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 acompany. To accomplish this goal, we started down a path to review and refine our brand strategy this year. And today,we introduce the new Samsung Brand Guide as a culminationof these efforts.

I am pleased to present several significant enhancements that will help build our brand. We have crystallized our brand story and revised our brand pyramid to better convey our core essence and authentic character. We have developed abrand line to communicate who we are and what we deliver asSamsung. We have clarified the definition of our brand targetto create a more powerful emotional connection. And lastly, we have improved our brand cues to present ourselves in a more globally consistent way.

Our journey does not end with this guide. But rather, it is another milestone along the road. I urge each and everyone to embrace this book and become ambassadors foreverything our brand represents. Together we will make Samsung a loved brand.

Thank you.

G.S. ChoiPresident & CEO

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Section 03Applying 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

Section 1Our 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...

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

25 Using the brand target with product segments

26 Using the brand target with advertising/media

27 Using the Brand target with 3rd party GSI retail

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?

BRAND PYRAMID

40 Our brand pyramid framework

41 Our brand pyramid

42 Our Brand essence: What we do

43 Our Brand essence: What we offer

44 Our brand personalities

46 Our brand line

Section 2Our brand cues

54 Our Brand Cues introduction

55 Our Brand Cues Overview

WORDMARK AND BRAND LINE

56–62

TYPOGRAPHY

64–69

COLOR

70–83

SOUND SIGNATURE

84–85

TV ENDTAG

86

BRAND PERSONALITY IMAGERY

88–100

PHOTOGRAPHY STYLE

102–109

OFCONTENTSTABLE

Section 1Our 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...

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

25 Using the brand target with product segments

26 Using the brand target with advertising/media

27 Using the Brand target with 3rd party GSI retail

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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?

BRAND PYRAMID

40 Our brand pyramid framework

41 Our brand pyramid

42 Our Brand essence: What we do

43 Our Brand essence: What we offer

44 Our brand personalities

46 Our brand line

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Create meaning to strengthen brand equity

while accelerating product sales.

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

Make an emotional connection with our

brand target.

Loved brand

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OUR GLOBAL BRAND OBJECTIVES

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.

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

Our global brand objective: to become a loved brand.

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Brand storyExplains the company’s culture & benefits to consumers / society

• Guides employees, PR, consumers toward a deeper understanding

of the company

Brand pyramidA more refined communication

strategy• Guides

creative expression

Brand target

Brand cues

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

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

OUR BRAND STRATEGY FRAMEWORKS

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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.

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

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• Brand line• Typography• Color

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• Sound signature• TV endtag• Brand personality imagery• Photography style

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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 profi le of our leading-edge target

A signifi cant portion of the population

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

Highly connected with our high-priority segments

A way to build a more consistent & resonant brand

A new segment

A new set of rules about targeting

A small subset of the product market opportunity

A short-term, tactical way to sell product

A different customer for our product marketing

OUR BRAND TARGET

and is not...A brand target is...

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OUR BRAND TARGET

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

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.

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WHO IS THE YMC?

Believers in technology as a reflection of self

Ambitious & striving for success

Trendsetters & influencers

Optimistic lovers of life

Well-informed & knowledgeable

Technology as a refl ection of personality and technol-ogy as a way to express themselves and their uniqueness.

Always striving for something more in work and life and extremely confi -dent about achieving results.

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

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

Constantly learning and developing new skills.

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

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.

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

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

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

…but they are NOTYMCs are...

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WHY ARE YMCS A POWERFUL GLOBAL BRAND TARGET?

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Highly willingto pay premium

Influencers of others

Highly attachedto Samsung

Highly willing to spend and exhibit high purchase fre-quency, especially on the new.

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

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

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

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

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


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IN CHINA, THEY ARE ALSO...

People who place family at the core

Believers in home as sanctuary

Seekers of escape

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

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

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

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 thrive on a fast-paced life with no desire for escape.

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


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IN THE USA, THEY ARE ALSO...

Socially driven

Lovers of creative expression

Driven by a worldly perspective

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

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

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

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

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

Non-YMCs, who appreciate creativity in others but have little desire to express their own imagination.


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WHAT DO YMCS IN THE USA LIKE (USA ONLY)?

Brands and aesthetics YMCs want brands that impress others and make a statementYMCs 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).

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

Constant & cutting-edge 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.

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 frequent travel with “making it”.

Staying fit YMCs are hitting the gym, making physical fi tness a top priority.

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.

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

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

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

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

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WHAT DO YMCS LIKE?

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USING THE BRAND TARGET WITH PRODUCT SEGMENTS

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High Overlap With YMC Target

YMC-Based Marketing Communication

Low Overlap With YMC Target

Product Segment- Based Marketing Communication

Windowto the World

Cinematics

High Fidelity

Basic Entertainment

Assurance Seekers

Aesthetics

TVSimple

FamilyEntertainment

PennyPinchers

State ofthe Art

YMCPenetration

HigherPenetration

LowerPenetration

Example: USA TV product segments

HighPriority

LowPriority

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HOW TO USE THE YMC WITH HIGH-PRIORITY SEGMENTS

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The overlap between the two areas represent the communications target

• Represents the overall creative vision for all communications

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

Communicationstarget

YMCs represent the brand target

The brand target is:

• A target with a unique mindset

• A large portion of the population

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

• Highly connected with our high-priority segments

The high-priority segments represent the business target

The business target is:

• A segment with unique product needs and desires

• A smaller, specifi c segment within the population

• A tactical way to sell products

• Highly connected with the YMC

YMC High priority

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USING THE BRAND TARGET WITH 3RD PARTY GSI RETAIL

Retail strategy

Design

Merchandising

Experiential elements

Promotional strategies

Personalized services

Sales training

In-store communications

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

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 specifi c product segment.

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

Rationale

Rationale

High Overlap

High Overlap

Product segment

Product segment

Third-party retail

GSI retail

Brand target

Brand target

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.

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

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USING THE BRAND TARGET WITH ADVERTISING/MEDIA

Creative strategy

Tone & manner

Imagery

Media buying

Media activation ideas and genre use

Product/feature messaging

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 specifi c messaging.

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.

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

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

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

Rationale

High Overlap

Product segment

Brand targetsAdvertising/media

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

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BRAND STORY ELEMENTS

The big need for consumers

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

The hero who resolves the issues

The human personality, identity and character of the brand

The hero’s motivation

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

Embracing a changing world

An optimism that says it’s all possible

The big trend in society

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

Opening new doors for you

Our brand story contains 4 key components...

