Samsung Brand Book

The Samsung visual identity

4 5 This is our brand ideal, it is our reason for being—our purpose. It inspires everything we do as a company and as a brand. In just a few words it captures who we are, what we do and why we do it. It is so powerful for one simple reason. It’s the truth. Who we are: Relentless discoverers What we do: Innovate for all Why we do it: Create possibilities

6 7 At the heart of our visual identity is a simple idea inspired by our brand ideal: look through to discover.

8 9 It’s up to you. Samsung’s visual identity is seen worldwide—on everything from tiny mobile phone ads to the façade of our flagship stores. Each appearance makes an impression, and collectively these impressions form our brand. Consider this book your toolbox. Use it to help build our visual identity consistently and creatively. If we all do this successfully, people all over the world will understand the essence of our brand to accelerate discoveries and possibilities.

10 11 16 Wordmark 19 Wordmark color 20 Wordmark clear space / minimum size 21 Wordmark don’ts 22 Wordmark placement 23 Wordmark and partnership logos 24 Wordmark and partnership logo collections 25 Wordmark and sponsorship logos 26 Lettermark 27 Lettermark color 28 Lettermark clear space / minimum size 29 Lettermark don’ts Logos 94 Frames introduction 96 Using Frames in layouts 98 Product Frame library 100 Product Frame layouts 102 Experience layouts 106 Product layouts 110 Reflect layouts 114 Simple Frame layouts 124 Word Frame layouts 130 Frame layouts— step by step 138 Frame layout clear space rules 142 Frame layout reference guides Frames 152 TV endtag 153 Planet First 154 Symbols External 160 Presentation 162 Email signature 163 Legal information 164 Contact information Internal Lifestyle photos 52 Lifestyle photography principles 66 Art direction 70 Post production 74 Photography violations Product photos 76 Product photography principles 78 Art direction 87 Photography don’ts Object photos 88 Object photos Photos 34 Color palette 36 Color in use Color 42 Samsung InterFace 44 Typography examples 44 Digital usage 46 Product name typography 47 Global typography 48 Word Frame typography 49 Word Frame typography examples Typography

12 13

15 16 Wordmark 19 Wordmark color 20 Wordmark clear space / minimum size 21 Wordmark don’ts 22 Wordmark placement 23 Wordmark and partnership logos 24 Wordmark and partnership logo collections 25 Wordmark and sponsorship logos 26 Lettermark 27 Lettermark color 28 Lettermark clear space / minimum size 29 Lettermark don’ts

16 17 The wordmark is the brand Our wordmark is our most valuable visual asset. It perfectly expresses our brand. The angle represents acceleration while the letters breaking out of the ellipse represent going beyond boundaries to discover new possibilities. We use the simplified version of our wordmark on products and in other specific applications where it makes aesthetic sense and enhances clarity.

Logos Design Elements 19 | Only use the black version of the wordmark when color printing is not an option. In these cases, use the black Samsung wordmark on a white background. If white is not possible, use a grey background with no more than a 20% black tint. Samsung’s primary wordmark color is Samsung Blue (Pantone 286). The wordmark is always uppercase and encapsulated in the Samsung ellipse. It should be used as the wordmark of choice. The wordmark should be placed on a white background as often as possible. If white is not possible, use a grey background with no more than a 20% black tint. 10° Angle The Samsung wordmark is used on almost all communications, both internal and external. The Grid The well-ordered grid of our wordmark— with its strongly horizontal and vertical lines—represents the engineering discipline that drives product development. Acceleration angle The angled ellipse represents acceleration, or our speed of innovation and ongoing drive to deliver new technology to the world. Break out The lettermark breaking out of the ellipse further expresses the brand’s commitment to push innovation. Wordmark Wordmark color

Logos Design Elements 21 | Clear space refers to the space around the wordmark that separates it from other elements such as text and the outside edges or borders of printed materials. A minimum amount of clear space must surround the Samsung wordmark. This space is equivalent to the width of two Samsung “S” figures around all sides of the wordmark. When designing, place the Samsung wordmark for maximum impact and whenever possible, use a larger amount of visually uninterrupted space, or clear space, around our wordmark. See below for examples. Wordmark clear space / minimum size Clear space Samsung wordmark clear space equals the width of Sx2 around all edges of the wordmark. Minimum print size To maintain the integrity of the wordmark in print, a minimum height of 5 mm has been set. The width should be proportional. Minimum digital size To maintain the integrity of the wordmark, a minimum height of 8 px has been set. The width should be proportional. Height = 5 mm Height = 8 px The integrity of the Samsung wordmark must be respected at all times and should not be altered in any way. DO NOT link elements including names, logos or symbols to the Samsung wordmark. Wordmark don’ts DO NOT recreate the wordmark. DO NOT distort the wordmark. SAMSUNG SAMSUNG DO NOT outline the wordmark. SAMSUNG DO NOT place wordmark on busy backgrounds or backgrounds with insufficient contrast. DO NOT alter the color of the wordmark. SAMSUNG DO NOT position wordmark over crucial photographic details such as faces or products. Height Sx2 Width Sx2

Logos Design Elements 23 | DO NOT put the wordmark on bottom left. Preferred wordmark placement is in the bottom right corner. ABC Exception The preferred Samsung wordmark placement is in the bottom right corner of layouts (with respect to the clear space rules). The wordmark can be placed in the top right or left corners when there isn’t enough space in the bottom right corner, but it is still necessary to respect the clear space rules. Wordmark placement The partner’s logo should be visually equivalent to Samsung’s wordmark in size. Both the partner’s and Samsung’s identifiers can be larger, or smaller, than that of each other depending on marketing conditions, contributions to the partnership, or the type of marketing material. However, the minimum size of 20mm should be observed to ensure consistency within Samsung’s corporate identity. Wordmark and partnership logos ABC ABC Equivalent size logos A descriptive phrase indicating the alliance may be added, it must use Samsung InterFace Regular. ABC Clear space rules must be followed in every instance.

