Sam Brand Guideline Ver2.1 Final

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 accomplish this goal, we started down a path to review and ref ine ine our brand strategy this t his year. And today, we introduce introduce the new Samsung Brand Guide as a culmination of these of  these efforts. I am pleased to present several several significant enhancements that will help build our brand. We have crystallized our br brand and story and revised our brand pyramid to better convey con vey our core essence and authentic character. We have have developed a brand liline ne to communicate who we are and what we deliver as Samsung. Sa msung. We have clarified the definition definition of our brand target to create a more powerful emotional emotional connection. And lastly, we have improved our brand cues to present ourselves in a more globally consistent consistent way. Our journey journey does not end with this t his guide. guide. But rather, it is another milestone along the road. road. I urge each and everyone to embrace this book and become be come ambassadors for everything our brand represents. Together Together we will make Samsung a loved brand. Thank Tha nk you.

G.S. Choi Choi President & CEO

TABLE OF CONTENTS

Section 1 Our brand strategy

Section 2 Our brand cues

Section 03 Applying our brand cues

10 Our global brand objectives

54 Our Brand Cues introduction introduction

114 11 4 Applic ations overview

12 Our brand strategy frameworks

55 Our Brand Brand Cues Overview

14 Our brand target target

PRINT ADVERTISING WORDMARK AND BRAND LINE

116 Spread with lifestyle

BRAND TARGET

56–62

18 Why are YMCs YMCs a powerful global brand target?

117 Spread with product image as the hero

TYPOGRAPHY

118 Single page with lifestyle

19 Who is the YMC? YMC?

64–69

119 Single page with product image as the hero

21 In China, they are also...

COLOR

120 Sub-brand logo usage

22 What do YMCs YMCs like?

70–83

23 What do YMCs in the USA like (USA only)?

121 Third party & technology logo treatment

SOUND SIGNATURE

20 In the USA, they are also... also...

24 How to use the YMC YMC with high-priority segments

84–85

25 Using the brand target target with product segments

TV ENDTAG

26 Using the brand target target with advertising/media 27 Using the Brand target with 3rd party GSI retail

OOH 122 Horizontal 123 Vertical

86 BRAND PERSONALITY IMAGERY

BROCHURE

88–100

124 Introduction 125 Cover & back cover

OUR BRAND STORY 28 Introduction

PHOTOGRAPHY STYLE

126 Interior spreads

102–109

127 Content structure overview

29 Brand story elements

128 Content structure

30 Our brand story: story: Relentlessly pursuing a better tomorrow

POP

34 Opening new doors for you

130 Horizontal

36 How our stories come alive

131 Vertical

38 Our audiences 39 How do we use the story?

PACKAGE 133 Vertical

BRAND PYRAMID 40 Our brand pyramid framework 41 Our brand pyramid 42 Our Brand essence: What we do 43 Our Brand essence: What we we offer 44 Ou r brand personalities 46 Our brand line

5

TABLE OF CONTENTS

Section 1 Our brand strategy

Section 2 Our brand cues

Section 03 Applying our brand cues

10 Our global brand objectives

54 Our Brand Cues introduction introduction

114 11 4 Applic ations overview

12 Our brand strategy frameworks

55 Our Brand Brand Cues Overview

14 Our brand target target

PRINT ADVERTISING WORDMARK AND BRAND LINE

116 Spread with lifestyle

BRAND TARGET

56–62

18 Why are YMCs YMCs a powerful global brand target?

117 Spread with product image as the hero

TYPOGRAPHY

118 Single page with lifestyle

19 Who is the YMC? YMC?

64–69

119 Single page with product image as the hero

21 In China, they are also...

COLOR

120 Sub-brand logo usage

22 What do YMCs YMCs like?

70–83

23 What do YMCs in the USA like (USA only)?

121 Third party & technology logo treatment

SOUND SIGNATURE

20 In the USA, they are also... also...

24 How to use the YMC YMC with high-priority segments

84–85

25 Using the brand target target with product segments

TV ENDTAG

26 Using the brand target target with advertising/media 27 Using the Brand target with 3rd party GSI retail

OOH 122 Horizontal 123 Vertical

86 BRAND PERSONALITY IMAGERY

BROCHURE

88–100

124 Introduction 125 Cover & back cover

OUR BRAND STORY 28 Introduction

PHOTOGRAPHY STYLE

126 Interior spreads

102–109

127 Content structure overview

29 Brand story elements

128 Content structure

30 Our brand story: story: Relentlessly pursuing a better tomorrow

POP

34 Opening new doors for you

130 Horizontal

36 How our stories come alive

131 Vertical

38 Our audiences 39 How do we use the story?

PACKAGE 133 Vertical

BRAND PYRAMID 40 Our brand pyramid framework 41 Our brand pyramid 42 Our Brand essence: What we do 43 Our Brand essence: What we we offer 44 Ou r brand personalities 46 Our brand line

5

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...

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?

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

BRAND PYRAMID 40 Our brand pyramid framework 41 Our brand pyramid 42 Our Brand essence: What we do

25 Using the brand target with product segments

43 Our Brand essence: What we offer

26 Using the brand target with advertising/media

46 Our brand line

44 Our brand personalities

27 Using the Brand target with 3rd party GSI retail

9

Section 1 Our brand strategy 10 Our global brand objectives 12 Our brand strategy frameworks 14 Our brand target

OUR BRAND STORY 28 Introduction 29 Brand story elements 30 Our brand story: Relentlessly pursuing a better tomorrow

BRAND TARGET 18 Why are YMCs a powerful global brand target? 19 Who is the YMC?

34 Opening new doors for you 36 How our stories come alive 38 Our audiences

20 In the USA, they are also...

39 How do we use the story?

21 In China, they are also... 22 What do YMCs like?

BRAND PYRAMID

23 What do YMCs in the USA like (USA only)? 24 How to use the YMC with high-priority segments

40 Our brand pyramid framework 41 Our brand pyramid 42 Our Brand essence: What we do

25 Using the brand target with product segments

43 Our Brand essence: What we offer

26 Using the brand target with advertising/media

46 Our brand line

44 Our brand personalities

27 Using the Brand target with 3rd party GSI retail

9

OUR GLOBAL BRAND OBJECTIVES

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 best–known brands in any category. In the following years, our task was to build our premium quality-to help drive preference against competing brands.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Loved brand

Today the Samsung brand enjoys a growing premium i mage that we will continue to build upon as we enter our next and most exciting phase: going from well-known to wellrespected and, soon, to well-loved.

Create meaning to strengthen brand equity while accelerating product sales.

Our global brand objective: to become a loved brand.

Make an emotional connection with our brand target.

Globally consistent brand message that will create a unique and sustainable brand image.

10

11

OUR GLOBAL BRAND OBJECTIVES

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 best–known brands in any category. In the following years, our task was to build our premium quality-to help drive preference against competing brands.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Loved brand

Today the Samsung brand enjoys a growing premium i mage that we will continue to build upon as we enter our next and most exciting phase: going from well-known to wellrespected and, soon, to well-loved.

Create meaning to strengthen brand equity while accelerating product sales.

Our global brand objective: to become a loved brand.

Make an emotional connection with our brand target.

Globally consistent brand message that will create a unique and sustainable brand image.

10

OUR BRAND STRATEGY FRAMEWORKS

11

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand target Defines the unique mindset of our core consumer • Enables us to build better long term connections

Brand pyramid The strategy and guidelines for the creative expression of the brand that directly guides all ATL and BTL communications.

Brand story

Brand pyramid

Explains the company’s culture & benefits to consumers / society

A more refined communication strategy • Guides creative expression

• Guides employees, PR, consumers toward a deeper understanding of the company

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 • Sound signature • Brand line • TV endtag • Typography • Brand personality imagery • Color • Photography style

Brand cues Minimum executional requirements • Must be used in all ATL and BTL communications

12

13

OUR BRAND STRATEGY FRAMEWORKS

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

 A new set of rules about targeting

 A way to build long-term connections to customers who move across product segments and product categories

 A small subset of the product market opportunity

Highly connected with our high-priority segments

A more refined communication strategy • Guides creative expression

13

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 new segment

Explains the company’s culture & benefits to consumers / society

Brand cues

OUR BRAND TARGET

 A significant portion of the population

Brand pyramid

Minimum executional requirements • Must be used in all ATL and BTL communications

12

 A profile of our leading-edge target

Brand story

• Guides employees, PR, consumers toward a deeper understanding of the company

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 • Sound signature • Brand line • TV endtag • Typography • Brand personality imagery • Color • Photography style

and is not...

Brand target Defines the unique mindset of our core consumer • Enables us to build better long term connections

Brand pyramid The strategy and guidelines for the creative expression of the brand that directly guides all ATL and BTL communications.

A brand target is...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

 A short-term, tactical way to sell product  A different customer for our product marketing

 A way to build a more consistent & resonant brand

14

15

OUR BRAND TARGET

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 brand target is...

and is not...

 A profile of our leading-edge target

 A new segment

 A significant portion of the population

 A new set of rules about targeting

 A way to build long-term connections to customers who move across product segments and product categories

 A small subset of the product market opportunity

Highly connected with our high-priority segments

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

 A short-term, tactical way to sell product  A different customer for our product marketing

 A way to build a more consistent & resonant brand

14

15

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

OUR BRAND TARGET

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 Samsung’s high-priority segments. YMCs are young. They are old. They are men. And they are women.

In short, they are our most valuable and inspiring consumers. 16

17

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

OUR BRAND TARGET

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 Samsung’s high-priority segments. YMCs are young. They are old. They are men. And they are women.

In short, they are our most valuable and inspiring consumers. 16

WHY ARE YMCS A POWERFUL GLOBAL BRAND TARGET?

YMCs are...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

…but they are NOT

Highly willing to pay premium

Highly willing to spend and exhibit high purchase frequency, especially on the new.

Non-YMCs primarily buy when a need arises. Do not purchase the newest products and always considers value.

Influencers of others

Early adopters of technology, socially active and more likely to become our brand ambassadors.

Non-YMCs look to others for guidance on decisions and rarely share opinions on products with others.

Highly attached to Samsung

More likely to have higher affinity to Samsung that will drive emotional bonding.

Non-YMCs, who are likely to consider all brands and see a particular brand as less important than other elements.

17

WHO IS THE YMC?

YMCs are... Believers in technology as a reflection of self 

18

…but they are NOT Technology as a reflection of personality and technology as a way to express themselves and their uniqueness.

Non-YMC, who see technology as an important element of life and as a driver of productivity and convenience.

 Always striving for something more in work and life and extremely confident about achieving results.

Non-YMCs are open to future advancement, but happy with the status quo.

Trendsetters & influencers

 A continuous thirst for the new as a way to express individuality and a strong desire to set the latest trends and share them.

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.

Optimistic lovers of life

Looking to lead a rich life by seeking out new experiences and are open and appreciative of alternative views.

Non-YMCs, who enjoy life, but do not actively seek out new adventures.

Well-informed & knowledgeable

Constantly learning and developing new skills.

Non-YMCs, who are educated, but not actively seeking new knowledge.

Ambitious & striving  for success

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

19

WHY ARE YMCS A POWERFUL GLOBAL BRAND TARGET?

YMCs are...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

…but they are NOT

Highly willing to pay premium

Highly willing to spend and exhibit high purchase frequency, especially on the new.

Non-YMCs primarily buy when a need arises. Do not purchase the newest products and always considers value.

Influencers of others

Early adopters of technology, socially active and more likely to become our brand ambassadors.

Non-YMCs look to others for guidance on decisions and rarely share opinions on products with others.

Highly attached to Samsung

More likely to have higher affinity to Samsung that will drive emotional bonding.

Non-YMCs, who are likely to consider all brands and see a particular brand as less important than other elements.

WHO IS THE YMC?

YMCs are... Believers in technology as a reflection of self 

…but they are NOT Technology as a reflection of personality and technology as a way to express themselves and their uniqueness.

Non-YMC, who see technology as an important element of life and as a driver of productivity and convenience.

 Always striving for something more in work and life and extremely confident about achieving results.

Non-YMCs are open to future advancement, but happy with the status quo.

Trendsetters & influencers

 A continuous thirst for the new as a way to express individuality and a strong desire to set the latest trends and share them.

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.

Optimistic lovers of life

Looking to lead a rich life by seeking out new experiences and are open and appreciative of alternative views.

Non-YMCs, who enjoy life, but do not actively seek out new adventures.

Well-informed & knowledgeable

Constantly learning and developing new skills.

Non-YMCs, who are educated, but not actively seeking new knowledge.

Ambitious & striving  for success

18

IN THE USA, THEY ARE ALSO...

YMCs are... Socially driven

Craving social interaction, enjoying being the center of attention and continually in touch with friends.

Non-YMCs, who are socially active but not the driver of activity; rather, they selective gatherings with friends and family.

Lovers of  creative expression

With strong esteem for creativity in themselves and others, they’re always seeking creative endeavors.

Driven by a worldly perspective

Look broadly for insight and inspiration and place life in the global context.

19

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

…but they are NOT

IN CHINA, THEY ARE ALSO...

YMCs are...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

…but they are NOT

People who place family at the core

Consider family as the most important aspect of life. Family drives purpose and provides support.

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 appreciate creativity in others but have little desire to express their own imagination.

Believers in home as sanctuary

Home provides a comfortable sanctuary for personal enjoyment and spending time with family.

Non YMCs, who consider home as an extension of the outside world and use that space for working and entertaining, as well as relaxing.

Non-YMCs, who gain perspective based on personal experience and surroundings.

Seekers of escape

Often seek a break from urban chaos and complexity in order to rejuvenate.

Non-YMCs, who thrive on a fast-paced life with no desire for escape.

20

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

21

IN THE USA, THEY ARE ALSO...

YMCs are...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

…but they are NOT

Socially driven

Craving social interaction, enjoying being the center of attention and continually in touch with friends.

Non-YMCs, who are socially active but not the driver of activity; rather, they selective gatherings with friends and family.

Lovers of  creative expression

With strong esteem for creativity in themselves and others, they’re always seeking creative endeavors.

Driven by a worldly perspective

Look broadly for insight and inspiration and place life in the global context.

IN CHINA, THEY ARE ALSO...

YMCs are...

…but they are NOT

People who place family at the core

Consider family as the most important aspect of life. Family drives purpose and provides support.

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 appreciate creativity in others but have little desire to express their own imagination.

Believers in home as sanctuary

Home provides a comfortable sanctuary for personal enjoyment and spending time with family.

Non YMCs, who consider home as an extension of the outside world and use that space for working and entertaining, as well as relaxing.

Non-YMCs, who gain perspective based on personal experience and surroundings.

Seekers of escape

Often seek a break from urban chaos and complexity in order to rejuvenate.

Non-YMCs, who thrive on a fast-paced life with no desire for escape.

20

WHAT DO YMCS LIKE?

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

21

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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).

Constant & cuttingedge 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.

