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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.
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.
G.S. Choi
President & CEO
5
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 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...
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
25 Using the brand target with
product segments
26 Using the brand target with
advertising/media
27 Using the Brand target with 3rd
party GSI retail
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?
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
Section 2
Our brand cues
54 Our Brand Cues introduction
55 Our Brand Cues Overview
WORDMARK AND BRAND LINE
5662
TYPOGRAPHY
6469
COLOR
7083
SOUND SIGNATURE
8485
TV ENDTAG
86
BRAND PERSONALITY IMAGERY
88100
PHOTOGRAPHY STYLE
102109
OF
CONTENTS
TABLE
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...
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
25 Using the brand target with
product segments
26 Using the brand target with
advertising/media
27 Using the Brand target with 3rd
party GSI retail
9
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?
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
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Create meaning to
strengthen brand equity
while accelerating
product sales.
Globally consistent brand message that will
create a unique and sustainable brand image.
Make an emotional
connection with our
brand target.
Loved brand
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OUR GLOBAL BRAND OBJECTIVES
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 bestknown
brands in any category. In the following years, our task
was to build our premium quality-to help drive preference
against competing brands.
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 well-
respected and, soon, to well-loved.
Our global brand objective:
to become a loved brand.
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Brand story
Explains the companys
culture & benefits to
consumers / society
Guides employees,
PR, consumers toward a
deeper understanding
of the company
Brand pyramid
A more refined
communication
strategy
Guides
creative expression
Brand target
Brand cues
Defines the unique mindset of our core consumer
Enables us to build better long term connections
Minimum executional requirements
Must be used in all ATL and BTL communications
OUR BRAND STRATEGY FRAMEWORKS
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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.
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
Brand line
Typography
Color
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Sound signature
TV endtag
Brand personality imagery
Photography style
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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 prole of our leading-edge target
A signicant 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 way to build a more consistent & resonant brand
A new segment
A new set of rules about targeting
A small subset of the product market opportunity
A short-term, tactical way to sell product
A different customer for our product marketing
OUR BRAND TARGET
and is not... A brand target is...
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OUR BRAND TARGET
In short,
they are our
most valuable
and inspiring
consumers.
The Young Minded Consumer is our brand target.
The Young Minded Consumer (YMC) has been our brand
target for the past few years. It is not a new segment... rather a
common mindset across Samsungs high-priority segments.
YMCs are young. They are old. They are men. And they are women.
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WHO IS THE YMC?
Believers in
technology as
a reflection
of self
Ambitious
& striving
for success
Trendsetters
& influencers
Optimistic
lovers of life
Well-informed &
knowledgeable
Technology as a reection
of personality and technol-
ogy as a way to express
themselves and their
uniqueness.
Always striving for
something more in work
and life and extremely con-
dent about achieving results.
A continuous thirst for the
new as a way to express
individuality and a strong
desire to set the latest trends
and share them.
Looking to lead a rich
life by seeking out new
experiences and are
open and appreciative
of alternative views.
Constantly learning and
developing new skills.
Non-YMC, who see
technology as an important
element of life and as a
driver of productivity and
convenience.
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.
Non-YMCs, who enjoy life,
but do not actively seek
out new adventures.
Non-YMCs, who are
educated, but not actively
seeking new knowledge.
Non-YMCs are open to
future advancement, but
happy with the status quo.
but they are NOT YMCs are...
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WHY ARE YMCS A POWERFUL GLOBAL BRAND TARGET?
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Highly willing
to pay premium
Influencers
of others
Highly attached
to Samsung
Highly willing to spend and
exhibit high purchase fre-
quency, especially on
the new.
Early adopters of
technology, socially active
and more likely to become
our brand ambassadors.
More likely to have higher
afnity to Samsung that will
drive emotional bonding.
Non-YMCs primarily
buy when a need arises.
Do not purchase the
newest products and
always considers value.
Non-YMCs, who are likely
to consider all brands and
see a particular brand
as less important than
