Scribd Logo
Upload

Welcome to Scribd!

  • 903 views

    Samsung Guideline

    Uploaded by

    Flow Azcoaga
    This document presents Samsung's graphic design guidelines for maintaining a consistent brand identity. It outlines the proper uses of Samsung's wordmark, including its oval shape and blue color. It also describes the "Samsung Line", which applies the curve of the wordmark oval to graphic designs according to media characteristics. The guidelines provide examples of correct and incorrect applications of the wordmark and line across different marketing materials. Departments are instructed to follow these guidelines to ensure a unified visual representation of Samsung.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    Samsung Guideline

    Uploaded by

    Flow Azcoaga
    903 views12 pages
    This document presents Samsung's graphic design guidelines for maintaining a consistent brand identity. It outlines the proper uses of Samsung's wordmark, including its oval shape and blue color. It also describes the "Samsung Line", which applies the curve of the wordmark oval to graphic designs according to media characteristics. The guidelines provide examples of correct and incorrect applications of the wordmark and line across different marketing materials. Departments are instructed to follow these guidelines to ensure a unified visual representation of Samsung.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document presents Samsung's graphic design guidelines for maintaining a consistent brand identity. It outlines the proper uses of Samsung's wordmark, including its oval shape and blue color. It also describes the "Samsung Line", which applies the curve of the wordmark oval to graphic designs according to media characteristics. The guidelines provide examples of correct and incorrect applications of the wordmark and line across different marketing materials. Departments are instructed to follow these guidelines to ensure a unified visual representation of Samsung.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    903 views12 pages

    Samsung Guideline

    Uploaded by

    Flow Azcoaga
    This document presents Samsung's graphic design guidelines for maintaining a consistent brand identity. It outlines the proper uses of Samsung's wordmark, including its oval shape and blue color. It also describes the "Samsung Line", which applies the curve of the wordmark oval to graphic designs according to media characteristics. The guidelines provide examples of correct and incorrect applications of the wordmark and line across different marketing materials. Departments are instructed to follow these guidelines to ensure a unified visual representation of Samsung.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 12

    Samsung entitles this manual Total Communication Design Guideline.

    Devised as a result of developing the Samsung Line, this presents Samsungs identity in graphic design and its efficient Image Variation according to characteristics of media, products, and regions. The departments of the Samsung or its affiliates are to use this manual for maintaining the identity of Samsung Communication Design.

    DesignHQ

    OverseasSalesPromotion (Catalogue/Leaflet,POP): OverseasDesignDepartment/DigitalMediaNetwork Nak-WoonKim(ParadiseKim) (tel:82-2-751-6975) Eun-JungPark(tel:82-2-751-6974) DomesticSalesPromotion (Catalogue/Leaflet,POP): MarketingCommunicationGroup/ Domestic(Korean)SalesBusiness Kong-DongSon(tel:82-2-317-8340) BrandAd.(PrintAd.): BrandStrategyTeam/GlobalMarketingOperations Do-KyoonKim(tel:82-2-751-6028) Kyung-WookSuh(tel:82-2-751-6398) Ki-SunKim(Suleyman) (tel:82-2-751-6908) Package/TotalCommunicationDesign: DesignIdentityGroup/CorporateDesignCenter Yu-SinSoung(tel:82-2-750-9263) In-SilHan(tel:82-2-750-9284)

    cf.) Samsungisplanningtoconstructthe GlobalCommunication NetworkChannelbysharingtheGuidelineandImageData relatedtothismanualontheinternet,samsungsp.com. (scheduledonJune. 02)

    Contents

    1.GlobalGuidelines
    a.Wordmark
    -Color -Format -ColorStandard -IncorrectUses

    b .SamsungLine
    -IncorrectUses

    c.TypeStyles
    -PrimaryUsage -SecondaryUsage

    d.ColorSystem

    2.Applications
    a.ImageApplication b .Catalog/Leaflet
    -TheDrawingMethod ofOvalCurve -BasicLayout -Format

    c.POP
    -TheDrawingMethod ofOvalCurve -BasicLayout -Format

    d.Package
    -TheDrawingMethod ofOvalCurve -BasicLayout

    e.PrintAd.
    -TheDrawingMethod ofOvalCurve -BasicLayout -Format

    3.Examples

    Global Guideline - a Wordmark


    The wordmark is the most important identifier which represents SAMSUNG, i.e. it is the visual property of who we are and what we do. Therefore the shape, color and letter type should not be changed randomly. The color of the wordmark should be expressed in a way of consistent form on various media (printing, signs, etc.), and its accurate color, color value and hue should be maintained.

    Color

    Spot Color : Pantone 286C

    4 Color process : C100% + M80%

    RGB rule : G20 + B160


    4

    Global Guideline - a Wordmark


    Format
    ClearSpace=LogotypeheightX 2
    Observe strictly the clear space in order to enhance the visual effectiveness of the symbol mark. Any factor should not intrude into the specified clear space.
    2X

    2X

    2X

    2X

    ColorStandard

    SamsungBlue
    - Color Standard : Samsung Blue. In case of inevitable circumstances, a positive or a negative image can be used. - The color value of background / Use 50% of color value as a standard.