Staying fit

YMCs are hitting the gym, making physical fitness a top priority.

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 fre quent travel with “making i t”.

Music

YMCs are passionate about music, with portability and accessibility absolute musts.

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.

Cool cars

YMCs are more likely than others to want a vehicle that’s stylish and environmentally responsible.

Shopping

YMCs see shopping as a pleasure outlet. YMCs utilize multiple stores (and multiple channels) to get just what they want.

Watching the game

YMCs like sports but prefer watching a big game to being in the game.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

For information on the YMC in other countries, please see the Brand target book.

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WHAT DO YMCS LIKE?

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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).

Constant & cuttingedge 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.

Staying fit

YMCs are hitting the gym, making physical fitness a top priority.

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 fre quent travel with “making i t”.

Music

YMCs are passionate about music, with portability and accessibility absolute musts.

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.

Cool cars

YMCs are more likely than others to want a vehicle that’s stylish and environmentally responsible.

Shopping

YMCs see shopping as a pleasure outlet. YMCs utilize multiple stores (and multiple channels) to get just what they want.

Watching the game

YMCs like sports but prefer watching a big game to being in the game.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

For information on the YMC in other countries, please see the Brand target book.

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HOW TO USE THE YMC WITH HIGH-PRIORITY SEGMENTS YMCs represent the brand target

 The business target is:

• A

target with a unique mindset

• A

large portion of the population

• A

segment with unique product needs and desires

• A way to build long-term connections to

•

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

The high-priority segments represent the business target

 The brand target is:

• A smaller, speci fic

segment within

the population

customers who move across product segments and product categories

• A

Highly connected with our high-priority segments

•

23

tactical way to sell products

USING THE BRAND TARGET WITH PRODUCT SEGMENTS

Example: USA TV product segments High Priority

High Overlap With YMC Target

Highly connected with the YMC

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

State of the Art

Window to the World

Cinematics YMC-Based Marketing Communication High Fidelity

Basic Entertainment

Communications target

YMC

 Assurance Seekers

High priority

 Aesthetics Low Overlap With YMC Target Product SegmentBased Marketing Communication

Low Priority

TV Simple

Family Entertainment

Penny Pinchers

 YMC Penetration Higher Penetration

Lower Penetration

The overlap between the two areas represent the communications target •

Represents the overall creative vision for all communications

•

Helps drive creative strategy (e.g., ton e & manner, copy strategy, imagery)

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25

HOW TO USE THE YMC WITH HIGH-PRIORITY SEGMENTS YMCs represent the brand target

The high-priority segments represent the business target

 The brand target is:

 The business target is:

• A

target with a unique mindset

• A

large portion of the population

• A

segment with unique product needs and desires

• A way to build long-term connections to

•

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

• A smaller, speci fic

segment within

the population

customers who move across product segments and product categories

• A

Highly connected with our high-priority segments

•

USING THE BRAND TARGET WITH PRODUCT SEGMENTS

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Example: USA TV product segments State of the Art

High Priority

tactical way to sell products

Window to the World

High Overlap With YMC Target

Highly connected with the YMC

Cinematics YMC-Based Marketing Communication High Fidelity

Basic Entertainment

Communications target

YMC

 Assurance Seekers

High priority

 Aesthetics Low Overlap With YMC Target TV Simple

Product SegmentBased Marketing Communication

Family Entertainment

Penny Pinchers

Low Priority

 YMC Penetration Higher Penetration

Lower Penetration

The overlap between the two areas represent the communications target •

Represents the overall creative vision for all communications

•

Helps drive creative strategy (e.g., ton e & manner, copy strategy, imagery)

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USING THE BRAND TARGET WITH ADVERTISING/MEDIA

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

For maximum effectiveness, we recommend developing most aspects of advertising with the YMC as the primary audience and focusing media on the product segment.

High Overlap  Advertising/media

Creative strategy

Brand targets

Product segment

Product/feature messaging

Media buying

USING THE BRAND TARGET WITH 3RD PARTY GSI RETAIL

High Overlap Third-party retail

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 specific messaging.

Retail strategy

Product segment

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 specific product segment.

Promotional strategies

Because product features are specifically designed to appeal to particular product segments, the message should directly target the respective product segments.

Rationale The retail strategy should be driven by the business target, which represents the specific customers likely to purchase the product.

Sales training

We recommend that design, experience and service elements revolve around the YMC

For the most efficient spend, media buying should focus on the product target or a particular offering.

High Overlap GSI retail

Media activation ideas and genre use

Brand target

Merchandising

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.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

Rationale

Tone & manner

Imagery

25

Brand target

Product segment

Rationale

Design

Media activation ideas & genre are driven by both the brand target and the product segment. The brand target represents the most influential consumers, while product segment targeting directly influences the prospective purchasers of a particular product.

Experiential elements In-store communications

Regardless of segment, the GSI experience represents the total brand. Experience, store design and merchandising should always be designed around the YMC identity.

Personalized services

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27

USING THE BRAND TARGET WITH ADVERTISING/MEDIA

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

For maximum effectiveness, we recommend developing most aspects of advertising with the YMC as the primary audience and focusing media on the product segment.

High Overlap  Advertising/media

Brand targets

Creative strategy

Product segment

Product/feature messaging

Media buying

High Overlap Brand target

Third-party retail

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 specific messaging.

Retail strategy

The retail strategy should be driven by the business target, which represents the specific customers likely to purchase the product.

Sales training Promotional strategies

Because product features are specifically designed to appeal to particular product segments, the message should directly target the respective product segments.

Rationale

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 specific product segment.

We recommend that design, experience and service elements revolve around the YMC

For the most efficient spend, media buying should focus on the product target or a particular offering.

High Overlap Brand target

GSI retail

Media activation ideas and genre use

Product segment

Merchandising

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.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

Rationale

Tone & manner

Imagery

USING THE BRAND TARGET WITH 3RD PARTY GSI RETAIL

Product segment

Rationale

Design

Media activation ideas & genre are driven by both the brand target and the product segment. The brand target represents the most influential consumers, while product segment targeting directly influences the prospective purchasers of a particular product.

Experiential elements

Regardless of segment, the GSI experience represents the total brand. Experience, store design and merchandising should always be designed around the YMC identity.

In-store communications Personalized services

26

OUR BRAND STORY

27

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

BRAND STORY ELEMENTS

Our brand story contains 4 key components...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

...and 3 key messages

The big trend in society 

Major society shifts and trends that consumers experience as the result of what’s happening in the world

Context

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.

Embracing a changing world The big need for consumers

Issue

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.

The deep need or tension consumers have that the brand is trying to resolve

The hero’s motivation

Character

What the brand is ultimately trying to achieve on behalf of consumers

An optimism that says it’s all possible

The hero who resolves the issues

Goal

The human personality, identity and character of the brand

Opening new doors for you

Relentlessly pursuing a better tomorrow 28

29

OUR BRAND STORY

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

BRAND STORY ELEMENTS

Our brand story contains 4 key components...

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

...and 3 key messages

The big trend in society 

Major society shifts and trends that consumers experience as the result of what’s happening in the world

Context

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.

Embracing a changing world The big need for consumers

Issue

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.

The deep need or tension consumers have that the brand is trying to resolve

The hero’s motivation

Character

What the brand is ultimately trying to achieve on behalf of consumers

An optimism that says it’s all possible

The hero who resolves the issues

Goal

The human personality, identity and character of the brand

Opening new doors for you

Relentlessly pursuing a better tomorrow 28

OUR BRAND STORY:

29

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentlessly pursuing a better tomorrow

Embracing your changing world

30

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Maybe home is New York, or perhaps it’s London, Shanghai or Seoul. Wherever it is, you work toward a better life, because you know how fast the world is changing. You’re eager to embrace this change, but it isn’t always easy because with it comes uncertainty and a bit of anxiety. Yet you’re quick to take on this challenge, as you’re 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.

31

OUR BRAND STORY:

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentlessly pursuing a better tomorrow

Embracing your changing world

30

OUR BRAND STORY:

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Maybe home is New York, or perhaps it’s London, Shanghai or Seoul. Wherever it is, you work toward a better life, because you know how fast the world is changing. You’re eager to embrace this change, but it isn’t always easy because with it comes uncertainty and a bit of anxiety. Yet you’re quick to take on this challenge, as you’re 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.

31

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentlessly pursuing a better tomorrow

An optimism that says it’s all possible

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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33

OUR BRAND STORY:

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentlessly pursuing a better tomorrow

An optimism that says it’s all possible

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

32

33

OUR BRAND STORY:

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentlessly pursuing a better tomorrow

Opening new doors for you

So while we’re 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. It’s why our advances give you not only the latest choices, but also the confidence that, in Samsung, you’ve made the best of choices. You and Samsung. ”Turn on tomorrow“

34

35

OUR BRAND STORY:

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentlessly pursuing a better tomorrow

Opening new doors for you

So while we’re 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. It’s why our advances give you not only the latest choices, but also the confidence that, in Samsung, you’ve made the best of choices. You and Samsung. ”Turn on tomorrow“

34

HOW OUR STORIES COME ALIVE Relentlessly pursuing a better tomorrow

35

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

PAVING ROADS LESS TRAVELED 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.

But with no paved road between the locations, the dirt roads posed a hazard to the fragile semiconductor machines.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

THE NEW POSSIBILITIES OF TOMORROW 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.

To spend several weeks at a time pursuing breakthroughs is not easy duty, but through it we drive a better tomorrow by enriching our customer’s lives.

The VIP center created innovations that delight customers with their ease-of-use and value.

 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 machiner y.

The team on the ground looked beyond the problem to see the possibility.

Like the company’s 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.

Section by section, they displayed the confidence and determination of people who see in challenges a call for possibilities and a genuine desire to meet customer needs no matter the obstacles.

36

37

HOW OUR STORIES COME ALIVE Relentlessly pursuing a better tomorrow

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

PAVING ROADS LESS TRAVELED 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.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

THE NEW POSSIBILITIES OF TOMORROW 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.

But with no paved road between the locations, the dirt roads posed a hazard to the fragile semiconductor machines.

To spend several weeks at a time pursuing breakthroughs is not easy duty, but through it we drive a better tomorrow by enriching our customer’s lives.

The VIP center created innovations that delight customers with their ease-of-use and value.

 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 machiner y.

The team on the ground looked beyond the problem to see the possibility.

Like the company’s 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.

Section by section, they displayed the confidence and determination of people who see in challenges a call for possibilities and a genuine desire to meet customer needs no matter the obstacles.

36

OUR AUDIENCES

37

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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

HOW DO WE USE THE STORY?

The brand story is told across all touchpoints and more broadly than advertising. TRADESHOW

It’sthe ingredients SamsungSide-by-Side Refrigerator

SOCIAL MEDIA

THEN WE MADE IT BETTER!

Brand story

OURROOTS

OURFOUNDINGPHILOSOPHY

Brand target

 Awareness of brand story

WHENEVERSAMSUNGFACES ITS TOUGHESTPROBLEMS, ITASSEMBLES ANALL-STARTEAM OFRESEARCHERS, ENGINEERSANDDESIGNERS TOUNITEANDTACKLE THEISSUEWITH TOTALDEDICATION.

OUR

BRAND STORY

OUR STORY BEGINS ON A RUGGED ROAD

Goal

THIRD-PARTY POP JD POWER RED DOT WINNER CNET BEST

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. Audience

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

“Itisundeniablethatthefutureof acompany,ora nationforthatmatter,reliesonhumanresources. Thishasalwaysbeentheguiding principleof  Samsung.AslongasSamsungplacestheutmost emphasisondevelopingouremployees,itwillbe able tolookforwardtoabright andstablefuture.“

THIS DIVERSE TEAM MEETS ATTHE FAMED“VIPCENTER” - A VIRTUALAROUND-THE-CLOCK ASSEMBLY LINEFORIDEAS.

 V  E  In our early years we faced R  the challenges  S  of a war-torn Korea and a people struggling to I    O   N  survive. Inthistime ofpovertyandadversity 1   . the Korean people builtthe 0  foundationsof a nationalsuccess, anda youngLee Byung-Chull openeda storefrontenterprise namedfor three stars. There, in Daegu, Korea, inspired by a relentlesspassion andbelief thatgreat thingswere possible, Samsung wasborn.

COMPLETEWITH42 DORMROOMS, A GYM, SAUNA, ANDKITCHENFACILITIES, THE“VIPCENTER” IS AN EXCLUSIVEPLACEFORTHEB ESTMINDS OFSAMSUNGTOHUNK ERDOWNANDDEVELOP THELATESTAND GREATESTPRODUCTS CONSUMERSDEMAND. WHENTHESETALENTED MINDS EMERGEFROMTHECENTER, THERESULTIS ABREAKTHROUGHINNOVATION THATIS SURE TOSENDSHOCKWAVES THROUGHOUTTHE DIGITALWORLD.

LIKEYOURNEW LEDHDTV.

9

BRAND STORY BOOK

PRODUCT (PEEL-AWAY DECAL)

Engagement in story Loyalists: Becoming story evangelists

Opinion leaders & influencers

SAMSUNG.COM

 Awareness of brand story Write about/mention story

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.

Understanding of brand story

Employees

Contribution to story (help make the story fuller with local “episodes”) Understanding how to use story in marketing

38

39

OUR AUDIENCES

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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

HOW DO WE USE THE STORY?

The brand story is told across all touchpoints and more broadly than advertising. TRADESHOW

It’sthe ingredients SamsungSide-by-Side Refrigerator

SOCIAL MEDIA

THEN WE MADE IT BETTER!

Brand story

OURROOTS

OURFOUNDINGPHILOSOPHY

Brand target

 Awareness of brand story

WHENEVERSAMSUNGFACES ITS TOUGHESTPROBLEMS, ITASSEMBLES ANALL-STARTEAM OFRESEARCHERS, ENGINEERSANDDESIGNERS TOUNITEANDTACKLE THEISSUEWITH TOTALDEDICATION.

OUR

BRAND STORY

OUR STORY BEGINS ON A RUGGED ROAD

Goal

THIRD-PARTY POP JD POWER RED DOT WINNER CNET BEST

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. Audience

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

“Itisundeniablethatthefutureof acompany,ora nationforthatmatter,reliesonhumanresources. Thishasalwaysbeentheguiding principleof  Samsung.AslongasSamsungplacestheutmost emphasisondevelopingouremployees,itwillbe able tolookforwardtoabright andstablefuture.“

THIS DIVERSE TEAM MEETS ATTHE FAMED“VIPCENTER” - A VIRTUALAROUND-THE-CLOCK ASSEMBLY LINEFORIDEAS.

 V  E  In our early years we faced R  the challenges  S  of a war-torn Korea and a people struggling to I    O   N  survive. Inthistime ofpovertyandadversity 1   . the Korean people builtthe 0  foundationsof a nationalsuccess, anda youngLee Byung-Chull openeda storefrontenterprise namedfor three stars. There, in Daegu, Korea, inspired by a relentlesspassion andbelief thatgreat thingswere possible, Samsung wasborn.