...and 3 key messages

Context

Character

Issue

Goal

Relentlessly pursuing a better tomorrow

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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.

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.

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.

OUR BRAND STORY

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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.

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OUR BRAND STORY:Relentlessly pursuing a better tomorrow

Embracing your changing world

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An optimism that says it’s all possible

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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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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“

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Opening new doors for you

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THE NEW POSSIBILITIES OF TOMORROW

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.

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.

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.

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

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

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.

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 machinery.

The team on the ground looked beyond the problem to see the possibility. Section by section, they displayed the confi dence and determination of people who see in challenges a call for possibilities and a genuine desire to meet customer needs no matter the obstacles.

PAVING ROADS LESS TRAVELED

HOW OUR STORIES COME ALIVERelentlessly pursuing a better tomorrow

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

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.

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HOW DO WE USE THE STORY?

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Brandstory

THIRD-PARTY POP

PRODUCT (PEEL-AWAY DECAL)

SOCIAL MEDIA

BRAND STORYBOOK

SAMSUNG.COM

In our early years we faced the challenges of a war-torn Korea and a people struggling to survive. In this time of poverty and adversity the Korean people built the foundations of a national success, and a young Lee Byung-Chull opened a storefront enterprise named for three stars. There, in Daegu, Korea, inspired by a relentless passion and belief that great things were possible, Samsung was born.

OUR STORY BEGINS ON A RUGGED ROAD

OUR ROOTS

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OUR FOUNDING PHILOSOPHY

“ It is undeniable that the future of a company, or a nation for that matter, relies on human resources. This has always been the guiding principle of Samsung. As long as Samsung places the utmost emphasis on developing our employees, it will be able to look forward to a bright and stable future.“

OURBRANDBVERSION 1.0

STORY

THEN WE MADE IT BETTER!

JD POWERRED DOT WINNERCNET BEST

WHENEVER SAMSUNG FACES ITS TOUGHEST PROBLEMS, IT ASSEMBLES AN ALL-STAR TEAM OF RESEARCHERS, ENGINEERS AND DESIGNERS TO UNITE AND TACKLE THE ISSUE WITH TOTAL DEDICATION.

THIS DIVERSE TEAM MEETS AT THE FAMED “VIP CENTER” - A VIRTUAL AROUND-THE-CLOCK ASSEMBLY LINE FOR IDEAS.

COMPLETE WITH 42 DORM ROOMS, A GYM, SAUNA, AND KITCHEN FACILITIES, THE “VIP CENTER” IS AN EXCLUSIVE PLACE FOR THE BEST MINDS OF SAMSUNG TO HUNKER DOWN AND DEVELOP THE LATEST AND GREATEST PRODUCTS CONSUMERS DEMAND.

WHEN THESE TALENTED MINDS EMERGE FROM THE CENTER, THE RESULT IS A BREAKTHROUGH INNOVATION THAT IS SURE TO SEND SHOCKWAVES THROUGHOUT THE DIGITAL WORLD.

LIKE YOUR NEW LED HD TV.

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

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.

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OUR AUDIENCES

Brand target

Opinion leaders & influencers

Employees

Awareness of brand story

Engagement in story

Loyalists: Becoming story evangelists

Awareness of brand story

Write about/mention story

Understanding of brand story

Contribution to story (help make the story fuller with

local “episodes”)

Understanding how to use story in marketing

Audience Goal

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TRADESHOW

It’s the ingredientsSamsung Side-by-Side Refrigerator

OUR BRAND PYRAMID

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Sensual design that enhances

your style

Innovation that transforms

how we live

BRAND ESSENCE

BRAND BUILDING BLOCKS

BRAND PERSONALITIES

Imaginativein outlook

Contemporaryin style

++

Optimisticin nature

Passionatein pursuits

Inspired by looking

and thinking beyond

A clean, modern style, simple

and confident

Energetic & positive,

always seespossibilities

Driven by a relentless thirst

for the new, exciting

Relentless passion to inspire and enrich lives

Consumerexperiences

that surprise & delight

OUR BRAND PYRAMID FRAMEWORK

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BRAND ESSENCE


BRAND PERSONALITIES

What makes the brand uniqueCore spirit to be embedded

Guides tone and manner

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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.

OUR BRAND ESSENCE: WHAT WE OFFER

Our relentless pursuit creates products that enable delightful experiences, inspiring our consumers and fueling their passions

with innovation that enriches lives.

...to inspire and enrich lives

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OUR BRAND ESSENCE: WHAT WE DO

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.

Relentless passion...

Our brand essence: Relentless passion to inspire and enrich lives

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Energetic & positive, always sees possibilities

Driven by a relentless thirst for the new, exciting

Optimisticin nature


It is...

It is...

InspiringBrightUpbeat

JoyousChargedDynamicMagnetic

Too far-fetchedUnrealistic

SolemnFanaticalDark

It is not...

It is not...

OUR BRAND PERSONALITIES

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Inspired by looking and thinking beyond

A clean, modern style, simple and confi dent



It is...

It is...

VisionaryIntelligentFreshEngagingUnexpected

NewRealComfortableForward-looking

Too abstractOverly cleverSuperfi cial

ColdUptightFlashy

It is not...

It is not...

OUR BRAND PERSONALITIES

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OUR BRAND LINE

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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.

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.

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OUR BRAND LINE

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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.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.

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OUR BRAND LINE

’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.

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OUR BRAND LINE

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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.”

