Samsung Guidelines
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Transcript of Samsung Guidelines
cf.)�
Samsung�is�planning�to�construct�the�“Global�Communication
Network�Channel”by�sharing�the�Guideline�and�Image�Data�
related�to�this�manual�on�the�internet,�samsungsp.com.
(scheduled�on�June.�’02)
Samsung entitles this manual “Total Communication Design Guideline”.
Devised as a result of developing the “Samsung Line”, this presents
Samsung’s identity in graphic design and its efficient “ Image Variation”
according to characteristics of media, products, and regions. The departments
of the Samsung or its affiliates are to use this manual for maintaining the
identity of Samsung Communication Design.
Design�HQ
• Overseas�Sales�Promotion (Catalogue�/�Leaflet,�POP)�:���Overseas�Design�Department�/�Digital�Media�Network���Nak-Woon�Kim�(Paradise�Kim) (tel�:�82-2-751-6975)Eun�-Jung�Park��(tel�:�82-2-751-6974)
• Domestic�Sales�Promotion (Catalogue�/�Leaflet,�POP)�:Marketing�Communication�Group�/�Domestic�(Korean)�Sales�Business����Kong-Dong��Son�(tel�:�82-2-317-8340)
• Brand�Ad.�(Print�Ad.)�:�Brand�Strategy�Team�/�Global�Marketing�OperationsDo-Kyoon�Kim��(tel�:�82-2-751-6028)Kyung-Wook�Suh��(tel�:�82-2-751-6398)Ki-Sun�Kim�(Suleyman)� (tel�:�82-2-751-6908)
• Package�/�Total�Communication�Design�:Design�Identity�Group�/�Corporate�Design�Center��Yu-Sin�Soung��(tel�:�82-2-750-9263)In-Sil�Han��(tel�:�82-2-750-9284)
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Contents 1.�Global�Guidelinesa.�Wordmark
-�Color
-�Format
-�Color�Standard
-�Incorrect�Uses
b.�Samsung�Line
-�Incorrect�Uses
c.�Type�Styles
-�Primary�Usage
-�Secondary�Usage
d.�Color�System
2.�Applicationsa.�Image�Application
b.�Catalog/Leaflet
-�The�Drawing�Method
of�Oval�Curve
-�Basic�Layout�
-�Format
c.�POP
-�The�Drawing�Method
of�Oval�Curve
-�Basic�Layout�
-�Format
d.�Package
-�The�Drawing�Method
of�Oval�Curve
-�Basic�Layout�
e.�Print�Ad.
-�The�Drawing�Method
of�Oval�Curve
-�Basic�Layout
-�Format
3.�Examples3
Wordmark The wordmark is the most important identifier which represents SAMSUNG, i.e. it is the visual
property of who we are and what we do. Therefore the shape, color and letter type should not be
changed randomly. The color of the wordmark should be expressed in a way of consistent form on
various media (printing, signs, etc.), and its accurate color, color value and hue should be maintained.
Global Guideline - a
Spot Color : Pantone 286C
4 Color process : C100% + M80%
RGB rule : G20 + B160
Color
4
Wordmark
Format
Color�Standard
Clear�Space�=�Logotype�height�X 2
Observe strictly the clear space in order to enhance the visual effectiveness of the symbol mark.
Any factor should not intrude into the specified clear space.
Samsung�Blue
- Color Standard : Samsung Blue. In case of inevitable circumstances,
a positive or a negative image can be used.
- The color value of background / Use 50% of color value as a standard.
Black & White Media- equal to less than 50% value black : positive image(Black)
- equal to more than 50% value black : negative image(White)
Color Media- equal to less than 50% value black : positive image(Black)
- equal to more than 50% value black : negative image(White)
2X
2X
2X
2X
X
5
Global Guideline - a
Incorrect�Uses
(The�examples�on�the�right
illustrate�incorrect�color�use.�)
Wordmark
(�Do�not�print�the�wordmark�in�secondary�Samsung�colors.)
(Do�not�change�the�shape�of�the�wordmark.)
(Do�not�use�the�wordmark�ina�sentence�or�phrase.)
6
Global Guideline - a
Do not use the different colorfor wordmark logotype and thebackground color. Thesecolors should be the same.
Do not use a wordmark color ofsimilar value and hue as thebackground color. The lack ofcontrast impairs visibility.
Do not use more than onecolor for the background.
Do not use a black wordmarkon a colored background. Blackis exclusively for use on whitebackground.
Do not use colors for wordmarks other than the approved options.
Do not change the angle ofthe oval.