COMPLETEWITH42 DORMROOMS, A GYM, SAUNA, ANDKITCHENFACILITIES, THE“VIPCENTER” IS AN EXCLUSIVEPLACEFORTHEB ESTMINDS OFSAMSUNGTOHUNK ERDOWNANDDEVELOP THELATESTAND GREATESTPRODUCTS CONSUMERSDEMAND. WHENTHESETALENTED MINDS EMERGEFROMTHECENTER, THERESULTIS ABREAKTHROUGHINNOVATION THATIS SURE TOSENDSHOCKWAVES THROUGHOUTTHE DIGITALWORLD.

LIKEYOURNEW LEDHDTV.

9

BRAND STORY BOOK

PRODUCT (PEEL-AWAY DECAL)

Engagement in story Loyalists: Becoming story evangelists

Opinion leaders & influencers

SAMSUNG.COM

 Awareness of brand story Write about/mention story

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.

Understanding of brand story

Employees

Contribution to story (help make the story fuller with local “episodes”) Understanding how to use story in marketing

38

OUR BRAND PYRAMID FRAMEWORK

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.

What makes the brand unique

OUR BRAND PYRAMID

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Relentless passion to inspire and enrich lives

 

BRAND BUILDING BLOCKS

BRAND BUILDING BLOCKS

 

Innovation that transforms how we live

  

+

Sensual design that enhances + your style

Consumer experiences that surprise & delight

BRAND PERSONALITIES

BRAND PERSONALITIES  G  u  i   d  e   s  t   o  n e  a   n d   m a   n  n e   r 

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

BRAND ESSENCE

BRAND ESSENCE  C   o  r  e   s   p  i    r   i   t  t   o b  e  e   m b  e  d  d  e  d 

39

   

Imaginative Contemporary Optimistic in outlook in style in nature

Passionate in pursuits

A clean, modern style, simple and confident

Driven by a relentless thirst  for the new, exciting

Inspired by looking and thinking beyond

40

Energetic & positive, always sees possibilities

41

OUR BRAND PYRAMID FRAMEWORK

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.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

What makes the brand unique

Relentless passion to inspire and enrich lives

 

BRAND BUILDING BLOCKS

BRAND BUILDING BLOCKS

 

Innovation that transforms how we live

  

+

Sensual design that enhances + your style

Consumer experiences that surprise & delight

BRAND PERSONALITIES

BRAND PERSONALITIES  G  u  i   d  e   s  t   o  n e  a   n d   m a   n  n e   r 

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

BRAND ESSENCE

BRAND ESSENCE  C   o  r  e   s   p  i    r   i   t  t   o b  e  e   m b  e  d  d  e  d 

OUR BRAND PYRAMID

   

Imaginative Contemporary Optimistic in outlook in style in nature

Passionate in pursuits

A clean, modern style, simple and confident

Driven by a relentless thirst  for the new, exciting

Inspired by looking and thinking beyond

Energetic & positive, always sees possibilities

40

OUR BRAND ESSENCE: WHAT WE DO

41

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Our brand essence: Relentless passion to inspire and enrich lives

OUR BRAND ESSENCE: WHAT WE OFFER

Relentless passion...

...to inspire and enrich lives

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.

Our relentless pursuit creates products that enable delightful experiences, inspiring our consumers and fueling their passions with innovation that enriches lives.

42

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

43

OUR BRAND ESSENCE: WHAT WE DO

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Our brand essence: Relentless passion to inspire and enrich lives

OUR BRAND ESSENCE: WHAT WE OFFER

Relentless passion...

...to inspire and enrich lives

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.

Our relentless pursuit creates products that enable delightful experiences, inspiring our consumers and fueling their passions with innovation that enriches lives.

42

OUR BRAND PERSONALITIES

43

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Imaginative in outlook Inspired by looking and thinking beyond

OUR BRAND PERSONALITIES

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Optimistic in nature Energetic & positive, always sees possibilities

It is...

It is not...

It is...

It is not...

Visionary Intelligent Fresh Engaging Unexpected

Too abstract Overly clever Superficial

Inspiring Bright Upbeat

Too far-fetched Unrealistic

Contemporary in style

Passionate in pursuits

 A clean, modern style, simple and confident

Driven by a relentless thirst for the new, exciting

It is...

It is not...

It is...

It is not...

New Real Comfortable Forward-looking

Cold Uptight Flashy

Joyous Charged Dynamic Magnetic

Solemn Fanatical Dark

44

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

45

OUR BRAND PERSONALITIES

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Imaginative in outlook Inspired by looking and thinking beyond

OUR BRAND PERSONALITIES

Optimistic in nature Energetic & positive, always sees possibilities

It is...

It is not...

It is...

It is not...

Visionary Intelligent Fresh Engaging Unexpected

Too abstract Overly clever Superficial

Inspiring Bright Upbeat

Too far-fetched Unrealistic

Contemporary in style

Passionate in pursuits

 A clean, modern style, simple and confident

Driven by a relentless thirst for the new, exciting

It is...

It is not...

It is...

It is not...

New Real Comfortable Forward-looking

Cold Uptight Flashy

Joyous Charged Dynamic Magnetic

Solemn Fanatical Dark

44

OUR BRAND LINE

45

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

OUR BRAND LINE

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

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.

46

47

OUR BRAND LINE

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

OUR BRAND LINE

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

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.

46

OUR BRAND LINE

47

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

OUR BRAND LINE

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

’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.

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.”

48

49

OUR BRAND LINE

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

OUR BRAND LINE

 S  E   C  T  I    O N 1   |    O  U R  B  R  A  N D   S  T  R  A  T  E   G Y   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

’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.

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.”

48

49

Section 2 Our brand cues 54 Introduction

COLOR

BRAND PERSONALITY IMAGERY

55 Overview

70 Introduction

88 Introduction

71 Our color palette

89 Brand personality and brand pyramid

WORDMARK AND BRAND LINE

72 Reinforce blue

56 Introduction

73 How to create “soft color”

57 Application examples examples

74 Select color within photography photography

58 Placement

75 Apply color to photography photography

59 Clearspace and Minimum size

76 ATL Application examples

60 Color

76 BTL Application Application examples

61 Do not

79 Color do not not

62 Category tag line principles and examples

80 Color specification

TYPOGRAPHY 64 Introduction 65 Primary typeface 66 Secondary typeface

81 Gradation combinations 82 Creating a color gradation

69 Application examples examples

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

SOUND SIGNATURE

100 South Africa

84 Introduction 85 Application

67 Non-roman typefaces 68 Typography in use

90 Variations

PHOTOGRAPHY STYLE 102 Introduction

TV ENDTAG

103 Product is the hero

86 Introduction

104 Product composition 105 Product spotlight effect 106 Retouching 107 Lifestyle imagery 108 How to portray people 109 Product-only

53

Section 2 Our brand cues 54 Introduction

COLOR

BRAND PERSONALITY IMAGERY

55 Overview

70 Introduction

88 Introduction

71 Our color palette

89 Brand personality and brand pyramid

WORDMARK AND BRAND LINE

72 Reinforce blue

56 Introduction

73 How to create “soft color”

57 Application examples examples

74 Select color within photography photography

58 Placement

75 Apply color to photography photography

59 Clearspace and Minimum size

76 ATL Application examples

60 Color

76 BTL Application Application examples

61 Do not

79 Color do not not

62 Category tag line principles and examples

80 Color specification

TYPOGRAPHY 64 Introduction 65 Primary typeface 66 Secondary typeface

69 Application examples examples

91 North America 92 China 93 South East Asia 94 India (SWA) 95 Latin America

81 Gradation combinations 82 Creating a color gradation

96 Europe 97 Russia (CIS) 98 Middle East 99 Korea

SOUND SIGNATURE

100 South Africa

84 Introduction PHOTOGRAPHY STYLE

85 Application

67 Non-roman typefaces 68 Typography in use

90 Variations

102 Introduction TV ENDTAG

103 Product is the hero

86 Introduction

104 Product composition 105 Product spotlight effect 106 Retouching 107 Lifestyle imagery 108 How to portray people 109 Product-only

53

OUR BRAND CUES INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 OVERVIEW

WORDMARK

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

BRAND LINE

Note: Use for ATL and online communications only.

TYPOGRAPHY

COLOR

SOUND SIGNATURE

Samsung Imagination Modern Samsung Imagination Modern Bold

Our brand cues consist of the following elements:

Samsung Imagination Modern Extra Bold

Samsung ImaginationModern Condensed Samsung ImaginationModernCondensed Bold

Wordmark, brand line, typography, color, sound signature, TV endtag, brand personality imagery and photography style

TV ENDTAG

SamsungImaginationModernCondensed Extra Bold

BRAND PERSONALITY IMAGERY

PHOTOGRAPHY STYLE

THE ELLIPSE IS NO LONGER IN OUR BRAND CUES The new Samsung brand cues, as illustrated in the following guideline, replace the use of the ellipse in all Samsung communications.

54

55

OUR BRAND CUES INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 OVERVIEW

WORDMARK

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

BRAND LINE

Note: Use for ATL and online communications only.

TYPOGRAPHY

COLOR

SOUND SIGNATURE

Samsung Imagination Modern Samsung Imagination Modern Bold

Our brand cues consist of the following elements:

Samsung Imagination Modern Extra Bold

Samsung ImaginationModern Condensed Samsung ImaginationModernCondensed Bold

Wordmark, brand line, typography, color, sound signature, TV endtag, brand personality imagery and photography style

TV ENDTAG

SamsungImaginationModernCondensed Extra Bold

BRAND PERSONALITY IMAGERY

PHOTOGRAPHY STYLE

THE ELLIPSE IS NO LONGER IN OUR BRAND CUES The new Samsung brand cues, as illustrated in the following guideline, replace the use of the ellipse in all Samsung communications.

54

WORDMARK AND BRAND LINE INTRODUCTION

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 confidence and energy as we move forward.

55

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

‘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.

BRAND LINE EXAMPLES IN APPLICATION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

What color is your life?

Samsung Corby. The perfect complement.

 ATL communications:

Pop-up SNS / One Finger Zoom / Smart Unlock  FashionJackets(2additionalcolors)/Large2.8"FullTouchScreenMusic Player / Dictionary / 50MBMemory / Micro SD (up to 8GB)

Print advertising, • OOH • TVC •

PRINT AD

The new Samsung LED TV

Online communications: Main pages • Sub-pages • Banners •

Emphasis is on reinforcing a unified brand message, where multiple communication objectives might live (e.g., product level advertising):

OOH AD

• Always

in the context of promotional/  benefit messaging

TV AD

Just your type Lorumipsum

ONLINE

56

57

WORDMARK AND BRAND LINE INTRODUCTION

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 confidence and energy as we move forward.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

‘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.

BRAND LINE EXAMPLES IN APPLICATION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

What color is your life?

Samsung Corby. The perfect complement.

 ATL communications:

Pop-up SNS / One Finger Zoom / Smart Unlock  FashionJackets(2additionalcolors)/Large2.8"FullTouchScreenMusic Player / Dictionary / 50MBMemory / Micro SD (up to 8GB)

Print advertising, • OOH • TVC •

PRINT AD

The new Samsung LED TV

Online communications: Main pages • Sub-pages • Banners •

Emphasis is on reinforcing a unified brand message, where multiple communication objectives might live (e.g., product level advertising):

OOH AD

• Always

in the context of promotional/  benefit messaging

TV AD

Just your type Lorumipsum

ONLINE

56

WORDMARK AND BRAND LINE PLACEMENT

 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

TOP LEFT

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 specific application needs. For example, the size of the wordmark and brand line on OOH is proportionally larger, compared to other elements, for greater visibility.

CLEARSPACE AND MINIMUM SIZE

The Samsung wordmark is one of the company’s most precious assets. Always position it for maximum impact and give it plenty of room to “breathe” to ensure their impact and legibility.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

TOP RIGHT

2S MIN.

57

SAMSUNG WORDMARK CLEAR SPACE

BRAND LINE MINIMUM SIZE

2S MIN. 2S

2S MIN.

8.5mm

S

2S

SAMSUNG BRAND LINE CLEAR SPACE 2S

BOTTOM RIGHT

S

2S

 Aligned

2S MIN.

58

59

WORDMARK AND BRAND LINE PLACEMENT

 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

TOP LEFT

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 specific application needs. For example, the size of the wordmark and brand line on OOH is proportionally larger, compared to other elements, for greater visibility.

The Samsung wordmark is one of the company’s most precious assets. Always position it for maximum impact and give it plenty of room to “breathe” to ensure their impact and legibility.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

TOP RIGHT

2S MIN.

CLEARSPACE AND MINIMUM SIZE

SAMSUNG WORDMARK CLEAR SPACE

BRAND LINE MINIMUM SIZE

2S MIN. 2S

2S MIN.

8.5mm

S

2S

SAMSUNG BRAND LINE CLEAR SPACE 2S

BOTTOM RIGHT

S

2S

 Aligned

2S MIN.

58

WORDMARK AND BRAND LINE COLOR

59

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 DO NOT

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 modification 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 not’s” are shown below.

POSITIVE WORDMARK WITH BLUE BRAND LINE 0%

40%

POSITIVE WORDMARK WITH WHITE BRAND LINE 40%

REVERSE/SILVER WORDMARK WITH WHITE BRAND LINE

70%

70%

DO NOT change the scale relationship between the wordmark and brand line

DO NOT change or alter the typeface of the brand line

DO NOT use the brand line next to the Samsung lettermark

DO NOT place wordmark and brand line on busy backgrounds or backgrounds with insufficient contrast

DO NOT position wordmark and brand line over crucial photographic details such as faces or products

DO NOT alter the wording of the brand line

DO NOT place wordmark and brand line in its own holding shape

100%

BLACK WORDMARK WITH BLACK BRAND LINE 0%

DO NOT use brand line in any color other than Samsung blue or reversed to white

40%

Note: The black wordmark and brand line can only be used for black and white printing and newspaper media.

60

61

WORDMARK AND BRAND LINE COLOR

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 DO NOT

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 modification 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 not’s” are shown below.

POSITIVE WORDMARK WITH BLUE BRAND LINE 0%

40%

POSITIVE WORDMARK WITH WHITE BRAND LINE 40%

70%

REVERSE/SILVER WORDMARK WITH WHITE BRAND LINE

70%

DO NOT change the scale relationship between the wordmark and brand line

DO NOT change or alter the typeface of the brand line

DO NOT use the brand line next to the Samsung lettermark

DO NOT place wordmark and brand line on busy backgrounds or backgrounds with insufficient contrast

DO NOT position wordmark and brand line over crucial photographic details such as faces or products

DO NOT alter the wording of the brand line

DO NOT place wordmark and brand line in its own holding shape

100%

BLACK WORDMARK WITH BLACK BRAND LINE 0%

DO NOT use brand line in any color other than Samsung blue or reversed to white

40%

Note: The black wordmark and brand line can only be used for black and white printing and newspaper media.