53

Section 2Our brand cues

54 Introduction

55 Overview

WORDMARK AND BRAND LINE

56 Introduction

57 Application examples

58 Placement

59 Clearspace and Minimum size

60 Color

61 Do not

62 Category tag line principles and examples

TYPOGRAPHY

64 Introduction

65 Primary typeface

66 Secondary typeface

67 Non-roman typefaces

68 Typography in use

69 Application examples

COLOR

70 Introduction

71 Our color palette

72 Reinforce blue

73 How to create “soft color”

74 Select color within photography

75 Apply color to photography

76 ATL Application examples

76 BTL Application examples

79 Color do not

80 Color specifi cation

81 Gradation combinations

82 Creating a color gradation

SOUND SIGNATURE

84 Introduction

85 Application

TV ENDTAG

86 Introduction


88 Introduction

89 Brand personality and brand pyramid

90 Variations

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

100 South Africa

PHOTOGRAPHY STYLE

102 Introduction

103 Product is the hero

104 Product composition

105 Product spotlight effect

106 Retouching

107 Lifestyle imagery

108 How to portray people

109 Product-only

OUR BRAND CUES OVERVIEW

55

WORDMARK BRAND LINE

TYPOGRAPHY


THE ELLIPSE IS NO LONGER IN OUR BRAND CUES

COLOR

PHOTOGRAPHY STYLE

SOUND SIGNATURE

TV ENDTAG

Samsung Imagination Modern

Samsung Imagination Modern Bold

Samsung Imagination Modern Extra Bold

Samsung Imagination Modern Condensed

Samsung Imagination Modern Condensed Bold

Samsung Imagination Modern Condensed Extra Bold

The new Samsung brand cues, as illustrated in the following guideline, replace the use of the ellipse in all Samsung communications.

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OUR BRAND CUES INTRODUCTION

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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 consist of the following elements:

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

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Note: Use for ATL and online communications only.

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BRAND LINE EXAMPLES IN APPLICATION

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What color isyour life?

Pop-up SNS / One Finger Zoom / Smart Unlock

Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player /

Dictionary / 50MB Memory / Micro SD (up to 8GB)

Samsung Corby. The perfect complement.

The newSamsung LED TV

Lorum ipsumJust your type

TV AD

OOH AD

PRINT AD

ONLINE

WORDMARK AND BRAND LINE INTRODUCTION

56

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 confi dence and energy as we move forward.

‘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.

ATL communications:

• Print advertising, • OOH • TVC

Online communications:

• Main pages• Sub-pages• Banners

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

• Always in the context of promotional/benefi t messaging

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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.

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 atall times.

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.

CLEARSPACE AND MINIMUM SIZE

SAMSUNG WORDMARK CLEAR SPACE BRAND LINE MINIMUM SIZE

SAMSUNG BRAND LINE CLEAR SPACE

S

2S

2S

S

2S

2S8.5mm

Aligned

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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

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

WORDMARK AND BRAND LINE PLACEMENT

2S MIN.

TOP LEFT TOP RIGHT

BOTTOM RIGHT

2S MIN.

2S MIN.

2S MIN.

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WORDMARK AND BRAND LINE DO NOT

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 modifi cation 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.

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

DO NOT use the brand line next to the Samsung lettermark

DO NOT alter the wording of the brand line

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

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

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

DO NOT change or alter the typeface of the brand line

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

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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 COLOR

40%0%

40%

40% 70%

70% 100%

0%

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POSITIVE WORDMARK WITH BLUE BRAND LINE

POSITIVE WORDMARK WITH WHITE BRAND LINE

REVERSE/SILVER WORDMARK WITH WHITE BRAND LINE

BLACK WORDMARK WITH BLACK BRAND LINE

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

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• 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.

CATEGORY LINE AND SLOGAN PRINCIPLES

The Silver Care washer with VTR steam clean technology.

Smart Thinking. Simple Living.

COLD WATER THAT CLEANS LIKE HOT

MORE SPACE IN THE SAME SPACE.Smart Thinking. Simple Living.

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

Dolor in hendrerit in vulputate velit esse molestie consequat vel.

Category line and slogan

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

• 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

CATEGORY LINE PRINCIPLES

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



Smart Thinking.Simple Living.





MORE SPACE IN THE SAME SPACE.The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.


MORE SPACE IN THE SAME SPACE.The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.

MORE SPACE IN THE SAME SPACE.Smart Thinking. Simple Living.

The sleek new G-Series is bigger inside, not outside has 100 more litres of space for cheese and all the foods a foodie loves.


Last line of copy Integrated within creative Connected to headline

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aA

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.

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 fl exibility of application across varied media.

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

SAMSUNG IMAGINATION MODERN FONT SUITE

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TYPOGRAPHY INTRODUCTION

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.

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NON-ROMAN TYPEFACES

THAIPSL Kittithada

HINDIKruti Dev

CYRILLICNeue Helvetica Cyrillic 55 Roman (from Linotype, $26)

CHINESE MHeiHK Medium

ARABICMedium, AXT Gihan LightAXT Manal Black, AXT Advertising

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 specifi ed 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.

Linotypewww.linotype.comPhone: +49 (0) 6172 484-418Fax: +49 (0) 6172 484-429e-mail: [email protected]

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SECONDARY TYPEFACE

Helvetica Neue Light

Helvetica Neue Roman

Helvetica Neue Medium

Helvetica Neue Bold

Arial RegularArial Bold

HELVETICA NEUE ROMAN ARIAL REGULAR

For body copy and functional requirementsHelvetica 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).

For desktop and onlineArial 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.


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

New G-Seriesholds more

Samsung Ultra Touch

Touch of style

Ultra Brilliant DisplaySamsung AMOLED

Two LCD screens. Twice the fun.

Samsung DualView TL225

69

TYPOGRAPHY EXAMPLES IN APPLICATION

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

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Samsung Imagination Modern Bold when visibility is a constraint

Samsung Imagination Modern Condensed when horizontal space is limited

Samsung Imagination Modern Regular for all normal circumstances

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

Samsung Imagination Modern Extra Boldfor extreme cases when visibility is a constraint

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HEADLINE BODY COPY SUB-HEADS

OLA

BR

OAD

CAST

TR

ADE

OO

H

PRIN

T Samsung Imagination ModernSamsung Imagination Modern Condensed Samsung Imagination Modern Bold Samsung Imagination Modern Bold Condensed

Samsung Imagination Modern BoldSamsung Imagination Modern Bold CondensedSamsung Imagination Modern X-BoldSamsung Imagination Mod X-Bold Condensed

Samsung Imagination Modern BoldSamsung Imagination Modern Bold CondensedSamsung Imagination Modern X-BoldSamsung Imagination Mod X-Bold Condensed

Samsung Imagination ModernSamsung Imagination Modern Bold

Samsung Imagination ModernSamsung Imagination Modern CondensedSamsung Imagination Modern BoldSamsung Imagination Modern Bold Condensed

Samsung Imagination ModernHelvetica Neue RomanHelvetica Neue Medium

No Body Copy for OOH

Samsung Imagination ModernHelvetica Neue Roman

No Body Copy for Broadcast

Samsung Imagination Modern BoldHelvetica Neue RomanHelvetica Neue Medium

Samsung Imagination Modern BoldSamsung Imagination Modern Bold Condensed

Samsung Imagination Modern BoldSamsung Imagination Modern Bold CondensedHelvetica Neue MediumHelvetica Neue Bold


No Body Copy for Broadcast


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.