other elements.
Non-YMCs look to others
for guidance on decisions
and rarely share opinions
on products with others.
but they are NOT YMCs are...
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IN CHINA, THEY ARE ALSO...
People who
place family
at the core
Believers
in home as
sanctuary
Seekers
of escape
Consider family as the most
important aspect of life.
Family drives purpose and
provides support.
Home provides a
comfortable sanctuary for
personal enjoyment and
spending time with family.
Often seek a break from
urban chaos and complexity
in order to rejuvenate.
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 thrive on
a fast-paced life with no
desire for escape.
Non YMCs, who consider
home as an extension of
the outside world and use
that space for working and
entertaining, as well as
relaxing.
but they are NOT YMCs are...
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IN THE USA, THEY ARE ALSO...
Socially driven
Lovers of
creative
expression
Driven by
a worldly
perspective
Craving social interaction,
enjoying being the center of
attention and continually in
touch with friends.
With strong esteem for
creativity in themselves and
others, theyre always seek-
ing creative endeavors.
Look broadly for insight and
inspiration and place life
in the global context.
Non-YMCs, who are
socially active but not the
driver of activity; rather, they
selective gatherings with
friends and family.
Non-YMCs, who gain
perspective based on
personal experience
and surroundings.
Non-YMCs, who appreciate
creativity in others but have
little desire to express their
own imagination.
but they are NOT YMCs are...
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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).
Shopping YMCs see shopping as a pleasure outlet.
YMCs utilize multiple stores (and multiple channels) to get just what
they want.
Constant & cutting-
edge 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.
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.
Staying fit YMCs are hitting the gym, making physical tness a top priority.
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.
Music YMCs are passionate about music, with portability and accessibility
absolute musts.
Cool cars YMCs are more likely than others to want a vehicle thats stylish
and environmentally responsible.
Watching the game YMCs like sports but prefer watching a big game to being
in the game.
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For information on the YMC in other countries, please see the Brand target book.
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WHAT DO YMCS LIKE?
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USING THE BRAND TARGET WITH PRODUCT SEGMENTS
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High Overlap
With YMC Target
YMC-Based
Marketing
Communication
Low Overlap
With YMC Target
Product Segment-
Based Marketing
Communication
Window
to the World
Cinematics
High
Fidelity
Basic
Entertainment
Assurance
Seekers
Aesthetics
TV
Simple
Family
Entertainment
Penny
Pinchers
State of
the Art
YMC
Penetration
Higher
Penetration
Lower
Penetration
Example: USA TV product segments
High
Priority
Low
Priority
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HOW TO USE THE YMC WITH HIGH-PRIORITY SEGMENTS
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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)
Communications
target
YMCs represent
the brand target
The brand 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
The high-priority segments
represent the business target
The business target is:
A segment with unique product needs
and desires
A smaller, specic segment within
the population
A tactical way to sell products
Highly connected with the YMC
YMC High
priority
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USING THE BRAND TARGET WITH
3RD PARTY GSI RETAIL
Retail strategy
Design
Merchandising
Experiential
elements
Promotional
strategies
Personalized
services
Sales training
In-store
communications
The retail strategy should be driven by the business
target, which represents the specic customers likely
to purchase the product.
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 specic product segment.
Regardless of segment, the GSI experience
represents the total brand. Experience, store design
and merchandising should always be designed
around the YMC identity.
Rationale
Rationale
High Overlap
High Overlap
Product
segment
Product
segment
Third-party retail
GSI retail
Brand
target
Brand
target
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.
We recommend that design, experience and service
elements revolve around the YMC
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USING THE BRAND TARGET WITH ADVERTISING/MEDIA
Creative strategy
Tone & manner
Imagery
Media buying
Media activation
ideas and genre use
Product/feature
messaging
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
specic messaging.
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.
Because product features are specically
designed to appeal to particular product
segments, the message should directly target the
respective product segments.
For the most efcient spend, media buying should
focus on the product target or a particular offering.
Media activation ideas & genre are driven by
both the brand target and the product segment.
The brand target represents the most inuential
consumers, while product segment targeting
directly inuences the prospective purchasers of
a particular product.