60

CATEGORY LINE PRINCIPLES

• 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 first year following the launch of ‘Turn on tomorrow’ to maximize the impact of the corporate brand line.

COLD WATER THAT CLEANS LIKE HOT

•

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

COLD WATER THAT CLEANS LIKE HOT

61

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

CATEGORY LINE AND SLOGAN PRINCIPLES

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

• 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.

COLD WATER THAT CLEANS LIKE HOT

COLD WATER THAT CLEANS LIKE HOT

Smart Thinking. Simple Living.

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.

The Silver Care washer with VTR steam clean technology. Smart Thinking. Simple Living.

Last line of copy

The Silver Care washer with VTR steam clean technology.

Integrated within creative

MORE SPACE IN THE SAME SPACE.

MORE SPACE IN THE SAME SPACE.

Thesleek new G-Series is biggerinside,notoutsidehas 100 more litres of spaceforcheeseand all thefoods afoodieloves.

Thesleek new G-Ser iesis biggerinside,not outsidehas 100 more litresof spaceforcheeseand all thefoods afoodieloves.

SmartThinking. Simple Living.

Connected to headline

Category line and slogan

MORE SPACE IN THE SAME SPACE.

MORE SPACE IN THE SAME SPACE.

SmartThinking. Simple Living.

SmartThinking. Simple Living.

Thesleek new G-Series is biggerinside,notoutsidehas 100 more litres of spaceforcheeseand all thefoods afoodieloves.

Thesleek new G-Series is biggerinside,notoutsidehas 100 more litres of spaceforcheeseand all thefoods afoodieloves.

Dolorin hendreritin vulputatevelitessemolestie consequatvel.

Smart Thinking. Simple Living.

62

63

CATEGORY LINE PRINCIPLES

• 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 first year following the launch of ‘Turn on tomorrow’ to maximize the impact of the corporate brand line.

COLD WATER THAT CLEANS LIKE HOT

•

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

COLD WATER THAT CLEANS LIKE HOT

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

CATEGORY LINE AND SLOGAN PRINCIPLES

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

• 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.

COLD WATER THAT CLEANS LIKE HOT

COLD WATER THAT CLEANS LIKE HOT

Smart Thinking. Simple Living.

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.

The Silver Care washer with VTR steam clean technology. Smart Thinking. Simple Living.

Last line of copy

The Silver Care washer with VTR steam clean technology.

Integrated within creative

MORE SPACE IN THE SAME SPACE.

MORE SPACE IN THE SAME SPACE.

Thesleek new G-Series is biggerinside,notoutsidehas 100 more litres of spaceforcheeseand all thefoods afoodieloves.

Thesleek new G-Ser iesis biggerinside,not outsidehas 100 more litresof spaceforcheeseand all thefoods afoodieloves.

SmartThinking. Simple Living.

Connected to headline

Category line and slogan

MORE SPACE IN THE SAME SPACE.

MORE SPACE IN THE SAME SPACE.

SmartThinking. Simple Living.

SmartThinking. Simple Living.

Thesleek new G-Series is biggerinside,notoutsidehas 100 more litres of spaceforcheeseand all thefoods afoodieloves.

Thesleek new G-Series is biggerinside,notoutsidehas 100 more litres of spaceforcheeseand all thefoods afoodieloves.

Dolorin hendreritin vulputatevelitessemolestie consequatvel.

Smart Thinking. Simple Living.

62

TYPOGRAPHY INTRODUCTION

63

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

 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 flexibility of application across varied media.

SAMSUNG IMAGINATION MODERN FONT SUITE

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

64

aA

65

TYPOGRAPHY INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

 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 flexibility of application across varied media.

SAMSUNG IMAGINATION MODERN FONT SUITE

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

aA

64

SECONDARY TYPEFACE

For body copy and functional requirements Helvetica Neue is Samsung’s 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).

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

Helvetica Neue Light

Arial Regular 

Helvetica Neue Roman

Arial Bold

65

NON-ROMAN TYPEFACES

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 specified 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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Linotype www.linotype.com Phone: +49 (0) 6172 484-418 Fax: +49 (0) 6172 484-429 e-mail: [email protected]

CYRILLIC Neue Helvetica Cyrillic 55 Roman (from Linotype, $26)

Helvetica Neue Medium Helvetica Neue Bold HELVETICA NEUE ROMAN

ARABIC Medium, AXT Gihan LightAXT Manal Black, AXT Advertising ARIAL REGULAR

CHINESE MHeiHK Medium

HINDI Kruti Dev

THAI PSL Kittithada

66

67

SECONDARY TYPEFACE

For body copy and functional requirements Helvetica Neue is Samsung’s 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).

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

Helvetica Neue Light

Arial Regular 

Helvetica Neue Roman

Arial Bold

NON-ROMAN TYPEFACES

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 specified 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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Linotype www.linotype.com Phone: +49 (0) 6172 484-418 Fax: +49 (0) 6172 484-429 e-mail: [email protected]

CYRILLIC Neue Helvetica Cyrillic 55 Roman (from Linotype, $26)

Helvetica Neue Medium Helvetica Neue Bold

ARABIC Medium, AXT Gihan LightAXT Manal Black, AXT Advertising

HELVETICA NEUE ROMAN

ARIAL REGULAR

CHINESE MHeiHK Medium

HINDI Kruti Dev

THAI PSL Kittithada

66

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.

HEADLINE    T Samsung Imagination Modern    N    I Samsung Imagination Modern Condensed    R Samsung Imagination Modern Bold    P

BODY COPY

67

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Use Helvetica Neue for large amounts of copy or copy that is under 7 pt. in size to emphasize legibility and readability.

TYPOGRAPHY EXAMPLES IN APPLICATION

Touch of style

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Samsung 2View

FrameYourself  inthe Fun! www.samsungimaging.com/PL150

SUB-HEADS

Samsung Imagination Modern Helvetica Neue Roman Helvetica Neue Medium

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed

No Body Copy for OOH

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

Samsung Imagination Modern Helvetica Neue Roman

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

No Body Copy for Broadcast

No Body Copy for Broadcast

UltraBrilliantDisplay SamsungAMOLED

Samsung Imagination Modern Bold Condensed

Samsung Imagination Modern Bold    H Samsung Imagination Modern Bold Condensed    O Samsung Imagination Modern X-Bold    O

Samsung Imagination Mod X-Bold Condensed

   E Samsung Imagination Modern Bold    D Samsung Imagination Modern Bold Condensed    A    R Samsung Imagination Modern X-Bold    T Samsung Imagination Mod X-Bold Condensed    T    S    A Samsung Imagination Modern    C Samsung Imagination Modern Bold    D    A    O    R    B

Samsung Imagination Modern    A Samsung Imagination Modern Condensed    L Samsung Imagination Modern Bold    O

PL150/PL100

SamsungUltraTouch

Samsung Imagination Modern Regular  for all normal circumstances

Samsung Imagination Modern Condensed when horizontal space is limited

Capture the whole story with an ultra-wide 24mm lens. Autem vel eum iriure.

Two LCD screens. Twice the fun. Samsung Imagination Modern Bold Helvetica Neue Roman Helvetica Neue Medium

Samsung Imagination Modern Bold Condensed

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold SamsungDualView TL225

THE SYSTEM • •

Sufficient contrast between type and background Clear typographic hierarchy

Headline Dolor sit amet

Samsung Imagination Modern Bold when visibility is a constraint

The new Samsung LED TV

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.

Samsung Imagination Modern Extra Bold for extreme cases when visibility is a constraint

68

Samsung Imagination Modern Condensed Bold when both horizontal space and visibility are a constraint

New G-Series holds more

Samsung Imagination Modern Extra Bold Condensed for extreme cases when both horizontal space and visibility are a constraint

69

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.

HEADLINE    T Samsung Imagination Modern    N    I Samsung Imagination Modern Condensed    R Samsung Imagination Modern Bold    P

BODY COPY

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Use Helvetica Neue for large amounts of copy or copy that is under 7 pt. in size to emphasize legibility and readability.

TYPOGRAPHY EXAMPLES IN APPLICATION

Touch of style

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Samsung 2View

FrameYourself  inthe Fun! www.samsungimaging.com/PL150

SUB-HEADS

Samsung Imagination Modern Helvetica Neue Roman Helvetica Neue Medium

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed

No Body Copy for OOH

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

Samsung Imagination Modern Helvetica Neue Roman

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold

No Body Copy for Broadcast

No Body Copy for Broadcast

UltraBrilliantDisplay SamsungAMOLED

Samsung Imagination Modern Bold Condensed

Samsung Imagination Modern Bold    H Samsung Imagination Modern Bold Condensed    O Samsung Imagination Modern X-Bold    O

Samsung Imagination Mod X-Bold Condensed

   E Samsung Imagination Modern Bold    D Samsung Imagination Modern Bold Condensed    A    R Samsung Imagination Modern X-Bold    T Samsung Imagination Mod X-Bold Condensed    T    S    A Samsung Imagination Modern    C Samsung Imagination Modern Bold    D    A    O    R    B

Samsung Imagination Modern    A Samsung Imagination Modern Condensed    L Samsung Imagination Modern Bold    O

PL150/PL100

SamsungUltraTouch

Samsung Imagination Modern Regular  for all normal circumstances

Samsung Imagination Modern Condensed when horizontal space is limited

Capture the whole story with an ultra-wide 24mm lens. Autem vel eum iriure.

Two LCD screens. Twice the fun. Samsung Imagination Modern Bold Helvetica Neue Roman Helvetica Neue Medium

Samsung Imagination Modern Bold Condensed

Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed Helvetica Neue Medium Helvetica Neue Bold SamsungDualView TL225

THE SYSTEM • •

Sufficient contrast between type and background Clear typographic hierarchy

Headline Dolor sit amet

Samsung Imagination Modern Bold when visibility is a constraint

Samsung Imagination Modern Condensed Bold when both horizontal space and visibility are a constraint

The new Samsung LED TV

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.

New G-Series holds more

Samsung Imagination Modern Extra Bold Condensed for extreme cases when both horizontal space and visibility are a constraint

Samsung Imagination Modern Extra Bold for extreme cases when visibility is a constraint

68

COLOR INTRODUCTION

69

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Our palette creates a differentiating and distinct color language that evokes Samsung’s core attributes, while further building consistency and brand equity.

OUR COLOR PALETTE

• The primary colors for our brand are Samsung 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.

PRIMARY COLOR

Our palette consists of vibrant color  families that may be used as gradations or as solid colors to reinforce and complement Samsung blue.

+

NEUTRAL COLOR

+

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.

ACCENT COLOR

Black

Samsung dark purple

Samsung dark red

Samsung dark green

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

White

Samsung magenta

Samsung orange

Samsung lime

Samsung blue

Samsung bright blue

Blue family

Gray family

Purple family

Why? Builds brand recognition and consistency.

Why? Provides the opportunity for an open, modern, and premium tonality.

Why? Provides a vibrant, passionate, and optimistic tonality when used in c ombination with Samsung blue.

Where? Use in combination with primary color if desired.

 Accent colors may be paired by sele cting analogous colors within a family (i.e., colors that are next to each other). This ensures a soft and human tonality.

White may be used with any approved color or color combination when required for sufficient contrast.

Where? Use in combination with primary and neutral colors to draw attention to important content or to reflect product personality attributes.

Note: White should be used as little as possible with a purposeful and thoughtful approach.

Note: Only one accent color or color pair may be used per application (in combination with primary and neutral colors).

Where? Blue is a mandatory component of all Samsung communications.

70

•

and Samsung bright blue.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Red family

Green family

Do not pair colors from different color families.

71

COLOR INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Our palette creates a differentiating and distinct color language that evokes Samsung’s core attributes, while further building consistency and brand equity.

OUR COLOR PALETTE

• The primary colors for our brand are Samsung blue

•

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).

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.

PRIMARY COLOR

Our palette consists of vibrant color  families that may be used as gradations or as solid colors to reinforce and complement Samsung blue.

+

NEUTRAL COLOR

+

Note: Our color palette is intended for application to typographic and graphic elements. It does not limit the selection of color within photography.

ACCENT COLOR

Black

Samsung dark purple

Samsung dark red

Samsung dark green

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

White

Samsung magenta

Samsung orange

Samsung lime

Samsung blue

Samsung bright blue

Blue family

Gray family

Purple family

Why? Builds brand recognition and consistency.

Why? Provides the opportunity for an open, modern, and premium tonality.

Why? Provides a vibrant, passionate, and optimistic tonality when used in c ombination with Samsung blue.

Where? Use in combination with primary color if desired.

 Accent colors may be paired by sele cting analogous colors within a family (i.e., colors that are next to each other). This ensures a soft and human tonality.

White may be used with any approved color or color combination when required for sufficient contrast.

Where? Use in combination with primary and neutral colors to draw attention to important content or to reflect product personality attributes.

Note: White should be used as little as possible with a purposeful and thoughtful approach.

Note: Only one accent color or color pair may be used per application (in combination with primary and neutral colors).

Where? Blue is a mandatory component of all Samsung communications.

Red family

Green family

Do not pair colors from different color families.

70

REINFORCE BLUE

•

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.

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 •

WORDMARK + BLUE GRAPHIC ELEMENT

WORDMARK + BLUE TYPE

+

+

WORDMARK + BLUE PHOTOGRAPHY

+

71

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Note: If an application is comprised of multiple pieces or facets (e.g., side of packaging), Samsung blue may be applied to those components.

WORDMARK + BLUE BACKGROUND

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

HOW TO CREATE “SOFT” COLOR

•

Create soft color by pairing together two analogous colors within a color family (i.e., colors that are next to each other)

• “Soft”

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

SOFT COLOR PAIR

OPTION 1 — GRADATION

OPTION 2A — FOREGROUND AND GRADATION BACKGROUND

OPTION 2B — FOREGROUND  AND SOLID COLOR BACKGROUND

OPTION 3 — TYPE AND/OR GRAPHIC ELEMENT

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

+ Primary color

N    E    W   

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Black

Velit esse molestie consequat vel illum dolore.

OR Samsung Gray/Silver

OR

Neutral color

OR

 Accent color

Note: The minimum use of Samsung blue must always be used in every application.

Examples for illustrative purposes only.

72

Examples for illustrative purposes only.

73

REINFORCE BLUE

•

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 •

HOW TO CREATE “SOFT” COLOR

•

Create soft color by pairing together two analogous colors within a color family (i.e., colors that are next to each other)

• “Soft”

WORDMARK + BLUE TYPE

+

WORDMARK + BLUE PHOTOGRAPHY

+

+

WORDMARK + BLUE BACKGROUND

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.

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.

