User's manual | Samsung NV20 - Digital Camera - Compact User`s manual

Brand guide

Version 1.0

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.

© 2008, Samsung Electronics Co.

This book presents a new brand strategy for Samsung:

— who we serve,

— what we stand for, and

— how we communicate our value.

It begins by painting a clearer picture of our core consumer, then defines a new brand platform that will help us build a more powerful emotional connection with this target.

Finally, it provides the visual and verbal elements we need to bring our brand story to life.

Think of this book as a user’s manual for our brand. It will help all of us make Samsung a more powerful global icon.

Table of contents

1 New brand platform

19 Bringing the brand to life

93 Applications

121 Appendix

New brand platform

2 Global brand objective

3 Brand target

4 Target profiles

10 Brand equity pyramid

12 Brand equity

14 Interpretation of brand personalities

Global brand objective

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.

The brand today 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: A world-class, premium brand that connects emotionally with our consumers.

2

Build global awareness

Establish premium image

Become loved

An iconic brand

Create meaning to strengthen brand equity and category equity, while accelerating product sales.

Make an emotional connection with Youth-Minded Consumers.

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

New brand platform

Brand target

To drive and accelerate our growth in Brand Preference, we needed a redefined

Brand Target on which to focus our future marketing efforts.

Through global segmentation studies across key business categories and regions, a clear new global brand target emerged:

“Young-Minded Consumer”

Young-Minded Consumers are:

– Early adopters of technology, socially active, and influential in their peer’s brand choices,

– Willing to pay premium prices given the central role technology products play in their lives,

– A strong revenue potential for our core categories across all regions, and

– More likely to consider, prefer and recommend

Samsung due to their high affinity to the brand.

Young-Minded Consumers are not defined by a specific age group or demographic statistic but, rather, a new global mindset and attitude.

They are early adopters who form a strong emotional connection with their favorite brands.

They are youthful in spirit, if not always in age.

They are successful but always striving. They view brands as partners that can help them on their way.

They are always looking for new sources of inspiration, and our products can play a key role in their lives.

From the TV at the center of their digital world to the mobile phone organizing and extending their active business and social lifestyle, it is the job of our products — and our communications — to find newer and better ways to inspire their imagination.

New brand platform

Target profile

ChRISTINE / 22 / PR associate in Paris

“ I am inspired by the rants and raves on designspongeonline.com, the crazy visions of avant-garde fashion designers, and the steady stream of txts, twitters, pix, and sounds that I constantly share with my friends.”

I AM

Someone with one foot in the “real world,” one foot still in the world of my school friends, but always on the way to my next adventure!

MY hhP IS

A way for me to scream, strut, or whisper whatever is on my mind or in my imagination.

IN MY IMAGINATION

A kaleidoscope of ideas of what to do this weekend.

BRANDS ARE

My canvas.

4

New brand platform

Target profile

DANNY / 34 / Entrepreneur in Shanghai

“ I am inspired by Kanye’s sample of

Daft Punk, Beckham’s free kicks, Diplo’s nutty remixes, and the ages of the guys who are running Google.”

I AM

A serial entrepreneur, a semi-retired amateur dj, a bit of a workaholic, and a huge football fan.

MY MP3 PLAYER IS

The connection between my brain, my heart, and everything that is new in the world of music.

IN MY IMAGINATION

A hit single...produced by me.

BRANDS ARE

My co-producer.

New brand platform

5

Target profile

ELIZABETh / 61 / Publisher in New York

“ I am inspired by the pure wonder in the eyes of my grandkids, the prose of Dave Eggers, and the poetry of Jay-Z (yes, you heard me correctly).”

I AM

Proud of what I’ve accomplished in my career, completely shocked that I’m a grandmother, determined to run that marathon, and ever curious about just about everything.

MY FPTV IS

One day a connection to the news, the next day a home theater showing a new documentary, the next day a home theater for movies of my grandkids.

IN MY IMAGINATION

A pretty darned good idea for my next career.

BRANDS ARE

My connection to what’s new.

6

New brand platform

Target profile

MIKE / 45 / Architect in London

“ I am inspired by Calatrava’s skyscraping sculpture, the next 45 seconds of fame to appear on YouTube, anyone who can understand my 13-year-old daughter.”

I AM

A professional architect, an aspiring semi-professional photographer, a proud dad, and an admitted gadget junkie.

MY DSC IS

A bridge between my career and my favorite hobby.

IN MY IMAGINATION

The detailed blueprints of my house that one day

I am going to build for my family.

BRANDS ARE

A muse.

New brand platform

7

Target profile

MARIA / 30 / Gallery owner in Moscow

“ I am inspired by any and every way that people express themselves: a painstakingly crafted painting, a dash of street graffiti, a visionary video installation, or just an outfit put together with a particular verve.”

I AM

A proud owner of my own small business, a sometimes nervous owner of my own small business, and an aspiring owner of a much larger business!

MY hhP IS

A way for me to capture those magical little moments that are always happening quickly and unexpectedly in this city of change.

IN MY IMAGINATION

A collage of my paintings and my cash flow statements.

Odd, I know.

BRANDS ARE

Another place to look for inspiration.

8

New brand platform

Target profile

ARAVIND / 36 / Sound engineer in Mumbai

“ I am inspired by figuring out how products (and people) work. I have better luck figuring out the products, but I’m fascinated by both.”

I AM

An ex-geek turned bass guitarist with a dual degree in physics and management but a passion to do music full-time. Born in Chennai but recently moved to Mumbai to be where the action is.

MY FPTV IS

My newest centerpiece, my favorite fascination, and something I manage to work into more than a few conversations with my friends.

IN MY IMAGINATION

A sonic blueprint for my next composition.

BRANDS ARE

Often playing catch-up to where I already am.

New brand platform

9

Brand equity pyramid

WhAT IS BRAND EquITY?

Brand equity is the essence of what the brand stands for in the hearts and minds of consumers.

Some think of Brand Equity as a brand’s DNA or a brand’s reputation.

The central purpose of developing a brand equity statement is to define internal strategic choices in order to drive consumer preference for our brand.

Therefore, understanding the market and the most important drivers of the target consumer’s brand preference is critical.

WhY IS BRAND EquITY IMPORTANT?

Brand equity is important for a number of reasons.

Among them:

– It differentiates the brand from competitors in the minds of consumers.

– It allows the brand to command premium prices.

– Over time, it develops brand loyalty.

hOW TO uSE BRAND EquITY

Brand equity provides a roadmap that enables the work of everyone to be consistent.

Everything consumers see and experience from our brand should bring the equity to life.

Brand equity works as…

– A guide as to which product development, product design, and marketing activities are appropriate for the brand.

– A filter to screen out any types of actions against the desired equity.

BRAND EQUITY

What the brand stands for

– Defines the business

– Inspirational, competitive, ownable

BRAND BUILDING BLOCKS

Strategic pillars that serve as building blocks toward the brand equity

– Key aspects that drive preference

– Points of difference vs. competition

– Points of parity for the category

BRAND PERSONALITIES

Long-term personality, image, and attitude

– Distinctive, defining, and inspirational

– Consistent look, feel, and tonality

10

New brand platform

Samsung brand equity pyramid

To become a truly iconic brand, Samsung must inspire the passions of our new target.

Summarized in the phrase “Digital Experiences Beyond

Imagination,” our Samsung brand equity pyramid defines the value that we strive to deliver in everything we do. It also represents the image that we want

Samsung to represent in the minds of our consumers.

And it serves as an internal framework to guide the marketing activities and consumer experiences that we create as a company.

By adhering closely to this platform, we can ensure that all of our communications build more powerful emotional connections.

BRAND EQUITY

Digital Experiences Beyond Imagination

BRAND BUILDING BLOCKS

[Innovation] that pushes the limits of life

The first to market with innovation that surprises the consumer

+

[Sensual design] that captivates and intrigues

Design that understands and enhances your style

+

[Consumer experience] that delights and rewards

Multi-sensational experience that fits your lifestyle

BRAND PERSONALITIES

Imaginative -Stylish -Optimistic -Inviting

Samsung is always looking and thinking beyond. We speak in a language that is always thoughtful and creative.

Samsung has a clean, simple, contemporary style that is a cut above.

We speak in a language that is always elegant and refined.

Samsung always sees possibilities. We speak in a language that is always positive and upbeat.

Samsung is magnetic and captivating, with an inclusive attitude.

We speak in a language that is always engaging and charismatic.

New brand platform

11

Brand equity Brand equity

Digital Experiences Beyond Imagination

Identifies the industry in which Samsung competes and “what” — the nature of the products and services —

Samsung offers to consumers.

This is “how” Samsung delivers these experiences.

It is what sets Samsung apart. Samsung pushes the limits of what’s possible in everything we do.

This boundless sense of wonderment and discovery permeates throughout every last person at Samsung and collectively sets Samsung apart in the minds of consumers.

ExAMPLES OF BRAND EquITY

NIKE —

Authentic Athletic Performance

12

BMW — ultimate Driving Machine

New brand platform New brand platform

13

14

Interpretation of brand personalities

Imaginative

Samsung is inspired by always looking and thinking beyond.

IT IS …

Visionary

Intelligent

Fresh

Engaging unexpected

IT IS NOT …

Too abstract

Overly clever

Superficial


Stylish

Samsung has a clean, simple, modern style that is a cut above.

IT IS …

Relevant

Contemporary

Chic

Elegant

Simple

Clean

IT IS NOT …

Just a fad

Too bold


15

16


Optimistic

Samsung always sees possibilities.

IT IS …

Inspiring

Bright upbeat

IT IS NOT …

Too far-fetched unrealistic


Inviting

Samsung is magnetic; it captivates with an inclusive attitude.

IT IS …

Engaging

Charismatic

Forward-thinking

IT IS NOT …

Pretentious

Exclusionary

Aloof

Ordinary


17

Bringing the brand to life

20 Brand story

25 Campaign idea

26 Look, tone, and manner of the campaign

27 Campaign do’s and don’ts

28 Visual elements

31 Wordmark

35 Typography

45 Color

51 Ellipse

73 Imagery

83 Copy elements

Building our brand story

In order to deliver the Samsung brand equity to consumers in an ownable, differentiated way, we need to translate that brand equity into a brand story for communication to Young-Minded Consumers.

20

BRAND EquITY

Internal framework to guide all our marketing activities and add value to the consumer experience that we create as a company.

BRAND STORY

The consistent “story” of our brand.

It brings the brand equity to life in memorable, ownable consumer language across every communication, product, and channel.

– It is authentic, rooted in a company’s origins, in brand equity that the consumer understands, and in the truths a consumer feels.

– It comes from what the brand is — its strategic framework and executional elements — and influences everything that the brand does, both internally and externally.

– It is constant over time — communication campaigns may change to tell the story differently, but the authenticity of the brand story never changes.


Building an authentic Samsung brand story

CREATING A POWERFuL, BIG IDEA — IMAGINATION

Global brands need big ideas that tap into universal human emotions and link consumer mindsets across markets.

Imagination is one such universal and aspirational consumer truth, particularly attractive to Young-Minded

Consumers.

“ Imagination” is a powerful, global consumer truth.