Rationale
High Overlap
Product
segment
Brand
targets Advertising/media
For maximum effectiveness, we recommend
developing most aspects of advertising with the YMC
as the primary audience and focusing media on the
product segment.
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BRAND STORY ELEMENTS
The big need for
consumers
The deep need or tension
consumers have that the
brand is trying to resolve
The hero who resolves
the issues
The human personality,
identity and character
of the brand
The heros motivation
What the brand is
ultimately trying to achieve
on behalf of consumers
Embracing a changing world
An optimism that says
its all possible
The big trend in society
Major society shifts and
trends that consumers
experience as the result
of whats happening
in the world
Opening new doors for you
Our brand story contains
4 key components...
...and 3 key messages
Context
Character
Issue
Goal
Relentlessly pursuing a better tomorrow
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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.
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.
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.
OUR BRAND STORY
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Maybe home is New York, or perhaps its London, Shanghai
or Seoul. Wherever it is, you work toward a better life,
because you know how fast the world is changing. Youre
eager to embrace this change, but it isnt always easy -
because with it comes uncertainty and a bit of anxiety.
Yet youre quick to take on this challenge, as youre 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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OUR BRAND STORY:
Relentlessly pursuing a better tomorrow
Embracing
your changing
world
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An optimism
that says its all
possible
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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.
OUR BRAND STORY:
Relentlessly pursuing a better tomorrow
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So while were 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.
Its why our advances give you not only the latest choices,
but also the confidence that, in Samsung, youve made the
best of choices.
You and Samsung. Turn on tomorrow
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Opening new
doors for you
34
OUR BRAND STORY:
Relentlessly pursuing a better tomorrow
THE NEW POSSIBILITIES OF TOMORROW
To spend several weeks at a time pursuing breakthroughs
is not easy duty, but through it we drive a better
tomorrow by enriching our customers lives.
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.
Like the companys 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.
The VIP center created innovations
that delight customers with their
ease-of-use and value.
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But with no paved road
between the locations, the
dirt roads posed a hazard
to the fragile semiconductor
machines.
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.
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.
Section by section, they displayed the condence and determination
of people who see in challenges a call for possibilities and a genuine
desire to meet customer needs no matter the obstacles.
PAVING ROADS LESS TRAVELED
HOW OUR STORIES COME ALIVE
Relentlessly pursuing a better tomorrow
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The brand story is told across all touchpoints and more
broadly than advertising.
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.
39
HOW DO WE USE THE STORY?
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Brand
story
THIRD-PARTY POP
PRODUCT
(PEEL-AWAY DECAL)
SOCIAL MEDIA
BRAND STORY
BOOK
SAMSUNG.COM
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.
OUR STORY
BEGINS ON A
RUGGED ROAD
OUR ROOTS
9
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.
OUR
BRAND BVERSION 1.0
STORY
THEN WE MADE
IT BETTER!
JD POWER
RED DOT WINNER
CNET BEST
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.
THIS DIVERSE TEAM MEETS AT THE FAMED VIP CENTER - A VIRTUAL AROUND-THE-CLOCK ASSEMBLY
LINE FOR IDEAS.
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.
Our brand story is a story that we want to spread.
We want everyone to know the story of Samsung.
Our audiences are:
Brand target
Opinion leaders
Influencers
Employees
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.
38
OUR AUDIENCES
Brand target
Opinion leaders & influencers
Employees
Awareness of brand story
Engagement in story
Loyalists: Becoming story evangelists
Awareness of brand story
Write about/mention story
Understanding of brand story
Contribution to story (help make the story fuller with
local episodes)
Understanding how to use story in marketing
Audience Goal
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TRADESHOW
Its the
ingredients
Samsung Side-by-Side
Refrigerator
OUR BRAND PYRAMID
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Sensual design
that enhances
your style
Innovation
that transforms
how we live
BRAND ESSENCE
BRAND BUILDING BLOCKS
BRAND PERSONALITIES
Imaginative
in outlook
Contemporary
in style
+ +
Optimistic
in nature
Passionate
in pursuits
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
Relentless passion to inspire and enrich lives
Consumer
experiences
that surprise
& delight
OUR BRAND PYRAMID FRAMEWORK
40
BRAND ESSENCE
BRAND BUILDING BLOCKS
BRAND PERSONALITIES
What makes the brand unique
C
o
r
e