3. Apply one color to type or graphic element and a second to other type or graphic element.

•

WORDMARK + BLUE GRAPHIC ELEMENT

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

SOFT COLOR PAIR

OPTION 2A — FOREGROUND AND GRADATION BACKGROUND

OPTION 1 — GRADATION

OPTION 2B — FOREGROUND  AND SOLID COLOR BACKGROUND

OPTION 3 — TYPE AND/OR GRAPHIC ELEMENT

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

Velitesse molestie consequat vel illum dolore.

+ Primary color

N    E    W   

DUIS AUTEM VEL EUM IRIURE DOLOR INTE

Black

Velit esse molestie consequat vel illum dolore.

OR Samsung Gray/Silver

OR

Neutral color

OR

 Accent color

Note: The minimum use of Samsung blue must always be used in every application.

72

Examples for illustrative purposes only.

SELECT COLOR WITHIN PHOTOGRAPHY

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

• There

are three ways to select color within photography: 1. Blue photography 2. Accent color in product photography 3. Full-color photography

BLUE PHOTOGRAPHY

73

Examples for illustrative purposes only.

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 sufficient contrast for legibility

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Note: For legibility purposes in type, white may be used in addition to any approved color or color combination.

BLUE PHOTOGRAPHY + Soft primary blue color

• Photography with a blue tone

reinforces the Samsung primary brand color.

DUIS AUTEM VEL EUM IRIURE

• Try to select images with blue tones

Soft neutral color

Hendreritinvulputate velit eum iriure dolor in hendrerit.

that align with the Samsung primary color, but matching is not required. Hendreritinvulputate velit eum iriure dolor in hendrerit.

ACCENT COLOR (PRODUCT) PHOTOGRAPHY

ACCENT COLOR (PRODUCT) PHOTOGRAPHY +

• When shooting product imagery,

Soft primary blue color

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

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

Neutral color

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

FULL-COLOR PHOTOGRAPHY + Primary blue color

• Full-color photography reinforces the

imagination, contemporary, optimistic and passionate attributes of Samsung and our consumers. • There are no restrictions on color when

Neutral color

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

selecting Full-color photography. Invulputate velit

Note: The minimum use of Samsung blue must always be used in every application.

Examples for illustrative purposes only.

74

Examples for illustrative purposes only.

75

SELECT COLOR WITHIN PHOTOGRAPHY

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

• There

are three ways to select color within photography: 1. Blue photography 2. Accent color in product photography 3. Full-color photography

BLUE PHOTOGRAPHY

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 sufficient contrast for legibility

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Note: For legibility purposes in type, white may be used in addition to any approved color or color combination.

BLUE PHOTOGRAPHY + Soft primary blue color

• Photography with a blue tone

reinforces the Samsung primary brand color.

DUIS AUTEM VEL EUM IRIURE

• Try to select images with blue tones

Soft neutral color

Hendreritinvulputate velit eum iriure dolor in hendrerit.

that align with the Samsung primary color, but matching is not required. Hendreritinvulputate velit eum iriure dolor in hendrerit.

ACCENT COLOR (PRODUCT) PHOTOGRAPHY

ACCENT COLOR (PRODUCT) PHOTOGRAPHY +

• When shooting product imagery,

Soft primary blue color

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

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

Neutral color

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

One accent color

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE Hendreritinvulputate velit eum iriure dolor in hendrerit.

FULL-COLOR PHOTOGRAPHY + Primary blue color

• Full-color photography reinforces the

imagination, contemporary, optimistic and passionate attributes of Samsung and our consumers. • There are no restrictions on color when

Neutral color

One accent color

Soft accent color pair

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

DUIS AUTEM VEL EUM IRIURE

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

Hendreritinvulputate velit eum iriure dolor in hendrerit.

selecting Full-color photography. Invulputate velit

Note: The minimum use of Samsung blue must always be used in every application.

74

Examples for illustrative purposes only.

ATL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

Use a Samsung primary color when only one color is used. The type shown here uses Samsung blue.

Twice the fun of any camera. Dual LCDs make it easy.

The type shown here uses Samsung bright blue.

Samsung soft blue may be used in a combination of type and background color (e.g., type Samsung blue, background Samsung bright blue).

BTL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

Autem vel eum iriure.

Samsung soft blue may be used on secondary surfaces or pages of an application.

PLEASURE TO MEET YOU

Thesleek new G-Series is biggerinside,not outsidehas 100 morelitres of spaceforcheeseand all thefoods afoodieloves.

  l    e    v     m    e    t    u    a    s   i    u     D    t  .  i   l    e    v    e    t    a    t    u    p   l    u    v    n   i   t   i    r    e    r     d    n    e    h    n   i    r    o   l    o     d    e    r    u   i    r   i    m    u    e   l    e    v     m    e    t    u    a    s   i    u     D

Hendreritinvulputate velit eum iriure dolor.

Samsung Instinct S30

Learn more about Samsung microwaves at: www.samsung.com

Screenimagess imulated.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

Samsung soft blue may be used as a gradation for backgrounds.

More space in the same space.

Capture the whole story with an ultra-wide 24mm lens.

75

Examples for illustrative purposes only.

5.0MegapixelDigitalCamera

ThenewSamsung ST550has LCDscreens onthefronta nd backof    thecamera. So nowyoucanhave funtaking perfectlyframed pictures andbepartofthefunatthesametime.

Samsung SmartCameras.

SPH-M850

Innovationmakes iteasy.

Duis autem vel eum iriuredolo r i n h e n d r eirt i n vulputatevelit eum

© 2009 Samsung ElectronicsCo Ltd. .

PRINT AD

PACKAGE

BROCHURE PRINT AD

 Accent color may be used to contrast the image color. The type shown here uses Samsung magenta.

PRINT AD The Samsung brand line is used on onlinec ommunications.

New G-Series holds more

It’s t ingr

Next Generation Lorum ipsum

SamsungSid Refrigerator

OOH TRADESHOW

The type shown here uses Samsung blue.

TV AD

ONLINE  Accent color may be used to complement the image color.

 Accent color may be used to provide distinctiveness. This graphic uses Samsung magenta.

Find creative ways to complement Samsung soft blue, such as using blue within full-color imager y.

76

77

ATL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

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.

Twice the fun of any camera. Dual LCDs make it easy.

Samsung soft blue may be used in a combination of type and background color (e.g., type Samsung blue, background Samsung bright blue).

BTL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

Autem vel eum iriure.

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.

Samsung soft blue may be used on secondary surfaces or pages of an application.

Samsung soft blue may be used as a gradation for backgrounds.

PLEASURE TO MEET YOU

More space in the same space.

Capture the whole story with an ultra-wide 24mm lens.

Thesleek new G-Series is biggerinside,not outsidehas 100 morelitres of spaceforcheeseand all thefoods afoodieloves.

  l    e    v     m    e    t    u    a    s   i    u     D    t  .  i   l    e    v    e    t    a    t    u    p   l    u    v    n   i   t   i    r    e    r     d    n    e    h    n   i    r    o   l    o     d    e    r    u   i    r   i    m    u    e   l    e    v     m    e    t    u    a    s   i    u     D

Hendreritinvulputate velit eum iriure dolor.

Samsung Instinct S30

Learn more about Samsung microwaves at: www.samsung.com

Screenimagess imulated.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

5.0MegapixelDigitalCamera

ThenewSamsung ST550has LCDscreens onthefronta nd backof    thecamera. So nowyoucanhave funtaking perfectlyframed pictures andbepartofthefunatthesametime.

Samsung SmartCameras.

SPH-M850

Innovationmakes iteasy.

Duis autem vel eum iriuredolo r i n h e n d r eirt i n vulputatevelit eum

© 2009 Samsung ElectronicsCo Ltd. .

PACKAGE

BROCHURE

PRINT AD

PRINT AD

 Accent color may be used to contrast the image color. The type shown here uses Samsung magenta.

PRINT AD The Samsung brand line is used on onlinec ommunications.

New G-Series holds more

It’s t ingr

Next Generation Lorum ipsum

SamsungSid Refrigerator

OOH TRADESHOW

The type shown here uses Samsung blue.

TV AD

ONLINE

 Accent color may be used to provide distinctiveness. This graphic uses Samsung magenta.

 Accent color may be used to complement the image color. Find creative ways to complement Samsung soft blue, such as using blue within full-color imager y.

76

BTL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 type combination. This graphic uses type in Samsung blue and Samsung bright blue.

77

COLOR DO NOT

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Our color palette allows for great flexibility. However, guidelines must be followed in order to maintain a consistent and identifiable look and feel.

• The

following examples illustrate improper application of color.

Use black in place of Samsung soft blue only when printing limitations do not allow the use of color.

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

  l    e    v     m    e    t    u    a    s   i    u     D    t  .  i   l    e    v    e    t    a    t    u    p   l    u    v    n   i   t   i    r    e    r     d    n    e    h    n   i    r    o   l    o     d    e    r    u   i    r   i    m    u    e   l    e    v     m    e    t    u    a    s   i    u     D

Samsung Instinct

Duisautem veleum iriure dolor inhendreritinvulputate velit esse molestie consequat,vel illum dolore eu feugiat nulla   facilisisat. Veroeros etaccumsanet iustoodio dignissim qui blanditpraesentluptatum zzrildelenit.

Samsung 46" 1080p LED HDTV UN46B6000

Duis autemveleum iriuredolorin hendreritinvulputatevelit esse molestie consequat, velillum dolore eufeugiatnullafacilisis at. Vero eros etaccumsanetiusto odio dignissim quiblandit.

5.0 Megapixel Digital Camera

SPH-M850 Tall dispenser & LED display Duisautemvel eumiriure dolorin hendreritinvulputatevelit.Duis autemveleumiriuredolorinhendrerit invulputate velit eumiriure dolorin hendreritinvulputatevelit.

Hiddenhinges Duisautemvel eumiriure dolorin hendreritinvulputateveliteumiriure dolorinhendreritinvulputatevelit.  Vel eumiriure dolorinhendrerit in vulputatevelit.Duisautemveleum iriure dolorinhendrerit invulputate velit eumiriure dolorinhendrerit in vulputatevelit.

Beveragestation Dolorinhendrerit invulputate velit eumiriure dolorinhendrerit in vulputate velit.Vel eumiriure dolorin hendreritinvulputatevelit.Duis autemvel eumiriure dolorinhendrerit invulputate velit eumiriure dolorin hendreritinvulputatevelit.

(45.9 inches measured diagonally) CONTENTS LIBRARY

ULTRA CLEAR PANEL

AUTO MOTION PLUS 120HZ

Enjoy preloaded contentdesigned for entertainment,educationandlifestyle –Noexternalsourcerequired

More vivid colorsand deeper, richer black levels

Twice the frames, twice the clarity

SamsungLEDHDTV

Do not apply a soft color gradient on any angle other than 45º.

Do not create additional unapproved soft color pairs or gradients.

Do not use a soft color gradient within typography.

STICKER POS

When it is not possible to use Samsung soft blue in the most prominent application, use it in a secondary application.

More space in the same space.

Samsung LED TV Brilliant

Thesleek new G-Series is biggerinside,notoutsidehas 100 morelitres of spaceforcheeseand all thefoods afoodieloves.

Just your type Lorumipsum

WHICH COMPUTER FORYOU?

LOREM IPSUM VERO

1.

2.

3.

1.RUGGEDDESIGN

1.RUGGEDDESIGN

1.RUGGEDDESIGN

2. GPS

2. GPS

2. GPS

 S   A  L  E 

Autem vel eum iriure dolor in

View All >

POP NEW

SAMSUNG SENS N310

This example uses Samsung blue.

Do not use accent color on applications without the use of Samsung blue.

POS

Do not use more than one accent color pair in combination with Samsung blue.

Do not combine colors without enough contrast.

Use accent colors to delineate important information. This example uses Samsung red to Samsung orange gradation.

78

79

BTL APPLICATION EXAMPLES

•

In addition to the wordmark, Samsung blue must be used in every application.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 type combination. This graphic uses type in Samsung blue and Samsung bright blue.

COLOR DO NOT

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Our color palette allows for great flexibility. However, guidelines must be followed in order to maintain a consistent and identifiable look and feel.

• The

following examples illustrate improper application of color.

Use black in place of Samsung soft blue only when printing limitations do not allow the use of color.

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

SAMSUNG PROUD SPONSOR 2012 SUMMER OLYMPIC GAMES

  l    e    v     m    e    t    u    a    s   i    u     D    t  .  i   l    e    v    e    t    a    t    u    p   l    u    v    n   i   t   i    r    e    r     d    n    e    h    n   i    r    o   l    o     d    e    r    u   i    r   i    m    u    e   l    e    v     m    e    t    u    a    s   i    u     D

Samsung Instinct

Duisautem veleum iriure dolor inhendreritinvulputate velit esse molestie consequat,vel illum dolore eu feugiat nulla   facilisisat. Veroeros etaccumsanet iustoodio dignissim qui blanditpraesentluptatum zzrildelenit.

5.0 Megapixel Digital Camera

Samsung 46" 1080p LED HDTV UN46B6000

Duis autemveleum iriuredolorin hendreritinvulputatevelit esse molestie consequat, velillum dolore eufeugiatnullafacilisis at. Vero eros etaccumsanetiusto odio dignissim quiblandit.

SPH-M850 Tall dispenser & LED display Duisautemvel eumiriure dolorin hendreritinvulputatevelit.Duis autemveleumiriuredolorinhendrerit invulputate velit eumiriure dolorin hendreritinvulputatevelit.

Hiddenhinges Duisautemvel eumiriure dolorin hendreritinvulputateveliteumiriure dolorinhendreritinvulputatevelit.  Vel eumiriure dolorinhendrerit in vulputatevelit.Duisautemveleum iriure dolorinhendrerit invulputate velit eumiriure dolorinhendrerit in vulputatevelit.

Beveragestation Dolorinhendrerit invulputate velit eumiriure dolorinhendrerit in vulputate velit.Vel eumiriure dolorin hendreritinvulputatevelit.Duis autemvel eumiriure dolorinhendrerit invulputate velit eumiriure dolorin hendreritinvulputatevelit.

(45.9 inches measured diagonally) CONTENTS LIBRARY

ULTRA CLEAR PANEL

AUTO MOTION PLUS 120HZ

Enjoy preloaded contentdesigned for entertainment,educationandlifestyle –Noexternalsourcerequired

More vivid colorsand deeper, richer black levels

Twice the frames, twice the clarity

SamsungLEDHDTV

Do not apply a soft color gradient on any angle other than 45º.

Do not create additional unapproved soft color pairs or gradients.

Do not use a soft color gradient within typography.

STICKER POS

When it is not possible to use Samsung soft blue in the most prominent application, use it in a secondary application.

More space in the same space.

Samsung LED TV Brilliant

Thesleek new G-Series is biggerinside,notoutsidehas 100 morelitres of spaceforcheeseand all thefoods afoodieloves.