21

22

Getting to the Samsung brand story

The truth of Samsung lies in a company that is made up of relentless, striving people…people who believe in the power of imagination, people who see technological innovation and sensual design as offspring of their imagination, people who believe that, with imagination, anything is possible.

It is a truth that resonates with Young-Minded

Consumers, people who are passionate by nature, and thirsting for inspiration, new ways, new discoveries, new creations, and new experiences.

This is where the Samsung brand story derives.

At the intersection of these truths, a company and a consumer share a belief, share an attitude, share a unique connection:

Where passion meets imagination

The Samsung brand story

It is the story of wonder, of delight, of that little piece of magic in everything that we make and how it inspires and ignites the passions of people everywhere, everyday.

It is about a company and its customers sharing a common belief that anything is possible, that dreams can be made real, that imagination is more than just a wish. It is a way of life.

This is Samsung, and this is where: > imagination lives

Bringing the brand to life Bringing the brand to life

23

24 holistic framework

Imagination lives in everything that we make, everything that we communicate, and everywhere that our brand appears. Every product, communication, or channel experience must reaffirm our new brand story.

By “re-telling” our brand story at every opportunity, we will bring our brand equity to life and help Samsung become an icon for Young-Minded Consumers.

These guidelines focus on the tools to use to create the “Communication experience” in a consistent and distinctive manner.

!

Communication experience

– Leverage cultural passion points

– Apply consistent visual identity

Brand story

Product experience

– Product function and design

that are centered around

brand story

Channel experience

– Develop in-story/POS activities

in alignment with brand story

– Apply consistent visual identity


Campaign idea

The spirit of ‘Imagination Lives’ defines the campaign and separates it from the previous campaign.

This campaign:

– Dramatizes the spirit of imagination — how it can provide benefits and fuel people’s passions.

– Exudes charismatic humanity, positive energy, and a sense of style.

– Contains the ellipse, Samsung’s ownable icon, to symbolize

‘Imagination Lives.’


25

Look, tone, and manner of the campaign

“Imagination Lives” defines Samsung and is the emotional bond the brand shares with Young-Minded

Consumers. Thus, every consumer contact in every situation is an opportunity to reaffirm and celebrate this shared bond.

This also means that every consumer contact is not only a representation of Samsung but also a representation of our Young-Minded Consumers… who they are, what they do, what they aspire to.

It is important that we paint the right portrait through the campaign look, tone, and manner.

OuR LOOK

Simple, youthful, and premium, with a strong sense of style and design, very graphic, and colorful. The look depicts real life, grounded in an actual place and time — not ordinary life, but imaginative life, life on your best day, life as it should be!

It is NOT staged, faddish, static, stark, complex, or dark.

OuR TONE AND MANNER

Charismatic humanity, optimistic, and energetic.

It is NOT cerebral, pretentious, lifeless, cold, distant.

26


Campaign do’s and don’ts

“Imagination Lives” is an idea that is built on energy and optimism and an emotional connection to today’s vibrant Young-Minded Consumer.

The guidelines in this book will help you understand key elements of the campaign and provide you with the framework for consistent, high-quality campaign execution all around the world, while allowing you the freedom to execute to your specific market needs.

Much consideration and detail have gone into the specifics of the campaign and its many applications.

Those will be addressed thoroughly throughout these pages. But to help you get a clear grasp of the campaign basics, here are some key “do’s” and “don’ts” to help make “Imagination Lives” come to life:

DO…

Find the wonder in each product.

DON’T…

Simply list a product feature.

Portray its use in an imaginative way.

Just show a big product.

Create communications of dynamism, energy, and optimism.

Create quiet, staid, passive, or uninviting communications.

Cast people who reflect the brand personality, who are inviting, energetic, optimistic.

Cast models who present an aloof, exclusionary feeling.

utilize the ellipse as a strong icon to proclaim

Imagination Lives in this moment and with this product.

Create strong, simple, graphic ads that allow the page to breathe and let the eye quickly find the key point of focus.

Show products in simple, artful, imaginative ways.

use the ellipse as a minor element or as a specific highlight.

Cram everything possible onto one page, trying to make everything big and resulting in a cluttered ad where nothing stands out.

Just show a catalog image.


27

28

Visual elements

Our visual elements are a set of consistent graphic tools that appear across our communications.

They have been developed to create a deeper, more emotional connection with our consumers wherever they experience our brand.


Visual elements

WORDMARK

THE ELLIPSE

A phone that adapts to you

COPY ELEMENTS

Samsung visual elements

TYPOGRAPHY

Samsung Imagination —

Typography

COLOR PALETTE

IMAGERY


29

Wordmark

32 Introduction

32 Clear space

33 Placement

Wordmark / Introduction

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 confidence and energy as we move forward.

Clear space

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 its impact and legibility.

Clear space separates the wordmark from other elements such as headlines, text, imagery, and the outside edges of printed materials.

A minimum amount of clear space — equal to 2X

— must surround the wordmark at all times.

Whenever possible, use a larger amount of visually uninterrupted space for optimal visibility.

2X

X

2X

32


Wordmark / Placement

Always position the Samsung wordmark 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.

The minimum space for margins must always be observed when placing the wordmark. “2X” is the minimum amount of space required left and right of the wordmark., “X” is equal to cap-height of the Samsung logotype (e.g., the “N” in Samsung).

Place a larger amount of space at the bottom of the wordmark whenever possible.

Note: Scale the size of the Samsung wordmark to meet specific application needs. For example, the size of the wordmark on OOH is proportionally larger, compared to other elements, for greater visibility.

TOP LEFT

2X MIN.

TOP RIGhT

2X MIN.

2X MIN.

BOTTOM RIGhT

2X MIN.

33

Typography

36 Introduction

37 Primary typeface

38 Alternate typefaces

39 Non-Roman languages

40 Overview

42 use

43 Do nots

36

Typography / Introduction

New, distinctive typography helps us tell consumers that

Samsung has something new to say.

Designed exclusively for Samsung, this font reflects the fresh, contemporary nature of the new campaign. At the same time, it holds true to core brand personality traits: imaginative, stylish, optimistic, and inviting.

Known as Samsung Imagination, this proprietary font is easily readable and can be used in varying size contrasts to help emphasize key message points. As the primary typeface, it sets an identifiable and consistent tone across all communications points.


Typography / Primary typeface

Samsung has developed a proprietary typeface called

Samsung Imagination. It is strong, yet modern, and will help reinforce our unique brand personality.

Samsung Imagination should be used across all communications.

SAMSuNG IMAGINATION

abcdefghijklmnopqrstuvwxyz123

4567890ABCDEFGhIJKLMNOPqRS

TuVWxYZ!—#$%&()*+,./:;<=>@?[\]

^`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÒÔÚÙÛ

ÀÃÕáàâäãåçéèêëí ì î ïñóòôöõúùû

ü†°¢£ß•®©™´¨ÆØ¥ªºæø¿¡«»…“ ” ‘ ’

ÿŸ⁄€‹›ƒfifl‡·‚„‰

FOR hIGhLIGhTING AND LEGIBILITY

Use Samsung Imagination Bold to highlight important information in body copy, for subheads, and for applications with legibility considerations (e.g., OOH).

Make it bold.

37


Typography / Alternate typefaces

FOR BODY COPY AND FuNCTIONAL REquIREMENTS

Helvetica 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).

Helvetica Neue — abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRST

UVWXYZ1234567890

FOR DESKTOP

Arial 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 and Helvetica Neue should be used for graphics and banners in Web portals, microsites, and other desktop-based environments.

Arial — abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRST

UVWXYZ1234567890

When cold water cleans like hot , imagination lives

The Silver Care washer with VTR steam clean technology.

Available at: 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.

© 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

Dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et.

Note: Do not substitute any other typefaces for the approved Samsung typography.

Examples for illustrative purposes only.

38


Typography / Non-Roman languages

When creating Samsung communications in non-Roman languages that are not supported by Samsung Imagination or Helvetica Neue — such as Cyrillic, Arabic, Chinese, Hindi, and Thai — use the counterpart fonts specified in the list on this page. You may purchase these fonts online at the type foundries listed below or through foundries in your own country. Contact your IT department for details on installation.

LINOTYPE www.linotype.com

Phone: +49 (0) 6172 484-418

Fax: +49 (0) 6172 484-429 e-mail: [email protected]

ASCENDER www.ascenderfonts.com

Phone: +1 (847) 357-0730

25 Northwest Point Blvd., Suite 225

Elk Grove Village, IL 60007 USA

PRIMARY (TO ALIGN WITh SAMSuNG IMAGINATION)

Cyrillic

Neue Helvetica Roman (from Linotype, $26)

Arabic

Isra Regular (from Linotype, $135)

Chinese

Heiti

ALTERNATE (TO ALIGN WITh hELVETICA NEuE)

No secondary typeface

AXT Manal Black, AXT Advertising Medium,

AXT Gihan Light

No secondary typeface hindi

Kruit Dev No secondary typeface

Thai

PSL Kitthitada No secondary typeface


39

Typography / Overview

How you use typography is just as important to expressing Samsung’s unique personality as selecting the right typeface.

All copy, including headlines, product names and features, and body copy, is set in Samsung Imagination using “sentence case.”

SuBhEADS ARE SET IN ALL CAPS

The correct size of typographic elements will be determined by the size of each application.

Headlines can be contrasted in

element, followed by the product name or feature, and then descriptive copy.

As a general rule, headlines should be staggered in two lines with a 2:3 ratio. Choose type sizes per application to work with image and layout constraints.

Center-align the second line with the end of the first line.

Headlines can be one line when using imagination lives

Typography / Overview

Headlines can be contrasted in size and staggered.




Headlines can be one line when using imagination lives



Note: All legal copy and other small type sizes are set in our secondary typeface, Helvetica Neue, to ensure maximum readability.

40


41

Typography / use

The examples below illustrate the Samsung typography style as it is applied to content ranging from evocative and promotional to more functional in purpose.

For headlines, use Samsung Imagination in a staggered arrangement to create an engaging and proprietary tone that supports our brand personality and creates immediate recognition for Samsung communications.

For all subheads, call outs, and other copy up to a maximum of 2 paragraphs in length, use Samsung

Imagination set flush left in sentence case. Short subheads may use all uppercase to add distinction, where necessary.

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

Utilizing scale and contrast between typographic elements establishes a clear hierarchy.

hEADLINES SuBhEADS & BODY COPY FuNCTIONAL REquIREMENTS

Introducing the Samsung Series 6

Full HDTV with the touch of color finish

A phone that

adapts to you

– Samsung Imagination

– Sentence case

– Staggered arrangement

– As few words as possible


42

DESIGN LANGUAGE

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat facilisis. Vero eros accuman et usto odo dignissim qui blandit luptatum zzril delenit augue duis dolore ten feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Duis 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 augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

– Samsung Imagination for product names/features and small amounts of copy

– Samsung Imagination Bold for subheads

– Sentence case

– All uppercase for short subheads

– Flush left

– helvetica Neue

– Sentence case

– Flush left

– Large amounts of copy or under 7 pt type size


Typography / Do nots

DO NOT use fonts other than Samsung Imagination for headlines, subheads, and callouts.

DO NOT align set paragraphs other than flush left.