s
p
i
r
i
t

t
o

b
e

e
m
b
e
d
d
e
d
G
u
i
d
e
s

t
o
n
e

a
n
d

m
a
n
n
e
r
0efines what the brand delivers
Insiraticnal, ccretitive, cwnable
The ccre strategies, benefts and differentiating attributes,
that underin and enable the brand essence
Keg asects that drive reference
Pcints cf difference vs. ccretiticn
Pcints cf aritg fcr the categcrg
The character, tcne, attitude cr iragerg that defne the
ccnsistent feeling cf the brand fcr ccnsurers.
0istinctive, defining and insiraticnal
cnsistent lcck, feel, tcnalitg
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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.
OUR BRAND ESSENCE: WHAT WE OFFER
Our relentless pursuit creates products
that enable delightful experiences, inspiring
our consumers and fueling their passions
with innovation that enriches lives.
...to inspire and
enrich lives
43
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OUR BRAND ESSENCE: WHAT WE DO
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.
Relentless
passion...
Our brand essence:
Relentless passion to inspire and enrich lives
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Energetic & positive, always sees possibilities
Driven by a relentless thirst for the new, exciting
Optimistic
in nature
Passionate
in pursuits
It is...
It is...
Inspiring
Bright
Upbeat
Joyous
Charged
Dynamic
Magnetic
Too far-fetched
Unrealistic
Solemn
Fanatical
Dark
It is not...
It is not...
OUR BRAND PERSONALITIES
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Inspired by looking and thinking beyond
A clean, modern style, simple and condent
Imaginative
in outlook
Contemporary
in style
It is...
It is...
Visionary
Intelligent
Fresh
Engaging
Unexpected
New
Real
Comfortable
Forward-looking
Too abstract
Overly clever
Supercial
Cold
Uptight
Flashy
It is not...
It is not...
OUR BRAND PERSONALITIES
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OUR BRAND LINE
47
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.
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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OUR BRAND LINE
46
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.
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.
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OUR BRAND LINE
Turn on tomorrow is a powerful
statement designed to convey the
core of our brand across ATL and
online communications.
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.
49
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OUR BRAND LINE
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Note: To further explain the meaning of the brand line in communications, please leverage the
brand story themes as a guide for additional messaging.
If you would like to use the brand line in copy, we recommend using it with the phrase You and
Samsung immediately preceding the brand line, i.e. You and Samsung. Turn on Tomorrow.
53
Section 2
Our brand cues
54 Introduction
55 Overview
WORDMARK AND BRAND LINE
56 Introduction
57 Application examples
58 Placement
59 Clearspace and Minimum size
60 Color
61 Do not
62 Category tag line principles
and examples
TYPOGRAPHY
64 Introduction
65 Primary typeface
66 Secondary typeface
67 Non-roman typefaces
68 Typography in use
69 Application examples
COLOR
70 Introduction
71 Our color palette
72 Reinforce blue
73 How to create soft color
74 Select color within photography
75 Apply color to photography
76 ATL Application examples
76 BTL Application examples
79 Color do not
80 Color specication
81 Gradation combinations
82 Creating a color gradation
SOUND SIGNATURE
84 Introduction
85 Application
TV ENDTAG
86 Introduction
BRAND PERSONALITY IMAGERY
88 Introduction
89 Brand personality and
brand pyramid
90 Variations
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
100 South Africa
PHOTOGRAPHY STYLE
102 Introduction
103 Product is the hero
104 Product composition
105 Product spotlight effect
106 Retouching
107 Lifestyle imagery
108 How to portray people
109 Product-only
OUR BRAND CUES OVERVIEW
55
WORDMARK BRAND LINE
TYPOGRAPHY
BRAND PERSONALITY IMAGERY
THE ELLIPSE IS NO LONGER IN OUR BRAND CUES
COLOR
PHOTOGRAPHY STYLE
SOUND SIGNATURE
TV ENDTAG
Samsung Imagination Modern
Samsung Imagination Modern Bold
Samsung Imagination Modern Extra Bold
Samsung Imagination Modern Condensed
Samsung Imagination Modern Condensed Bold
Samsung Imagination Modern Condensed Extra Bold
The new Samsung brand cues, as illustrated in the
following guideline, replace the use of the ellipse in
all Samsung communications.
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OUR BRAND CUES INTRODUCTION
54
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.
Our brand cues consist of the following elements:
Wordmark, brand line, typography, color, sound
signature, TV endtag, brand personality imagery
and photography style
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Note: Use for ATL and online communications only.
57
BRAND LINE EXAMPLES IN APPLICATION
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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)
Samsung Corby. The perfect complement.
The new
Samsung LED TV
Lorum ipsum
Just your type
TV AD
OOH AD
PRINT AD
ONLINE
WORDMARK AND BRAND LINE INTRODUCTION
56
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 condence
and energy as we move forward.
Turn on tomorrow is our brand line. It is used in
combination with our wordmark on all ATL and online
communications. The wordmark is used alone on all
other applications.
ATL communications:
Print advertising,
OOH
TVC
Online communications:
Main pages
Sub-pages
Banners
Emphasis is on reinforcing a unied brand message,
where multiple communication objectives might live
(e.g., product level advertising):
Always in the context of promotional/
benet messaging
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The Samsung wordmark is one of the companys
most precious assets. Always position it for
maximum impact and give it plenty of room to
