Samsung brand guidelines 10 feb04, samsung corporate brand, branding

1. Brand Advertisement • Print Advertisement • Brochure • Poster • POP • Outdoor Advertising
Samsung Asia Brand Guidelines

2. Introduction
Samsung Asia Brand
Guidelines
The Samsung brand has been growing by leaps
and bounds over the last 3 years and we are now
among the leading brands in the world. In order to
move to the number one brand position, we need
to maintain discipline and consistency in the way
we present ourselves. The leading brands in this
world have attained their position by both strategic
and creative work but equally with unfailing
discipline in the way they present their brand
consistently over time.
This creative guide is designed to help improve the
consistency, coherence and power of our marketing
communication efforts.
We trust you will find this guide useful. We are
counting on you to uphold our identity and establish
Samsung as a global leading brand.
Examples are shown in this guide to demonstrate
correct usage of the various brand elements.
Please adhere to these guidelines.

3. 1. Basic System
• Identifier
• Type Styles
• Language
• Samsung Oval
• Sub-Graphic Elements
• Colour System
2. Print Advertisement
Guideline
• Brand Advertisment
• Promotional Advertisment
3. POP Guideline
• Product Brochure
• Poster
• Floor Standee
• Shelf-Talker/Topper
4. Outdoor Advertising
Guideline
• Outdoor Billboard
Samsung Asia Brand
Guidelines
Contents

4. Basic System . 1
Basic System • 1
Samsung Asia Brand
Guidelines

5. Basic System • 1
Identifier
Wordmark (Logo)
Standard Wordmark (Logo) is a combination of
the Oval and the Logotype. In applying the
Wordmark (Logo), optimum space planning
should first be carried out.
Lettermark (Logotype)
The Lettermark (Logotype) serves as the main
identifier only when the Wordmark (Logo) cannot
be applied for such reasons as product marketing,
legibility of the lettering and the proportion of
the application space.
3D Effect
For POP Material Only.
Samsung Asia Brand
Guidelines

6. Basic System • 1
Samsung Asia Brand
Guidelines
Wordmark (Logo) Colour
* This can only be used for Black / White display.
Samsung Blue : Pantone 286C
Black : 100%
Metallic Colour : Pantone 877C (Silver)
Pantone 286C
Pantone 877C
Process Colour : C100% + M80%
RGB Colour : R20% + G40% + B160%
Metallic Colour : Pantone 872C (Gold)
Pantone 872C

7. Basic System • 1
Samsung Asia Brand
Guidelines
Clear Space = Logotype height X 2
Observe the clear space in order to enhance the
visual effectiveness of the symbol mark. The
space around the logo needs to be clear. Nothing
should intrude into this specified clear space.
Format
Samsung Blue
- Colour Standard: Samsung Blue. If necessary, a positive or a
negative image may be used, but only if all other options
are not viable.
- The colour value of the background / use 50% of colour
value as a standard.
Colour Standard
Colour Media
- Equal to or less than 50% colour value :
positive image (Blue))
- Equal to or more than 50% colour value :
negative image (White)
Black & White Media
- Equal to or less than 50% black value :
positive image (Black)
- Equal to or more than 50% black value :
negative image (White)

8. Usage
Basic System • 1
Samsung Asia Brand
Guidelines
Type Styles SAMSUNG’s designated typefaces are Universe for English.
Universe should always be used in upper and lower case,
using flush left, oblique 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.
Language British (UK) English is to be applied for all communication
materials.

9. Basic System • 1
Samsung Asia Brand
Guidelines
Oval The use of the Oval leverages the Samsung Wordmark
(Logo) Oval to increase branding and provide another
unique visual distinction within the category. The concept
photo/key visual should be confined to the Oval (and not
to extend beyond its borders).
Please use the following drawing rules as guides for
creating an appropriate Oval.
Large Oval
47.378”W
13.21”H
@51.888º
73.998”W
14.172”H
@41.861º
90.534”W
25.733”H
@56º

10. Basic System • 1
Samsung Asia Brand
Guidelines
Small Oval
47.378”W
13.21”H
@51.888º

11. Basic System • 1
Samsung Asia Brand
Guidelines
Spread
35.465”W
6.035”H
@21.634º
20.394”W
5.11”H
@1.88º
18.188”W
4.565”H
@21º