Logos Design Elements 25 | 0.5X 0.5X X X 20mm 20mm 17.6mm When using the Samsung logo with sponsor - ship logos, the Samsung logo should remain either to the left (in horizontal layouts) or on top (in vertical layouts). Clear space and minimum size rules should be adhered to. Wordmark and sponsorship logos Wordmark and partnership logo collections Logos shown in color Logos shown in grey Clear space Minimum size Clear space Minimum size Horizontal Vertical Lorem ipsum dolor sit amet. Nonsimorbi confinc lessolus revium porum pubit.Es ocato conos tam ingulocume hicam sedo, crei conduc re, sendem det; hum et avo, dicaestis. Samsung GALAXY S3 Horizontal Vertical

Logos Design Elements 27 | The Samsung lettermark is a visual identifier that is reserved for situations where the wordmark cannot be applied. Below are some examples of usage. The Samsung lettermark is used as the main branding on product. The Samsung lettermark is used on Samsung store signage—interiors and exteriors, at tradeshows and in corporate events. Lettermark Samsung’s primary lettermark color is Samsung Blue (Pantone 286). The lettermark is always uppercase. Samsung’s lettermark can reverse out of Samsung Blue or black. The only occasions that will require a black version of the lettermark are when color printing is not an option. In these cases, use the black Samsung lettermark on a white background. If white is not possible, use a grey background with no more than a 20% black tint. Lettermark color

Logos Design Elements 29 | The Samsung lettermark should be placed for maximum impact and should respect the rules of clear space. Clear space separates the lettermark from other elements such as headlines, text and the outside edges of printed materials. A minimum amount of clear space must surround the lettermark. This space is equivalent to the width of two Samsung “S” figures around all sides of the lettermark. Whenever possible, use a larger amount of visually uninterrupted space. Lettermark clear space / minimum size Clear space Samsung lettermark clear space equals the width of Sx2 around all edges of the lettermark. Minimum print size To maintain the integrity of the lettermark in print, a minimum height of 5 mm has been set. The width should be proportional. Minimum digital size To maintain the integrity of the lettermark in print, a minimum height of 8 px has been set. The width should be proportional. Height = 5 mm Height = 8 px The Samsung lettermark should not be used as a primary mark in advertising or other communications. DO NOT use the Samsung lettermark and wordmark next to each other in corporate branding. DO NOT use the Samsung lettermark as the primary mark in communications. DO NOT use the Samsung lettermark in conjunction with any other names. This includes divisions, product names, partnerships, etc. Lettermark don’ts Height Sx2 Width Sx2

31 30 34 Color palette 36 Color palette in use

33 32 Our world is full of color Our color palette is vibrant and inviting. A range of blues contrasts with bright, warm colors. Neutrals and white help give the brand a modern, premium feel.

35 Color | Design Elements Primary palette Primary palette Our primary palette reflects the actual Samsung brand colors as well as the feeling of the Samsung brand. Secondary palette The bright colors of our secondary palette are used to add friendliness to the system, while the grey shades are used to lend a premium feel to the system. The secondary palette should be used for informational graphics and symbols. Color palette Samsung Blue is used for the wordmark, lettermark, and as an option for headlines, subheads and to highlight important points within body copy. White is used to create a clean, open feeling. Sky Blue is used for headlines, subheads and points within body copy. It brings the Samsung system together by appearing in layout copy as well as all lifestyle photography. Samsung Blue PMS 286 C CMYK 100/80/0/0 RGB 20/40/160 HEX 1428A0 Sky Blue PMS GOE 84-1-5 C CMYK 100/31/0/0 RGB 6/137/216 HEX 0689D8 White CMYK 0/0/0/0 RGB 255/255/255 HEX FFFFFF Samsung Grey Cool Grey 9 C CMYK 0/0/0/50 RGB 117/120/123 HEX 75787B Cool Grey 9 C is the most-used color in communications for most body copy and some headlines. Information graphics, copy emphasis Product names, subheads and body copy Graphics Secondary palette Sun Flame Berry Plum Lotus Marine Jay Kelp Ivy PMS 7548 C CMYK 0/12/98/0 RGB 255/198/0 HEX FFC600 PMS 1505 C CMYK 0/73/96/0 RGB 244/92/16 HEX FF6900 PMS 185 C CMYK 0/93/79/0 RGB 228/0/43 HEX E4002B PMS 2395 C CMYK 26/90/0/0 RGB 200/0/161 HEX C800A1 PMS 2725 C CMYK 76/76/0/0 RGB 104/91/199 HEX 685BC7 PMS 2935 C CMYK 100/52/0/0 RGB 0/87/184 HEX 0057B8 PMS 2995 C CMYK 83/1/0/0 RGB 0/169/224 HEX 00A9E0 PMS 320 C CMYK 96/0/31/2 RGB 0/156/166 HEX 009CA6 PMS 354 C CMYK 81/0/92/0 RGB 0/177/64 HEX 00B140 Platinum Silver Pebble CMYK 0/0/0/10 RGB 230/231/232 HEX E7E7E8 PMS Pantone Silver C CMYK 0/0/0/43 RGB 136/139/141 HEX 888B8D PMS Cool Grey 8 C CMYK 23/16/13/46 RGB 166/169/170 HEX A6A9AA Cloud Coal PMS Cool Grey 11 C CMYK 0/0/0/70 RGB 83/86/90 HEX 53565A CMYK 0/0/0/100 RGB 0/0/0 HEX 000000