DO NOT use upper case for large amounts of copy.

DO NOT use Samsung Imagination for copy under

7 pt in size; e.g., legal copy, forms.

Introducing the Samsung

Series 6 Full HDTV with the touch of color finish a phone that adapts to you

DUIS 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 AUGUE DUIS DOLORE TE FEUGAIT

NULLA FACILISI.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper ste 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 feugait nulla facilisi.


43

Color

46 Palette

47 Specifications

48 use

Color / Palette

The new Samsung brand platform introduces a wide color palette in order to convey a more optimistic and dynamic brand image. This palette has the flexibility to work across all our audiences and areas of business, while maintaining a consistent brand personality.

There is no single preferred color. Rather, we are allowing greater freedom in the use of color in order to express our imagination. By using color liberally throughout our communications, we will convey energy and surprise.

The colors selected should reflect the desired tone, such as more youthful or more premium. They should also match the imagery used in the communications piece. Use colors within a family to create a tone-ontone effect.

Use black only when it is neither practical nor cost effective to use color, such as newspaper advertising or laser printing.

DO NOT use colors other than the approved

Samsung color palette .

CORE

Samsung Blue

AQUA FAMILY

Samsung Aqua

TEAL FAMILY

Samsung Teal

Black White

GREEN FAMILY

Samsung Green

BROWN FAMILY

Samsung Brown

ORANGE FAMILY RED FAMILY

Samsung Orange Samsung Red

Samsung

Bright Aqua

Samsung

Bright Teal

Samsung

Bright Green

Samsung

Bright Tan

Samsung

Bright Yellow

Samsung

Bright Red

Samsung

Light Aqua

Samsung

Light Teal

Samsung

Light Green

Samsung

Light Tan

Samsung

Light Yellow

Samsung

Light Red

46


Color / Specifications

Pantone ® , CMYK, and RGB conversions have been developed for the Samsung color palette. Please use only the equivalents specified here in order to maintain consistency across all Samsung communications.

In order to maintain accurate color alignment,

Pantone Coated and uncoated numbers are different for both Samsung Bright Tan and Bright Yellow.

The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.

SAMSUNG COLOR

Samsung Blue

Black

White

Samsung Aqua

Samsung Bright Aqua

Samsung Light Aqua

Samsung Teal

Samsung Bright Teal

Samsung Light Teal

Samsung Green

Samsung Bright Green

Samsung Light Green

Samsung Brown

Samsung Bright Tan

Samsung Light Tan

Samsung Orange

Samsung Bright Yellow

Samsung Light Yellow

Samsung Red

Samsung Bright Red

Samsung Light Red


PANTONE®

Pantone 286 C / U

Pantone 7460 C / U

Pantone 306 C / U

Pantone 2975 C / U

Pantone 322 C / U

Pantone 7465 C / U

Pantone 572 C / U

Pantone 7495 C / U

Pantone 397 C / U

Pantone 610 C / U

Pantone 146 C / U

Pantone 124 C / 7406 U

Pantone 7403 C / U

Pantone 716 C / U

Pantone 116 C / 108 U

Pantone 127 C / U

Pantone 7426 C / U

Pantone 7424 C / U

Pantone 692 C / U

CMYK

C100, M80, Y0, K0

C0, M0, Y0, K100

C0, M0, Y0, K0

C100, M0, Y0, K10

C75, M0, Y7, K0

C30, M0, Y0, K0

C100, M0, Y33, K35

C56, M0, Y30, K0

C26, M0, Y17, K0

C20, M0, Y80, K30

C10, M0, Y100, K11

C0, M0, Y58, K6

C0, M43, Y100, K33

C0, M22, Y100, K5

C0, M12, Y50, K0

C0, M55, Y100, K0

C0, M12, Y100, K0

C0, M5, Y57, K0

C0, M100, Y45, K26

C0, M87, Y12, K0

C0, M25, Y12, K5

WEB

#0D7C61

#30B98A

#97DFAC

#798C2B

#BFB80A

#D4D84D

#A0630A

#FFBB08

#1428A0

#000000

#FFFFFF

#0087C6

#00B8E6

#9BD6E6

#FACD52

#F67101

#FFD123

#FFE865

#AF0D28

#E03E7D

#FCCDC6

RGB

R20, G40, B160

R0, G0, B0

R255, G255, B255

R1, G125, B178

R0, G184, B230

R155, G214, B230

R13, G124, B97

R48, G185, B138

R151, G223, B172

R121, G140, B40

R191, G184, B10

R212, G214, B77

R160, G99, B10

R255, G187, B8

R250, G205, B82

R245, G113, B1

R255, G209, B35

R255, G232, B101

R175, G13, B40

R206, G57, B101

R252, G205, B198

47

Color / use

Color is used in Samsung communications to create a unifying visual language across applications and campaigns. how color is used is also important in communicating our brand image and the attributes we associate to particular products.

Color can be combined in the ellipse, typography, and imagery to address a range of expressions in tone and manner.


48

Color / use


Color can be subtle and premium.

Color can be energetic.

Color can be evocative and match tone on tone.

Sometimes color can be used to create sharp contrast with the image in a way that visually grabs attention.

Other times, color can blend seamlessly with the image using shades and tones from the same family of colors.

Lastly, color can be complementary to the image and create elevated feelings of harmony and sophistication.


49

Ellipse

52 Samsung’s ownable icon

53 Color use

54 Gradient lighting effect artwork

55 Two-color artwork

56 Size relationship

57 Full use — animation

58 Crop overview

60 Vertical crops

61 horizontal crops

62 Partial crops

63 No use

64 Vertical crop specifications

65 horizontal crop specifications

66 Partial crop specifications

67 Alternate thin-weight

68 how to create a gradient lighting effect

72 Do nots

Ellipse / Samsung’s ownable icon

The Samsung Ellipse is an iconic, energetic, graphic expression that helps make any communication pieces instantly recognizable as coming from Samsung.

It symbolizes our imagination and highlights the intersection of Samsung’s products with the spirit of imagination…as embodied in a product, a person, in a moment of life.

Note: The ellipse should NOT be used merely as a decorative element or to highlight functional information, such as a product name, descriptor, or simple call-toaction (e.g., “sold here”).

52


Ellipse / Color use

There are two styles of ellipse coloration. The first uses a gradient lighting effect, and the second is two color.

One is not preferred over the other. In determining which to use, select the coloration that works best with your image. Other technical considerations are detailed below.

One-color ellipses should be used when there are limitations in print production (e.g., newsprint, or other one- or two-color applications).

PREFERRED

Gradient lighting effect Two-color

FOR FuNCTIONAL REquIREMENTS ONLY

One-color One-color (black and white)

Capture every detail




The New Samsung NV20 with HD still and video capture




– use for full-color applications.

– Create in Photoshop with a lighting effect filter.

– Guidelines for creation and use follow.

– use for full-color applications, including those where functional limitations do not allow for the use of the gradient lighting effect (e.g., size, color, or application restrictions).

– Created using two different colors for a dynamic, layered effect.

– use only approved artwork.

– use for limited cost in printing

(2- or 3-color applications).

– Created using 100% and 45% tint of only one color (to simulate two-color ellipses).




– use for newsprint and other one-color applications.

– Created using 100% and 45% tint of black

(to simulate two-color ellipses).


53

Ellipse / Gradient lighting effect artwork

Artwork and file names for gradient lighting effect ellipses are shown below. Though the placement of the highlight may be adjusted, no other color combinations are permitted.

The gradient lighting effect ellipses may be recreated when utilized at larger sizes than those provided.

Because the artwork is image based, they must be recreated using the instructions provided on pages 66. See appendix for more detailed information.

AquA BROWN

TEAL

TEAL & GREEN

ORANGE

RED

GREEN

Note: Alternate thin-weight ellipses follow the same naming conventions as those shown here, except for the addition of “_alt.”

54


Ellipse / Two-color artwork

Artwork and file names for all two-color ellipses are shown below. No other color combinations are permitted. See appendix for more detailed information.

AquA BROWN

TEAL

TEAL & GREEN

ORANGE

RED

GREEN RED & ORANGE

Note: Alternate thin-weight ellipses follow the same naming conventions as those shown here, except for the addition of “_alt.”


LIGhT AquA

LIGhT TEAL

LIGhT GREEN

LIGhT TAN

LIGhT YELLOW

LIGhT RED

55

Ellipse / Size relationship

The minimum size of the ellipse relationship to the wordmark is “3X,” where “X” is equal to the width of the wordmark. The ellipse may be scaled larger in size and moved up, down, left, or right within an application.

X

56

3X MIN.


Ellipse / Full use — animation

TVCs (both :30 and :15) will end with an ellipse animation. The animation enters the last scene of the

TVC live action, encircling the moment of visual interest, transitioning to a black background, and ending with the Samsung wordmark.

57

Ellipse / Crop overview

The spectrum below demonstrates the flexibility of approved ellipse usage based on the focus of each application. Additional examples and specifications are shown on the following pages.

BRAND-DOMINANT MESSAGE

Vertical crop horizontal crop

When cold water cleans like hot water, imagination lives

Outdoor ad

The new SilverCare washer with silver ion technology.

Print ad single page

Applications include:

– TV advertising

– Print advertising

– Home page

– Brochure covers

– Promotional posters

58


– OOH advertising

– Web banners

– POP

– Horizontal bar/ banner type print advertising

Ellipse / Crop overview

Extreme vertical crop

Art inspires television

The new Series 6 Full HD LCD TV with Touch of Color Finish.

POP

Extreme vertical applications include:

– Small brochure covers

– Small vertical promotional pamphlets

– POP


Partial crop — NOT FOR uSE IN ADVERTISING

Dolor in hendrerit in vulputate velit,ore

At vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril uis dolore te feugaith unt ut laoreet dolore magna aliquam erat volutpat.

Samsung NV20

The new Samsung Series 6 Full HD LCD TV with Touch of Color finish eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit. with HD still and video capture www.samsung .com

Product banner

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 feugaith euismod tincidunt ut laoreet aliquam erat vero eros et accumsan et luptatum zzril delenit augue volutpat.


– Product banners or posters


FuNCTION-DOMINANT MESSAGE

No use

Dolor in hendrerit in vulputate velit

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

The new Samsung Series 6 Full HD LCD TV with Touch of Color finish eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit.


Brochure interior


– Retail specification cards

– Signage and identification

– Interior pages of multi-page document, or store/trade show environmental design

– POP stickers, toppers or mats

Samsung 650


40” 1080P LCD TV delenit augue duis dolore te feugaith euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugaith

CONTENTS LIBRARY

Enjoy preloaded content designed for entertainment, education and lifestyle – No external source required

ULTRA CLEAR PANEL

More vivid colors and deeper, richer black levels

AUTO MOTION PLUS 120HZ

Twice the frames, twice the clarity

$1,598.00



Product specification card

59

Ellipse / Vertical crops

Place the ellipse at the focal point of an image, providing that the clear space of the wordmark is not interrupted. The visible edge of the ellipse should not cross the margin of the application (shown in red).

The ellipse should be used in a way that:

– Highlights Samsung product’s interaction with the point of imagination as embodied in the key visual (i.e., product, person or moment in life).