12. Basic System • 1
Samsung Asia Brand
Guidelines
While identifiers are major elements to represent Samsung, sub-graphic elements are used together
with identifiers in every media to support the expression of Samsung’s Look & Feel. Sub-graphic
elements include colours, graphic motives, typefaces and photo images.
Sub-graphic Element
Rules for people
- The personality of the people should be expressed.
- The image should project trust.
- Image of joy and happiness offered by
Samsung brand.
- Bright and friendly facial expression.
- Trendy, optimistic and positive image.
- Clear message to be communicated by a
group of people.
Rules for product
- Futuristic and high-tech images.
- Refrain from using multiple elements and try to
express images in a clean and clear manner.
- Images that can clearly express the core
essence of a product.
- Simple, balanced, clean and sophisticated images.
Rules for others
- Simple but sophisticated image.
- Harmony of design elements together with
spatial balance.
Personality of people
should be expressed.
Image of happy people
who use Samsung
brand is recommended.
Image of exaggerated
or mischievous look
should be avoided.
Facial expression of
people should be bright
and friendly.
When a group of people
is shown, a clear message
should be communicated
through such group.
Depressing or pessimistic
images that project
distrust and despair
should be avoided.
Futuristic and high-tech
images.
Refrain from using
multiple elements and try
to express images in a
clean and clear manner.
Refrain from using
complicated and
distracting image
without a clear focus.
Simple, balanced, clean
and sophisticated images.
Images that can clearly
express the core
essence of a product.
Simple but sophisticated
image.
Design elements should
be arranged harmoniously
while pursuing spatial
balance.
Avoid complicated and
abstractive image.

13. Basic System • 1
Samsung Asia Brand
Guidelines
Basic colour to express Samsung’s Look & Feel are Samsung Blue (286C) and achromatic colours.
In addition, various colours in the colour palette (Brand Colour Scheme) can be used for decorative
purposes.
Colour System
State-of-the-art / futuristic /
High-tech / accuracy
Human / nature / warmth /
friendliness
Challenge / enthusiasm / mystery /
confidence / rational

14. Print Advertisement Guideline • 2
Samsung Asia Brand
Guidelines
Print Advertisement . 2
Guideline

15. Samsung Asia Brand
Guidelines
Brand Advertisement
(Corporate, Non-Product Focused)
• Samsung 2D Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Use of small or large Oval permitted.
• Bodycopy must not be more than 5 lines – equally spaced.
• Layout must not be cluttered.
• Advertisement must communicate only ONE single-minded message.
• Minimum font size for bodycopy : 14.
• Main visual should help to communicate/reinforce the key message.
Print Advertisement Guideline • 2

16. Samsung Asia Brand
Guidelines
Brand Advertisement
(Corporate, Non-Product Focused)
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme
Oval
Use of small/large
Oval permitted
Bodycopy
Bodycopy must not
be more than 5 lines
– equally spaced
Layout must not
be cluttered
Advertisement must
communicate ONE
single-minded
message
Minimum font size
for bodycopy : 14
Main Visual
Main visual should
help to communicate/
reinforce the key
message
Print Advertisement Guideline • 2
Slogan
Slogan (DigitAll XXX)
always placed before
the bodycopy

17. Samsung Asia Brand
Guidelines
Brand Advertisement (Product-Focused)
• Samsung 2D Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Product must be featured prominently in the main visual.
• Use of small or large Oval permitted.
• Slogan (DigitAll XXX) is always featured at the bottom left, just before the bodycopy.
• Bodycopy must not be more than 5 lines – equally spaced.
• Layout must not be cluttered.
• Advertisement must communicate only ONE single-minded message.
• Minimum font size for bodycopy : 14.
• Main visual should help to communicate/reinforce the key message.
Print Advertisement Guideline • 2

18. Samsung Asia Brand
Guidelines
Brand Advertisement (Product-Focused)
Layout must not
be cluttered
Advertisement must
communicate ONE
single-minded message
Minimum font size
for bodycopy : 14
Samsung. The power of LCD TV.
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Bodycopy
Bodycopy must not
be more than 5 lines
– equally spaced
Slogan
Slogan (DigitAll XXX)
always placed before
the bodycopy
Full Page Broadsheet Advertisement
DigitAll Vivid, natural colours. Sharp images in perfect detail. Dramatically fluid motion. This is LCD TV from
Samsung. Inside the sleek and light design beats the heart of Samsung’s Digital Natural Image engine—DNIe™
—with advanced picture
optimisers to deliver the most dramatic viewing experience. Ever. This is the future of television. This is the power of Samsung LCD TV.
vision
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme
Main Visual
Main visual should
help to communicate/
reinforce the key
message
Print Advertisement Guideline • 2