37 Color | Design Elements Primary palette Use Samsung Blue and Sky Blue type to create communication hierarchy and add emphasis within copy. Secondary palette Secondary colors align with lifestyle photography add emphasis while creating a connection between type and image. Color palette in use Samsung Blue and Samsung Sky Blue add emphasis and hierarchy. Use accent colors from the secondary palette to add emphasis to copy. The selected color should align with the layout image.

39 42 Samsung InterFace 44 Typography examples 44 Digital usage 46 Product name typography 47 Global typography 48 Word Frame typography 49 Word Frame typography examples

41 40 It’s our type Consistent use of type will help unify our brand. Samsung InterFace is versatile, easy to read and friendly, so it works well for any message. We’ve customized the details to make it distinctively Samsung. Regular Italic Bold BLACK Use this most of the time. Use this for subtle emphasis and quotations. Use this for bold emphasis. Use this to create Word Frames (see page 124 for information on creating Word Frames).

43 Type | Design Elements Samsung InterFace is our proprietary font. It was carefully designed as an extension of our brand. The letterforms include details such as the acceleration angle. There are five weights: Regular, Regular Italic, Bold, Bold Italic and Black. The fonts should be used without alteration, including change of shape, drop shadows or outlines. Samsung InterFace 10 ̊acceleration angle Letterform details Samsung InterFace ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Samsung InterFace Regular is used in body copy, headlines, subheads and product names. Samsung InterFace Regular Modernized letterforms

45 Type | Design Elements Typography examples This is an example of how to use Samsung InterFace with the appropriate type size and leading in a layout. Headline Product name lockup Body copy Headline Body copy Headlines are Samsung InterFace Regular in Sky Blue or Samsung Blue Body Copy is Cool Grey 9 C set in Samsung InterFace Regular. Samsung InterFace Bold and Italic are used for emphasis. Secondary colors can be used sparingly to add friendliness and vibrancy. Arial Regular and Arial Bold should be used for desktop applications in a non-graphic artwork environment such as live text in websites, Microsoft Word ® and PowerPoint ® documents. Digital usage

47 Type | Design Elements Product name typography All product names are created with Samsung InterFace Regular. Follow these guidelines step-by-step when creating any product name. Horizontal product name lockup When creating Samsung communications in non-Roman languages, such as Arabic, Chinese, Hindi and Thai, use the fonts specified on this page. Global typography Vertical product name lockup Leading is height of “x” from Samsung Samsung PRODUCT NAME x Black Sentence case Cool Grey 11 C Uppercase, set tracking to 75 in Illustrator or InDesign Samsung PRODUCT NAME Spacing is width of a capital “N” Non-Roman typeface: Arabic / Frutiger ® Arabic 55 Roman Non-Roman typeface: Chinese / MHeiHK Medium Non-Roman typeface: Hindi / Kruti Dev Non-Roman typeface: Thai / PSL Kittihada N

49 Type | Design Elements SAMSUNG I N T E R FAC E BL ACK ABCDEFGHI JKLMNOPQR STUV WXYZ Used for creating a Word Frame only, and always in uppercase. Samsung InterFace Black has been created solely for use as a Word Frame. The font is only available in uppercase and should be treated with tight tracking and leading for clarity and aesthetic impact. Only one to three words should ever be used to create Word Frames. DO NOT use Samsung InterFace Black as a headline or in body copy. Note: See pages 124 –129 for more details on creating Word Frames. Word Frame typography In the examples below, Samsung InterFace Black has been paired with colorful crisp images that contrast well with the heavy type. The kerning is very tight so an effective window can be created. In both instances the image is recognizable through the type, but is not too detailed so as to make it difficult to read or confuse the meaning of the word. Word Frame typography examples

51 Lifestyle photos 52 Lifestyle photography principles 66 Art direction 70 Post production 74 Photography violations Product photos 78 Art direction 87 Photography don’ts Object photos 88 Object photos

53 52 1 picture = 1,000 words (approximately) Our lifestyle photos capture candid moments. They show people discovering new possibilities through our products.