– Links and unifies the key visual elements, such as area of focus in imagery, headline, product copy and product image.

– Does not hinder functionality of the communication piece.

– Does not compromise readability of important content.

The ellipse can be center-cropped when vertical space is limited.

Follow the vertical crop specifications on page 62.

LEFT CROP

When cold water cleans like hot water, imagination lives

The new SilverCare washer with silver ion technology.

Print ad single page

RIGhT CROP


– TV advertising

– Print advertising

– Home page

– Brochure covers

– Promotional posters

Extreme vertical applications include:

– Small brochure covers

– Small vertical promotional pamphlets

Print ad spread

When one camera acts like two, imagination lives

Print ad single page Print ad spread

CENTER CROP FOR ExTREME VERTICAL APPLICATIONS — NOT FOR uSE IN ADVERTISING

Every detail www.samsung .com

Promotional banner


60


Ellipse / horizontal crops

Place the ellipse at the focal point of an image, providing that the clear space of the wordmark is not interrupted. The visible edge of the ellipse should not cross the margin of the application (shown in red).

The ellipse should be used in a way that:

– Highlights Samsung product’s interaction with the point of imagination as embodied in the key visual

(i.e., product, person or moment in life).

– Links and unifies the key visual elements, such as area of focus in imagery, headline, product copy and product image.

– Does not hinder functionality of the communication piece.

– Does not compromise readability of important content.

The ellipse can be corner-cropped when functional limitations exist.

Follow the horizontal crop specifications on page 63.

TOP CROP

Outdoor ad


BOTTOM CROP

Outdoor ad

TOP-RIGhT CORNER CROP


– OOH advertising

– Web banners

– POP

– Horizontal bar/ banner type print advertising


Outdoor ad

BOTTOM-LEFT CORNER CROP

The official phone of your

Olympic spirit.

Outdoor ad



61

Ellipse / Partial crops — NOT FOR uSE IN ADVERTISING

The partial crop may not be used in advertising.

Use the partial crop of the ellipse only:

– For applications with product-only imagery

– When there is no supporting imagery or messaging to reinforce the brand story

– When legibility of important content would be compromised

Follow the partial crop specifications on page 64.

PARTIAL TOP CROP

Samsung NV20 with HD still and video capture


– Product banners or posters www.samsung .com

Product banner


62

Ellipse / No use



The new Samsung Series 6 Full HD LCD TV with Touch of Color iusto odio dignissim qui blandit.

Do not use an ellipse: finish eu feugiat nulla facilisis at vero eros et accumsan et

– For applications where descriptive content is dominant

– For multi-page documents or store or trade show design, where its use has already been established and it would become redundant and overly used

– When identification of the Samsung name and wordmark is most critical

– When there is no supporting imagery or messaging to reinforce the brand story

– When legibility of important content would be compromised



– Retail specification cards

– Signage and identification

– Interior pages of multi-page document, or store/trade show environmental design

– POP stickers, toppers or mats



Brochure interior www.samsung.com

Consumer Business Support Experience News About Samsung

USA / English Search

Samsung Ultra Edition II



Goes where you go.


At vero eros et accumsan et iusto odio Samsung 650 uis dolore te feugaith euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

40” 1080P LCD TV

(39.9 inches measured diagonally)

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

CONTENTS LIBRARY


ULTRA CLEAR PANEL




$1,598.00



Product specification card

Secondary pages




63

Ellipse / Vertical crop specifications

The preferred use of the vertical crop is when it is cropped on only one edge of an application (i.e., left, right).

Use the center crop only when functional limitations exist, and crop equally on both edges of an application. The center crop is not for use in advertising.

Below are the approved crop methods for vertical applications. Do not exceed either the maximum or minimum crop.

LEFT-SIDE CROP

MIN .15X

RIGHT-SIDE CROP

MIN .15X

CENTER CROP — NOT FOR USE IN ADVERTISING

For limited applications, the ellipse may be cropped equally on both sides.

Not for use in advertising applications.

MIN .15X

MIN .15X

X = width of the ellipse

MAX .4X

X

X

MAX .4X

X

X

MAX .4X

MAX .4X

X

64


Ellipse / horizontal crop specifications

The preferred use of the horizontal crop is when it is cropped on only one edge of an application

(i.e., top, bottom).

Use the corner crop only when functional limitations exist, and place only on the top-right corner or bottomleft corner of an application.

Below are the approved crop methods for horizontal applications. Do not exceed either the maximum or minimum crop.

BOTTOM CROP TOP CROP

MIN .06X


MIN .06X

MAX.22X

MAX.22X

X

X

X

LEFT & BOTTOM CROP

MIN .15X

MIN .06X

MIN .06X


MAX .4X

MAX.22X

X

MAX.22X

RIGHT & TOP CROP

X

MIN .15X

X

MAX .4X


65

Ellipse / Partial crops specifications — NOT FOR uSE IN ADVERTISING

Use the partial crop of the ellipse only for applications with product-only imagery. The partial crop may not be used in advertising.

Crop the ellipse equally on both sides, using only one of the remaining segments (i.e., top, bottom).

Below are the approved partial crop methods. Do not exceed either the maximum or minimum crop.

SPECIAL CROP - TOP

MIN .15X

SPECIAL CROP - BOTTOM

MIN .15X

MIN .15X

MIN .15X

MAX .4X

X

MAX .4X

X

MAX .4X

MAX .4X

X X

66


Ellipse / Alternate thin-weight

In certain circumstances, the line weights of the primary ellipse may appear too heavy when scaled, and may not match the appearance of the ellipse on standard-size applications. To compensate for these situations, an alternate thin-weight ellipse artwork has been designed.

Applications that may use the alternate thin weight ellipse include extreme horizontal applications, web banners, double-page spreads or larger formats such as outdoor advertising.

When a phone adapts to you

The new Samsung Soul with touch window

When a phone adapts to you imagination lives

DO NOT use the primary ellipse on extreme horizontal applications.

Single-page print ad using the primary ellipse

Double-page print ad using the alternate thin-weight ellipse

(to visually match the primary ellipse on the single page print ad)

Small sounds big.

OOh using the primary ellipse appears too heavy.



OOh using alternate thin-weight ellipse

67

Ellipse / how to create a gradient lighting effect — ExAMPLE 1

Follow the steps on this page to scale and position the ellipse in Photoshop.

STEP 1.

Open your working image in Photoshop.

STEP 2.

Open the provided ellipse path from the asset folder

(el_path.eps). Copy the path and paste it into the path palette of your working image.

STEP 3.

Select path, and choose Edit > Transform from the main menu. Scale and move the path into desired position.


After scaling and positioning the ellipse in Photoshop

(STEPS 1 – 5), follow the steps on this page to add a lighting effect to the ellipse.

IMPORTANT: Your file must be converted to RGB to create this effect. You can reconvert to CMYK after the desired effect has been achieved.

STEP 6.

With your ellipse layer selected, choose Edit Fill from the draw-down menu and fill the ellipse with your base color from the Samsung color palette. (This example uses Samsung Aqua.)

STEP 7.

With the ellipse layer selected, choose Filter/Render/

Lighting Effects from the main menu bar. use the settings shown below.

Grab the center point of the light source and position it appropriately in relation to your main image.

Set light to Omni.

STEP 8.

Your final ellipse should look like this.

STEP 4.

Select the Master Ellipse path and make a selection of the path using the settings shown below (right).

STEP 5.

Make a new layer in your psd file.


68




Grab any one of the four outer points to change the size of the light source.

Insert the tint color values hERE* and click OK.

(This example uses Samsung Bright Aqua.)

Note: If you do not achieve your desired effect, simply undo and try again.

* uSE ONLY APPROVED COLORS LOCATED ON

PAGES 46–47 OF ThE BRAND GuIDELINES.

69



(STEPS 1 – 5), follow the steps on this page to add a lighting effect to the ellipse.


STEP 6.

With your ellipse layer selected, choose Edit Fill from the draw-down menu and fill the ellipse with your base color from the Samsung color palette. (This example uses

Samsung Bright Yellow.)

STEP 7.

With the ellipse layer selected, choose Filter/Render/

Lighting Effects from the main menu bar. use the settings shown below.

Set light to Omni.

Move intensity slider bar until you achieve the desired intensity.

STEP 8.



70

Size and position of the light source may be adjusted to achieve your desired effect.

Fill color white.




(STEPS 1 – 5), follow the steps on this page to add an additional lighting source to the ellipse.


Note: This additional effect is only necessary when using the Samsung Red color family.

STEP 6.

With your ellipse layer selected, choose Edit Fill from the draw-down menu and fill the ellipse with your base color from the Samsung color palette. (This example uses

Samsung Red.)

STEP 7.

A — Select tint light source as in previous examples.

(This example uses Samsung Bright Red.)

STEP 8.




B — Select additional light source by grabbing the bulb icon and dragging it into the preview window. This will automatically shift the light type from Omni to Spotlight and revert the tint color to white.

Omni light type shifts to Spotlight.

Fill color reverts to white.

Grab the bulb icon and drag into the preview window.

Drag the new light source to the desired position and click OK.

71

Ellipse / Do nots

We encourage you to become familiar with the correct use of the ellipse, and please be sure to use the provided ellipse artwork.

The integrity of the Samsung ellipse must be respected at all times. Do not recreate, modify, or otherwise alter the provided ellipse artwork.





DO NOT crop on two sides unless there is a functional requirement, such as limited horizontal space. Do not use center crop in advertising.

DO NOT use an ellipse that is smaller than specified.

Samsung NV20

Every detail

Goes where you go

Samsung Ultra Edition II



DO NOT violate the Samsung wordmark clear space with the ellipse.

Small sounds big

The new Samsung

SGH I550W

DO NOT use an ellipse in place of the

Samsung wordmark.


72

DO NOT use more than one ellipse in a single application.

DO NOT rotate, skew, or in any way modify the provided ellipse artwork.


Ellipse / Do nots

We encourage you to become familiar with the correct use of the ellipse and please be sure to use the provided ellipse artwork.

The integrity of the Samsung ellipse must be respected at all times. Do not recreate, modify, or otherwise alter the provided ellipse artwork.



DO NOT use effects in combination with the ellipse; e.g., drop shadow.

Samsung NV20 with HD still and video capture

DO NOT use the preferred ellipse crop in a product-only application.





Small

sounds big

The New Samsung

Sgh I550w

DO NOT place the product image over more than one segment of the ellipse; i.e., place on top or bottom portion only.

DO NOT place the ellipse in front of the product or obstruct human features in an image.

NEW

Samsung T300

2 Megapixel Camera Phone

- 4x Digital Zoom

- Video Recording (Mpeg)

- Mp3 Player

$350.00

Samsung Soul with Touch Window

Music, messaging, pictures, video… all in a magical touch.

DO NOT use the ellipse to highlight functional content, such as product names, features, or calls to action.

DO NOT obscure content, such as headlines, with the ellipse.

73

Imagery

76 Overview

78 Lifestyle

79 Product as hero

80 Product only

81 how to select people

82 how to create a sense of motion

83 how to use color and context

Imagery / Overview

The notion of “imagination lives” is one of energy and optimism, of delight and wonder. Our imagery must reflect that. It should be open and inviting, graphically powerful yet simple.