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

THE SYSTEM

• Suffi cient contrast between type and background• Clear typographic hierarchy

SUBHEADSem 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.

Headline Dolor sit amet

Frame Yourselfin the Fun!

www.samsungimaging.com/PL150

Samsung2View

PL150/PL100

OUR COLOR PALETTE

71

• The primary colors for our brand are Samsung blue 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.

• 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.

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

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

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

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

Do not pair colors from different color families.

Why?Builds brand recognition andconsistency.

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

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

Where?Use in combination with primary color if desired.

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

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

PRIMARY COLOR + +

Samsungblue

Samsungbright blue

Blue family

Black

Samsunggray/silver

White

Gray family

Samsungdark purple

Samsungpurple

Samsungmagenta

Purple family

Samsungdark red

Samsungred

Samsungorange

Red family

Samsungdark green

Samsunggreen

Samsunglime

Green family

NEUTRAL COLOR ACCENT COLOR

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

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

COLOR INTRODUCTION

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DUIS AUTEM VEL EUM IRIURE DOLOR INTEVelit esse molestie consequatvel illum dolore.















HOW TO CREATE “SOFT” COLOR

OPTION 1 —GRADATION

OPTION 2A —FOREGROUND AND GRADATION BACKGROUNDSOFT COLOR PAIR

OPTION 2B — FOREGROUND AND SOLID COLOR BACKGROUND

OPTION 3 —TYPE AND/OR GRAPHIC ELEMENT

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

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.

• “Soft” 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.

Examples for illustrative purposes only.

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Primary color

Neutral color

Accent color

Black

SamsungGray/Silver

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


NEW

72

REINFORCE BLUE

WORDMARK + BLUE GRAPHIC ELEMENT

WORDMARK + BLUE TYPE

WORDMARK + BLUE PHOTOGRAPHY

WORDMARK + BLUE BACKGROUND

• 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.

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

+

OR

OR

OR

+ + +


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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 suffi cient contrast for legibility

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

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

DUIS AUTEM VEL EUM IRIURE


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

VEL EUM IRIURE Hendrerit in vulputate velit eum iriure dolor in hendrerit.

Hendrerit in vulputate velit eum iriure dolor in hendrerit.





DUIS AUTEM VEL EUM IRIUREHendrerit in vulputate velit eum iriure dolor in hendrerit.

DUIS AUTEM VEL EUM IRIUREHendrerit in vulputate velit eum iriure dolor in hendrerit.

In vulputate velit


ACCENT COLOR (PRODUCT) PHOTOGRAPHY +

BLUE PHOTOGRAPHY +

FULL-COLOR PHOTOGRAPHY +

Soft primary blue color

Soft primary blue color

Primary blue color

Soft neutral color

Neutral color

Neutral color

One accent color

One accent color

One accent color

Soft accent color pair




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

74

SELECT COLOR WITHIN PHOTOGRAPHY

• There are three ways to select color within photography:

1. Blue photography

2. Accent color in product photography

3. Full-color photography

• Photography with a blue tone reinforces the Samsung primary brand color.

• Try to select images with blue tones that align with the Samsung primary color, but matching is not required.

ACCENT COLOR (PRODUCT) PHOTOGRAPHY

• When shooting product imagery, 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

• Full-color photography reinforces the imagination, contemporary, optimistic and passionate attributes of Samsung and our consumers.

• There are no restrictions on color when selecting Full-color photography.

BLUE PHOTOGRAPHY


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BTL APPLICATION EXAMPLES

77

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

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.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum

PLEASURE TO MEET YOUHendrerit in vulputate velit eum iriure dolor.

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

5.0 Megapixel Digital Camera

Samsung InstinctS30

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SPH-M850

It’s tingreSamsung SidRefrigerator

Lorum ipsumNext Generation

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

The Samsung brand line is used on online communications.

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

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

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

Accent color may be used to complement the image color.

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BROCHURE

PACKAGE

ONLINE

TRADESHOW

More spacein the same space.The sleek new G-Series is bigger inside, not outside -has 100 more litres of space for cheese and all the foods a foodie loves.

© 2009 Samsung Electronics Co. Ltd.

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

Samsung Smart Cameras. Innovation makes it easy.

The new Samsung ST 550 has LCD screens on the front and back ofthe camera. So now you can have fun taking perfectly framed pictures

and be part of the fun at the same time.

Screen images simulated.

New G-Seriesholds more


76

ATL APPLICATION EXAMPLES




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

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.

The type shown here uses Samsung blue.

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

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PRINT AD

TV AD

PRINT AD PRINT AD

OOH

79

More spacein the same space.The sleek new G-Series is bigger inside, not outside -has 100 more litres of space for cheese and all the foods a foodie loves.

SAMSUNGPROUD SPONSOR2012 SUMMEROLYMPICGAMESDuis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at. Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit.


Samsung Instinct

SPH-M850


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Samsung LED TVBrilliant

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Tall dispenser & LED display Duis autem vel eum iriure dolor in hendrerit in vulputate velit. Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum iriure dolor in hendrerit in vulputate velit.

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Lorum ipsumJust your type

View All >

NEW

COLOR DO NOT

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

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

Do not create additional unapproved soft color pairs or gradients.

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

Do not use a soft color gradient within typography.

Do not combine colors without enough contrast.

• Our color palette allows for great fl exibility. However, guidelines must be followed in order to maintain a consistent and identifi able look and feel.

• The following examples illustrate improper application of color.

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BTL APPLICATION EXAMPLES

Samsung LED HDTV

Samsung 46" 1080p LED HDTVUN46B6000

CONTENTS LIBRARYEnjoy preloaded content designed forentertainment, education and lifestyle– No external source required

ULTRA CLEAR PANELMore vivid colors and deeper, richerblack levels

AUTO MOTION PLUS 120HZTwice the frames, twice the clarity

(45.9 inches measured diagonally)

SAMSUNGPROUD SPONSOR2012 SUMMEROLYMPICGAMESDuis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at. Vero eros et accumsan et iusto odio dignissim qui blandit .

