
Examples for illustrative purposes only.
114
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.
The overall visual style of the Samsung
brand is imaginative, optimistic,
contemporary and passionate, as
exemplified by our image attributes.
APPLICATIONS
Overview
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TRADESHOW
Its the
ingredients
Samsung Side-by-Side
Refrigerator
117
Jamaican yellow Cupid pink Minimal white Festival orange
What color is your life?
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)
Introducing the Samsung Corby, the perfect complement.
The exhibit shown here demonstrates Samsung brand
cues applied to horizontal-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 sufcient
contrast with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
Bold weight for increased legibility and visibility
Helvetica Neue for small sizes
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, exible as appropriate
to communication
PRINT ADVERTISING
Spread with product image as the hero
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Examples for illustrative purposes only.
116
The exhibit shown here demonstrates Samsung brand
cues applied to horizontal-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 sufcient
contrast with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
Bold weight for increased legibility and visibility
Helvetica Neue for small sizes
Color
Blue applied to typography and imagery
Minimum of two blue elements (which may include
the Samsung wordmark) must be incorporated
into each design
Imagery
Lifestyle, exible as appropriate
to communication
PRINT ADVERTISING
Spread with lifestyle image
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Two years of work for 3cm
Samsung LED TV 8090 amsung L S
3 cm ultra slim 33333 ccm m ccm cm m cm cm mm uuuuuuu ult t lt ttt lt lt lt lt tra ra ra ra rrrra a sssss sli lli i li li immmmmmmmm 33 ll li li i
Examples for illustrative purposes only.
What color is
your life?
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)
119
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 sufcient
contrast with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
Bold weight for increased legibility and visibility
Helvetica Neue for small sizes
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, exible as appropriate
to communication
PRINT ADVERTISING
Single page with product image as the hero
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Examples for illustrative purposes only.
Samsung Ultra Touch
Touch of style
Ultra Brilliant Display
Samsung AMOLED
118
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 sufcient
contrast with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
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, exible as appropriate
to communication
PRINT ADVERTISING
Single page with lifestyle image
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Examples for illustrative purposes only.
121
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 justication 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 exhibit shown here demonstrates use of a bar
treatment to delineate third party content within
Samsung print advertising.
Bar treatment
1/6th the height of the page
Use for third party, technology logos and additional
product specication when needed
PRINT ADVERTISING
Third party & technology logo treatment
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The new Samsung LED TV
Welcome to a whole new world. Where Samsung LED technology
brings you images youve never seen before. Brighter colors,
deeper blacks and sharper images. The ultra slim, Samsung LED TV.
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 1
Zone 2
Bar treatment
Zone 3
Examples for illustrative purposes only.
120
PRINT ADVERTISING
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 sufcient
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
Imagery
Product as hero, exible as appropriate to
communication
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The new Samsung LED TV
Welcome to a whole new world. Where Samsung LED technology
brings you images youve never seen before. Brighter colors,
deeper blacks and sharper images. The ultra slim, Samsung LED TV.
Examples for illustrative purposes only.
123
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 sufcient
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, exible as
appropriate to communication
OOH
Vertical
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Two LCD screens.
Twice the fun.
Samsung DualView TL225
Examples for illustrative purposes only.
122
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 sufcient
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, exible as appropriate to
communication
OOH
Horizontal
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The new
Samsung LED TV
Examples for illustrative purposes only.
125
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
Imagery
Product as hero, exible as appropriate
to communication
Note: The Samsung brand line is used on ATL and
online communications only.
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 exibility in use of
Samsung brand cues.
Wordmark
May be positioned in the top-left, top-right or
bottom-right corner, wherever there is sufcient
contrast with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
Helvetica Neue for small sizes
BROCHURE
Cover & back cover
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iriure dolor in hendrerit in
vulputate velit eum
PRESENTATION IS
EVERYTHING
Hendrerit in vulputate velit
eum iriure dolor.
Learn more about
Samsung microwaves at:
www.samsung.com
15mm
15mm
15mm
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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.
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.
124
BROCHURE
Introduction
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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.
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.
BROCHURE
Content structure overview
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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
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)
Imagery
Product as hero and lifestyle, exible as
appropriate to communication
BROCHURE
Interior spreads
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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-efcient
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 youll nd a pond created by puried 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, weve developed a comprehensive
eco-friendly process systemthat utilizes clean production technology, waste heat collection,
an energy efficient management system, and an automatic environment observation
network and exertion.
Ultra SlimDesign and Packaging
By reducing the amount of material which goes that into our LED TV, were able to pro-
duce a TV thats ultra slim and requires less materials for packaging and shipping. So by
cutting back on the overall material used, were helping to signicantly 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
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%.