It should provide a simple stage on which the energy of the ellipse and the elegance of the product can each shine through.

There must be room for copy to breathe, to be easily read without fighting for attention.

Overall, there must be a sense of style and a degree of taste that accurately portrays the premium quality of the Samsung brand.

Imagery / Overview

BENEFIT/LIFESTYLE PRODuCT AS hERO


76


77

Imagery / Lifestyle

“Imagination lives” is about what happens when the imagination in our products meets the passion in our consumers. All lifestyle imagery should capture that spirit. 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 reflects life as it should be, with the surprise and delight that Young-Minded Consumers seek. 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. And it should complement the diversity of our products in their many uses and applications.

Note: A product image is required on all applicatioins.

When using lifestyle imagery, it must be used in combination with a product-only image as defined on page 78.

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

DO NOT use images with artificial settings, staged environments, or of fantasy situations.


78

Imagery / Product as hero

When shooting products without the context of lifestyle, we must highlight their beauty, quality of design, and unique functionality where possible.

While always simple and graphically elegant, these images need a degree of imagination to elevate them beyond simple catalog shots.

Imagination should come through in the choice of dramatic cropping, or surprising background, or even an unexpected angle.

One option is to feature the product against a backdrop that is an abstraction of a product feature or aspect; for example, extreme cold for a washer that cleans in cold water or great space or a refrigerator that offers extra space.


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



79

Imagery / Product only

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 reflections and 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 from 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 flat 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 reflection.

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


80

Imagery / how to select people

Use imagery that forms a high-level, emotional connection with Young-Minded Consumers and their passions. Young-minded does not translate to young; rather, it means that no matter the 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.



81

Imagery / how to create a sense of motion

Creating a sense of motion, scale, and spontaneity further reinforces capturing a moment where imagination lives as well as the passion and optimism of real life.

– Capture the customer in an act or moment of discovery, expression, or dialogue.

– An image may have a sense of motion or of thought; action does not necessarily mean fast motion.

– Focus on activities that are engaging and relevant to our target customer.

– Capture a singular action, not a complex composition of various people or activities.

DO NOT use images portraying clichéd gestures.

DO NOT use images with action that appears either staged or in unrealistic angles or situations.


82

Imagery / how to use color and context

Simplicity is of the essence. A minimal amount of background context places focus on the main subject of the image. If an image is complex, the communication will be less effective.


DO NOT use images that have complicated or distracting background environments or that have no environment at all.

DO NOT use images that appear digitally enhanced.



– Select imagery with simple, uncomplicated backgrounds, such as a blue sky or colored wall.

Always include at least a minimum amount of context to avoid a stark, cold or isolated effect (i.e., products and people should look like they are in an environment, not just silhouetted on top of a blank background).

– Backgrounds with color that is based on the

Samsung color palette help to simplify and beautify the presentation, while creating focus and a more proprietary presentation. However, do not just fill a blank background with color.

– Use scale, cropping, and perspective in a compelling way to create dynamism and unexpectedness for everyday situations and products.

83

Copy elements

86 Introduction

87 Directives

89 Key copy elements

91 headline configurations

92 Subhead examples

93 Descriptive copy development

86

Copy elements / Introduction

Copy needs to be as simple, open, and inviting as the visual tone that we are setting.

The optimism, joy, and energy of the campaign idea must not be dragged down by ponderous, overly serious headlines and volumes of detailed manufacturer’s copy.

Our Young-Minded Consumer leads a time-crunched life and looks to Samsung products as sources of help, entertainment, sociability, efficiency, and fun.

Our copy should do the same thing: be helpful, entertaining, social, efficient — and even, sometimes, fun.

We should speak as though talking to an interested friend, not preaching to a disinterested stranger. No lengthy, formal prose; instead, use familiar language and inviting structure.


Copy elements / Directives

At the core of “Imagination Lives” is that moment when the imagination in our products meets the passion in our consumers.

The task in writing copy is to highlight the imaginative aspect of our product and how it relates to our consumers’ lives.

“ Now a phone that answers to you” is a much more human, much more imaginative, much more uniquely Samsung approach than “A phone with an adaptive touchscreen interface.”

“ Clean made cleaner,” “More space in the same space,” “Is it art or is it television?” and “So small sounds so big,” are all more human, more inviting, more imaginative, more Samsung than “A washing machine that cleans with silver-ion technology,”

“A refrigerator with thinner insulation,” “A beautifully designed television,” or “A compact MP3 player.”


87

Copy elements / Directives

IT IS …

“Now a phone that answers to you.”

“Clean made cleaner.”

“More space in the same space.”

“Is it art or is it television?”

“So small sounds so big.”

IT IS NOT …

“A phone with an adaptive touch-screen interface.”

“A washing machine that cleans with silver ion technology.”

“A refrigerator with thinner insulation.”

“A beautifully designed television.”

“A compact MP3 player.”

Copy elements / Key copy elements

hEADLINE

Create simple distillation of the imaginative aspect of our product and how it relates to our consumers’ lives.

SuBhEAD

Identify the specific product name and the feature or features that deliver the imaginative aspect and consumer benefit referenced in the headline.

DESCRIPTIVE CONTENT

In brochures, on-line, and in other information-rich media opportunities, explain fully but succinctly the details that are important to the message or offer of the communication piece.

All content must be written in the simple, inviting tone referenced on page 85.

88


89

Copy elements / Key copy elements example hEADLINE

“Now cold water cleans like hot”

-or-

“When cold water cleans like hot, imagination lives.”

Create a simple distillation of the imaginative aspect of our product and how it relates to our consumers lives.

SuBhEAD

“The new SilverCare washer with VRT ion-clean technology.”

Identify the specific product name and the feature or features that deliver the imaginative aspect and consumer benefit referenced in the headline.

All must be written in the simple, inviting, tone referenced on page 84.



hEADLINE

SuBhEAD


90


Copy elements / headline configurations

Because there are many different communication formats and sizes, there are a number of recommended configurations for headlines.

In all cases, communicate headlines in as few words as possible. In all media — especially in advertising

— fewer words have greater impact, project a more sophisticated image, and require less effort for our consumers to understand our message.

CONFIGuRATION:

INTRODuCTORY PhRASE

(advertising only)

FuLL-LENGTh

ShORThAND

SOuND BITE

RuLE OF ThuMB:

A phrase that begins with “When” and introduces a moment of magic that is paid off by the

“imagination lives” brand line

A stand-alone phrase or sentence that does

NOT begin with “When”

A compact form of no more than 5 words and not necessarily a single phrase

1 or 2 short, bold words

ExAMPLE:

When something so small sounds so big... imagination lives (brand line).

Something so small never sounded so big.

Big sound. Small package.

Sounds big.


91

Copy elements / Subhead examples

Subheads should be as short as possible – no longer than a single phrase or sentence. They may serve a range of purposes but should always directly support the message of the headline. Below are some common uses and examples.

PuRPOSE:

PRODuCT NAME

(advertising only)

PRODuCT INTRODuCTION

PRIMARY uSP

MARKETING MESSAGE

DEFINITION:

Simple identification of the featured product

Introduction of a new product, often highlighting it’s primary USP

ExAMPLE:

The Samsung Series 6 Full HDTV

Introducing the Samsung Series 6 Full HDTV with the touch-of-color finish

Communication of a key feature, benefit, technology, or point of difference

Communication of news or useful information for the reader

The HDTV with the touch-of-color finish

Available this summer at Samsung.com

92


Copy elements / Descriptive copy development

While body copy may serve a wide range of purposes, some general guidelines will help to communicate in a clear, compelling, and consistent manner.

Note: “Imagination lives” should NEVER appear in descriptive copy.

ShORTER IS BETTER

Smaller amounts of copy make it easier for consumers to understand our message and contribute to a sophisticated and appealing visual look. Always communicate the key message in as few words as possible — ideally, in a single, short paragraph.

CLEAR PARAGRAPh FLOW

Within each paragraph of copy, a similar content flow ensures clarity and impact:

1. Open paragraphs with a high-level sentence that states the main point or defines the context of the piece in a way that reinforces the spark of imagination found in the headline and imagery.

2. A subsequent sentence or two provides the evidence — features, benefits, design touches, technology, and/or solutions to consumer needs.

In all consumer marketing, the USP should be clearly communicated here.

3. Where needed — and where space allows — use a closing sentence to provide a summary of the main point. This may be useful to highlight a product or feature in a more human or lifestyle context or to reinforce an emotional connection.


93

Applications

96 Overview

99 Bringing it together

100 Print advertising

106 OOh

109 Brochure

118 POP

122 Online/Interactive media

96

Overview




Every interaction and every communication directly enhances the power and meaning of our brand.

Our goal is to create across all of our communications

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a seamless and consistent experience that engages customers in an imaginative way. The overall visual style of the Samsung brand is imaginative, stylish, optimistic, and inviting, as exemplified by our image attributes.


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Overview unt ut laoreet dolore magna aliquam erat volutpat.






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Brochures

Web



POP

Samsung 650 LCD TV

Samsung 650

40” 1080P LCD TV



CONTENTS LIBRARY


ULTRA CLEAR PANEL




$1,598.00

When art inspires television, imagination lives

The new Series 6

with Touch of Color Finish

Advertising


Applications Applications

97

Bringing it together

ExAMPLE 1.

Step 1. Imagery Step 2. Ellipse Step 3. Product

Place product over ellipse.

Step 4. headline and subhead

Headline and subhead should be close to the product.


The new NV24HD digital camera with still and high definition video.

When cold water cleans like hot, imagination lives



98

Bringing it together

ExAMPLE 2.

Step 1. Imagery

Applications


Applications

Step 2. Ellipse Step 3. Product

Place product over ellipse.


Step 4. headline and subhead

The new NV24HD digital camera with still and high definition video.

Headline and subhead should be close to the product.

When cold water cleans like hot, imagination lives


99

Print advertising / Spread with lifestyle image

IMAGERY

– Straight-forward, singular message

– Always use a background context

– Use depth-of-field and subtle background color to silhouette singular action or object

ELLIPSE

– Cropped on one side only

– Used to highlight singular point of imagination in imagery

– Color selection is based on imagery: match tone for a premium, refined look, or contrast to make a bold statement

PRODuCT IMAGE

– Always show a product image, either in context or in combination with a lifestyle image

– Front facing for large products/angled for handheld products

– Silhouetted without drop shadow

– Placed in front of ellipse on top or bottom portion

(not over both) hEADLINE

– Set in sentence case

– Staggered on 2 lines with 2:3 size ratio

– Positioned along the curve of the ellipse

– Size should be no smaller than 16pt. and no bigger than 24pt.

SuBhEAD


– Black or white color

– Size should be no smaller than 11pt. and no bigger than 12.5pt.

WORDMARK

– May be positioned in top-left, top-right or bottom-right corner, wherever there is the sufficient contrast with the background and image

When your phone touches your Olympic spirit, imagination lives

The new Samsung Roxy.

With 5 megapixel camera.