SALE

LOREM IPSUM VERO

WHICH COMPUTER FOR YOU?

1. 2. 3.

1. RUGGED DESIGN

2. GPS

1. RUGGED DESIGN

2. GPS

1. RUGGED DESIGN

2. GPS

SAMSUNG SENS N310

This example uses Samsung blue.

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

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

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POS

POS

STICKER

POP

Samsung soft blue may be used in type combination. This graphic uses type in Samsung blue and Samsung bright blue.

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




81

GRADATION COMBINATIONS

• These are the only color combinations that have been approved.

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

PRIMARY COLOR

Samsungblue

Samsungbright blue

Black

Samsunggray/silver

Samsunggray/silver

White

Samsungdark purple

Samsungpurple

Samsungpurple

Samsungmagenta

Samsungdark red

Samsungred

Samsungred

Samsungorange

Samsungdark green

Samsunggreen

Samsunggreen

Samsunglime

NEUTRAL COLOR ACCENT COLOR

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COLOR SPECIFICATION

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

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

NEUTRAL COLOR

ACCENT COLOR

PRIMARY COLOR

Samsung BLUE PANTONE® 286 C(For coated, uncoated and matte coated paper stock)

C100 M80 Y0 K0R20 G40 B160 HEX: #1428A0

Samsung BRIGHT BLUE Pantone 2995 CC87 M0 Y0 K0R0 G169 B224HEX: #00A9E0

BLACKC0 M0 Y0 K100R0 G0 B0HEX: #000000

Samsung DARK PURPLEPantone 2597 CC78 M94 Y0 K0R87 G6 B140HEX: #57068C

Samsung DARK REDPantone 1955 CC8 M100 Y47 K39R141 G27 B61HEX: #8D1B3D

Samsung DARK GREENPantone 335 CC100 M0 Y58 K22R0 G127 B100HEX: #007F64

Samsung GRAY/SILVERPantone 431C45 M27 Y17 K51R94 G106 B113HEX: #5E6A71

WHITEC0 M0 Y0 K0R255 G255 B255HEX: #FFFFFF

Samsung PURPLEPantone 2725 CC76 M70Y0 K0R100 G89 B196HEX: #6459C4

Samsung MAGENTAPantone 219 CC0 M92 Y0 K0R215 G31 B133HEX: #D71F85

Samsung REDPantone 1795 CC0 M96 Y90 K2R205 G32 B44HEX: #CD202C

Samsung ORANGEPantone 1375 CC0 M45 Y95 K0R255 G160 B47HEX: #FFA02F

Samsung GREENPantone 354 CC89 M0 Y90 K0R0 G175 B63HEX: #00AF3F

Samsung LIMEPantone 382 CC28 M0 Y92 K0R190 G214 B0HEX: #BED600

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CREATING A COLOR GRADATION

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135˚ angle

Note: Use these gradient specifi cations to produce a dark color dominant gradation.

-135˚ angle

45˚ angle

-45˚ angle

• 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

LIGHT DOMINANT

Samsung BlueC100, M66, Y0, K0

Samsung Light BlueC90, M11, Y0, K0

135˚ angle

Note: Use these gradient specifi cations to produce a light color dominant gradation.

-135˚ angle

45˚ angle

-45˚ angle

Samsung Light BlueC90, M11, Y0, K0

Samsung BlueC100, M66, Y0, K0

82

CREATING A COLOR GRADATION

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SAMSUNG BLUEC100, M80, Y0, K0

PAST OPPOSITE EDGE

OPPOSITE EDGE

PAST OPPOSITE EDGE

SAMSUNG BRIGHT BLUEC90, M11, Y0, K0

2% 98%

40%

Type:

Angle: 0 40Location: %°

Linear


If a background gradation is desired, 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.

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

STEP 1 STEP 2 STEP 3

STEP 3

• 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 suffi cient contrast.

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

FOR EXTREME HORIZONTAL AND VERTICAL APPLICATIONS

85

SOUND SIGNATURE APPLICATION

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

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.

:20 and :30 version

:15 version

Soundtrack (:27)

Soundtrack (:13)

Signature (:03)

Signature (:02)

SAMSUNG SOUND SIGNATURE: STARFLIGHT

TIMING GUIDE

The sound signature must always be added to the end of all TV commercials.

Sound signature was enhanced from the original sound to better fi t with the brand personality, while maintaining the melodic structure (starfl ight).

* 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.

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SOUND SIGNATURE INTRODUCTION

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.

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

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TV ENDTAG INTRODUCTION

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ENDTAG SEQUENCE & TIMING GUIDE

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

3seconds

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.

3 seconds (for :30 and :20 TV Commercials)

Samsung logo appears fi rst, then the brand line dissolves in

2 seconds (for :15 TV Commercials)

Samsung logo appears fi rst, then the brand line dissolves in

89

BRAND PERSONALITY IMAGERY AND BRAND PYRAMID

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

BRAND PERSONALITIES


BRAND ESSENCE

BRAND PYRAMID

REGIONAL INTERPRETATION

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

Relentless passion to inspire and enrich lives



Optimisticin nature


Sensual design that enhances your style

Innovation that transforms how we live

Consumer experiences that surprise & delight++

Inspired by looking

and thinking beyond

A clean, modern style, simple

and confident

Energetic & positive,

always seespossibilities

Driven by a relentless thirst

for the new, exciting

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BRAND PERSONALITY IMAGERY INTRODUCTION

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 comprises a set of human/tangible traits that are assigned to our brand to bring meaning and dimension to both internal and external audiences.

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NORTH AMERICABrand personality imagery (regional interpretation)

#8939607

Extraordinary, Unique, Fresh

Comfortable, In-touch, Fashion forward

Joyful, Enthusiastic, Devoted

Positive, Confi dent, Progressive

Imaginative (it is…)

Always looking and thinking beyond.

Contemporary (it is…)

A clean, modern style. Simple and confi dent, not too fl ashy or overly trendy.

Passionate (it is…)

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

Optimistic (it is…)

Always looking and thinking beyond.

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BRAND PERSONALITY IMAGERY VARIATIONS

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

Europe

Despite differences physically, socio-

economically, and in culture, there is a look

and style that is very European

Middle East

Distinct with signifi cant cultural and religious

differences, but can be open to

western infl uenceLatin America

A relatively homogeneous region that shares similar

physical, cultural, economic and

religious beliefs.