    Black & White Media - equal to less than 50% value black : positive image(Black) - equal to more than 50% value black : negative image(White)

    Color Media - equal to less than 50% value black : positive image(Black) - equal to more than 50% value black : negative image(White)

    Global Guideline - a Wordmark


    IncorrectUses
    (Theexamplesontheright illustrateincorrectcoloruse.)

    Do not use the different color for wordmark logotype and the background color. These colors should be the same.

    Do not use a wordmark color of similar value and hue as the background color. The lack of contrast impairs visibility.

    Do not use more than one color for the background.

    Do not use a black wordmark on a colored background. Black is exclusively for use on white background.

    Do not use a negative image of a wordmark on a bright background.

    Do not use a blue wordmark on a dark background. The lack of contrast impairs visibility.

    (Donotprintthewordmark insecondarySamsungcolors.)
    Do not use colors for wordmarks other than the approved options.

    (Donotchangetheshape ofthewordmark.)
    Do not change the angle of the oval. Do not change the shape of the oval. Do not change the typeface of the logotype inside the wordmark.

    Do not place the wordmark on a heavily textured background.

    Do not reverse the color of the oval and logotype. (e.g. do not use Samsung Blue on the logotype)

    Do not express the wordmark as an outline.

    Do not distort the wordmark.

    Do not blur the wordmark.

    (Donotusethewordmarkin asentenceorphrase.)

    Do not use the wordmark inside a sentence or phrase.

    Do not use the wordmark inside a headline.


    6

    Global Guideline - b SAMSUNG Line


    The Samsung line is a form, created by applying the curve of the wordmark in accordance with characteristics of media.

    Criteriafor usingtheline

    As the main characteristics of the Oval, the red portion of the line illustrated below should always be presented even when the oval curve is expressed in various forms.

    Center Point

    Samsung Wordmark 0 Rotate angle

    Oval Curve Main Part

    Samsung Wordmark 9.5 Rotate angle

    Oval Curve Main Part Samsung Wordmark 47 Rotate angle Oval Curve Main Part

    Global Guideline - b SAMSUNG Line


    Derived from the brand logo, the SAMSUNG Line is to be used as a graphic motive, conveying the brand image to users through constructing its identity among media.

    Point

    The SAMSUNG Line presents the associational effect of the brand logo to consumers as SAMSUNGs unique visual motive by applying the curve of the wordmark, which symbolizes SAMSUNG, on each medium. In global market, the oval is the only visual property, presented as a consistent form of Samsung, with exception of its brand name (Samsung). This is the reason why we should actively apply the Oval image to our graphic media design. Samsungs visual identity is provided to consumers by applying the Curve of the Samsung Wordmark. When applying an image inside the Curve, it is essential to consider the characteristics of each product or region in order to create the most efficient variation of design.

    Why Oval

    Variation

    CriteriaforApplying theOvalCurve

    The most important factor is the visual distinction, resulted from the different tone between inside and outside of the Oval Curve. - The sub factors (narrow lines or band) can be expressed on the curve to enhance the design, as long as they observe the rules shown above.

    Global Guideline - a SAMSUNG Line


    IncorrectUse
    (Examplesofincorrect coloruse)
    Inthisexample,shapeofthe ovalcurveisnotdistinguishabledue tothesimilarityofcolorvalueand hue(betweeninsideandoutsideofthe ovalcurve).

    Colorinside theovalcurve

    Coloroutside theovalcurve

    (Examplesofincorrect ovalcurveuse)
    Thisexampleshowsacomplicated designcausedbyexcessiveuseof subfactors.(narrowband)

    Excessiveuseof subfactors

    Global Guideline - a SAMSUNG Line


    IncorrectUse
    (Examplesofincorrect ovalcurveuse)
    Inthisexample,thesingleor contrastingcolorofsub factors(narrowband)causes distractionorunwanteddivision.

    Donotapply singlecolor

    Donotapply contrastingcolor

    10

    Global Guideline - a SAMSUNG Line


    IncorrectUse

    (Exampleofincorrect ovalcurveuse)
    Inthisexample,theshapeofthe ovalcurveistoocomplicateand indistinguishableduetotoo manysubfactors.(narrowline)

    11

    Global Guideline - c Type Styles


    SAMSUNGs designated typefaces are Universe for English, Gothic for Korean. Universe should always be used in upper and lower case, using flush left, ragged right format. Universe Condensed 47 Light and 57 Regular are suitable choices for body text. They are also appropriate for headlines and captions. Universe 67 Bold is a suitable choice when the volume of text is small and emphasis is needed. It is also effective for headlines or sub headings. Garamond has been selected as the designated type for secondary usage because of its classic style, intimacy and soft image. Garamond can be used in sales sentences (or in soft sentences for explanation.)

    PrimaryUsage

    SecondaryUsage

    National LetterUsage

    12

    Global Guideline - d Color System


    Samsungs color system is developed for each business unit to project its best image and characteristics in the most efficient way. The color system, devised for unifying the visual images of each business unit or sales environment, is to promote the internal unity and to foster consistent identity externally.

    White Black C100, M80

    Color System
    Brand Logo Color

    C30, Y100

    C30, Y100

    M50, Y100

    M60, Y100

    C70, Y70

    C100, M50

    C20, M100, Y60

    C100, M50

    C100, M50

    Note) The given color system offers a standard for individual business unit. (When another color use is necessary for a product or a region, you are required to consult with the Design HQ staff in advance.)

    13

    You might also like