LEGAL DISCLAIMER PRODuCT IMAGE SuBhEAD hEADLINE

LEGAL DISCLAIMER

– Should not be larger then 5pt. in size

– The disclaimer must run vertically on the right or left side of the ad

– The disclaimer should be either white or black

– The disclaimer should be legible

IMAGERY ELLIPSE


100

WORDMARK

Applications

Print advertising / Spread with product as hero image

IMAGERY





ELLIPSE



– Color selection is based on imagery: match tone for a premium, refined look, or contrast to make a bold statement hEADLINE





SuBhEAD




WORDMARK


LEGAL DISCLAIMER

– Should not be larger then 5pt. in size.




ELLIPSE


The new Series 6

with Touch of Color Finish hEADLINE SuBhEAD


Applications

IMAGERY WORDMARK

LEGAL DISCLAIMER

101

Print advertising / Single page with lifestyle image

IMAGERY




ELLIPSE




PRODuCT IMAGE










SuBhEAD




– Product taglines may be used as a sign-off element

WORDMARK


LEGAL DISCLAIMER






102 hEADLINE

ELLIPSE

IMAGERY

PRODuCT IMAGE

WORDMARK

LEGAL DISCLAIMER

Applications

Print advertising / Single page with product as hero image

IMAGERY





ELLIPSE








SuBhEAD





WORDMARK


LEGAL DISCLAIMER






The new Series 6 with

Touch of Color Finish.


Applications hEADLINE

ELLIPSE

IMAGERY

SuBhEAD

WORDMARK

LEGAL DISCLAIMER

103

Print advertising / Second product shot and series logo usage

There may be times when a secondary product shot will be necessary to feature an additional USP.

In this case, the second product shot needs to be placed in the bottom left corner of the page. The second product shot should not be more than 1/2” from the left and bottom of the page.

Use a series logo only when a second product shot is necessary. Place series logo under the second product shot.


The new Series 6 with

Touch of Color Finish

SECONDARY PRODuCT ShOT

SERIES LOGO


104

Applications

Print advertising / Bar treatment

IMAGERY





ELLIPSE








SuBhEAD





WORDMARK


BAR TREATMENT

– 1/6th the height of the page

– Use for third party, technology logos and additional product specification when needed

LEGAL DISCLAIMER





Applications


WORDMARK hEADLINE

ELLIPSE

IMAGERY

SuBhEAD

BAR TREATMENT

ZONE 1

ZONE 2

© 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 3

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 justification 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 (disclaimer)

– Not larger than 7pt. in size


105

OOh / horizontal

IMAGERY




ELLIPSE

– Horizontal or corner crop



PRODuCT IMAGE







– 1 line or staggered on 2 lines with 2:3 size ratio


SuBhEAD




WORDMARK


LEGAL DISCLAIMER






106 hEADLINE PRODuCT IMAGE ELLIPSE IMAGERY WORDMARK

Applications

OOh / Vertical

IMAGERY




ELLIPSE




PRODuCT IMAGE




– Placed above ellipse on top or bottom portion





SuBhEAD




WORDMARK


LEGAL DISCLAIMER






Applications hEADLINE

IMAGERY

ELLIPSE

PRODuCT IMAGE

WORDMARK

107

Brochure

110 Introduction

111 Cover

112 Interior spread

114 Content structure

116 Sample content

Brochure / Introduction

To help simplify design and production — and to ensure that the spark of imagination 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.

110

Applications

Brochure / Cover

The exhibit shown here demonstrates the Samsung brand elements and copy content applied to the cover of a brochure. However, it is only one example of how to apply the elements. Please see the examples found throughout this document to familiarize yourself with the flexibility of Samsung communications.

15mm

15mm minimum margin


IMAGERY (GuIDELINES BEGIN ON PAGE 73)




– Always full bleed


ELLIPSE (GuIDELINES BEGIN ON PAGE 51)

– Cropped on one side only per application (all crops defined in the ellipse section are permitted for brochures)



– Set in sentence case Samsung Imagination


– Flexible position along the curve of the ellipse


SuBhEAD




– Position near the product image

WORDMARK




Applications

7.5mm

hEADLINE

ELLIPSE

IMAGERY

SuBhEAD

42.3mm

15mm

WORDMARK

32mm

111

Brochure / Interior spread

These exhibits demonstrate the Samsung brand elements and copy content applied to the interior of a brochure. However, they are only a few examples of how to apply the elements. Please keep in mind that flexibility for the placement and size of elements has been developed for Samsung communications.

INTRODuCTION


– Staggered with 2:3 size ratio (either the first or secondary paragraphs may be indented)


IMAGERY (GuIDELINES BEGIN ON PAGE 73)




– Always bleed edges, when appropriate

PRODuCT IMAGE

– Select the best product image and angle view to highlight the primary selling point


COPY SuBhEADS

– Set in uppercase or sentence case

Samsung Imagination


– Color may vary

COPY

– Set in sentence case Helvetica Neue

– Size should be no smaller than 9pt.


15mm

15mm 30mm 15mm



15mm


15mm

15mm


INTRODuCTION

PRODuCT IMAGE

IMAGERY

15mm

15mm 30mm 15mm

In addition to its beautiful form, the 650 LCD TV delivers a wide range amazing features

The 650 utilizes the latest industry technologies and proprietary features to create the most detailed picture, exciting sound and user-friendly interface.

15mm

TAKE ADVANTAGE OF EASY CONNECTIONS

The R8 enables you to enjoy the highest quality image and sound reproduction and connects seamlessly to all your portable devices, such as PC, STB, DVD and digital camera.

Anynet+ (HDMI-CEC)

You’re in full command with the R8. Anynet+ delivers streamlined, one-touch control over all your connected devices such as the BD

Player, AV Receiver, and Home Theater. You can operate all of them with a single remote control that enables commands to be passed among devices within the system.

ENJOY THE FREEDOM TO CUSTOMIZE

From easy positioning and mobility to special picture modes, the R8 is augmented by a range of features that also makes the TV incredibly convenient.

Auto Wall Mount System

You’ll enjoy perfect viewing angles with a remote-controlled wall mount system that extends, swivels and tilts the screen. The screen can be positioned for maximum visibility, even allowing for viewing from multiple rooms. The system automatically reverts to its flush position when the TV is turned off. Auto wall mount is optional for units over 40" in size.

AUTO CENTER LEFT & RIGHT UP & DOWN

15mm

EXPERIENCE THE MOST PRECISE

PICTURE AVAILABLE

The R8’s high contrast ratio produces blacks that are darker and richer and whites that are brighter and clearer. Gradations appear smoother with less banding. As a result, pictures appear more detailed, sharper and more lifelike.

Movie Plus

Discover motions as smooth as silk. The R8 renders every motion more fluid and every shape more pronounced – no more blurred lines or ghosted images. Its Movie Plus technology actually predicts what the next frame will be and adds a before/after blend between images to smooth fast moving transitions. The result is a richer, more continuous viewing experience.

MOVIE

PLUS

8000:1 Dynamic Contrast Ratio

Experience the visual delights of high contrast. Samsung’s R8 LCD

TV offers you a close-to-perfect reproduction of light and shadow through a high dynamic contrast ratio of 8,000:1. This means you view a crisper image than ever before.

8000:1

CONVENTIONAL TV SAMSUNG R8 LCD TV

Wide Color Enhancer

See colors the way they were meant to be seen. In sunshine or strong light, greens and blues can look blurry. But, thanks to the Wide

Color Enhancer, grass is greener and the sky is bluer. Every color is as it should be.

3 High Definition Multimedia Interface Ports

There’s no more searching for hard-to-find connections. The R8 is equipped with three HDMI™ ports, one of which is located on the side for ready access. That means it’s simple to connect with a digital camera, game console or other digital devices. With three ports in total, you can stay connected to a range of devices simultaneously.

1 SIDE & 2 REAR PORTS

Game Mode

Feel the thrill of being right in the game. The R8 offers unparalleled picture quality that can be optimized for gaming at the touch of a button. It allows for H-sharpness and faster response times to better match your level of play. In addition, its powerful surround-sound effects create a rich, immersive experience that will maximize the thrill of the game.

Swivel Stand

Watch TV in comfort. The R8’s swivel stand allows you to position the screen in a range of angles. Pick your favorite chair or couch.

The R8 follows your lead.

32.5mm

CONVENTIONAL FRAMES INTERPOLATED FRAMES

CONVENTIONAL TV SAMSUNG R8 LCD TV

COPY SuBhEADS

INTRODuCTION

COPY

15mm


112

7.5mm

86.25mm

Applications

Brochure / Interior spread

COLuMN hEADS



ChART SuBhEADS

– Set in uppercase Helvetica Neue, flush left


– White in color

ChART COPY

– Set in sentence case Helvetica Neue, flush left


– Black in color

CALL-TO-ACTION

– Set in sentence case Samsung Imagination, flush left


– Color may vary

15mm

15mm 30mm

Any room is enhanced by the

650’s clean rear-flush mounted modern design.

Buttons, speakers and connecting ports are all ingeniously hidden from view.

7.5mm

TAKE ADVANTAGE OF EASY CONNECTIONS

The 650 enables you to enjoy the highest quality image and sound reproduction and connects seamlessly to all your portable devices, such as

PC, STB, DVD and digital camera.

3 High Definition Multimedia Interface Ports

There’s no more searching for hard-to-find connections. The M8 is equipped with three HDMI™ ports, one of which is located on the side for ready access. That means it’s simple to connect with a digital camera, game console or other digital devices. With three ports in total, you can stay connected to a range of devices simultaneously.

1 SIDE & 2 REAR PORTS

ENJOY THE FREEDOM TO CUSTOMIZE

From easy positioning and mobility to special picture modes, the 650 is augmented by a range of features that also makes the TV incredibly convenient.

Auto Wall Mount System

You’ll enjoy perfect viewing angles with a remote-controlled wall mount system that extends, swivels and tilts the screen. The screen can be positioned for maximum visibility, allowing for viewing every where in your home. The system automatically reverts to its flush position when the TV is turned off. This optional feature may be selected for screen sizes of 40" to 52".

-

AUTO CENTER LEFT & RIGHT UP & DOWN

Anynet+ (HDMI-CEC)

You’re in full command with the M8. Anynet+ delivers streamlined, one-touch control over all your connected devices such as the BD

Player AV Receiver, and Home Theater. You can operate all of them with a single remote control that enables commands to be passed among devices within the system.

Swivel Stand

Watch TV in comfort. The M8’s swivel stand allows you to position the screen in a range of angles. Pick your favorite chair or couch.

The M8 follows your lead.

Game Mode

Feel the thrill of being right in the game. The M8 offers unparalleled picture quality that can be optimized for gaming with Game Mode.

It allows for H-sharpness and faster response times to better match your level of play. In addition, its powerful surround-sound effects create a rich, immersive experience that will maximize the thrill of the game.