55 Lifestyle Photos | Design Elements Authenticity Simplicity Discovery Natural vibrance These four key photographic principles allow us to tell a uniquely Samsung story: Lifestyle photography principles

57 Lifestyle Photos | Design Elements Our stories are about the connections real people make with Samsung products and how we become a part of their daily lives. Our photography should capture these everyday moments and feel natural to the audience. Techniques Depth of field With normal vision, what we can focus on is crisper than the surround- ing edges, which are more blurred. A shallow depth of field adds a sense of realism by mimicking how we actually see things. Candid Casual and more natural scenarios lend a candid feel to the images, aided by a voyeuristic point of view through blurred foreground objects. No eye contact Actors should never look directly at the camera, allowing the candid capture of emotive stories. Authenticity

59 Lifestyle Photos | Design Elements Less is more. We strive to create simple and intuitive user experiences and our photography should reflect this idea. It should be clear and easy to under - stand. Complex imagery is a barrier to communication; it confuses our message of being open to possibilities and discoveries. Techniques Focus Shallow depth of field minimizes surrounding information, allowing the viewer to focus on the primary subject. Framing A simplified background supports a focused photograph. Genuine Styling should strive to achieve a genuine but premium feel that elevates the brand while creating real scenarios. Models should look like real consumers— young-minded, stylishly dressed. Solid colors and simple patterns are preferred in order to keep focus on the situation. Simplicity Body copy Subhead Header

61 Lifestyle Photos | Design Elements Through our products, people are constantly discovering new possibilities. Our objective with lifestyle photography is to capture these moments of wonder and joy. When possible, show subjects engaging with Samsung products and remember the goal of creating an image that conveys an emotive visual story. Whether directly or indirectly, we want to convey a sense of inspired discovery. Techniques Looking in The voyeuristic, shallow depth of field gives the viewer a sense of her own moment of discovery, as if she has happened upon a scene worth stopping for. Real reactions Actors should interact with real working products to enhance their abilities to react naturally. For example, the photographer may direct the actor to watch an awe-inspiring documentary on the Smart TV to capture a sense of wonder on the actor’s face. Emotional range Facial expressions should not be exaggerated. Each scenario should be shot like a motion capture with the subjects acting out a short scene. This allows the photographer to capture a range of expres- sions from subtle to overt. Discovery Body copy Subhead Header

63 Lifestyle Photos | Design Elements Bright, vibrant colors represent the positive, uplifting personality of the Samsung brand. Vibrancy enhances the moments of discovery that we deliver through our products. Sky Blue is a brand color and should be utilized in some way within every image, whether subtly or boldly. Techniques Colorful Use natural, vibrant colors which are inspired by the color palette. Don’t overuse color Vibrancy must be balanced with simplicity. Too much color can lead to a complex image. Natural vibrancy Header

65 Lifestyle Photos | Design Elements Blue palette Using a range of blues, especially brighter blues, gives an overall branded feel to our photography. The focal point of the image should be the brightest color. Secondary colors These colors exist in our system to complement our vibrant blues and to create contrast. They should be used sparingly and in small amounts. Natural vibrancy examples

67 Lifestyle Photos | Design Elements People Personality Hair and make-up Wardrobe Lighting Frame location Art direction plays a key role in bringing photography to life. All decisions should be made to support the four key principles: Authenticity, Simplicity, Discovery and Natural Vibrancy. Art direction People Our photography should show real people, having real experiences. They should represent the wide cultural and ethnic mix of the world around us. - Wide ethnic mix - 4 to 50 years old - Young-minded and stylish Personality The personalities of subjects reflect on our brand’s personality. Cast for actors that meet these criteria: - Curious - Positive - Spontaneous - Genuine - Approachable Art direction

69 Lifestyle Photos | Design Elements Hair and make-up - Everyday - Stylish - Natural - Fresh - Situationally-appropriate - Approachable Wardrobe - Fashionable but not high-fashion - Colorful - Tasteful - Premium material and flattering fit (not too loose, not too tight) - Situationally appropriate Art direction Lighting Naturally occurring light sources consistent with the setting. - Sunshine - Product ( TV, laptop, etc.) - Home lighting Frame location In order to work within the Frame system, photography must have information outside the framed composition. A range of shots should be taken for various orientations, e.g. horizontal, vertical, square. Art direction

71 Lifestyle Photos | Design Elements Before The original image, picked from many photographs, inherently possesses all of the key lifestyle photography principles. After The image is then optimized by following the post production principles of focus, contrast, color vibrancy and attention to detail. See pages 72–73. Post production Focus Contrast Color Details Post production plays a key role in ensuring that photography faithfully captures our key principles. To achieve the best results for your final image, follow the four key tenets of post production: Post production

73 Lifestyle Photos | Design Elements Focus To reinforce the shallow depth of field and create more focus on the primary element, you may need to make the foreground images more vibrant and sharp, while the background images may be softer and less saturated. Always maintain a natural vibrancy. Contrast Adding contrast to the primary element creates definition and impact. In this case, it’s the little girl and the product. To ensure legibility of Frames, bright white areas of the image should be minimized. Here, foliage has been added to the background. Post production Color Color adjustments should be made to keep the level of vibrancy consistent across all images. Every effort should be made to ensure that the color Sky Blue is represented, while maintaining natural vibrancy. Details The following details should be considered in post production. We want to strive for: - Natural and clear skin tone - Bright eyes - Stylish and neatened hair (no strays) - Naturally white teeth - Well-fitted and wrinkle-free clothing Post production

75 Lifestyle Photos | Design Elements Photography violations DO NOT use a photo with eye contact. Photography should feel candid. DO NOT use artificial settings like a white backdrop. Backgrounds should feel like a real place. DO NOT Use over stylized or studio lighting. DO NOT use strong photo treatments or effects. DO NOT use black and white, or heavily desaturated imagery. DO NOT use images with fake emotions or smiles. All emotions captured should feel authentic. DO NOT have the model look overly serious, sad or angry. Photography should feel positive. DO NOT use photography where the scene has a lack of focus and is too complex.

