cf.)�

Samsung�is�planning�to�construct�the�“Global�Communication

Network�Channel”by�sharing�the�Guideline�and�Image�Data�

related�to�this�manual�on�the�internet,�samsungsp.com.

(scheduled�on�June.�’02)

Samsung entitles this manual “Total Communication Design Guideline”.

Devised as a result of developing the “Samsung Line”, this presents

Samsung’s identity in graphic design and its efficient “ Image Variation”

according to characteristics of media, products, and regions. The departments

of the Samsung or its affiliates are to use this manual for maintaining the

identity of Samsung Communication Design.

Design�HQ

• Overseas�Sales�Promotion (Catalogue�/�Leaflet,�POP)�:���Overseas�Design�Department�/�Digital�Media�Network���Nak-Woon�Kim�(Paradise�Kim) (tel�:�82-2-751-6975)Eun�-Jung�Park��(tel�:�82-2-751-6974)

• Domestic�Sales�Promotion (Catalogue�/�Leaflet,�POP)�:Marketing�Communication�Group�/�Domestic�(Korean)�Sales�Business����Kong-Dong��Son�(tel�:�82-2-317-8340)

• Brand�Ad.�(Print�Ad.)�:�Brand�Strategy�Team�/�Global�Marketing�OperationsDo-Kyoon�Kim��(tel�:�82-2-751-6028)Kyung-Wook�Suh��(tel�:�82-2-751-6398)Ki-Sun�Kim�(Suleyman)� (tel�:�82-2-751-6908)

• Package�/�Total�Communication�Design�:Design�Identity�Group�/�Corporate�Design�Center��Yu-Sin�Soung��(tel�:�82-2-750-9263)In-Sil�Han��(tel�:�82-2-750-9284)

2

Contents 1.�Global�Guidelinesa.�Wordmark

-�Color

-�Format

-�Color�Standard

-�Incorrect�Uses

b.�Samsung�Line

-�Incorrect�Uses

c.�Type�Styles

-�Primary�Usage

-�Secondary�Usage

d.�Color�System

2.�Applicationsa.�Image�Application

b.�Catalog/Leaflet

-�The�Drawing�Method

of�Oval�Curve

-�Basic�Layout�

-�Format

c.�POP

-�The�Drawing�Method

of�Oval�Curve

-�Basic�Layout�

-�Format

d.�Package

-�The�Drawing�Method

of�Oval�Curve

-�Basic�Layout�

e.�Print�Ad.

-�The�Drawing�Method

of�Oval�Curve

-�Basic�Layout

-�Format

3.�Examples3

Wordmark The wordmark is the most important identifier which represents SAMSUNG, i.e. it is the visual

property of who we are and what we do. Therefore the shape, color and letter type should not be

changed randomly. The color of the wordmark should be expressed in a way of consistent form on

various media (printing, signs, etc.), and its accurate color, color value and hue should be maintained.

Global Guideline - a

Spot Color : Pantone 286C

4 Color process : C100% + M80%

RGB rule : G20 + B160

Color

4

Wordmark

Format

Color�Standard

Clear�Space�=�Logotype�height�X 2

Observe strictly the clear space in order to enhance the visual effectiveness of the symbol mark.

Any factor should not intrude into the specified clear space.

Samsung�Blue

- Color Standard : Samsung Blue. In case of inevitable circumstances,

a positive or a negative image can be used.

- The color value of background / Use 50% of color value as a standard.

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

- equal to more than 50% value black : negative image(White)

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

- equal to more than 50% value black : negative image(White)

2X

2X

2X

2X

X

5

Global Guideline - a

Incorrect�Uses

(The�examples�on�the�right

illustrate�incorrect�color�use.�)

Wordmark

(�Do�not�print�the�wordmark�in�secondary�Samsung�colors.)

(Do�not�change�the�shape�of�the�wordmark.)

(Do�not�use�the�wordmark�ina�sentence�or�phrase.)

6

Global Guideline - a

Do not use the different colorfor wordmark logotype and thebackground color. Thesecolors should be the same.

Do not use a wordmark color ofsimilar value and hue as thebackground color. The lack ofcontrast impairs visibility.

Do not use more than onecolor for the background.

Do not use a black wordmarkon a colored background. Blackis exclusively for use on whitebackground.

Do not use colors for wordmarks other than the approved options.

Do not change the angle ofthe oval.