37"

LE37M81B

1

1

1

1

PAL

Free

1

1

2

1

1

1

1

2

•

•

•

•

•

•

MEGA TTX

•

1 Tuner

•

•

•

•

1920 x 1080

550 nit

8000:01:00

8ms

178

CCFL

•

10W x 2

A2/NiCAM

SRS TruSurround XT

•

Black

TBD

<1W

916 x 300 x 654

916 x 87.2 x 595

1025 x 385 x 768

20.8

17.4

26.6

Optional

•

MODEL COMPARISON

• Available

■ Differences

VIDEO

HD Ready

IDTV

Resolution

Brightness

Dynamic Contrast Ratio

Response Time

Viewing Angle (H/V)

Backlight

DNIeTM

AUDIO

Sound Output (RMS)

Stereo Type

Sound Effect System

FEATURE

Sleep Timer

Clock & On/Off Timer

Still Picture

Teletext (TTXT)

Auto Channel Search

Picture-in-Picture

Auto Power Off

Auto Volume Leveler

Anynet+ (HDMI-CEC)

Movie Plus

Game Mode

SYSTEM

Color System

Power

INPUT & OUTPUT (SIDE)

Headphone

S-Video

HDMI

Composite, L/R

INPUT & OUTPUT (REAR)

RF Input

Component (Y/Pb/Pr)

Euro Scart

HDMI

PC Input (D-sub)

(Analog) Audio Out, L/R

Optical Sound Out

RS232C (For Service Only)

CABINET

Swivel (Left/Right)

Color

POWER

Operation Power Consumption

Stand-By Power Consumption

DIMENSION (MM)

Set Size (WxHxD) With Stand

Set Size (WxHxD) Without Stand

Package (WxHxD)

WEIGHT (KG)

Set Weight With Stand

Set Weight Without Stand

Package Weight

ACCESSORY

Wall Mount (Auto Wall Mount Support)

Power Cable

46"

LE46M81B

1

1

1

1

PAL

Free

1

1

2

1

2

1

1

2

•

•

•

•

•

•

MEGA TTX

•

1 Tuner

•

•

•

•

1920 x 1080

550 nit

12000:1

8ms

178

CCFL

•

10W x 2

A2/NiCAM

SRS TruSurround XT

•

Black

TBD

<1W

1106 x 326 x 768

1106 x 104.2 x 706

1226 x 430 x 883

34.5

29.2

43

Optional

•

40"

LE40M81B

1

1

1

1

PAL

Free

1

1

2

1

2

1

1

2

•

•

•

•

•

•

MEGA TTX

•

1 Tuner

•

•

•

•

1920 x 1080

550 nit

12000:1

8ms

178

CCFL

•

10W x 2

A2/NiCAM

SRS TruSurround XT

•

Black

TBD

<1W

971 x 300 x 687

971 x 87.2 x 828

1080 x 385 x 802

20.9

17.5

27.6

Optional

•

52"

LE52M81B

1

1

1

1

PAL

Free

1

1

2

1

2

1

1

2

•

•

•

•

•

•

MEGA TTX

•

1 Tuner

•

•

•

•

1920 x 1080

550 nit

12000:1

8ms

178

CCFL

•

10W x 2

A2/NiCAM

SRS TruSurround XT

•

Black

TBD

<1W

1257 x 326 x 860

1257 x 111 x 800

1375 x 435 x 975

40.5

35.2

50.9

Optional

•

7.5mm

15mm

7.5mm

86.25mm

15mm 15mm

15mm

COLuMN hEADS

ChART SuBhEADS

ChART COPY

117.5mm

To learn more about the Samsung 650 LCD TV, or to find your nearest retailer, please visit: samsung.com

CALL-TO-ACTION


Applications

12mm

32mm

Samsung Electronics Co., LTD.

Samsung Main Building

250, 2-Ka, Taepyung-Ro, Chung-Ku,

Seoul, Korea 100-742

42.3mm

113

Brochure / Content structure

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 ensure all our materials support our new, iconic brand equity and campaign tonality.

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.

114

Applications

Brochure / Content structure hEADLINE

The headline should provoke consumers to imagine how the product could inspire their own life and their own passions in believable, human terms. The headline does

NOT need to include the word “imagine” or “imagination”

– but rather should convey the spark of Samsung imagination. The headline should consist of a short phrase and, where possible, should emphasize emotional benefits instead of product features or technical attributes.

SuBhEAD

The subhead should clearly describe the product featured in the brochure in a simple sentence. The official 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 benefit.

PRIMARY SELLING POINT

The 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 fulfills 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 SuMMARY

In support of each product’s primary selling point, a more specific paragraph of copy summarizes the key features and their consumer benefits. This copy should succinctly capture how the product enriches the way people live, work and pursue their passions.

BENEFIT hIGhLIGhTS

Where necessary, product features may be grouped by overarching benefit. In this case, a brief paragraph of copy should be used to describe how the set of features enriches the user’s life.

FEATuRE DESCRIPTION

Product 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 benefits may be communicated as well, the focus should be on clear description of features.

hEADLINE

SuBhEAD

Front cover

PRIMARY SELLING POINT PRODuCT hIGhLIGhTS

Interior spread 1

OPTI0NS

OVERVIEW

SPECIFICATIONS

CALL-TO-ACTION

OPTIONS OVERVIEW

A bold, simple question asks consumers which product configuration best meets their needs and desires. Below, a brief paragraph helps consumers answer the question by summarizing the features and benefits of each major product option.

SPECIFICATIONS

A summary of the most important technical specifications is presented in a consistent, easy-to-read table format.

CALL-TO-ACTION

Brochures 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.

FEATuRE SuMMARY

BENEFIT hIGhLIGhTS

FEATuRE DESCRIPTION FEATuRE DESCRIPTION

Interior spread 2

BENEFIT hIGhLIGhTS

Interior spread 3 Back cover

Applications

115

Brochure / Sample content

Within each paragraph of copy, a similar content flow will ensure clarity and impact:

1. Open paragraphs with a high-level sentence that clearly states the main point in a way that reinforces the spark of imagination found in the headline and visual imagery.

2. A subsequent sentence or two provides the evidence – features, benefits, design touches, technology and/or solutions to consumer needs.

3. Where needed – and where space allows – use a closing sentence to provide a summary of the main point. This may be useful to highlight a product or feature within a more human, lifestyle context or to reinforce an emotional connection.

LOCAL MARKET ADAPTATION

Where appropriate, copy may be adjusted to reflect the preferences of the local market. For example, in certain countries, consumers respond more favorably to a greater use of headlines and fewer paragraphs of detailed copy. In such markets, please consider the following general tips:

BE CLEAR: Communicate in simple terms that are easy for consumers to understand.

BE INFORMATIVE: Emphasize product features and uses slightly more than emotional benefits.

BE DOWN-TO-EARTh: Develop straightforward copy that is warm and less abstract in tone.

116

Applications

Brochure / Sample content

The following sample illustrates effective paragraph composition.

ExAMPLE:

The opening sentence defines a high-level benefit: the beautifully designed Touch of Color frame.

The next pair of sentences provide supporting evidence: the dramatic color, curves and style of the product.

A final brief sentence summarizes the main point and reinforces the promise of the brochure title.

“Technology that transforms your space.”

“ With Touch of Color™, Samsung has completely reinvented the standard black box. With a hint of amber, a reflective sheen and stunning curves, the Series 6 adds a splash of style everywhere it goes.”

“hDTV never looked so good.”

Technology that transforms your space.

r nsforms

With Touch of Color™, Samsung has completely reinvented the standard black box. With a hint of amber, a reflective sheen and stunning curves, the Series 6 adds a splash of style everywhere it goes.


Applications

117

POP / Vertical Example 1

This exhibit demonstrates the Samsung brand elements and copy content applied to a banner.

IMAGERY




ELLIPSE

– Center crop



PRODuCT IMAGE

– Always show a product image, either in context or in combination with a lifestyle image hEADLINE




SuBhEAD



WORDMARK


PRODuCT IMAGE

SuBhEAD

Art inspires

television


WORDMARK hEADLINE

ELLIPSE

IMAGERY


118

Applications

POP / horizontal Examples 1

The following exhibit demonstrates the Samsung brand elements and copy content are applied across a point-of-purchase simulation.

IMAGERY





ELLIPSE

– Cropped on top, bottom, or corner






SuBhEAD



WORDMARK


ELLIPSE SuBhEAD


IMAGERY hEADLINE WORDMARK


Samsung 650

40” 1080P LCD TV



CONTENTS LIBRARY


ULTRA CLEAR PANEL




$1,598.00

Samsung 650 LCD TV


Applications

119

POP / Vertical Example 2

This exhibit demonstrates the Samsung brand elements and copy content applied to a banner.

IMAGERY




ELLIPSE

– Center crop



PRODuCT IMAGE

– Always show a product image, either in context or in combination with a lifestyle image hEADLINE




SuBhEAD



WORDMARK


SuBhEAD

PRODuCT IMAGE

The Silver Care washer with

VTR steam clean technology.

Cold water that

cleans like hot

WORDMARK

ELLIPSE

IMAGERY hEADLINE


120

Applications

POP / horizontal Examples 2

The following exhibit demonstrates the Samsung brand elements and copy content are applied across a point-of-purchase simulation.

IMAGERY





ELLIPSE

– Cropped on top, bottom, or corner






SuBhEAD



WORDMARK


ELLIPSE IMAGERY hEADLINE WORDMARK

Cold water that cleans like hot

SuBhEAD

M o r e s p a c ee i in t he s m e s p ac e


Applications

121

Ellipse Palette — Primary

RGB

#0086c5

RGB

00b7e5

RGB

00727d

RGB

1ed1c1

RGB

00727d

RGB

899639

Product microsites / home page guidelines

RGB

899639

RGB c2ae00

RGB a0630b

RGB edab00

ELLIPSE

Bottom crop ellipse is illustrated here. Please reference pages

62-65 of the guidelines for additional cropping alternatives.

If the ellipse is scaled beyond 800pixels wide from end-toend, the alternate ellipse is used.

RGB f17b05

> 800pixels wide

RGB ffcb00

Samsung.com header

“Imagination Lives”

RGB b01a48

RGB eb3179 use alternate ellipse when ellipse has been scaled to more than 800pixels wide.

Typography

Product imagery

RGB b01a48

RGB f17b05

“IMAGINATION LIVES”

The brand line is always positioned in the upper right corner.

LIFESTYLE IMAGERY

Please refer to pages 78-83 of the guidelines for further direction on imagery selection.

Lifestyle imagery does not always need to be used. In the examples that follow, we illustrate how product microsites can utilize a color background.

PRODuCT IMAGERY

Use interesting camera angles to create a dynamic presentation for all handheld products.

Present all large (e.g., non-handheld) products in flat front view, to align with the way they are typically viewed in real-life situations.

The ellipse

Microsite navigation

Samsung.com footer

TYPOGRAPhY

Generally, the headline sizing is as follows:

Headline is staggered on 2 lines with 2:3 size ratio

Specifically for the home page designs, type for top headline is 22 pixels while type for bottom headline is 34 pixels.

Please refer to pages 36-43 of the guidelines for further direction on typography.

NAVIGATION

Generally, microsite navigation is always positioned along the bottom of the page. This positioning assures that microsite navigation does not compete with the Samsung.com navigation.

Note: Please refer to the interactive guidelines included on the Samsung brand asset disc for further instruction on implementing the “imagination lives” campaign idea successfully in the digital space.


122

Applications

Product microsites / Interior page guidelines

ELLIPSE

In this interior page example we see that the ellipse has been toned back, but does not disappear from the page entirely.

This allows users focus on the detailed product information .