77 76 It’s about quality Our product photos are elegantly simple, emphasizing the quality of design and materials in everything we create.

79 Product Photos | Design Elements Platinum background Edge contrast Photography angles Balanced lighting There are four key principles for product photography that help us represent our products in a distinct way: Art direction

81 Product Photos | Design Elements Our product photography style is intended to show Samsung products in a simple and beautiful way. The industrial design is the hero. A platinum background should be used as a backdrop for all product photography. There should be NO shadows or gradients in the background. Platinum background The outer edge of the product should always be darker than the Platinum background to ensure that the product shape is clearly visible. This is especially important when photographing a white or light grey product. There should always be at least a 15% value of black. Edge contrast

83 Product Photos | Design Elements 10 0 -10 0 Acceleration angle The angle seen in the key visual shot is meant to mimic the acceleration angle of our wordmark. This dramatic angle works well with the Product Frames, uniting the system with a common feature across all products. The acceleration angle is certainly not the only way to photograph the product, but it must be consistently used for key visuals. Straight Products often needs to be photographed straight-on to show certain features. These shots are in addition to key visual shots. The same lighting, edge definition and background color apply to these shots. Profile When the product is seen from the side, it’s always best to show a slight angle of the front of the device. This allows the viewer to see more product detail. Photography angles

85 Product Photos | Design Elements Edge darker Surface darker Surface lighter Edge lighter Opposing subtle gradations Lighting that frames the product in alternating light and dark contrast helps to build drama and define the product against a simple background. Contrasting materials Balanced lighting creates contrast in materials and allows the product details to be visible. Each product is different All products have very different materials, finishes and colors. So the art direction of each product must be fine-tuned individually to get the best visual representation. Balanced lighting Light Dark Dark Light

87 Product Photos | Design Elements Photography don’ts DO NOT use hard lines for highlights; there should be a subtle gradation from light to dark. DO NOT use harsh lines to show chrome features. Use subtle gradations of white to grey, and sparingly use some darker lines. DO NOT shoot the product with heavy shadows. DO NOT shoot key visuals with interior lights on; only interface display lights can remain on. DO NOT create reflections of the product. DO NOT bright highlights that are too blown out. DO NOT create drop shadows of the product. DO NOT use strong shadows across a product. Everything should be lit evenly to show off all features.

88 89 Keep it fresh and colorful Our object photos show simple compositions of real objects. They help communicate specific product benefits.

91 Object Photos | Design Elements Cropped objects Organized on a shelf Organized in a package Loose on a table Cropped-in creates a colorful texture Objects as they exist Images shot specifically for Word Frames should be realistic and naturally vibrant. Ideally they should be shot on white backgrounds as they appear —not overly arranged. Crop into the image to create natural texture. Object photos

93 94 Frames introduction 96 Using Frames in layouts 98 Product Frame library 100 Product Frame layouts 102 Experience layouts 106 Product layouts 110 Reflect layouts 114 Simple Frame layouts 124 Word Frame layouts 130 Frame layouts—step by step 138 Frame layout clear space rules 142 Frame layout reference guides

95 Frames | Design Elements Word Frames Word Frames reveal naturally vibrant, premium textures. They are useful in communicating bold messages when a lifestyle image and Product Frame combination does not work. See Word Frame layouts pages 124–129. The Simple Frame The Simple Frame provides a larger reveal of possibilities. It is not category specific. It is dynamic and can adapt to any format. See Simple Frame layouts pages 114–121. Product Frames Product Frames accommodate a variety of layouts and are the Frame system of choice. They are used across all media types. See Product Frame layouts pages 100 –113. Look through to discover Frames are the key device at the center of our new visual identity. Viewers look through frames to discover the possibilities within. There are three types of frames.

Frames are the key elements in creating layouts. Below is a chart that shows different Frame options, their corresponding layouts, and variations upon layouts. Using Frames in layouts 97 Frames | Design Elements Frames Frame layouts Word Frame Reflect layout Experience layout Product layout Simple Frame layout Word Frame layout MoistFresh Zone keeps vegetables Product Frames Simple Frame Frame layout don’ts DO NOT use product photography that faces the same direction as the Frame. DO NOT crop Product Frames. DO NOT overlap Frames and product photography. DO NOT create custom Frames.