Just your type Lorumipsum

WHICH COMPUTER FORYOU?

LOREM IPSUM VERO

1.

2.

3.

1.RUGGEDDESIGN

1.RUGGEDDESIGN

1.RUGGEDDESIGN

2. GPS

2. GPS

2. GPS

 S   A  L  E 

Autem vel eum iriure dolor in

View All >

POP NEW

This example uses Samsung blue.

SAMSUNG SENS N310

Do not use accent color on applications without the use of Samsung blue.

POS

Do not use more than one accent color pair in combination with Samsung blue.

Do not combine colors without enough contrast.

Use accent colors to delineate important information. This example uses Samsung red to Samsung orange gradation.

78

COLOR SPECIFICATION

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Pantone®, CMYK and RGB equivalents are specified here in order to maintain consistency across all Samsung communications.

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

79

NEUTRAL COLOR BLACK C0 M0 Y0 K100 R0 G0 B0 HEX: #000000

GRADATION COMBINATIONS

• These

are the only color combinations that have been approved.

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Gradations may only be made from the CMYK breakdowns from p80.

PRIMARY COLOR

NEUTRAL COLOR

ACCENT COLOR

Samsung blue

Black

Samsung dark purple

Samsung dark red

Samsung dark green

Samsung bright blue

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

White

Samsung magenta

Samsung orange

Samsung lime

Samsung GRAY/SILVER Pantone 431 C45 M27 Y17 K51 R94 G106 B113 HEX: #5E6A71 WHITE C0 M0 Y0 K0 R255 G255 B255 HEX: #FFFFFF

ACCENT COLOR 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 PURPLE Pantone 2725 C C76 M70Y0 K0 R100 G89 B196 HEX: #6459C4

Samsung RED Pantone 1795 C C0 M96 Y90 K2 R205 G32 B44 HEX: #CD202C

Samsung GREEN Pantone 354 C C89 M0 Y90 K0 R0 G175 B63 HEX: #00AF3F

Samsung MAGENTA Pantone 219 C C0 M92 Y0 K0 R215 G31 B133 HEX: #D71F85

Samsung ORANGE Pantone 1375 C C0 M45 Y95 K0 R255 G160 B47 HEX: #FFA02F

Samsung LIME Pantone 382 C C28 M0 Y92 K0 R190 G214 B0 HEX: #BED600

The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not bee n 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.

80

81

COLOR SPECIFICATION

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Pantone®, CMYK and RGB equivalents are specified here in order to maintain consistency across all Samsung communications.

NEUTRAL 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

BLACK C0 M0 Y0 K100 R0 G0 B0 HEX: #000000

GRADATION COMBINATIONS

• These

are the only color combinations that have been approved.

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Gradations may only be made from the CMYK breakdowns from p80.

PRIMARY COLOR

NEUTRAL COLOR

ACCENT COLOR

Samsung blue

Black

Samsung dark purple

Samsung dark red

Samsung dark green

Samsung bright blue

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

Samsung gray/silver

Samsung purple

Samsung red

Samsung green

White

Samsung magenta

Samsung orange

Samsung lime

Samsung GRAY/SILVER Pantone 431 C45 M27 Y17 K51 R94 G106 B113 HEX: #5E6A71

Samsung BRIGHT BLUE Pantone 2995 C C87 M0 Y0 K0 R0 G169 B224 HEX: #00A9E0

WHITE C0 M0 Y0 K0 R255 G255 B255 HEX: #FFFFFF

ACCENT COLOR 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 PURPLE Pantone 2725 C C76 M70Y0 K0 R100 G89 B196 HEX: #6459C4

Samsung RED Pantone 1795 C C0 M96 Y90 K2 R205 G32 B44 HEX: #CD202C

Samsung GREEN Pantone 354 C C89 M0 Y90 K0 R0 G175 B63 HEX: #00AF3F

Samsung MAGENTA Pantone 219 C C0 M92 Y0 K0 R215 G31 B133 HEX: #D71F85

Samsung ORANGE Pantone 1375 C C0 M45 Y95 K0 R255 G160 B47 HEX: #FFA02F

Samsung LIME Pantone 382 C C28 M0 Y92 K0 R190 G214 B0 HEX: #BED600

The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not bee n 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.

80

CREATING A COLOR GRADATION

• 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 sufficient contrast.

 Type:

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Note: While the soft blue color pair is demonstrated here, the specifications apply to all approved color pairs.

Linear

Angle: 0

° L oc at io n: 40

81

CREATING A COLOR GRADATION

• 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 135˚ angle

%

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

45˚ angle

40%

2%

98%

 SAMSUNG BRIGHT BLUE  C90, M11, Y0, K0 

SAMSUNG BLUE C100, M80, Y0, K0



Samsung Light Blue C90, M11, Y0, K0

-135˚ angle

Samsung Blue C100, M66, Y0, K0

-45˚ angle Note: Use these gradient specifications to produce a dark color dominant gradation.

Duis autem vel eum iriure dolor.

Duis autem vel eum iriure dolor.

Duis autem vel eum iriure dolor.

OPPOSITE EDGE

LIGHT DOMINANT 135˚ angle

STEP 1

STEP 2

STEP 3

If a background gradation is des ired, 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.

Samsung Blue C100, M66, Y0, K0

-135˚ angle

In some extreme horizontal or vertical situations the gradient may need to be extended past the opposite edge in order to reveal enough color.

Samsung Light Blue C90, M11, Y0, K0

-45˚ angle Note: Use these gradient specifications to produce a light color dominant gradation.

FOR EXTREME HORIZONTAL AND VERTICAL APPLICATIONS

STEP 3

45˚ angle

Duis autem vel eum iriure dolor.

PAST OPPOSITE EDGE

Duis autem vel eum iriure dolor.

PAST OPPOSITE EDGE

82

83

CREATING A COLOR GRADATION

• 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 sufficient contrast.

 Type:

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Note: While the soft blue color pair is demonstrated here, the specifications apply to all approved color pairs.

Linear

Angle: 0

° L oc at io n: 40

CREATING A COLOR GRADATION

• 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 135˚ angle

%

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

45˚ angle

40%

2%

98%

 SAMSUNG BRIGHT BLUE  C90, M11, Y0, K0 

SAMSUNG BLUE C100, M80, Y0, K0



Samsung Light Blue C90, M11, Y0, K0

-135˚ angle

Samsung Blue C100, M66, Y0, K0

-45˚ angle Note: Use these gradient specifications to produce a dark color dominant gradation.

Duis autem vel eum iriure dolor.

Duis autem vel eum iriure dolor.

Duis autem vel eum iriure dolor.

OPPOSITE EDGE

LIGHT DOMINANT 135˚ angle

STEP 1

STEP 2

STEP 3

If a background gradation is des ired, 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.

45˚ angle

Samsung Blue C100, M66, Y0, K0

-135˚ angle

-45˚ angle Note: Use these gradient specifications to produce a light color dominant gradation.

FOR EXTREME HORIZONTAL AND VERTICAL APPLICATIONS

STEP 3 In some extreme horizontal or vertical situations the gradient may need to be extended past the opposite edge in order to reveal enough color.

Samsung Light Blue C90, M11, Y0, K0

Duis autem vel eum iriure dolor.

PAST OPPOSITE EDGE

Duis autem vel eum iriure dolor.

PAST OPPOSITE EDGE

82

SOUND SIGNATURE INTRODUCTION

83

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

SOUND SIGNATURE APPLICATION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

The sound signature must always be added to the end of all TV commercials. Sound signature was enhanced from the original sound to better fit with the brand personality, while maintaining the melodic structure (starflight).

SAMSUNG SOUND SIGNATURE: STARFLIGHT

The sound signature was developed to fit with the brand personality (imaginative, contemporary, optimistic & passionate) and to bolster with “Turn on Tomorrow”.

TIMING GUIDE Two versions with different time lengths are provided. Recommend to use :3 for :30 TV commercial and :2 for :15 TV commercial

:20 and :30 version

:15 version

Soundtrack (:27)

Soundtrack (:13)

Signature (:03)

Signature (:02)

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.

* 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.

84

85

SOUND SIGNATURE INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

SOUND SIGNATURE APPLICATION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

The sound signature must always be added to the end of all TV commercials. Sound signature was enhanced from the original sound to better fit with the brand personality, while maintaining the melodic structure (starflight).

SAMSUNG SOUND SIGNATURE: STARFLIGHT

The sound signature was developed to fit with the brand personality (imaginative, contemporary, optimistic & passionate) and to bolster with “Turn on Tomorrow”.

TIMING GUIDE Two versions with different time lengths are provided. Recommend to use :3 for :30 TV commercial and :2 for :15 TV commercial

:20 and :30 version

:15 version

Soundtrack (:27)

Soundtrack (:13)

Signature (:03)

Signature (:02)

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.

* 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.

84

TV ENDTAG INTRODUCTION

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

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

ENDTAG SEQUENCE & TIMING GUIDE 3 seconds (for :30 and :20 TV Commercials) Samsung logo appears first, then the brand line dissolves in

seconds

85

3

2 seconds (for :15 TV Commercials) Samsung logo appears first, then the brand line dissolves in

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.

86

TV ENDTAG INTRODUCTION

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

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

ENDTAG SEQUENCE & TIMING GUIDE 3 seconds (for :30 and :20 TV Commercials) Samsung logo appears first, then the brand line dissolves in

seconds

3

2 seconds (for :15 TV Commercials) Samsung logo appears first, then the brand line dissolves in

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.

86

BRAND PERSONALITY IMAGERY INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 IMAGERY AND BRAND PYRAMID

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

The interpretation of brand personalities can vary across regions. Brand Personality traits will be influenced by consumer profiles, culture, product category dynamics, religion, acceptance of non-local executions, etc.

BRAND PYRAMID

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.

BRAND ESSENCE

Relentless passion to inspire and enrich lives BRAND BUILDING BLOCKS Innovation that Sensual design that transforms how we live + enhances your style +

Consumer experiences that surprise & delight

BRAND PERSONALITIES

Imaginative Contemporary Optimistic in outlook in style in nature Inspired by looking and thinking beyond

A clean, modern style, simple and confident

Energetic & positive, always sees possibilities

Passionate in pursuits Driven by a relentless thirst  for the new, exciting

REGIONAL INTERPRETATION

is defined and applied differently across regions due to unique cultural category, target and/or the-stage influences

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89

BRAND PERSONALITY IMAGERY INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 IMAGERY AND BRAND PYRAMID

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

The interpretation of brand personalities can vary across regions. Brand Personality traits will be influenced by consumer profiles, culture, product category dynamics, religion, acceptance of non-local executions, etc.

BRAND PYRAMID

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.

BRAND ESSENCE

Relentless passion to inspire and enrich lives BRAND BUILDING BLOCKS Innovation that Sensual design that transforms how we live + enhances your style +

Consumer experiences that surprise & delight

BRAND PERSONALITIES

Imaginative Contemporary Optimistic in outlook in style in nature Inspired by looking and thinking beyond

A clean, modern style, simple and confident

Energetic & positive, always sees possibilities

Passionate in pursuits Driven by a relentless thirst  for the new, exciting

REGIONAL INTERPRETATION

is defined and applied differently across regions due to unique cultural category, target and/or the-stage influences

88

BRAND PERSONALITY IMAGERY VARIATIONS

89

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 dif ferences, cultural & religious heritage, as well as socio-economic progress, to identify variations in brand personality.

NORTH AMERICA Brand personality imagery (regional interpretation) Imaginative

(it is…)

 Always looking and thinking beyond. Extraordinary, Unique, Fresh

Contemporary Russia (CIS)

Europe

North America

 A cultural blend of sophisticated consumers that know adver tising. Open to brand engagement.

Progressive culture that is rooted firmly in tradition. Cannot separate old from new.

Comfortable, In-touch, Fashion forward

Optimistic

Middle East

Latin America

Distinct with significant cultural and religious differences, but can be open to western influence

 A relatively homogeneous region that shares similar physical, cultural, economic and religious beliefs.

(it is…)

 A clean, modern style. Simple and confident, not too flashy or overly trendy.

China

Evolving society that places importance on western culture. Open to change and quicklya dapting.

Despite differences physically, socioeconomically, and in culture, there is a look and style that is very European

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

(it is…)

 Always looking and thinking beyond. India (SWA)

Positive, Confident, Progressive

Strong cultural and religious society but with a thirst for progress. Look/style is distinct and preferred.

South Africa

Distinct,emerging market within a region that reflects cultural and socio-economic conditions suitable for target.

#8939607 South East Asia

Reflects differences in look and socioeconomics and cultures across region.

Passionate

Korea

Important to maintain relationships with domestic consumers in a way that is intimate and understanding.

(it is…)

Passionate pursuits, an insatiable thirst for the new & exciting. Curious and immersed in creative self-expression. Joyful, Enthusiastic, Devoted

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91

BRAND PERSONALITY IMAGERY VARIATIONS

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 dif ferences, cultural & religious heritage, as well as socio-economic progress, to identify variations in brand personality.

NORTH AMERICA Brand personality imagery (regional interpretation) Imaginative

(it is…)

 Always looking and thinking beyond. Extraordinary, Unique, Fresh

Contemporary Russia (CIS)

Europe

North America

 A cultural blend of sophisticated consumers that know adver tising. Open to brand engagement.

Despite differences physically, socioeconomically, and in culture, there is a look and style that is very European

Progressive culture that is rooted firmly in tradition. Cannot separate old from new.

Comfortable, In-touch, Fashion forward

Optimistic

Middle East

Distinct with significant cultural and religious differences, but can be open to western influence

Latin America

 A relatively homogeneous region that shares similar physical, cultural, economic and religious beliefs.

(it is…)

 A clean, modern style. Simple and confident, not too flashy or overly trendy.

China

Evolving society that places importance on western culture. Open to change and quicklya dapting.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

(it is…)

 Always looking and thinking beyond. India (SWA)

Positive, Confident, Progressive

Strong cultural and religious society but with a thirst for progress. Look/style is distinct and preferred.

#8939607 South East Asia

Reflects differences in look and socioeconomics and cultures across region.

South Africa

Distinct,emerging market within a region that reflects cultural and socio-economic conditions suitable for target.

Passionate

Korea

Important to maintain relationships with domestic consumers in a way that is intimate and understanding.

(it is…)

Passionate pursuits, an insatiable thirst for the new & exciting. Curious and immersed in creative self-expression. Joyful, Enthusiastic, Devoted

90

CHINA

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation) Imaginative

(it is…)

Surprising and thinking beyond ordinary expectation. Unexpected, Visionary, Magnifying

Contemporary

91

SOUTH EAST ASIA Brand personality imagery (regional interpretation) Imaginative

(it is…)

Is inspired by always looking and thinking beyond. Intelligent, Human, Unexpected

Contemporary

(it is…)

Reflective of modern western style but drawing from Chinese heritage.

(it is…)

Co-existence of western culture based on the cultural heritage. Clean & Simple.