China

Progressive culture that is rooted fi rmly

in tradition.Cannot separate

old from new.North America

A cultural blend of sophisticated consumers

that know advertising. Open to brand engagement.

South Africa

Distinct, emerging market within a region that

refl ects cultural and socio-economic conditions

suitable for target.

India (SWA)

Strong cultural and religious society but with

a thirst for progress. Look/style is distinct

and preferred.

Korea

Important to maintain relationships with

domestic consumers in a way that is intimate

and understanding.

South East Asia

Refl ects differences in look and socio-

economics and cultures across region.

Russia (CIS)

Evolving society that places importance on western culture. Open

to change and quickly adapting.

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SOUTH EAST ASIABrand personality imagery (regional interpretation)

Intelligent, Human, Unexpected

Stylish, Modern yet culturally pure, Warm

Achieving, Ambitious, Exciting

Faithful, inspiring, open-minded, family protective


Is inspired by always looking and thinking beyond.


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


Passionate Eager to achieve, work hard & play hard.


Strong belief in faith, desire for better life & enjoying life.

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CHINABrand personality imagery (regional interpretation)

92

Unexpected, Visionary, Magnifying

Modern, trendy and westernized but embracing China heritage

Ambitious, Self-confi dent, Adventurous

Open-minded, Satisfi ed, Happy


Surprising and thinking beyond ordinary expectation.


Refl ective of modern western style but drawing from Chinese heritage.


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


Enjoying now with satisfying today.

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LATIN AMERICABrand personality imagery (regional interpretation)

Surprising, Adventurous, Open-minded

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

Exciting, Warm, Sensual

Friendly, Welcoming, Bright


Surprising and adventurous, never without a cultural infl uence.


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


Passionate for excitement together.


Always welcoming and looking to the future with warmth and enthusiasm.

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INDIA (SWA)Brand personality imagery (regional interpretation)

Vivid, Artistic, Novel, Cross cultural infl uences

International yet Indian, New, Trendy, Aspirational

Enthusiastic, Ambitious, Determined

Cheerful, Bright, Positive, Pleasant


Inspired by new trend and culture, music, television and movies.


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


Passionate about advancement and extraordinary experiences.


Always sees possibilities, eager to learn, think positively.

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RUSSIA (CIS)Brand personality imagery (regional interpretation)

Creative, Artistic, Unexpected

Fashionable, Modern, Premium

Enthusiastic, Energetic, Sensible

Fearless, Bright, Positive


Inspired by looking and thinking beyond.


Trend leading, fashionable style with a liberal unique identity.


Eagerly searching for pragmatic solutions with vigor.


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

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EUROPEBrand personality imagery (regional interpretation)

Positive, Authentic, Engaging

Confi dent, Stylish, Leading edge

Dynamic, Exuberant, Exciting


Visionary and inspirational in their pursuit of the new.


Trendy, cool with modern simplicity.


Free spirited and playful. Fueled by excitement.


Belief in pursuing possibilities.

Bright, Inspiring, Romantic

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KOREABrand personality imagery (regional interpretation)

Delicate, Creative, Bright

Simple, Clean, Straightforward

Aggressive, Determined, Challenging

Sincere, Wishful, Positive


Inspired by looking and thinking beyond.


A modern style, trendy & confi dent.


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


Always sees possibilities.

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MIDDLE EASTBrand personality imagery (regional interpretation)

Culturally diverse, Unique, Unexpected

Sophisticated, Worldly, Open

Dynamic, Enthusiastic, Engaging, Confi dent

Spirited, Friendly, Inclusive


Imaginative power overcoming natural and social limitations.


Coexistence of conservative tradition and modern/present.


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


Strong beliefs and faith. Desire for family security.

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SOUTH AFRICABrand personality imagery (regional interpretation)

Engaging , Unique, Real

Vivid, Bright , Expressive, Authentic Chic

Energetic, Upbeat, Positive

Aspirational, Playful, Inspiring


Inspiration from looking, hearing and thinking beyond.


Splendid and showy style. Trendy and confi dent, not too old-fashioned or monotonous.


Impulsive and instinctive passion as a group. Highly immersed and instantaneous fever.


Desire for the better future related with social and fi nancial stability.

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103

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

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.

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

PRODUCT PHOTOGRAPHY IS THE HERO

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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.

PHOTOGRAPHY STYLE INTRODUCTION

102

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105

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 unifi ed visual brand language.

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

104

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 fl at 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.

• 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.

A

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

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


107

LIFESTYLE IMAGERY

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

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

• 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.

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

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

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

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

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Examples for illustrative purposes only.106

PRODUCT PHOTOGRAPHY RETOUCHING

• Eliminate all imperfections during retouching to give the products a “HyperReal,” fl awless fi nish.

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

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109

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 refl ections; 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.

• Present all large (e.g., non-handheld) products in fl at 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 refl ection.

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

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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.

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, 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).

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

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Section 3Applying 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

Fresh taste that lasts longer.

All in one sleek, spacious refrigera-tor powered by TWIN Cooling System™ technology. As convenient as it is advanced, the Samsung side by side refrigerator makes cooking a pleasure and your kitchen a more stylish place to be. Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum iriure dolor in hendrerit in vulputate velit. Vel eum iriure dolor in hendrerit in vulputate velit. Duis autem vel eum iriure dolor in hendrerit in vulputate velit eum iriure dolor in hendrerit in vulputate velit.





Samsung InstinctS30

SPH-M850


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The newSamsung LED TVTS

Lorum ipsumNext Generation

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APPLICATIONSOverview

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.

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OOH

PRINT AD

ONLINE

BROCHURE

PACKAGETV


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.

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

APPLICATIONSOverview

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TRADESHOW


117

Jamaican yellow Cupid pink Minimal white Festival orange

What color is your life?

Pop-up SNS / One Finger Zoom / Smart Unlock Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player /Dictionary / 50MB Memory / Micro SD (up to 8GB)

Introducing the Samsung Corby, the perfect complement.

The exhibit shown here demonstrates Samsung brand cues applied to horizontal-oriented print advertising with product imagery.

Wordmark and brand line• May be positioned in the top-left, top-right or

bottom-right corner, wherever there is suffi cient contrast with the background and image

Typography• Samsung Imagination Modern Regular

whenever possible• Bold weight for increased legibility and visibility• Helvetica Neue for small sizes

Color• 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, fl exible as appropriate

to communication

PRINT ADVERTISINGSpread with product image as the hero

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The exhibit shown here demonstrates Samsung brand cues applied to horizontal-oriented print advertising with lifestyle imagery.