breathe to ensure their impact and legibility.
Clear space separates the wordmark (and brand line
where appropriate) 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.
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.
CLEARSPACE AND MINIMUM SIZE
SAMSUNG WORDMARK CLEAR SPACE BRAND LINE MINIMUM SIZE
SAMSUNG BRAND LINE CLEAR SPACE
S
2S
2S
S
2S
2S
8.5mm
Aligned
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Always position the Samsung wordmark (and brand
line where appropriate) 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.
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: The Samsung brand line is used on ATL and
online communications only.
Note: Scale the size of the Samsung wordmark and
brand line to meet specic application needs. For
example, the size of the wordmark and brand line on
OOH is proportionally larger, compared to other
elements, for greater visibility.
WORDMARK AND BRAND LINE PLACEMENT
2S MIN.
TOP LEFT TOP RIGHT
BOTTOM RIGHT
2S MIN.
2S MIN.
2S MIN.
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WORDMARK AND 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 modication of our wordmark
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 nots are shown below.
DO NOT use brand line in any
color other than Samsung blue
or reversed to white
DO NOT use the brand
line next to the Samsung
lettermark
DO NOT alter the wording of
the brand line
DO NOT change the scale
relationship between the
wordmark and brand line
DO NOT place wordmark
and brand line on busy
backgrounds or backgrounds
with insufficient contrast
DO NOT place wordmark
and brand line in its own
holding shape
DO NOT change or alter the
typeface of the brand line
DO NOT position wordmark
and brand line over crucial
photographic details such as
faces or products
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The Samsung wordmark and brand line is most
desirable in Pantone 286C. Background color control
is most important when placing the correct color
version of the wordmark and brand line. This chart
shows the optimal percentage of background color
when they are most legible.
WORDMARK AND BRAND LINE COLOR
40% 0%
40%
40% 70%
70% 100%
0%
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POSITIVE WORDMARK WITH BLUE BRAND LINE
POSITIVE WORDMARK WITH WHITE BRAND LINE
REVERSE/SILVER WORDMARK WITH WHITE BRAND LINE
BLACK WORDMARK WITH BLACK BRAND LINE
Note: The black wordmark and brand line can only be used for black and white printing
and newspaper media.
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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.
CATEGORY LINE AND SLOGAN PRINCIPLES
The Silver Care washer with VTR
steam clean technology.
Smart Thinking. Simple Living.
COLD WATER
THAT CLEANS
LIKE HOT
MORE SPACE IN THE
SAME SPACE.
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.
Dolor in hendrerit in
vulputate velit esse molestie
consequat vel.
Category line and slogan
62
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The brand line should be included in any ATL
communication that includes the category lines.
Use of the category lines are not recommended
for the rst year following the launch of Turn on
tomorrow to maximize the impact of the corporate
brand line.
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
CATEGORY LINE PRINCIPLES
The Silver Care washer with VTR
steam clean technology.
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.
Smart Thinking. Simple Living.
COLD WATER
THAT CLEANS
LIKE HOT
COLD WATER
THAT CLEANS
LIKE HOT
COLD WATER
THAT CLEANS
LIKE HOT
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.
Smart Thinking. Simple Living.
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.
MORE SPACE IN THE
SAME SPACE.
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.
Smart Thinking. Simple Living.
Last line of copy Integrated within creative Connected to headline
65
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aA
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 exibility of application across varied media.
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
SAMSUNG IMAGINATION MODERN FONT SUITE
64
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TYPOGRAPHY INTRODUCTION
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.
67
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NON-ROMAN TYPEFACES
THAI
PSL Kittithada
HINDI
Kruti Dev
CYRILLIC
Neue Helvetica Cyrillic 55 Roman (from Linotype, $26)
CHINESE
MHeiHK Medium
ARABIC
Medium, AXT Gihan LightAXT Manal Black, AXT Advertising
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 specied 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
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SECONDARY TYPEFACE
Helvetica Neue Light
Helvetica Neue Roman
Helvetica Neue Medium
Helvetica Neue Bold
Arial Regular
Arial Bold
HELVETICA NEUE ROMAN ARIAL REGULAR
For body copy and functional requirements
Helvetica Neue is Samsungs 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.
The new
Samsung LED TV
Capture the whole story with an
ultra-wide 24mm lens.
Autem vel eum iriure.
New G-Series
holds more
Samsung Ultra Touch
Touch of style
Ultra Brilliant Display
Samsung AMOLED
Two LCD screens.
Twice the fun.
Samsung DualView TL225
69
TYPOGRAPHY EXAMPLES IN APPLICATION
Samsung Imagination Modern Extra Bold Condensed
for extreme cases when both horizontal space and visibility are a constraint
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Samsung Imagination Modern Bold
when visibility is a constraint
Samsung Imagination Modern Condensed
when horizontal space is limited
Samsung Imagination Modern Regular
for all normal circumstances
Samsung Imagination Modern Condensed Bold
when both horizontal space and visibility are a constraint
Samsung Imagination Modern Extra Bold
for extreme cases when visibility is a constraint
68
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HEADLINE BODY COPY SUB-HEADS
O
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O
O
H