The Product Frame library contains the assets you will need to create masks for communications. The matrix to the right provides visual examples and file names for easy reference. See pages 100 –113 for Product Frame layout examples. See pages 130 –141 for guidance on assembling layouts with Product Frames. Note: Product Frames are approved pieces of art. If your product category is not represented here, refer to contact details on page 164 to request new art. DO NOT use Samsung Frames or their reverse states as icons. Intended use is as a Frame to see through. Product Frame library Mobile Horizontal mobile_mask_horz_left.ai Camera camera_mask_left.ai Laptop laptop_mask_left.ai TV TV_mask_left.ai Mobile Horizontal mobile_mask_horz_right.ai Camera camera_mask_right.ai Laptop laptop_mask_right.ai TV TV_mask_right.ai Mobile Vertical mobile_mask_vert_left.ai Washer washer_mask_left.ai Monitor monitor_mask_left.ai Fridge fridge_mask_left.ai Mobile Vertical mobile_mark_vert_right.ai Washer washer_mask_right.ai Monitor monitor_mask_right.ai Fridge fridge_mask_right.ai 99 Frames | Design Elements

Reflect layout Experience layout Product Frame layouts Product Frame Product layout 101 Frames | Design Elements Product Frame layouts Product Frame layouts accommodate various formats—print, web and out of home. Examples and details on how to create layouts are outlined in the following pages.

The Experience layout places emphasis on possibilities. - The Frame should be much larger than the product and centered within the layout. - The Frame should sit slightly higher than the middle of the layout. - Maintain a noticeable distance between the product and the Product Frame. See pages 130 –141 for layout details. Experience layout overview See pages 130 –141 for layout details. 103 Frames | Design Elements

Print ad Billboard Web banner Experience layout examples TV Home Appliance Computing Monitors Photo Home Appliance 105 Frames | Design Elements

Product layout overview See pages 130 –141 for layout details. The Product layout places emphasis on the product. - The product should be much larger than the Product Frame and centered within the layout. - The product should sit slightly higher than the middle of the layout. - Maintain a noticeable distance between the product and the Product Frame. Note: Use focused lifestyle photography with this layout to ensure legibility at such small sizes. See pages 130 –141 for layout details. 107 Frames | Design Elements

Print ad Product layout examples Billboard Web banner Mobile Home Appliance Computing Monitors Photo Home Appliance 109 Frames | Design Elements

111 Reflect layout overview See pages 130 –141 for layout details. The Reflect layout places equal emphasis on product and possibilities. - The Reflect Frame is an equal size to the product photograph. - The Frame and product face in opposite directions and align horizontally. - Maintain a minimum distance between the product and Frame that is approximately the S-width of the Frame’s lettermark. Note: Reflect is the recommended layout for print spreads, as it allows equal emphasis on product and possibilities. See pages 130 –141 for layout details. 111 Frames | Design Elements

Spread Billboard Web banner Reflect layout examples TV Home Appliance Computing Monitors Photo Home Appliance FPO FPO 113 Frames | Design Elements

Simple Frame layouts The Simple Frame provides a larger reveal of possibilities. It is not category specific. It is dynamic and adapts to any format. Simple Frame Simple Frame layout 115 Frames | Design Elements

Simple Frame layout overview See pages 130 –141 for layout details. The Simple Frame artwork is included in your kit of parts (SimpleFrameArtwork.ai). The supplied art includes built-in 10° angles and rounded corners, however you will need to adjust the artwork to suit your needs. Note: See pages 130 –141 for layout details. 117 Frames | Design Elements

Proportion Always preserve the overall proportions and 10º acceleration angle of the Simple Frame when resizing. Shape When changing the shape of the Simple Frame, select corner points and only move them vertically. Moving points horizontally will break the 10° acceleration angle. Simple Frame don’ts DO NOT scale the Simple Frame horizontally. DO NOT show the entire Simple Frame artwork. DO NOT use sharp corners. DO NOT make the corners overly round. DO NOT scale the Simple Frame vertically. Using the Simple Frame The Simple Frame is dynamic. Even though it moves and scales to any format, there are rules to follow when using the Simple Frame. Corner radius The corner radius of the Simple Frame relates to the size of the Samsung wordmark in your layout. Step 2: With the Simple Frame selected, open Illustrator’s Appearance palette and enter the cap height value into the Round Corners effect. Step 1: In your layout, measure the cap height of the “N” in the Samsung wordmark. 119 Frames | Design Elements

Simple Frame examples Mobile Home Appliance Computing Photo TV Home Appliance 121 Frames | Design Elements

Simple Frame variations Magazine ad with white left edge Magazine ad with white right edge Web banner Web ad Web banner 123 Frames | Design Elements

Word Frames When lifestyle imagery is not suitable for communicating a message, Word Frames provide an alternative. Word Frame Word Frame layout MoistFresh Zone keeps vegetables 125 Frames | Design Elements

Word Frame overview Only use Samsung InterFace Black to create Word Frames. Step 1: Set the tracking to -100 in Illustrator or InDesign. Step 2: Kerning between some characters should be adjusted to ensure legibility. Samsung InterFace Black is paired with a naturally vibrant, crisp image. The kerning is very tight so an effective window can be created. Keep type minimal for impact— only create Frames with one to three words. Note: For more information on Word Frame typography, see pages 48–49. POSSIBILITY POSSI BI LI TY POSSI BI LI TY Step 3: Leave plenty of white space around the Word Frame. POSSIBILITY The image is recognizable through the type, but is not too detailed so as to make reading the word difficult or obscure its meaning. DO NOT reveal lifestyle imagery through Word Frames. Word Frames can be reversed and combined with the Simple Frame. 127 Frames | Design Elements