Color• Blue applied to typography and imagery• Minimum of two blue elements (which may include


Imagery• Lifestyle, fl exible as appropriate

to communication

PRINT ADVERTISINGSpread with lifestyle image

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Two years of work for 3cm

Samsung LED TV 8090amsung LS

3 cm ultra slim33333 ccmmccmcmmcmcmmm uuuuuu uulttlttttltltltlttrararararrrraa ssss s slilliililiimmmmmmmmm33 ll lilii


What color isyour life?

Samsung Corby. The perfect complement.

Pop-up SNS / One Finger Zoom / Smart Unlock Fashion Jackets (2 additional colors) / Large 2.8" Full Touch Screen Music Player /Dictionary / 50MB Memory / Micro SD (up to 8GB)

119

The exhibit shown here demonstrates Samsung brand cues applied to vertical oriented print advertising with product imagery.





Color• Blue applied to typography• Minimum of two blue elements (which may include



to communication

PRINT ADVERTISINGSingle page with product image as the hero

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Samsung Ultra Touch

Touch of style

Ultra Brilliant DisplaySamsung AMOLED

118

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




whenever possible

Color• Blue applied to secondary graphic element• Minimum of two blue elements (which may include



to communication

PRINT ADVERTISINGSingle page with lifestyle image

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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

Zone 2 (internal technology graphics)• Reserved for internal technology logos (i.e., Dolby,

HDTV, etc.), service hotline/promotional info• Align justifi cation 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)• Helvetica Neue Roman• Not larger than 7pt. in size

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 specifi cation when needed

PRINT ADVERTISINGThird party & technology logo treatment

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The new Samsung LED TV

Welcome to a whole new world. Where Samsung LED technologybrings you images you’ve never seen before. Brighter colors,deeper blacks and sharper images. The ultra slim, Samsung LED TV.

© Samsung Electronics Co. Dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugaith euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Zone 1Zone 2 Bar treatment

Zone 3


PRINT ADVERTISINGSub-brand logo usage

The exhibit shown here demonstrates application of Sub-brand logos to print advertising.



Sub-brand• Placed in a size and position that is clearly

subordinate to the Samsung wordmark.


whenever possible• Helvetica Neue for small sizes

Color• Blue applied to background and through

imagery selection• Minimum of two blue elements (which may include


Imagery• Product as hero, fl exible as appropriate to

communication

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The new Samsung LED TV

Welcome to a whole new world. Where Samsung LED technologybrings you images you’ve never seen before. Brighter colors,deeper blacks and sharper images. The ultra slim, Samsung LED TV.


123

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




whenever possible• Condensed and bold weight for increased legibility

and visibility

Color• Blue reinforced through imagery selection• Minimum of two blue elements (which may include


Imagery• Product as hero with lifestyle, fl exible as

appropriate to communication

OOH Vertical

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Two LCD screens. Twice the fun.

Samsung DualView TL225


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




whenever possible• Extra Bold weight for increased legibility

and visibility

Color• Blue applied to background and through

imagery selection• Minimum of two blue elements (which may include


Imagery• Product as hero, fl exible as appropriate to

communication

OOH Horizontal

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Color• Blue applied to the background of the back cover.

Neutral color is applied to typography• Minimum of two blue elements (which may include



to communication


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 fl exibility in use of Samsung brand cues.

Wordmark• May be positioned in the top-left, top-right or



whenever possible• Helvetica Neue for small sizes

BROCHURE Cover & back cover

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PRESENTATION IS EVERYTHINGHendrerit in vulputate velit eum iriure dolor.


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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.

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.

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BROCHURE Introduction

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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.

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.

BROCHUREContent structure overview

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



Color• 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, fl exible as

appropriate to communication

BROCHURE Interior spreads

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Reduction of Contaminated MaterialsWe work hard to minimize the amount of waste that is discharged into the environment. A shining example of this can be found at our Cheonan factory in Korea. Our super-efficient wastewater disposal and recycling system reduces waster use and wastewater by 8 million tons year.

Construction of an Eco-parkAt the heart of the Suwon Complex site of Samsung Electronics in Korea, lies a park where you’ll find a pond created by purified wastewater. This eco-pond is home to over 30 species of plants and animals and is commonly used by scientists and students for environmental studies.

Eco-friendly Process SystemIn order to minimize the amount of waste material, we’ve developed a comprehensive eco-friendly process system that utilizes clean production technology, waste heat collection, an energy efficient management system, and an automatic environment observation network and exertion.

Ultra Slim Design and PackagingBy reducing the amount of material which goes that into our LED TV, we’re able to pro-duce a TV that’s ultra slim and requires less materials for packaging and shipping. So by cutting back on the overall material used, we’re helping to significantly decreased CO2 emissions and any other harmful byproducts.

Delivery Time Promise System Our Delivery Time Promise System (DTPS) ensures that our LED TVs get to where they need to be in a timely manner, so they spend less time on the road and more time in your home. That leads to less air pollution and a cleaner environment for everyone to enjoy.

Recyclable Packing MaterialThe packing material for our LED TV can be easily sorted for recycling. The material is made of eco-friendly materials like water ink. Besides being a healthy choice for the environment, it allows costs to be reduced by more than 20%.

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Eco-innovation Samsung LED TV Series 7 7000 (North America)Eco-innovation Samsung LED TV Series 7 7000 (North America)

Picture perfect

*Dimensions (mm) / *Weight (kg)

LED TV 46” 40” 32”PanelFull HD Yes

Ultra Clear Panel Yes

VideoResolution 1920 x 1080

Backlight LED

Picture Engine Samsung LED TV Engine

Motion Plus Yes (100Hz)

Wide Color Enhancer WCE Pro

1080 24p Real Movie Yes

AudioSound Effect System SRS TruSurround HD & Dolby Digital plus

Speaker Type Down Firing

Sound Output (RMS) 10W x 2

Woofer Yes Yes -

FeatureInternet@TV -

DLNA Wireless -

Content Library (Flash) -

USB2.0 Yes (USB2.0)