P
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Samsung Imagination Modern
Samsung Imagination Modern Condensed
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Samsung Imagination Modern X-Bold
Samsung Imagination Mod X-Bold Condensed
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Samsung Imagination Modern X-Bold
Samsung Imagination Mod X-Bold Condensed
Samsung Imagination Modern
Samsung Imagination Modern Bold
Samsung Imagination Modern
Samsung Imagination Modern Condensed
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Samsung Imagination Modern
Helvetica Neue Roman
Helvetica Neue Medium
No Body Copy for OOH
Samsung Imagination Modern
Helvetica Neue Roman
No Body Copy for Broadcast
Samsung Imagination Modern Bold
Helvetica Neue Roman
Helvetica Neue Medium
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Helvetica Neue Medium
Helvetica Neue Bold
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Helvetica Neue Medium
Helvetica Neue Bold
No Body Copy for Broadcast
Samsung Imagination Modern Bold
Samsung Imagination Modern Bold Condensed
Helvetica Neue Medium
Helvetica Neue Bold
TYPOGRAPHY IN USE
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.
Use Helvetica Neue for large amounts of copy
or copy that is under 7 pt. in size to emphasize
legibility and readability.
THE SYSTEM
Sufcient contrast between type and background
Clear typographic hierarchy
SUBHEAD
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.
Headline
Dolor sit amet
Frame Yourself
in the Fun!
www.samsungimaging.com/PL150
Samsung
2View
PL150/PL100
OUR COLOR PALETTE
71
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.
A solid color may be used or color gradations may
be created for a soft look and feel. See p81 for
approved gradations.
Only one accent color or color pair may be used
per application.
Accent 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.
Why?
Provides a vibrant, passionate, and optimistic
tonality when used in combination with
Samsung blue.
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.
Where?
Use in combination with primary and neutral colors
to draw attention to important content or to reect
product personality attributes.
Note: Only one accent color or color pair may be
used per application (in combination with primary
and neutral colors).
Do not pair colors from different color families.
Why?
Builds brand recognition and
consistency.
Where?
Blue is a mandatory component
of all Samsung communications.
Why?
Provides the opportunity
for an open, modern, and
premium tonality.
Where?
Use in combination with
primary color if desired.
White may be used with
any approved color or color
combination when required
for sufcient contrast.
Note: White should be used
as little as possible with
a purposeful and thoughtful
approach.
PRIMARY COLOR + +
Samsung
blue
Samsung
bright blue
Blue family
Black
Samsung
gray/silver
White
Gray family
Samsung
dark purple
Samsung
purple
Samsung
magenta
Purple family
Samsung
dark red
Samsung
red
Samsung
orange
Red family
Samsung
dark green
Samsung
green
Samsung
lime
Green family
NEUTRAL COLOR ACCENT COLOR
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70
Our palette creates a differentiating
and distinct color language that
evokes Samsungs core attributes,
while further building consistency
and brand equity.
Our palette consists of vibrant color
families that may be used as gradations
or as solid colors to reinforce and
complement Samsung blue.
COLOR INTRODUCTION
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DUIS AUTEM
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DOLOR INTE
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vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
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DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
HOW TO CREATE SOFT COLOR
OPTION 1
GRADATION
OPTION 2A
FOREGROUND AND
GRADATION
BACKGROUND SOFT COLOR PAIR
OPTION 2B
FOREGROUND
AND SOLID COLOR
BACKGROUND
OPTION 3
TYPE AND/OR
GRAPHIC ELEMENT
Create soft color by pairing together two analogous
colors within a color family (i.e., colors that are next
to each other)
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.
Soft color 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.
Examples for illustrative purposes only.
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Primary color
Neutral color
Accent color
Black
Samsung
Gray/Silver
Note: The minimum use of Samsung blue must always be used
in every application.
DUIS AUTEM
VEL EUM IRIURE
DOLOR INTE
Velit esse molestie consequat
vel illum dolore.
N
E
W
72
REINFORCE BLUE
WORDMARK +
BLUE GRAPHIC ELEMENT
WORDMARK +
BLUE TYPE
WORDMARK +
BLUE PHOTOGRAPHY
WORDMARK +
BLUE BACKGROUND
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
+
OR
OR
OR
+ + +
Examples for illustrative purposes only.
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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 provide sufcient contrast for legibility
Note: For legibility purposes in type, white may
be used in addition to any approved color or
color combination.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit. DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
In vulputate velit
DUIS AUTEM
VEL EUM
IRIURE
Hendrerit in vulputate velit
eum iriure dolor in hendrerit.
ACCENT COLOR (PRODUCT) PHOTOGRAPHY +
BLUE PHOTOGRAPHY +
FULL-COLOR PHOTOGRAPHY +
Soft primary blue color
Soft primary blue color
Primary blue color
Soft neutral color
Neutral color
Neutral color
One accent color
One accent color
One accent color
Soft accent color pair
Soft accent color pair
Soft accent color pair
Examples for illustrative purposes only.
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Note: The minimum use of Samsung blue must always be used
in every application.
74
SELECT COLOR WITHIN PHOTOGRAPHY
There are three ways to select color
within photography:
1. Blue photography
2. Accent color in product photography
3. Full-color photography
Photography with a blue tone
reinforces the Samsung primary
brand color.
Try to select images with blue tones