Do not reverse the color ofthe oval and logotype.(e.g. do not use SamsungBlue on the logotype)

Do not place the wordmarkon a heavily textured background.

Do not use the wordmark inside a sentence or phrase. Do not use the wordmark inside a headline.

Do not change the shape ofthe oval.

Do not express thewordmark as an outline.

Do not change thetypeface of the logotypeinside the wordmark.

Do not blur thewordmark.

Do not distort thewordmark.

Do not use a negative image ofa wordmark on a brightbackground.

Do not use a blue wordmark on adark background. The lack ofcontrast impairs visibility.

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

characteristics of media.

Criteria�forusing�the�line

SAMSUNG Line

Samsung Wordmark0˚ Rotate angle

Center Point

Oval Curve Main Part

7

Global Guideline - b

As the main characteristics of the Oval, the red portion of the line illustrated below

should always be presented even when the oval curve is expressed in various forms.

Samsung Wordmark9.5˚ Rotate angle

Samsung Wordmark47˚ Rotate angle

Oval Curve Main Part

Oval Curve Main Part

Derived from the brand logo, the SAMSUNG Line is to be used as a graphic motive,

conveying the brand image to users through constructing its identity among media.

Variation

Criteria�for�Applyingthe�Oval�Curve

Samsung’s visual identity is provided to consumers by applying the Curve of the Samsung

Wordmark. When applying an image inside the Curve, it is essential to consider the

characteristics of each product or region in order to create the most efficient variation of

design.

Point The SAMSUNG Line presents the associational effect of the brand logo to consumers as

SAMSUNG’s unique visual motive by applying the curve of the wordmark, which symbolizes

SAMSUNG, on each medium.

Why�“Oval” In global market, the oval is the only visual property, presented as a consistent form of Samsung,

with exception of its brand name (Samsung). This is the reason why we should actively apply the

Oval image to our graphic media design.

SAMSUNG Line

8

Global Guideline - b

The most important factor is the visual distinction, resulted from the different tone between inside and

outside of the Oval Curve.

- The sub factors (narrow lines or band) can be expressed on the curve to enhance the design, as long as

they observe the rules shown above.

Incorrect�Use

(Examples�of�incorrect�color�use)

SAMSUNG Line

9

Global Guideline - a

In�this�example,�shape�of�the�oval�curve�is�not�distinguishable�dueto�the�similarity�of�color�value�andhue�(between�inside�and�outside�of�theoval�curve).

(Examples�of�incorrect�oval�curve�use)This�example�shows�a�complicated�design�caused�by�excessive�use�of��sub�factors.�(narrow�band)�

Color�inside�the�oval�curve

Color�outside�the�oval�curve

Excessive�use�of�sub�factors

Incorrect�Use

(Examples�of�incorrect�oval�curve�use)

SAMSUNG Line

10

Global Guideline - a

In�this�example,�the�single�orcontrasting�color�of�sub�factors�(narrow�band)�causesdistraction�or�unwanted�division.

Do�not�apply�contrasting�color

Do�not�applysingle�color

Incorrect�Use

(Example�of�incorrect�oval�curve�use)

SAMSUNG Line

11

Global Guideline - a

In�this�example,�the�shape�of�the�oval�curve�is�too�complicate�andindistinguishable�due�to�too�many�sub�factors.(narrow�line)

SAMSUNG’s designated typefaces are Universe for English, Gothic for Korean. Universe should

always be used in upper and lower case, using flush left, ragged right format. Universe Condensed 47

Light and 57 Regular are suitable choices for body text. They are also appropriate for headlines and

captions. Universe 67 Bold is a suitable choice when the volume of text is small and emphasis is

needed. It is also effective for headlines or sub headings. Garamond has been selected as the

designated type for secondary usage because of its classic style, intimacy and soft image. Garamond

can be used in sales sentences (or in soft sentences for explanation.)

Primary�Usage

Secondary�Usage

National�Letter�Usage

Type Styles

12

Global Guideline - c

12

Samsung’s color system is developed for each business unit to project its best image and characteristics

in the most efficient way. The color system, devised for unifying the visual images of each business unit or

sales environment, is to promote the internal unity and to foster consistent identity externally.

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

Color System

Color SystemBrand Logo Color

C30, Y100

M60, Y100

C30, Y100

M50, Y100

C100, M80Black

White

C100, M50

C100, M50

C20, M100, Y60

C70, Y70

C100, M50

13

Global Guideline - d