Word Frame examples Word Frames work very well in Point of Sale communications that need to quickly and boldly communicate product features. 129 Frames | Design Elements

Frame layouts—step by step The following pages will take you through detailed steps to create Frame layouts. Samsung Frame layouts are composed of three layers: Message, Discovery, and Possibility. Frame layouts Message layer Discovery layer (Frame) Possibility layer 131 Frames | Design Elements

Layout structure While there are various Frame styles, all layout structures use the same basic rules and architecture. 10° acceleration angle Discovery layer (Frame) Possibility layer Message layer 133 Frames | Design Elements Message layer The Message layer contains the Samsung wordmark, a headline, body copy, product names and product photos. Discovery layer Samsung Frames—Product, Simple or Word— exist on the Discovery layer. The Frame is surrounded by a subdued version of the Possibility image. Possibility layer The Possibility layer contains photography— this is the story layer—where a person, or people, are shown interacting with Samsung products.

Step 1: Setup Gather photography and Product Frame from asset library (supplied in your kit of parts). Create a new Illustrator file for desired format. Step 2: Layout Consult the respective Product Layout matrix on pages 142–147 to determine which layout works best for your format. Arrange your layout elements accordingly. The Simple Frame: If creating a Simple Frame layout, ensure the corner radius relates to the Samsung wordmark cap height. Refer to page 118 for Simple Frame radius guidance. Step 3: Message Add header, logo and paragraph copy to finish the Message layer. Note: Refer to pages 136 –141 for suggestions on copy placement and clear space rules. Step 4: Possibility Position lifestyle photo under the Product Frame artwork. The following page will assist you in completing the Discovery layer. Assembling layouts The following steps are an example of assembling an 8.5- by 11-inch layout for a mobile product. Layout files are created in Illustrator while photography is edited in Photoshop. + + Illustrator file Illustrator file Illustrator file Illustrator file Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Erat ac nulla semper molestie nec sed justo. Proin cursus dapibus metus nec tempor. Donenulla semper molestie. Samsung GALAXY S 3 Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Erat ac nulla semper molestie nec sed justo. Proin cursus dapibus metus nec tempor. Donenulla semper molestie. Samsung GALAXY S 3 135 Frames | Design Elements

Step 5: Reformat Open your selected lifestyle photograph in Photoshop. Increase Canvas to the same dimensions as the Illustrator Art Board, centering the image. Save your new Possibility PSD. Step 6: Blur Create a new layer group called Discovery. Duplicate the Possibility Layer into the Discovery Group. Apply a 42-pixel Gaussian blur to the Possibility copy. Rename layer as Blurred. Note: 42-pixel Gaussian blur is based on 300 DPI. 300 DPI = 42-pixel blur 150 DPI = 21-pixel blur Assembling layouts: Discovery layer The depth of field and white overlay will help the viewer focus on the Possibility revealed through the Discovery layer. These steps will walk you through the creation of the Discovery layer. Step 7: Overlay Create a new layer. Fill layer with White. Adjust White Fill layer opacity between 75%–85% depending on the darkness of the image. Step 8: Extend image and save file Create a new layer. Using the clone stamp, extend the image to fill out the canvas. The image does not to be exact, but it should have a sense of belonging to the same photo. Save the Discovery PSD. Photoshop file Photoshop file Photoshop file Photoshop file original image 75% opacity 85% opacity 137 Frames | Design Elements

Step 9: Update Return to Illustrator. Update the Possibility image with your new Possibility PSD file. Note: If the image has shifted, reposition it under the Product Frame. Step 10: Mask Create a Clipping Mask from the Product Frame and Possibility image. Assembling layouts: finishing touches These steps cover finalizing a layout. Step 11: Discovery Copy the Possibility image and paste it behind the Clipping Mask. Replace the copied Possibility Image with the newly created Discovery PSD. Note: This ensures the Possibility and Discovery layer are positioned exactly atop one another. Step 12: Finesse Return to your PSD Discovery layer group. Create a new layer. Using a large, soft brush, paint white behind the Messaging layer elements to ensure legibility. The wordmark should appear to be on an almost white background. Save the Discovery PSD and update your Illustrator file. Your layout is complete. Save the Illustrator PSD. Illustrator file Illustrator file Illustrator file Illustrator file Samsung GALAXY S 3 Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Erat ac nulla semper molestie nec sed justo. Proin cursus dapibus metus nec tempor. Donenulla semper molestie. Samsung GALAXY S 3 Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Erat ac nulla semper molestie nec sed justo. Proin cursus dapibus metus nec tempor. Donenulla semper molestie. Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Erat ac nulla semper molestie nec sed justo. Proin cursus dapibus metus nec tempor. Donenulla semper molestie. Samsung GALAXY S 3 Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Erat ac nulla semper molestie nec sed justo. Proin cursus dapibus metus nec tempor. Donenulla semper molestie. Samsung GALAXY S 3 139 Frames | Design Elements

Frame layout clear space: Product Frames Frame layout clear space: Simple Frame Product name and copy can move to right to accommodate image if required. In some cases the product name may need to stack. See page 48 for more details. Respect the clear space between image and product name when adjusting layouts. 141 Frames | Design Elements

