Brand profile

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Samsung
Brand DNA

Samsung

Samsung Electronics makes phones, televisions, displays, appliances and the components inside much of the industry, from memory to panels.

54%
Background#FFFFFF
28%
Secondary#75787B
10%
Text#000000
5%
Primary#1428A0
3%
Surface#000000
Typography
Aa
SamsungSharpSansDisplay · Modern & cleanSamsungOneText · Softly rounded

Large thin headings with tight line spacing, small regular body. Product names are always set in full and never abbreviated.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

show a simulated screen without saying so

claim a first that a competitor already shipped

hide a model difference behind one product name

Never says
cheapbudgetknock-offgimmick
Sounds like this

A brighter screen you can still read in full sun.

Confident and specification led, but written for a person. Name the benefit, then the number behind it.

Audience

People choosing a flagship phone or television who compare specifications, and buyers who want one brand across the whole house.

Loves

+Screens that set the standard

+Choice across a range

+Hardware you can show off

Loathes

×Compromised displays

×One size fits all

×Closed ecosystems

The hill it
would die on

The screen is the product.

DensityAiry
AlignmentCentred
MotionLively
AddressInformal
Samsung · brand DNA at a glance 10 of 12 traits
ChattyPage