There was a need for visual branding that can effectively express ‘Make it Meaningful,’ which is Samsung Electronics’ new design identity, and strengthen internal and external communications. We designed a new visual system that can show Samsung Electronics’ design philosophy that reflects meaning, rather than flexible and simple design, through the flexible design system configuration of various images expressing ‘Make it Meaningful’ as well as three themes with meaning. In addition, for a more effective branding, we also developed business items that can effectively promote the design identity to the organization such as document guideline and screen saver.

Designing for a better tomorrow

삼성전자의 새로운 Design Identity인 Make it Meaningful을 효과적으로 표현하고 내외부 커뮤니케이션을 강화할 수 있는 Visual Branding이 필요하였습니다. Make it Meaningful을 느낄 수 있는 다양한 이미지의 Flexible한 디자인 시스템 구성과 더불어 의미를 담은 3가지의 Theme를 통하여 유연하고 단순한 디자인이 아닌 Meaning을 반영하는 삼성전자의 디자인 철학을 보여줄 수 있는 새로운 Visual System과 더불어 조직 에 Design Identity를 효율적으로 홍보할 수 있는 Document Guideline, Screen Saver와 같은 업무용 아이 템을 함께 개발하여 더 효과적인 브랜딩이 될 수 있도록 디자인되었습니다.

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Make it meaningful Samsung design identity 3.0

Project owner. Samsung electronics (2011)

Creative director. Kim ji hoon
Principal designer. Park geon
Designer. Han seung hee, Lee dong hoon
Motion graphic. Jin sung sub