Do not reverse the color ofthe oval and logotype.(e.g. do not use SamsungBlue on the logotype)
Do not place the wordmarkon a heavily textured background.
Do not use the wordmark inside a sentence or phrase. Do not use the wordmark inside a headline.
Do not change the shape ofthe oval.
Do not express thewordmark as an outline.
Do not change thetypeface of the logotypeinside the wordmark.
Do not blur thewordmark.
Do not distort thewordmark.
Do not use a negative image ofa wordmark on a brightbackground.
Do not use a blue wordmark on adark background. The lack ofcontrast impairs visibility.
The Samsung line is a form, created by applying the curve of the wordmark in accordance with
characteristics of media.
Criteria�forusing�the�line
SAMSUNG Line
Samsung Wordmark0˚ Rotate angle
Center Point
Oval Curve Main Part
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Global Guideline - b
As the main characteristics of the Oval, the red portion of the line illustrated below
should always be presented even when the oval curve is expressed in various forms.
Samsung Wordmark9.5˚ Rotate angle
Samsung Wordmark47˚ Rotate angle
Oval Curve Main Part
Oval Curve Main Part
Derived from the brand logo, the SAMSUNG Line is to be used as a graphic motive,
conveying the brand image to users through constructing its identity among media.
Variation
Criteria�for�Applyingthe�Oval�Curve
Samsung’s visual identity is provided to consumers by applying the Curve of the Samsung
Wordmark. When applying an image inside the Curve, it is essential to consider the
characteristics of each product or region in order to create the most efficient variation of
design.
Point The SAMSUNG Line presents the associational effect of the brand logo to consumers as
SAMSUNG’s unique visual motive by applying the curve of the wordmark, which symbolizes
SAMSUNG, on each medium.
Why�“Oval” In global market, the oval is the only visual property, presented as a consistent form of Samsung,
with exception of its brand name (Samsung). This is the reason why we should actively apply the
Oval image to our graphic media design.
SAMSUNG Line
8
Global Guideline - b
The most important factor is the visual distinction, resulted from the different tone between inside and
outside of the Oval Curve.
- The sub factors (narrow lines or band) can be expressed on the curve to enhance the design, as long as
they observe the rules shown above.
Incorrect�Use
(Examples�of�incorrect�color�use)
SAMSUNG Line
9
Global Guideline - a
In�this�example,�shape�of�the�oval�curve�is�not�distinguishable�dueto�the�similarity�of�color�value�andhue�(between�inside�and�outside�of�theoval�curve).
(Examples�of�incorrect�oval�curve�use)This�example�shows�a�complicated�design�caused�by�excessive�use�of��sub�factors.�(narrow�band)�
Color�inside�the�oval�curve
Color�outside�the�oval�curve
Excessive�use�of�sub�factors
Incorrect�Use
(Examples�of�incorrect�oval�curve�use)
SAMSUNG Line
10
Global Guideline - a
In�this�example,�the�single�orcontrasting�color�of�sub�factors�(narrow�band)�causesdistraction�or�unwanted�division.
Do�not�apply�contrasting�color
Do�not�applysingle�color
Incorrect�Use
(Example�of�incorrect�oval�curve�use)
SAMSUNG Line
11
Global Guideline - a
In�this�example,�the�shape�of�the�oval�curve�is�too�complicate�andindistinguishable�due�to�too�many�sub�factors.(narrow�line)
SAMSUNG’s designated typefaces are Universe for English, Gothic for Korean. Universe should
always be used in upper and lower case, using flush left, ragged right format. Universe Condensed 47
Light and 57 Regular are suitable choices for body text. They are also appropriate for headlines and
captions. Universe 67 Bold is a suitable choice when the volume of text is small and emphasis is
needed. It is also effective for headlines or sub headings. Garamond has been selected as the
designated type for secondary usage because of its classic style, intimacy and soft image. Garamond
can be used in sales sentences (or in soft sentences for explanation.)
Primary�Usage
Secondary�Usage
National�Letter�Usage
Type Styles
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Global Guideline - c
12
Samsung’s color system is developed for each business unit to project its best image and characteristics
in the most efficient way. The color system, devised for unifying the visual images of each business unit or
sales environment, is to promote the internal unity and to foster consistent identity externally.
Note) The given color system offers a standard for individual business unit. (When another coloruse is necessary for a product or a region, you are required to consult with the Design HQstaff in advance.)
Color System
Color SystemBrand Logo Color
C30, Y100
M60, Y100
C30, Y100
M50, Y100
C100, M80Black
White
C100, M50
C100, M50
C20, M100, Y60
C70, Y70
C100, M50
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Global Guideline - d