19. Samsung Asia Brand
Guidelines
Brand Advertisement
(Product-Focused with Product Line-Up)
• Samsung 2D Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Product must be featured prominently in the main visual.
• Product line-up is positioned below the oval; no. of products dependent upon size of
advertisement, i.e. full-page broadsheet advertisement (up to 5 products); quarter-page
broadsheet advertisement (up to 3 products). The main point to note is not to have
clutter.
• Use of small or large Oval permitted.
• Slogan (DigitAll XXX) is always featured at the bottom left, just before the bodycopy.
• Bodycopy must not be more than 5 lines – equally spaced and font size large enough
to be read.
• Layout must not be cluttered.
• Advertisement must communicate only ONE single-minded message.
• Minimum font size for bodycopy : 14.
• Main visual should help to communicate/reinforce the key message.
Print Advertisement Guideline • 2

20. Samsung. The power of LCD TV.
40"/32" LCD TV
©2003 Samsung Electronics Co. Ltd. www.samsung.com/sg
Samsung Asia Brand
Guidelines
Brand Advertisement
(Product-Focused with Product Line-Up)
Minimum font size
for bodycopy : 14 Full Page Broadsheet
Advertisement
DigitAll Vivid, natural colours. Sharp images in perfect detail. Dramatically fluid motion. This is LCD TV from
Samsung. Inside the sleek and light design beats the heart of Samsung’s Digital Natural Image engine—DNIe™
—with advanced picture
optimisers to deliver the most dramatic viewing experience. Ever. This is the future of television. This is the power of Samsung LCD TV.
vision
Product Shoot
Product Line-Up
positioned below
Oval; no. of products
dependent upon size
of advertsement
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Bodycopy
Bodycopy must not
be more than 5 lines
– equally spaced
Slogan
Slogan (DigitAll XXX)
always placed before
the bodycopy
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme
Main Visual
Main visual should
help to communicate/
reinforce the key
message
Layout must not
be cluttered
Advertisement must
communicate ONE
single-minded message
Print Advertisement Guideline • 2
22" LCD TV 17"/15” LCD TV

21. Print Advertisement Guideline • 2
Samsung Asia Brand
Guidelines
DigitAll vision Vivid, natural colours. Sharp images in perfect detail. Dramatically fluid motion. This is LCD TV from
Samsung. Inside the sleek and light design beats the heart of Samsung’s Digital Natural Image engine—DNIe™
—with advanced picture
optimisers to deliver the most dramatic viewing experience. Ever. This is the future of television. This is the power of Samsung LCD TV.
Samsung. The power of LCD TV.
Area below Oval may be transparent or in a solid
colour (in line with colour scheme)
Brand Advertisement
(Product-Focused with Product Line-Up)

22. Samsung Asia Brand
Guidelines
Promotional Advertisement
• Samsung 2D Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Products featured must be neatly laid out below the Oval; no. of products dependent
upon size of ad, i.e. full-page broadsheet advertisement (up to 5 products);
quarter-page broadsheet advertisement (up to 3 products).
• Use of small or large Oval permitted.
• 60:40 Rule – 60% of layout occupied by Main Visual & Headline; 40% by
Products, Specifications, Free Gifts & Prices.
• Layout must not be cluttered.
• Headline can be the promotional message.
Print Advertisement Guideline • 2

23. Samsung Asia Brand
Guidelines
Promotional Advertisement
Layout must not
be cluttered
Samsung. The power of LCD TV.
Full Page Broadsheet Ad
DigitAll Vivid, natural colours. Sharp images in perfect detail. Dramatically fluid motion. This is LCD TV from
Samsung. Inside the sleek and light design beats the heart of Samsung’s Digital Natural Image engine—DNIe™
—with advanced picture
optimisers to deliver the most dramatic viewing experience. Ever. This is the future of television. This is the power of Samsung LCD TV.
vision
60% Visual
& Headline
40% Products,
Specifications &
Free Gifts & Prices
Product Line-Up
Products featured
must be neatly laid
out below the Oval;
no. of products
determined by
advertisment size
Headline
Headline can be the
promotional message
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme
Print Advertisement Guideline • 2

24. POP Guideline . 3
POP Guideline • 3
Samsung Asia Brand
Guidelines

25. POP Guideline • 3
Samsung Asia Brand
Guidelines
Product Brochure Cover
• Samsung 2D Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Product must be featured prominently in the main visual; only the flagship product
will be featured in the main visual.
• Use of small or large Oval permitted.
• 2 standard formats permitted: DL & A4.