Modern, trendy and westernized but embracing China heritage

Optimistic

Stylish, Modern yet culturally pure, Warm

Optimistic

(it is…)

Enjoying now with satisfying today.

(it is…)

Strong belief in faith, desire for better life & enjoying life. Open-minded, Satisfied, Happy

Passionate

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Faithful, inspiring, openminded, family protective

Passionate

(it is…)

Relentless thirst for achieving social status, and pursuit of the new in a self-confident way.

(it is…)

Passionate Eager to achieve, work hard & play hard.

  Ambitious, Self-confident,  Adventurous

 Achieving, Ambitious, Exciting

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CHINA

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation) Imaginative

(it is…)

Surprising and thinking beyond ordinary expectation. Unexpected, Visionary, Magnifying

Contemporary

SOUTH EAST ASIA Brand personality imagery (regional interpretation) Imaginative

(it is…)

Is inspired by always looking and thinking beyond. Intelligent, Human, Unexpected

Contemporary

(it is…)

Reflective of modern western style but drawing from Chinese heritage.

(it is…)

Co-existence of western culture based on the cultural heritage. Clean & Simple.

Modern, trendy and westernized but embracing China heritage

Optimistic

Stylish, Modern yet culturally pure, Warm

Optimistic

(it is…)

Enjoying now with satisfying today.

(it is…)

Strong belief in faith, desire for better life & enjoying life. Open-minded, Satisfied, Happy

Passionate

Faithful, inspiring, openminded, family protective

Passionate

(it is…)

Relentless thirst for achieving social status, and pursuit of the new in a self-confident way.

(it is…)

Passionate Eager to achieve, work hard & play hard.

  Ambitious, Self-confident,  Adventurous

 Achieving, Ambitious, Exciting

92

INDIA (SWA)

(it is…)

Inspired by new trend and culture, music, television and movies. Vivid, Artistic, Novel, Cross cultural influences

Contemporary

93

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Imaginative

LATIN AMERICA

Imaginative

(it is…)

Surprising and adventurous, never without a cultural influence. Surprising, Adventurous, Open-minded

(it is…)

Embraces modernity without abandoning traditions as reflected in fashion, art, food and lifestyle.

International yet Indian, New, Trendy, As pirational

Fresh, State-of-the-art, Fashion forward

Optimistic

(it is…)

 Always sees possibilities, eager to learn, think positively.

(it is…)

 Always welcoming and looking to the future with warmth and enthusiasm. Cheerful, Bright, Positive, Pleasant

Passionate

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Contemporary

(it is…)

Combination of the exotic with the international through a uniquely Indian sensibility.

Optimistic

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Friendly, Welcoming, Bright

Passionate

(it is…)

Passionate about advancement and extraordinary experiences.

(it is…)

Passionate for excitement together.

Enthusiastic, Ambitious, Determined

Exciting, Warm, Sensual

94

95

INDIA (SWA)

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspired by new trend and culture, music, television and movies. Vivid, Artistic, Novel, Cross cultural influences

Contemporary

LATIN AMERICA Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Surprising and adventurous, never without a cultural influence. Surprising, Adventurous, Open-minded

Contemporary

(it is…)

Combination of the exotic with the international through a uniquely Indian sensibility.

(it is…)

Embraces modernity without abandoning traditions as reflected in fashion, art, food and lifestyle.

International yet Indian, New, Trendy, As pirational

Optimistic

Fresh, State-of-the-art, Fashion forward

Optimistic

(it is…)

 Always sees possibilities, eager to learn, think positively.

(it is…)

 Always welcoming and looking to the future with warmth and enthusiasm. Cheerful, Bright, Positive, Pleasant

Passionate

Friendly, Welcoming, Bright

Passionate

(it is…)

Passionate about advancement and extraordinary experiences.

(it is…)

Passionate for excitement together.

Enthusiastic, Ambitious, Determined

Exciting, Warm, Sensual

94

EUROPE

(it is…)

Visionary and inspirational in their pursuit of the new. Positive, Authentic, Engaging

Contemporary

95

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation) Imaginative

RUSSIA (CIS)

Imaginative

(it is…)

Inspired by looking and thinking beyond. Creative, Artistic, Unexpected

(it is…)

Trend leading, fashionable style with a liberal unique identity. Confident, Stylish, Leading edge

Fashionable, Modern, Premium

Optimistic

(it is…)

Belief in pursuing possibilities.

(it is…)

Positive thinking regardless of life’s surprises, exploring with pioneering fearlessness. Bright, Inspiring, Romantic

Passionate

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Contemporary

(it is…)

Trendy, cool with modern simplicity.

Optimistic

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Fearless, Bright, Positive

Passionate

(it is…)

Free spirited and playful. Fueled by excitement.

(it is…)

Eagerly searching for pragmatic solutions with vigor. Dynamic, Exuberant, Exciting

Enthusiastic, Energetic, Sensible

96

97

EUROPE

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation) Imaginative

(it is…)

Visionary and inspirational in their pursuit of the new. Positive, Authentic, Engaging

Contemporary

RUSSIA (CIS) Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspired by looking and thinking beyond. Creative, Artistic, Unexpected

Contemporary

(it is…)

Trendy, cool with modern simplicity.

(it is…)

Trend leading, fashionable style with a liberal unique identity. Confident, Stylish, Leading edge

Optimistic

Fashionable, Modern, Premium

Optimistic

(it is…)

Belief in pursuing possibilities.

(it is…)

Positive thinking regardless of life’s surprises, exploring with pioneering fearlessness. Bright, Inspiring, Romantic

Passionate

Fearless, Bright, Positive

Passionate

(it is…)

Free spirited and playful. Fueled by excitement.

(it is…)

Eagerly searching for pragmatic solutions with vigor. Dynamic, Exuberant, Exciting

Enthusiastic, Energetic, Sensible

96

MIDDLE EAST

(it is…)

Imaginative power overcoming natural and social limitations. Culturally diverse, Unique, Unexpected

Contemporary

97

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Imaginative

KOREA

Imaginative

(it is…)

Inspired by looking and thinking beyond. Delicate, Creative, Bright

(it is…)

 A modern style, trendy & confident.

Sophisticated, Worldly, Open

Simple, Clean, Straightforward

Optimistic

(it is…)

Strong beliefs and faith. Desire for family security.

(it is…)

 Always sees possibilities. Spirited, Friendly, Inclusive

Passionate

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Contemporary

(it is…)

Coexistence of conservative tradition and modern/present.

Optimistic

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Sincere, Wishful, Positive

Passionate

(it is…)

Expanding thirst for the new and different. Change for self improvement in daily life.

(it is…)

Passionate pursuits, an insatiable thirst for the new & exciting. Curious and immersed creative self.

Dynamic, Enthusiastic, Engaging, Confident

  Aggressive, Determined, Challenging

98

99

MIDDLE EAST

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Imaginative power overcoming natural and social limitations. Culturally diverse, Unique, Unexpected

Contemporary

KOREA Brand personality imagery (regional interpretation) Imaginative

(it is…)

Inspired by looking and thinking beyond. Delicate, Creative, Bright

Contemporary

(it is…)

Coexistence of conservative tradition and modern/present.

(it is…)

 A modern style, trendy & confident.

Sophisticated, Worldly, Open

Optimistic

Simple, Clean, Straightforward

Optimistic

(it is…)

Strong beliefs and faith. Desire for family security.

(it is…)

 Always sees possibilities. Spirited, Friendly, Inclusive

Passionate

Sincere, Wishful, Positive

Passionate

(it is…)

Expanding thirst for the new and different. Change for self improvement in daily life.

  Aggressive, Determined, Challenging

98

SOUTH AFRICA

(it is…)

Inspiration from looking, hearing and thinking beyond. Engaging , Unique, Real

(it is…)

Splendid and showy style. Trendy and confident, not too old-fashioned or monotonous. Vivid, Bright , Expressive,  Authentic Chic

Optimistic

(it is…)

Desire for the better future related with social and financial stability.  Aspirational, Playful, Inspiring

Passionate

99

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Contemporary

(it is…)

Passionate pursuits, an insatiable thirst for the new & exciting. Curious and immersed creative self.

Dynamic, Enthusiastic, Engaging, Confident

Imaginative

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

(it is…)

Impulsive and instinctive passion as a group. Highly immersed and instantaneous fever. Energetic, Upbeat, Positive

100

SOUTH AFRICA

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Brand personality imagery (regional interpretation)

Imaginative

(it is…)

Inspiration from looking, hearing and thinking beyond. Engaging , Unique, Real

Contemporary

(it is…)

Splendid and showy style. Trendy and confident, not too old-fashioned or monotonous. Vivid, Bright , Expressive,  Authentic Chic

Optimistic

(it is…)

Desire for the better future related with social and financial stability.  Aspirational, Playful, Inspiring

Passionate

(it is…)

Impulsive and instinctive passion as a group. Highly immersed and instantaneous fever. Energetic, Upbeat, Positive

100

PHOTOGRAPHY STYLE INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

102

PRODUCT PHOTOGRAPHY IS THE HERO

The product is the hero.

When products are as beautifully designed as ours, photography should strive to make the product itself the focus.

•

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Products should be placed on backgrounds that enhance the beauty of the product and should not be more important than the background.

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.

Examples for illustrative purposes only.

103

PHOTOGRAPHY STYLE INTRODUCTION

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

102

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 flat 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.

A

•

Montages of macro photography with entire product may be used to achieve dramatic effects.

•

When shooting multiple yet similar products it’s acceptable for some of the products to bleed out of frame.

PRODUCT PHOTOGRAPHY IS THE HERO

The product is the hero.

When products are as beautifully designed as ours, photography should strive to make the product itself the focus.

•

Products should be placed on backgrounds that enhance the beauty of the product and should not be more important than the background.

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.

103

Examples for illustrative purposes only.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 unified visual brand language.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

B

C

DO NOT use images that are static in idea and execution, ordinary or lack definition.

DO NOT use images that are too dark or cluttered, or with highly styled, complex, irrelevant, or confusing metaphors.

DO NOT use images with artificial settings, staged environments, or fantasy situations.

Examples for illustrative purposes only.

104

Examples for illustrative purposes only.

105

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 flat 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.

A

•

Montages of macro photography with entire product may be used to achieve dramatic effects.

•

When shooting multiple yet similar products it’s acceptable for some of the products to bleed out of frame.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 unified visual brand language.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

B

C

DO NOT use images that are static in idea and execution, ordinary or lack definition.

DO NOT use images that are too dark or cluttered, or with highly styled, complex, irrelevant, or confusing metaphors.

DO NOT use images with artificial settings, staged environments, or fantasy situations.

Examples for illustrative purposes only.

104

PRODUCT PHOTOGRAPHY RETOUCHING

•

Eliminate all imperfections during retouching to give the products a “HyperReal,” flawless finish.

•

Characteristics of HyperReal images: crisp, sharp, high-contrast, smooth, bright.

105

Examples for illustrative purposes only.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

LIFESTYLE IMAGERY

•  All

lifestyle imagery should capture the relentless passion to inspire and enrich lives.

•

It should faithfully portray the diversity of our consumers, their cultures, their passions.

•

It must be spontaneous and real, not posed or contrived.

•

It should complement the diversity of our products in their many uses and applications.

•

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

DO NOT use images that are static in idea and execution, or ordinary. DO NOT use images with artificial settings, staged environments, or fantasy situations.

Examples for illustrative purposes only.

106

Examples for illustrative purposes only.

107

PRODUCT PHOTOGRAPHY RETOUCHING

•

Eliminate all imperfections during retouching to give the products a “HyperReal,” flawless finish.

•

Characteristics of HyperReal images: crisp, sharp, high-contrast, smooth, bright.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

LIFESTYLE IMAGERY

•  All

lifestyle imagery should capture the relentless passion to inspire and enrich lives.

•

It should faithfully portray the diversity of our consumers, their cultures, their passions.

•

It must be spontaneous and real, not posed or contrived.

•

It should complement the diversity of our products in their many uses and applications.

•

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

DO NOT use images that are static in idea and execution, or ordinary. DO NOT use images with artificial settings, staged environments, or fantasy situations.

106

Examples for illustrative purposes only.

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

People’s 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, •

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 reflections; 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.

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).

•

Present all large (e.g., non-handheld) products in flat 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 reflection.

DO NOT use models who appear boring or plain or too pretty. They should not be bald or have tattoos.

Examples for illustrative purposes only.

107

Examples for illustrative purposes only.

DO NOT present handheld products in flat front view or large products in angled views.

108

Examples for illustrative purposes only.

109

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

People’s 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, •

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 reflections; 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.

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).

Present all large (e.g., non-handheld) products in flat 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 reflection.

DO NOT use models who appear boring or plain or too pretty. They should not be bald or have tattoos.

Examples for illustrative purposes only.

•

DO NOT present handheld products in flat front view or large products in angled views.

108

Examples for illustrative purposes only.

109

 S  E   C  T  I    O N 2   |    O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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

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

APPLICATIONS

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Overview

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.

APPLICATIONS

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

ONLINE

PRINT AD

Next Generation

BROCHURE

Lorumipsum

Capture the whole storywithan ultra-wide24mm lens. Autem vel eum iriure.

Learn more about

The overall visual style of the Samsung brand is imaginative, optimistic, contemporary and passionate, as exemplified by our image attributes.

Samsung microwaves at: It’s the ingredientswww.samsung.com Samsung Side-by-Side Refrigerator

Duisautemveleum iriuredolorin hendreritin vulputateveliteum

Fresh tastethat lasts longer.

The new Samsung LED TV

Allin one sleek,spaciousrefrigeratorpowered byTWIN CoolingSystem™ technology. Asconvenientas itis advanced, the Samsungside byside refrigeratormakescooking a pleasure andyourkitchena more stylishplace tobe. Duisautem vel eum iriuredolorin hendreritin vulputateveliteum i riure dolorin hendreritin vulputatevelit.Vel eum iriuredolorin hendreritin vulputatevelit.Duis autem vel eum iriuredolorin hendreritin vulputatevelit eum iriuredolorin hendreritin vulputatevelit.

OOH

  l    e    v     m    e    t    u    a    s   i    u     D    t  .  i   l    e    v    e    t    a    t    u    p   l    u    v    n   i   t   i    r    e    r     d    n    e    h    n   i    r    o   l    o     d    e    r    u   i    r   i    m    u    e   l    e    v     m    e    t    u    a    s   i    u     D

Samsung Instinct S30 5.0MegapixelDigitalCamera

SPH-M850

TV

It’sthe ingredients

PACKAGE

SamsungSide-by-Side Refrigerator

TRADESHOW

114

Examples for illustrative purposes only.

115

APPLICATIONS

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Overview

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.

APPLICATIONS

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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.

ONLINE

PRINT AD

Next Generation

BROCHURE

Lorumipsum

Capture the whole storywithan ultra-wide24mm lens. Autem vel eum iriure.