Portrait Vertical Hor iz ontal Extreme Vertical Extreme Horizontal Landscape Experience/ Product Reflect Pro ject Mobile layouts Use the following matrix to help you select the appropriate Frame for your Mobile layouts. TV layouts Use the following matrix to help you select the appropriate Frame for your TV layouts. Portrait Landscape Vertical Hor iz ontal Extreme Vertical Extreme Horizontal Experience/ Product Reflect Pro ject 143 Frames | Design Elements

Notebook layouts Use the following matrix to help you select the appropriate Frame for your Notebook layouts. Refrigerator layouts Use the following matrix to help you select the appropriate Frame for your Refrigerator layouts. Experience/ Product Reflect Pro ject Portrait Vertical Hor iz ontal Extreme Vertical Extreme Horizontal Landscape Portrait Vertical Hor iz ontal Extreme Vertical Extreme Horizontal Landscape Experience/ Product Reflect Pro ject 145 Frames | Design Elements

Camera layouts Use the following matrix to help you select the appropriate Frame for your Camera layouts. Washer layouts Use the following matrix to help you select the appropriate Frame for your Washer layouts. Portrait Vertical Hor iz ontal Extreme Vertical Extreme Horizontal Experience/ Product Reflect Pro ject Landscape Portrait Vertical Hor iz ontal Extreme Vertical Extreme Horizontal Landscape Experience/ Product Reflect Pro ject 147 Frames | Design Elements

148 149

150 151 External 152 TV endtag 153 Planet First 154 Symbols Internal 160 Presentation 162 Email signature 163 Legal information 164 Contact information

Endtag Sequence and timing guide The Samsung TV endtag is a memorable and identifying signature that is placed at the end of all global TVCs and promotional video materials. It consistently reinforces our brand. - Integrate the endtag at the end of all TV commercials with a smooth transition from the last scene. - Endtag will be updated by the end of 2013. Our Planet First logo represents how we can evolve our current logos to incorporate elements of our new visual identity system; Samsung InterFace is combined with colors from our primary and secondary color palettes to give Planet First an overall Samsung-branded look. TV endtag Planet First Two versions with different time lengths are provided: Three seconds (for :30 and :20 TV Commercials) Samsung logo appears. Two seconds (for :15 TV Commercials) Samsung logo appears. 153 | External Communications

Make it easy. Our symbols are clear and easy to understand. They invite people to discover our products’ features and benefits. 155 154

Symbols are used to communicate product features. They should be simple, convey the brand message, and as a family should look coherent. Sky Blue is the primary color for each symbol, however, symbols can be created in other colors for a dynamic range or to color code. Gradients of the color are used to add depth and motion to the symbols. Symbols Orientation Provides a more open style More branded with Sky Blue Low Noise Year Warranty 10 S Beam S Voice Smart Stay Less Energy Motion Control Voice Control Facial Recognition Low Noise Year Warranty 10 S Beam S Voice Smart Stay Less Energy Motion Control Voice Control Facial Recognition Motion Control Year Warranty 10 Motion Control 10 Year Warranty Motion Control Year Warranty 10 Motion Control 10 Year Warranty Use on a Sky Blue solid background. Color Symbol options Use on a White background. Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control 55% Sky Blue 80% Sky Blue 100% Sky Blue 15% Sky Blue 35% Sky Blue 100% Sky Blue 157 | External Communications

Symbols secondary colors 55% Ivy 80% Ivy 100% Ivy 55% Berry 80% Berry 100% Berry 55% Sun 80% Sun 100% Sun 55% Lotus 80% Lotus 100% Lotus 55% Plum 80% Plum 100% Plum 55% Coal 80% Coal 100% Coal Symbol example on refrigerator door using Primary Color set for branding consistency. Symbol example on refrigerator door using Secondary Color set when highlighting individual features is important. Use secondary symbol colors when highlighting individual features is important, or for color-coding. Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control Motion Control 159 | External Communications

The Samsung presentation is a key communication device both internally and externally. Templates have been provided and the content within should be adhered to in order to maintain a consistent brand. Presentation Title page option 1 Title page option 2 Communications 161 | Internal

Samsung Kim Global Marketing Operations Brand Strategy Group Samsung Electronics Office +82-31-000-0000 Cell +82-31-000-0000 samsung.kim@samsung.com The Samsung signature should be used at the end of all email communications. The Samsung wordmark sits above the name and company information; all copy is flush left. Email signature Company information: 16pt Arial Regular is used for the email signature name and the color is Grey RGB 117/120/123. Employee Name: 16pt Arial Regular is used for the email signature name and the color is Blue RGB 6/137/216. This document is intended for Samsung internal purposes only. The information contained herein is proprietary and confidential. Any use, copying, retention or disclosure by any person other than the intended recipient or the intended recipient’s designees is strictly prohibited. © 2013 Samsung Electronics Co., Ltd. Legal information Communications 163 | Internal

These guidelines are the product of a collaborative effort across all Samsung strategic business groups, key functions and regional operations, including the Samsung Global Marketing Operations, Brand Council, and Brand Advisory Group. For more information regarding brand guideline content, contact: Brand strategy group, GMO brandteam@samsung.com Contact information 165 Communications | Internal