“IMAGINATION LIVES”

The brand line is always positioned in the upper right corner

LIFESTYLE IMAGERY

Lifestyle imagery takes a secondary role and is overlayed with product detail information.

PRODuCT IMAGERY

The right side of the interior page is used to display a variety of product imagery. These can be navigated via thumbnails or by a dynamic display.

TYPOGRAPhY

Specifically for the interior page designs, type for top headline is 18 pixels, while type for bottom headline is 29 pixels.

Please refer to pages 36-43 of the guidelines for further direction on typography.

NAVIGATION

Navigation remains consistent with the home page and allows users to easily browse product information.

NOTE

Hot spots may be used to call out product details.


Stage area

Product details and content


Applications

Product Imagery

123

Product OLA / 300x250 guidelines

The 300x250 banner is the most commonly used in the online space. A list of the elements and how they are employed to create examples are shown below.

ANIMATION SEquENCE

The standard 30K banner animation features the ellipse entering from the bottom left. As the ellipse enters the frame the other elements fade in. The message and call To action finish the animation sequence.

GENERAL GuIDELINES

- Minimum 10 pixel margin.

- Samsung logo in the upper right corner.

- Consistent placement of the approved ellipse branding element. Please refer to pages 46-47 for color usage.

- Product shot interacts with ellipse.

- Consistent size and placement of the Call to Action button.

SPECIAL NOTES

Headline typography is left justified. Sizing is Samsung imagination 21 pixels / 24 pixel leading.


Samsung logo always positioned in upper right corner

10pixels margin on all sides

Typography

Product imagery

Due to the size restrictions of

300x250 OLA, a special cropping is suggested for the ellipse

Call to action button has consistent size and placement in all OLA executions


124

Applications


In this limited space example, product imagery is combined with typography and the ellipse to create the focus for each banner. To help create visual consistency, headlines are set in a single size. Limited horizontal space does not allow headlines to be staggered. We recommend that all headlines be left justified. Please notice how the branding elements can be used with or without a lifestyle image.

ANIMATION SEquENCE

The standard 30k banner animation features the ellipse entering from the bottom left. As the ellipse enters the frame, the other elements fade in. The message and call to action finish the animation sequence.

GENERAL GuIDELINES

Minimum 10 pixel margin.




- Consistent visual design of the call to action button.

SPECIAL NOTES

- Headline typography appears justified

- Samsung imagination 18 pixel /21 pixel leading.

- The body copy appears regular 11 pixel /14 pixel leading.

- Use interesting camera angles to create a dynamic presentation for all handheld products.

- Present all large (e.g., non-handheld) products in flatfront view to align with the way they are typically seen in real-life situations.



Applications


Typography


Dynamic product imagery

Call to action button has consistent visual design in all OLA executions

Due to the size restrictions, a special cropping is suggested for the ellipse

125


Product imagery selection and a simplified headline are crucial to a successful execution within this restricted space.

Use a single headline layout instead of a stacked layout for increased legibility.

ANIMATION SEquENCE

The standard 30k banner animation features the ellipse entering from the left. As the ellipse enters the frame the other elements fade in. The message and call to action finish the animation sequence.


GENERAL GuIDELINES

- Minimum 5 pixel margin.




- Consistent visual design of the call to action button.


Dynamic product imagery

Do not stack headlines due to limited vertical space

Call to action button has consistent visual design in all OLA executions


Two croppings of the ellipse are recommended. One for use with product and lifestyle imagery, one for product imagery only

Applications

127

Appendix

120 File name components

121 Gradient lighting effect ellipse artwork

122 Two-color ellipse artwork

123 One-color ellipse artwork

130

File name components

IDENTIFIER

The "el" prefix distinguishes ellipse artwork from other files.

VARIANT

There are four versions of the signature: g = gradient c = two-color

1c = one-color m = master (for creating gradient ellipses)

COLOR

Permitted color treatments

ALTERNATE alt = alternate thin weight ellipse

FILE ExTENSION

.eps = Vector file, for use in print applications.

.jpg = RGB, for use on screen or in office applications such as Microsoft ® Word or PowerPoint ® ; small size at 150 dpi.

Color File extension Identifier

el_c_red_alt.eps

Variant g = gradient c = two-color

1c = one-blue m = master

Alternate

Appendix

Ellipse / Gradient lighting effect artwork

Artwork and file names for gradient lighting effect ellipses are shown below. Though the placement of the highlight may be adjusted, no other color combinations are permitted.

The gradient lighting effect ellipses may be recreated when utilized at larger sizes than those provided.

Because the artwork is image based, they must be recreated using the instructions provided on pages 58–61.

AquA BROWN MASTER ELLIPSE

File name: el_master.eps

File name: el_c_aqua.psd

TEAL

File name: el_c_teal.psd

TEAL & GREEN

File name: el_c_teal_green.psd

GREEN

File name: el_c_brown.psd

ORANGE

File name: el_c_orange.psd

RED

File name: el_c_red.psd

File name: el_c_green.psd

Note: Alternate thin weight ellipses follow the same naming conventions as those shown here, except for the addition of “_alt.”

Appendix

131

Ellipse / Two-color artwork

Artwork and file names for all two-color ellipses are shown below. No other color combinations are permitted.

AquA

File name: el_c_aqua.eps

TEAL

File name: el_c_teal.eps

TEAL & GREEN

File name: el_c_teal_green.eps

GREEN

BROWN

File name: el_c_brown.eps el_c_brown_u.eps

ORANGE

File name: el_c_orange.eps el_c_orange_u.eps

RED

File name: el_c_red.eps

RED & ORANGE

File name: el_c_green.eps

File name: el_c_red_orange.eps


132

LIGhT AquA

File name: el_c_lt_aqua.eps

LIGhT TEAL

File name: el_c_lt_teal.eps

LIGhT GREEN

File name: el_c_teal_lt_green.eps

LIGhT TAN

File name: el_c_lt_tan.eps el_c_lt_tan_u.eps

LIGhT YELLOW

File name: el_c_lt_yellow.eps el_c_lt_yellow_u.eps

LIGhT RED

File name: el_c_lt_red.eps

Appendix

Ellipse / One-color artwork

Artwork and file names for all one-color ellipses are shown below. No other color variants are permitted.

AquA

File name: el_1c_aqua.eps

TEAL

File name: el_1c_teal.eps

GREEN

File name: el_1c_green.eps

BROWN

File name: el_1c_brown.eps


Appendix

ORANGE

File name: el_1c_orange.eps

RED

File name: el_1c_red.eps

BLACK

File name: el_1c_black.eps

133

134

Visual Identity Elements

Does not print

Indication for white CD holder

Does not print

Indication for page trim

Does not print

Indication for die cut to reveal CD

User's manual | Samsung NV20 - Digital Camera - Compact User`s manual

Brand guide

Version 1.0

This book presents a new brand strategy for Samsung:

— who we serve,

— what we stand for, and

— how we communicate our value.

It begins by painting a clearer picture of our core consumer, then defines a new brand platform that will help us build a more powerful emotional connection with this target.

Finally, it provides the visual and verbal elements we need to bring our brand story to life.

Think of this book as a user’s manual for our brand. It will help all of us make Samsung a more powerful global icon.

Table of contents

New brand platform

Build global awareness

Establish premium image

Become loved

To drive and accelerate our growth in Brand Preference, we needed a redefined

Brand Target on which to focus our future marketing efforts.

Through global segmentation studies across key business categories and regions, a clear new global brand target emerged:

“Young-Minded Consumer”

“ I am inspired by the rants and raves on designspongeonline.com, the crazy visions of avant-garde fashion designers, and the steady stream of txts, twitters, pix, and sounds that I constantly share with my friends.”

“ I am inspired by Kanye’s sample of

Daft Punk, Beckham’s free kicks, Diplo’s nutty remixes, and the ages of the guys who are running Google.”

“ I am inspired by the pure wonder in the eyes of my grandkids, the prose of Dave Eggers, and the poetry of Jay-Z (yes, you heard me correctly).”

“ I am inspired by Calatrava’s skyscraping sculpture, the next 45 seconds of fame to appear on YouTube, anyone who can understand my 13-year-old daughter.”

“ I am inspired by any and every way that people express themselves: a painstakingly crafted painting, a dash of street graffiti, a visionary video installation, or just an outfit put together with a particular verve.”

“ I am inspired by figuring out how products (and people) work. I have better luck figuring out the products, but I’m fascinated by both.”

Digital Experiences Beyond Imagination

Imaginative

Samsung is inspired by always looking and thinking beyond.

Stylish

Samsung has a clean, simple, modern style that is a cut above.

Optimistic

Samsung always sees possibilities.

Inviting

Samsung is magnetic; it captivates with an inclusive attitude.

Bringing the brand to life

“ Imagination” is a powerful, global consumer truth.

Where passion meets imagination

It is the story of wonder, of delight, of that little piece of magic in everything that we make and how it inspires and ignites the passions of people everywhere, everyday.

It is about a company and its customers sharing a common belief that anything is possible, that dreams can be made real, that imagination is more than just a wish. It is a way of life.

This is Samsung, and this is where: > imagination lives

Brand story

The spirit of ‘Imagination Lives’ defines the campaign and separates it from the previous campaign.

This campaign:

– Dramatizes the spirit of imagination — how it can provide benefits and fuel people’s passions.

– Exudes charismatic humanity, positive energy, and a sense of style.

– Contains the ellipse, Samsung’s ownable icon, to symbolize

‘Imagination Lives.’

OuR LOOK

Simple, youthful, and premium, with a strong sense of style and design, very graphic, and colorful. The look depicts real life, grounded in an actual place and time — not ordinary life, but imaginative life, life on your best day, life as it should be!

OuR TONE AND MANNER

Charismatic humanity, optimistic, and energetic.

Our visual elements are a set of consistent graphic tools that appear across our communications.

They have been developed to create a deeper, more emotional connection with our consumers wherever they experience our brand.

A phone that adapts to you

Samsung visual elements

Typography

Wordmark

Typography

New, distinctive typography helps us tell consumers that

Samsung has something new to say.

Designed exclusively for Samsung, this font reflects the fresh, contemporary nature of the new campaign. At the same time, it holds true to core brand personality traits: imaginative, stylish, optimistic, and inviting.

Known as Samsung Imagination, this proprietary font is easily readable and can be used in varying size contrasts to help emphasize key message points. As the primary typeface, it sets an identifiable and consistent tone across all communications points.

abcdefghijklmnopqrstuvwxyz123

4567890ABCDEFGhIJKLMNOPqRS

TuVWxYZ!—#$%&()*+,./:;<=>@?[\]

^`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÒÔÚÙÛ

ÀÃÕáàâäãåçéèêëí ì î ïñóòôöõúùû

ü†°¢£ß•®©™´¨ÆØ¥ªºæø¿¡«»…“ ” ‘ ’

ÿŸ⁄€‹›ƒfifl‡·‚„‰

Make it bold.

Headlines can be contrasted in

Headlines can be one line when using imagination lives

Headlines can be contrasted in size and staggered.

Headlines can be contrasted in size and staggered.

Headlines can be one line when using imagination lives

Headlines can be contrasted in size and staggered.

A phone that

adapts to you

Color