Learn more about

The overall visual style of the Samsung brand is imaginative, optimistic, contemporary and passionate, as exemplified by our image attributes.

Samsung microwaves at: It’s the ingredientswww.samsung.com Samsung Side-by-Side Refrigerator

Duisautemveleum iriuredolorin hendreritin vulputateveliteum

Fresh tastethat lasts longer.

The new Samsung LED TV

Allin one sleek,spaciousrefrigeratorpowered byTWIN CoolingSystem™ technology. Asconvenientas itis advanced, the Samsungside byside refrigeratormakescooking a pleasure andyourkitchena more stylishplace tobe. Duisautem vel eum iriuredolorin hendreritin vulputateveliteum i riure dolorin hendreritin vulputatevelit.Vel eum iriuredolorin hendreritin vulputatevelit.Duis autem vel eum iriuredolorin hendreritin vulputatevelit eum iriuredolorin hendreritin vulputatevelit.

OOH

  l    e    v     m    e    t    u    a    s   i    u     D    t  .  i   l    e    v    e    t    a    t    u    p   l    u    v    n   i   t   i    r    e    r     d    n    e    h    n   i    r    o   l    o     d    e    r    u   i    r   i    m    u    e   l    e    v     m    e    t    u    a    s   i    u     D

Samsung Instinct S30 5.0MegapixelDigitalCamera

SPH-M850

TV

It’sthe ingredients

PACKAGE

SamsungSide-by-Side Refrigerator

TRADESHOW

114

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Spread with lifestyle image The exhibit shown here demonstrates Samsung brand Color cues applied to horizontal-oriented print advertising • Blue applied to typography and imagery with lifestyle imagery. • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated Wordmark and brand line into each design • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient Imagery  • Lifestyle, flexible as appropriate contrast with the background and image to communication Typography  • • •

Samsung Imagination Modern Regular whenever possible Bold weight for increased legibility and visibility Helvetica Neue for small sizes

115

Examples for illustrative purposes only.

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Spread with product image as the hero The exhibit shown here demonstrates Samsung brand Color cues applied to horizontal-oriented print advertising • Blue applied to typography with product imagery. • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated Wordmark and brand line into each design • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient Imagery  • Product as hero, flexible as appropriate contrast with the background and image to communication Typography  • • •

Samsung Imagination Modern Regular whenever possible Bold weight for increased legibility and visibility Helvetica Neue for small sizes

What color is your life? Two years of work for 3cm

Jamaican yellow

3 cm ultra slim

Cupid pink

Minimal white

Festival orange

Introducing the Samsung Corby, the perfect complement. Pop-up SNS / One Finger Zoom / Smart Unlock FashionJackets(2additionalcolors)/Large2.8"FullTouchScreenMusic Player /  Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung amsung LED L TV 8090

Examples for illustrative purposes only.

116

Examples for illustrative purposes only.

117

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Spread with lifestyle image The exhibit shown here demonstrates Samsung brand Color cues applied to horizontal-oriented print advertising • Blue applied to typography and imagery with lifestyle imagery. • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated Wordmark and brand line into each design • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient Imagery  • Lifestyle, flexible as appropriate contrast with the background and image to communication Typography  • • •

Samsung Imagination Modern Regular whenever possible Bold weight for increased legibility and visibility Helvetica Neue for small sizes

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Spread with product image as the hero The exhibit shown here demonstrates Samsung brand Color cues applied to horizontal-oriented print advertising • Blue applied to typography with product imagery. • Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated Wordmark and brand line into each design • May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient Imagery  • Product as hero, flexible as appropriate contrast with the background and image to communication Typography  • • •

Samsung Imagination Modern Regular whenever possible Bold weight for increased legibility and visibility Helvetica Neue for small sizes

What color is your life? Two years of work for 3cm

Jamaican yellow

3 cm ultra slim

Cupid pink

Minimal white

Festival orange

Introducing the Samsung Corby, the perfect complement. Pop-up SNS / One Finger Zoom / Smart Unlock FashionJackets(2additionalcolors)/Large2.8"FullTouchScreenMusic Player /  Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung amsung LED L TV 8090

116

Examples for illustrative purposes only.

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Single page with lifestyle image The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with lifestyle imagery.

Color • •

Wordmark and brand line •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

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, flexible as appropriate to communication

Typography  •

Samsung Imagination Modern Regular whenever possible

117

Examples for illustrative purposes only.

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Single page with product image as the hero The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with product imagery.

Color • •

Wordmark and brand line •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

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, flexible as appropriate to communication

Typography 

Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes •

Touch of style

What color is your life?

Ultra Brilliant Display Samsung AMOLED

Samsung Corby. The perfect complement.

Pop-up SNS / One Finger Zoom / Smart Unlock FashionJack ets(2additionalcolors)/Large2.8"FullTouchScreenMusic Player/  Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung Ultra Touch

Examples for illustrative purposes only.

118

Examples for illustrative purposes only.

119

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Single page with lifestyle image The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with lifestyle imagery.

Color • •

Wordmark and brand line •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

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, flexible as appropriate to communication

Typography  •

Samsung Imagination Modern Regular whenever possible

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Single page with product image as the hero The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with product imagery.

Color • •

Wordmark and brand line •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

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, flexible as appropriate to communication

Typography 

Samsung Imagination Modern Regular whenever possible • Bold weight for increased legibility and visibility • Helvetica Neue for small sizes •

Touch of style

What color is your life?

Ultra Brilliant Display Samsung AMOLED

Samsung Corby. The perfect complement.

Pop-up SNS / One Finger Zoom / Smart Unlock FashionJack ets(2additionalcolors)/Large2.8"FullTouchScreenMusic Player/  Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung Ultra Touch

118

Examples for illustrative purposes only.

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 sufficient contrast with the background and image

Sub-brand •

Typography  • •

Samsung Imagination Modern Regular whenever possible Helvetica Neue for small sizes

Color • •

Placed in a size and position that is clearly subordinate to the Samsung wordmark.

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

119

Examples for illustrative purposes only.

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Third party & technology logo treatment 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 specification when needed

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 • •

Imagery  •

Product as hero, flexible as appropriate to communication

Zone 2 (internal technology graphics)

Reserved for internal technology logos (i.e., Dolby, HDTV, etc.), service hotline/promotional info • Align justification 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) • •

The new Samsung LED TV

Helvetica Neue Roman Not larger than 7pt. in size

The new Samsung LED TV

Welcometoa wholenewworld.WhereSamsungLEDtechnology brings you images you’ve never seen before. Brighter colors, deeperblacksandsharperimages.The ultraslim, SamsungLEDTV. Welcometoa wholenewworld.WhereSamsungLEDtechnology brings you images you’ve never seen before. Brighter colors, deeperblacksandsharperimages.The ultraslim, SamsungLEDTV.

Zone 2 Zone 1

Bar treatment

©SamsungElectronicsCo.Dolorinhendreritinvulputatevelitessemolestieconsequat,velillumdoloreeu feugiat nullafacilisisatveroerosetaccumsanetiusto odiodignissimquiblanditpraesentluptatumzzrildelenitaugueduis doloretefeugaitheuismodtinciduntutlaoreetdoloremagnaaliquamerat volutpat.

Zone 3

Examples for illustrative purposes only.

120

Examples for illustrative purposes only.

121

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

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 sufficient contrast with the background and image

Sub-brand •

Typography  • •

Samsung Imagination Modern Regular whenever possible Helvetica Neue for small sizes

Color • •

Placed in a size and position that is clearly subordinate to the Samsung wordmark.

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

PRINT ADVERTISING

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Third party & technology logo treatment 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 specification when needed

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 • •

Imagery  •

Product as hero, flexible as appropriate to communication

Zone 2 (internal technology graphics)

Reserved for internal technology logos (i.e., Dolby, HDTV, etc.), service hotline/promotional info • Align justification 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) • •

The new Samsung LED TV

Helvetica Neue Roman Not larger than 7pt. in size

The new Samsung LED TV

Welcometoa wholenewworld.WhereSamsungLEDtechnology brings you images you’ve never seen before. Brighter colors, deeperblacksandsharperimages.The ultraslim, SamsungLEDTV. Welcometoa wholenewworld.WhereSamsungLEDtechnology brings you images you’ve never seen before. Brighter colors, deeperblacksandsharperimages.The ultraslim, SamsungLEDTV.

Bar treatment

Zone 2 Zone 1

©SamsungElectronicsCo.Dolorinhendreritinvulputatevelitessemolestieconsequat,velillumdoloreeu feugiat nullafacilisisatveroerosetaccumsanetiusto odiodignissimquiblanditpraesentluptatumzzrildelenitaugueduis doloretefeugaitheuismodtinciduntutlaoreetdoloremagnaaliquamerat volutpat.

Zone 3

120

Examples for illustrative purposes only.

OOH

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Horizontal The exhibit shown here demonstrates Samsung brand cues applied to horizontal oriented OOH

Color

Wordmark and brand line

•

•

•

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

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  Typography  • •

Samsung Imagination Modern Regular whenever possible Extra Bold weight for increased legibility and visibility

•

Product as hero, flexible as appropriate to communication

121

Examples for illustrative purposes only.

OOH

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Vertical The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented OOH

Color • •

Wordmark and brand line •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

Imagery  •

Typography  • •

Blue reinforced through imagery selection Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design Product as hero with lifestyle, flexible as appropriate to communication

Samsung Imagination Modern Regular whenever possible Condensed and bold weight for increased legibility and visibility

Two LCD screens. Twice the fun.

The new Samsung LED TV

Samsung DualView TL225

Examples for illustrative purposes only.

122

Examples for illustrative purposes only.

123

OOH

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Horizontal The exhibit shown here demonstrates Samsung brand cues applied to horizontal oriented OOH Wordmark and brand line •

Color • •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

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  Typography  • •

Samsung Imagination Modern Regular whenever possible Extra Bold weight for increased legibility and visibility

•

Product as hero, flexible as appropriate to communication

OOH

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Vertical The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented OOH

Color • •

Wordmark and brand line •

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

Imagery  •

Typography  • •

Blue reinforced through imagery selection Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design Product as hero with lifestyle, flexible as appropriate to communication

Samsung Imagination Modern Regular whenever possible Condensed and bold weight for increased legibility and visibility

Two LCD screens. Twice the fun.

The new Samsung LED TV

Samsung DualView TL225

Examples for illustrative purposes only.

122

BROCHURE

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Introduction

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.

123

Examples for illustrative purposes only.

BROCHURE Cover & back cover 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 flexibility in use of Samsung brand cues.

Color

Wordmark

Imagery 

•

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

• •

• •

•

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

Product as hero, flexible as appropriate to communication

Note: The Samsung brand line is used on ATL and online communications only.

Typography 

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.

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Samsung Imagination Modern Regular whenever possible Helvetica Neue for small sizes

15mm

15mm 15mm

15mm

15mm

PRESENTATION IS EVERYTHING Hendreritin vulputate velit eum iriure dolor.

Learn more about Samsung microwaves at: www.samsung.com

Duisautem vel eum iriuredolor in hendreritin vulputateveliteum

15mm

124

125

BROCHURE

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Introduction

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.

BROCHURE Cover & back cover 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 flexibility in use of Samsung brand cues.

Color

Wordmark

Imagery 

•

May be positioned in the top-left, top-right or bottom-right corner, wherever there is sufficient contrast with the background and image

• •

• •

•

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

Product as hero, flexible as appropriate to communication

Note: The Samsung brand line is used on ATL and online communications only.

Typography 

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.

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Samsung Imagination Modern Regular whenever possible Helvetica Neue for small sizes

15mm

15mm 15mm

15mm

15mm

PRESENTATION IS EVERYTHING Hendreritin vulputate velit eum iriure dolor.

Learn more about Samsung microwaves at: www.samsung.com

Duisautem vel eum iriuredolor in hendreritin vulputateveliteum

15mm

124

BROCHURE

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Interior spreads The exhibit shown here demonstrates Samsung brand cues applied to brochure spreads.

Color

Typography 

•

• • •

•

Samsung Imagination Modern Regular whenever possible Bold weight for increased legibility and visibility Helvetica Neue for small sizes

15mm

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, flexible as appropriate to communication

15mm 15mm

125

7.5mm

BROCHURE

 S  E   C  T  I    O N  3   |   A  P  P  L  Y  I   N  G  O  U R  B  R  A  N D   C   U E   S   |   B  R  A  N D   G  U I   D  E   |   V  E  R   S  I    O N 2  .  0 

Content structure overview

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.

15mm LED TV

46”

Panel Full HD Ultra ClearPanel  Video Resolution Backlight PictureEngine Motion Plus i We dCol r o nE a hc nr e 1080 24p RealMovie  Audio SoundEffect System SpeakerType S u od nO t uup (t MR ) S Woofer Yes Feature Internet@TV DLNA Wireless Co t nnte Li r br a (yl F sh)a USB2.0 BDWise   WirelssLanAdaptorSupport Teletext (TTXT)  Anynet + (HDMI -CEC) Smart oCnt nte M anager GameMode RemoteControllerType OSD Language Picture-in-Picture Sleep Timer Clock & On/Off imer T   AutoChannelSearch Auto Power Off EPG   u Ao t olV mu Lev el er el System DTV Type DTV TunerBuilt-in Input& Output HDMI USB Digital Audio(Optical) PC Input ( D-sub) PC uA i dI op nt uM ( n iJai k c ) DVI AudioInput C mo opent n( /Y bPP/ ) r Composite (AV) Et hernet (LAN) RF Input CI Slot Scart Design   Type Color Light Effect Stand Type Swivel( e Lt R f /ghi ) t

Pictureperfect

Power PowerSuppl y OperationPowerConsumption Stand-byPowerConsumption

170W

EcoMark Dimension Set Size (WxHxD)with Stand 1115x763x275 Set Size (WxHxD)without Stand 1115x705x29.9 PackageSiz e ( W x H x D ) 1 4 1 58x1 8 x620 Weight Set Weight with Stand 22.4 Set Weight without Stand 17.6 PackageWeight 28.3  Accessory   VesaWallMount RemoteControllerModel Simple Remote Controller Batt eries PowerCable Slim GenderCable

15mm

40”

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.

32”

Yes Yes 1920 x1080 LED SamsungLED TV Engine Yes (100Hz ) WC Er P o Yes SRS TruSurroundHD & DolbyDi gital plus Down Firing 1 W0x 2 Yes

-

Yes(USB2.0) Yes 1000P Yes Yes IR Remote Control Europe 25 Language Yes Yes Yes Yes Yes Ye s DVB-T/C.MPEG4 Yes 4 1 1 1 1 CommonUse forPCAudioInput 1( M iin J ca) k 1 (Mini) 1 Yes 1 (Mini) Crystal TV Rose Black Yes Glass Ye ( s0220/ )

 

AC220-240V 50/60Hz 140W