that align with the Samsung primary
color, but matching is not required.
ACCENT COLOR (PRODUCT) PHOTOGRAPHY
When shooting product imagery,
the secondary or accent color
palette should be used as a guide.
Photography coloration is not required
to match the palette colors exactly.
FULL-COLOR PHOTOGRAPHY
Full-color photography reinforces the
imagination, contemporary, optimistic
and passionate attributes of Samsung
and our consumers.
There are no restrictions on color when
selecting Full-color photography.
BLUE PHOTOGRAPHY
Examples for illustrative purposes only.
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BTL APPLICATION EXAMPLES
77
In addition to the wordmark, Samsung blue must
be used in every application.
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 eum
PLEASURE TO
MEET YOU
Hendrerit in vulputate velit
eum iriure dolor.
Learn more about
Samsung microwaves at:
www.samsung.com
5.0 Megapixel Digital Camera
Samsung Instinct
S30
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
SPH-M850
Its t
ingre
Samsung Sid
Refrigerator
Lorum ipsum
Next Generation
Samsung soft blue may be used as
a gradation for backgrounds.
The Samsung brand line is used on
online communications.
Accent color may be used to
provide distinctiveness. This graphic
uses Samsung magenta.
Samsung soft blue may be
used on secondary surfaces or
pages of an application.
Accent color may be used to contrast
the image color. The type shown here
uses Samsung magenta.
Accent color may be used to
complement the image color.
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BROCHURE
PACKAGE
ONLINE
TRADESHOW
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.
2009 Samsung Electronics Co. Ltd.
Twice the fun of any camera.
Dual LCDs makeit easy.
Samsung Smart Cameras. Innovation makes it easy.
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.
Screen images simulated.
New G-Series
holds more
Capture the whole story with an
ultra-wide 24mm lens.
Autem vel eum iriure.
76
ATL APPLICATION EXAMPLES
In addition to the wordmark, Samsung blue must
be used in every application.
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.
Note: The Samsung brand line is used on ATL and
online communications only.
Samsung soft blue may be used
in a combination of type and background
color (e.g., type Samsung blue, back-
ground Samsung bright blue).
Use a Samsung primary color when
only one color is used. The type shown
here uses Samsung blue.
The type shown here uses Samsung
bright blue.
The type shown here uses
Samsung blue.
Find creative ways to complement
Samsung soft blue, such as using
blue within full-color imagery.
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PRINT AD
TV AD
PRINT AD PRINT AD
OOH
79
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.
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.
5.0 Megapixel Digital Camera
Samsung Instinct
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
Samsung LED TV
Brilliant
Autem
vel
eum
iriure
dolor
in
Tall dispenser & LED display
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hendrerit in vulputate velit. Duis
autem vel eum iriure dolor in hendrerit
in vulputate velit eum iriure dolor in
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Hidden hinges
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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.
Beverage station
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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.
Lorum ipsum
Just your type
View All >
NEW
COLOR DO NOT
Do not apply a soft color gradient
on any angle other than 45.
Do not use accent color on
applications without the use
of Samsung blue.
Do not create additional unapproved
soft color pairs or gradients.
Do not use more than one accent
color pair in combination with
Samsung blue.
Do not use a soft color gradient
within typography.
Do not combine colors without
enough contrast.
Our color palette allows for great exibility. However,
guidelines must be followed in order to maintain
a consistent and identiable look and feel.
The following examples illustrate improper
application of color.
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BTL APPLICATION EXAMPLES
Samsung LED HDTV
Samsung 46" 1080p
LED HDTV
UN46B6000
CONTENTS LIBRARY
Enjoy preloaded content designed for
entertainment, education and lifestyle
No external source required
ULTRA CLEAR PANEL
More vivid colors and deeper, richer
black levels
AUTO MOTION PLUS 120HZ
Twice the frames, twice the clarity
(45.9 inches measured diagonally)
SAMSUNG
PROUD SPONSOR
2012 SUMMER
OLYMPIC
GAMES
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esse molestie consequat, vel illum dolore eu feugiat nulla facilisis
at. Vero eros et accumsan et iusto odio dignissimqui blandit .
S
A
L
E
LOREM IPSUM
VERO
WHICH COMPUTER
FOR YOU?
1. 2. 3.
1. RUGGED DESIGN
2. GPS
1. RUGGED DESIGN
2. GPS
1. RUGGED DESIGN
2. GPS
SAMSUNG SENS
N310
This example uses Samsung blue.
Use accent colors to delineate
important information. This
example uses Samsung red to
Samsung orange gradation.
When it is not possible to use
Samsung soft blue in the most
prominent application, use it in
a secondary application.
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POS
STICKER
POP
Samsung soft blue may be used
in type combination. This graphic
uses type in Samsung blue and
Samsung bright blue.
Use black in place of Samsung soft
blue only when printing limitations do
not allow the use of color.
In addition to the wordmark, Samsung blue must
be used in every application.
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.
Note: The Samsung brand line is used on ATL and
online communications only.
81
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
Samsung
blue
Samsung
bright blue
Black
Samsung
gray/silver
Samsung
gray/silver
White
Samsung
dark purple
Samsung
purple
Samsung
purple
Samsung
magenta
Samsung
dark red
Samsung
red
Samsung
red
Samsung
orange
Samsung
dark green
Samsung
green
Samsung
green
Samsung
lime
NEUTRAL COLOR ACCENT COLOR
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COLOR SPECIFICATION
Pantone