BD Wise Yes

Wirelss Lan Adaptor Support -

Teletext (TTXT) 1000P

Anynet + (HDMI-CEC) Yes

Smart Content Manager -

Game Mode Yes

Remote Controller Type IR Remote Control

OSD Language Europe 25 Language

Picture-in-Picture -

Sleep Timer Yes

Clock & On/Off Timer Yes

Auto Channel Search Yes

Auto Power Off Yes

EPG Yes

Auto Volume Leveller Yes

SystemDTV Type DVB-T/C . MPEG4

DTV Tuner Built-in Yes

Input & OutputHDMI 4

USB 1

Digital Audio (Optical) 1

PC Input (D-sub) 1

PC Audio Input (Mini Jack) 1

DVI Audio Input Common Use for PC Audio Input

Component (Y/Pb/Pr) 1 (Mini Jack)

Composite (AV) 1 (Mini)

Ethernet (LAN) -

RF Input 1

CI Slot Yes

Scart 1 (Mini)

DesignType Crystal TV

Color Rose Black

Light Effect Yes

Stand Type Glass

Swivel (Left/Right) Yes (20/20)

PowerPower Supply AC220-240V 50/60Hz

Operation Power Consumption 170W 140W 95W

Stand-by Power Consumption <0.1W

Eco Mark Eco Flower

DimensionSet Size (WxHxD) with Stand 1115x763x275 983x688x255 799x579x240

Set Size (WxHxD) without Stand 1115x705x29.9 983x631x29.9 799x521x29.9

Package Size (WxHxD) 1415x818x260 1288x746x239 890x605x210

WeightSet Weight with Stand 22.4 18.4 12.8

Set Weight without Stand 17.6 14.7 9.6

Package Weight 28.3 23.2 16.6

AccessoryVesa Wall Mount Yes (40-55” : 400x400) Yes (40-55” : 400x400) Yes (32-37”:200x200)

Remote Controller Model TM970

Simple Remote Controller -

Batteries Yes

Power Cable Yes

Slim Gender Cable Scart/ Component/ AV IN

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BROCHUREContent structure

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Call-to-action

Subhead

Headline Primary selling point

Product highlights

Feature summary

Benefi t Highlights

Feature description

Feature description

Benefi t highlights

FRONT COVER INTERIOR SPREAD 1 INTERIOR SPREAD 2

BACK COVERINTERIOR SPREAD 3

Options overview

Specifi cations

128

HeadlineThe headline should provoke consumers to imagine how the product could inspire their own life and their own passions in believable, human terms. The headline should consist of a short phrase and, where possible, should emphasize emotional benefi ts instead of product features or technical attributes.

SubheadThe subhead should clearly describe the product featured in the brochure in a simple sentence. The offi cial product name and number should be used, and if relevant, it may be preceded with a descriptor such as “new” and/or followed by an important feature or benefi t.

Primary selling pointThe primary USP (unique selling point) is communicated in a succinct, high-level paragraph. A headline may also be used to call out the lead message. The USP should communicate how the product fulfi lls the promise of the brochure title in friendly and engaging terms. The copy should: • focus on what the product does for the

consumer, rather than just features or technological details.

• convey imaginative product design and a shared spirit of fun and possibilities.

• be as brief as possible to maximize visual impact and to allow the reader’s imagination to complete the picture.

Product highlights In support of the images highlighted on the page, brief paragraphs of copy detail the product’s most unique features, design styling or technology. This copy should clearly capture how the highlighted qualities make the Samsung product a superior choice.

Feature summaryIn support of each product’s primary selling point, a more specifi c paragraph of copy summarizes the key features and their consumer benefi ts. This copy should succinctly capture how the product enriches the way people live, work and pursue their passions.

Benefi t highlightsWhere necessary, product features may be grouped by overarching benefi t. In this case, a brief paragraph of copy should be used to describe how the set of features enriches the user’s life.

Feature descriptionProduct features should be described in very simple terms that are as easy as possible for consumers to understand. Each feature is described in a succinct sentence or two. While benefi ts may be communicated as well, the focus should be on clear description of features.

Options overviewA bold, simple question asks consumers which product confi guration best meets their needs and desires. Below, a brief paragraph helps consumers answer the question by summarizing the features and benefi ts of each major product option.

Specifi cationsA summary of the most important technical specifi cations is presented in a consistent, easy-to-read table format.

Call-to-actionBrochures end with a simple, direct call-to-action. A short sentence beginning with “To learn more about [product name]” is followed by the appropriate source for more information, such as a product website.

BROCHUREContent structure

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The exhibit shown here demonstrates Samsung brand cues applied to vertical-oriented point-of-purchase banner with lifestyle imagery.

Wordmark• May be positioned in top-left, top-right or bottom-

right corner, wherever there is the suffi cient contrast with the background and image


whenever possible• Condensed and bold weight for increased legibility

and visibility

Color• Blue applied to typography and imagery• Minimum of two blue elements (which may include



to communication


POPVertical

SAMSUNGPROUD SPONSOR2012 SUMMEROLYMPICGAMESDuis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at. Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit.

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The exhibit shown here demonstrates Samsung brand cues applied to horizontal-oriented point-of-purchase with product imagery.

Wordmark• May be positioned in top-left, top-right or bottom-



whenever possible• Bold weight for increased legibility and visibility

Color• Blue applied to typography and secondary

application background. Single accent used to reinforce product personality.

• Minimum of two blue elements (which may include the Samsung wordmark) must be incorporated into each design


to communication


POPHorizontal

in the same space.More space

Imagine a washing a machine that’s quiet enough to use near your bedroom

More space in the same space


The exhibit shown here demonstrates Samsung brand cues applied to packaging.

Wordmark • May be positioned in top-left, top-right or bottom-


• Reverse on dark blue


whenever possible• Bold weight for increased legibility and visibility• Helvetica Neue for small sizes.

Color• Blue applied to typography, secondary graphics

and side panel. Neutral for background.• Minimum of two blue elements (which may include


Imagery• Illustrative, fl exible as appropriate

to communication


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Dust & water resistant (*IP54)

Anti-shock with urethane

US Miliatary Standards(MIL-STD-810F)

3G (2100MHz)

GPRS, EDGE Quad Band(850/900/1800/1900 MHz)

Torch Light

USB 2.0

Bluetooth®

microSD slot

www.samsungmobile.com

SAMSUNG B2700

SAMSUNG B2700Durable. Style.

PACKAGEVertical


Sam Brand Guideline Ver2.1 Final

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