15mm
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7.5mm
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Eco-innovation
Samsung LED TV
Series 7 7000 (North America) Eco-innovation
Samsung LED TV
Series 7 7000 (North America)
Picture perfect
*Dimensions (mm) / *Weight (kg)
LED TV 46 40 32 Panel Full HD Yes Ultra Clear Panel Yes Video Resolution 1920 x 1080 Backlight LED Picture Engine Samsung LED TV Engine Motion Plus Yes (100Hz) Wide Color Enhancer WCE Pro 1080 24p Real Movie Yes Audio Sound Effect System SRS TruSurround HD & Dolby Digital plus Speaker Type Down Firing Sound Output (RMS) 10W x 2 Woofer Yes Yes - Feature Internet@TV - DLNA Wireless - Content Library (Flash) - USB2.0 Yes (USB2.0) BD Wise Yes Wirelss Lan Adaptor Support - Teletext (TTXT) 1000P Anynet + (HDMI-CEC) Yes Smart Content Manager - Game Mode Yes Remote Controller Type IR Remote Control OSD Language Europe 25 Language Picture-in-Picture - Sleep Timer Yes Clock & On/Off Timer Yes Auto Channel Search Yes Auto Power Off Yes EPG Yes Auto Volume Leveller Yes System DTV Type DVB-T/C . MPEG4 DTV Tuner Built-in Yes Input & Output HDMI 4 USB 1 Digital Audio (Optical) 1 PC Input (D-sub) 1 PC Audio Input (Mini Jack) 1 DVI Audio Input Common Use for PC Audio Input Component (Y/Pb/Pr) 1 (Mini Jack) Composite (AV) 1 (Mini) Ethernet (LAN) - RF Input 1 CI Slot Yes Scart 1 (Mini) Design Type Crystal TV Color Rose Black Light Effect Yes Stand Type Glass Swivel (Left/Right) Yes (20/20) Power Power Supply AC220-240V 50/60Hz Operation Power Consumption 170W 140W 95W Stand-by Power Consumption <0.1W Eco Mark Eco Flower Dimension Set Size (WxHxD) with Stand 1115x763x275 983x688x255 799x579x240 Set Size (WxHxD) without Stand 1115x705x29.9 983x631x29.9 799x521x29.9 Package Size (WxHxD) 1415x818x260 1288x746x239 890x605x210 Weight Set Weight with Stand 22.4 18.4 12.8 Set Weight without Stand 17.6 14.7 9.6 Package Weight 28.3 23.2 16.6 Accessory Vesa Wall Mount Yes (40-55 : 400x400) Yes (40-55 : 400x400) Yes (32-37:200x200) Remote Controller Model TM970 Simple Remote Controller - Batteries Yes Power Cable Yes Slim Gender Cable Scart/ Component/ AV IN
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Examples for illustrative purposes only.
129
BROCHURE
Content structure
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Call-to-action
Subhead
Headline Primary
selling point
Product
highlights
Feature summary
Benet
Highlights
Feature
description
Feature
description
Benet
highlights
FRONT COVER INTERIOR SPREAD 1 INTERIOR SPREAD 2
BACK COVER INTERIOR SPREAD 3
Options
overview
Specications
128
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 benets instead of product features
or technical attributes.
Subhead
The subhead should clearly describe the product
featured in the brochure in a simple sentence. The
ofcial 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 benet.
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 fullls 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 readers imagination to complete
the picture.
Product highlights
In support of the images highlighted on the page,
brief paragraphs of copy detail the products
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 products primary selling point,
a more specic paragraph of copy summarizes the
key features and their consumer benets. This copy
should succinctly capture how the product enriches
the way people live, work and pursue their passions.
Benet highlights
Where necessary, product features may be grouped
by overarching benet. In this case, a brief paragraph
of copy should be used to describe how the set of
features enriches the users life.
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 benets may be
communicated as well, the focus should be on
clear description of features.
Options overview
A bold, simple question asks consumers which
product conguration best meets their needs and
desires. Below, a brief paragraph helps consumers
answer the question by summarizing the features and
benets of each major product option.
Specications
A summary of the most important technical
specications 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.
BROCHURE
Content structure
S
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C
T
IO
N
3
| A
P
P
L
Y
IN
G
O
U
R
B
R
A
N
D
C
U
E
S
| B
R
A
N
D
G
U
ID
E
| V
E
R
S
IO
N
2
.0
The exhibit shown here demonstrates Samsung
brand cues applied to vertical-oriented point-of-
purchase banner with lifestyle imagery.
Wordmark
May be positioned in top-left, top-right or bottom-
right corner, wherever there is the sufcient contrast
with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
Condensed and bold weight for increased legibility
and visibility
Color
Blue applied to typography and imagery
Minimum of two blue elements (which may include
the Samsung wordmark) must be incorporated
into each design
Imagery
Lifestyle, exible as appropriate
to communication
Note: The Samsung brand line is used on ATL and
online communications only.
POP
Vertical
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 dignissimqui blandit
praesent luptatumzzril delenit.
131
S
E
C
T
IO
N
3
| A
P
P
L
Y
IN
G
O
U
R
B
R
A
N
D
C
U
E
S
| B
R
A
N
D
G
U
ID
E
| V
E
R
S
IO
N
2
.0
Examples for illustrative purposes only.
130
S
E
C
T
IO
N
3
| A
P
P
L
Y
IN
G
O
U
R
B
R
A
N
D
C
U
E
S
| B
R
A
N
D
G
U
ID
E
| V
E
R
S
IO
N
2
.0
The exhibit shown here demonstrates
Samsung brand cues applied to horizontal-oriented
point-of-purchase with product imagery.
Wordmark
May be positioned in top-left, top-right or bottom-
right corner, wherever there is the sufcient contrast
with the background and image
Typography
Samsung Imagination Modern Regular
whenever possible
Bold weight for increased legibility and visibility
Color
Blue applied to typography and secondary
application background. Single accent used to
reinforce product personality.
Minimum of two blue elements (which may include
the Samsung wordmark) must be incorporated
into each design
Imagery
Product as hero, exible as appropriate
to communication
Note: The Samsung brand line is used on ATL and
online communications only.
POP
Horizontal
in the same space.
More space
Imagine a washing a machine
thats quiet enough to use
near your bedroom
More space in
the same space
Examples for illustrative purposes only.
The exhibit shown here demonstrates Samsung
brand cues applied to packaging.
Wordmark
microSD slot
www.samsungmobile.com
SAMSUNG B2700
SAMSUNG B2700
Durable. Style.
PACKAGE
Vertical
Examples for illustrative purposes only.