, CMYK and RGB equivalents are


specied here in order to maintain consistency
across all Samsung communications.
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.


NEUTRAL COLOR
ACCENT COLOR
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
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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dolor.
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dolor.
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dolor.
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dolor.
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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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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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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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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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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.
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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.
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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
15mm
15mm 15mm
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
15mm
7.5mm
15mm
15mm 15mm
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
15mm
7.5mm
15mm
15mm 15mm 15mm
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
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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
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Examples for illustrative purposes only.
130
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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

May be positioned in top-left, top-right or bottom-


right corner, wherever there is the sufcient contrast
with the background and image

Reverse on dark blue


Typography

Samsung Imagination Modern Regular


whenever possible

Bold weight for increased legibility and visibility

Helvetica Neue for small sizes.


Color

Blue applied to typography, secondary graphics


and side panel. Neutral for background.

Minimum of two blue elements (which may include


the Samsung wordmark) must be incorporated
into each design
Imagery

Illustrative, exible as appropriate


to communication
Note: The Samsung brand line is used on ATL and
online communications only.
132
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Dust & water resistant (*IP54)
Anti-shock with urethane
US Miliatary Standards
(MIL-STD-810F)
3G (2100MHz)
GPRS, EDGE Quad Band
(850/900/1800/1900 MHz)
Torch Light
USB 2.0
Bluetooth

microSD slot
www.samsungmobile.com
SAMSUNG B2700
SAMSUNG B2700
Durable. Style.
PACKAGE
Vertical
Examples for illustrative purposes only.

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