26. POP Guideline • 3
Samsung Asia Brand
Guidelines
Product Brochure Cover
A4 Format (Portrait)
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme

27. POP Guideline • 3
Samsung Asia Brand
Guidelines
Product Brochure Cover
DL Format (Portrait)
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme

28. POP Guideline • 3
Samsung Asia Brand
Guidelines
Product Brochure Cover
DL Format (Portrait)
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme

29. POP Guideline • 3
Samsung Asia Brand
Guidelines
Product Brochure Cover
A4 Format (Landscape)Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme

30. POP Guideline • 3
Samsung Asia Brand
Guidelines
Poster
• Samsung 2D/3D Effect Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Product must be featured prominently in the main visual.
• Use of small or large Oval permitted.
• Minimum font size: 30.
• Poster must communicate only ONE single-minded message and no more than 7 words.
• Layout must not be cluttered.
• Poster must not feature more than 3 products.
• Size of Samsung logo should be at least 5% of total area of poster.

31. POP Guideline • 3
Samsung Asia Brand
Guidelines
Poster
Layout must not
be cluttered
Minimum font size: 30
Product Line-Up
Poster must not feature
more than 3 products
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme
Poster must communicate
ONE single-minded message
Size of Samsung
logo should be at
least 5% of total
area of poster

32. POP Guideline • 3
Samsung Asia Brand
Guidelines
Floor Standee
• Samsung 2D/3D Effect Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Product must be featured prominently in the main visual.
• Use of small or large Oval permitted.
• Minimum font size: 30.
• Floor Standee must communicate only ONE single-minded message and no
more than 7 words.
• Layout must not be cluttered.
• Standee must not feature more than 3 products.
• Size of Samsung logo should be at least 5% of total area of floor standee.

33. POP Guideline • 3
Samsung Asia Brand
Guidelines
Floor Standee
Layout must not
be cluttered
Product Line-Up
Poster must not feature
more than 3 products
Minimum font size: 30
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme
Size of Samsung logo
should be at least 5%
of total area of poster
Must communicate ONE
single-minded message

34. POP Guideline • 3
Samsung Asia Brand
Guidelines
Shelf-Talker/Topper
• Samsung 2D/3D Effect Wordmark (Logo) must always be at the top left corner.
• Colour of Samsung 2D Wordmark (Logo) must be in line with the colour scheme
(relative to background colour).
• Product must be featured prominently in the main visual.
• Use large Oval only.
• Minimum font size: 20.
• Layout must not be cluttered.
• Not more than 3 key product features under the oval.
• Wordmark (Logo) and Lettermark (Logotype) must occupy 30% of the layout.

35. POP Guideline • 3
Samsung Asia Brand
Guidelines
Shelf-talker/Topper
Layout must not
be cluttered
Minimum font size: 20
Wordmark (Logo) &
Lettermark (Logotype) must
occupy 30% of layout
Product
Product must be
featured prominently
in the main visual
Oval
Use of small/large
Oval permitted
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Colour of Samsung
2D Wordmark (Logo)
must be in line with
the colour scheme

36. Outdoor Advertising . 4
Guideline
Outdoor Advertising • 4
Guideline
Samsung Asia Brand
Guidelines

37. Outdoor Advertising • 4
Guideline
Samsung Asia Brand
Guidelines
Outdoor Billboard
• Layout can either have Samsung Lettermark (Logotype) or 2D Wordmark (Logo);
or both (but only where there is a reasonable amount of space between them).
• Samsung Lettermark (Logotype) must be positioned at the top half of the layout,
left or right.
• Samsung 2D Wordmark (Logo) positioned at the top left corner.
• Product must be featured prominently in the main visual.
• Use large Oval only.
• Minimum font size: 50.
• Billboard branding and product must be visible from a distance of 500 metres.
• Layout must not be cluttered.
• Wordmark (Logo) and Lettermark (Logotype) must occupy 30% of the layout.
• Landscape and Portrait formats.

38. Samsung Asia Brand
Guidelines
Outdoor Billboard
Samsung Logo
Wordmark (Logo)
and Lettermark
(Logotype) must
occupy 30% of the
layout
Layout can either have Samsung Lettermark (Logotype) or
Wordmark (Logo); or both (but only where there is a
reasonable amount of space between them)
Samsung Logo
Samsung Lettermark (Logotype)
must be positioned at the top half
of the layout (left/right)
Minimum font size: 50
Outdoor Advertising • 4
Guideline
Product
Product must be
featured prominently
in the main visual
Oval
Use large Oval
only
Samsung Logo
Samsung 2D
Wordmark (Logo)
positioned at the top
left corner
Landscape Format
Portrait Format

39. Samsung Asia Brand
Guidelines
Outdoor Billboard
Landscape Format with Lettermark (Logotype) only
Outdoor Advertising • 4
Guideline

40. The examples shown in this creative guide do not represent any actual printed or reproduced communication materials.
This creative guide was created on 1 Feb 2004.