Samsung Electronics Co., Ltd., together with its subsidiaries, engages in the consumer electronics, information technology and mobile communications, and device solutions businesses worldwide.
Meaning and history
Samsung has changed the business specifications several times, and with it the company logo. The current symbol is considered an example of successful rebranding, largely thanks to well-developed marketing and large-scale advertising events. It is completely different from previous versions, in terms of color palette and font.
1938 – 1969
The first Samsung logo appeared on the noodle packages. Then they began to use it to mark rice, dried fish, vodka, wine and other products that were part of the assortment. It was a detailed trademark in the shape of a rectangle. It contained Korean characters and a white circle placed inside two rings. In the center were three five-pointed stars. They are associated with the brand name because “sam” means “three” and “sung” means “star”.
There are several assumptions about where that concept came from. According to the first version, the owner of the company was referring to his children, who were supposed to inherit the family business. According to another hypothesis, he put a special symbolism in the word: he wanted the company to shine like stars in the sky. Furthermore, the character “sam” means power and greatness, and “sung” is associated with eternity.
In addition to the stars, three horizontal lines were represented within the circle, symbolizing the company’s main products: rice noodles. A little further down was an ear of wheat as a tribute to Samsung’s agricultural roots.
1969 – 1979
In the 1960s the brand began to participate in insurance and real estate sales, which was reflected in its logo. The designers removed all the elements associated with the food industry. They left only three four-pointed stars placed inside a white circle against the background of the square. At that time, the palette was in black and white.
Then the inscription “Samsung” first appeared on the logo. The developers used the English version of the name to emphasize the global nature of the company and bring it to the international market. Strict sans serif bold letters emphasized a moderate style.
1979 – 1993
At the end of the 1970s. The founder of the company considered the logo to be obsolete, so he decided to change its graphic part. The designers removed the white circle and divided the three stars, placing each of them within the hexagon. The geometric figures turned red, because at that time the launch of Samsung color televisions arrived. It was then that the manufacturer once and for all abandoned the deadpan black and white symbols. A bright palette was supposed to emphasize the high image quality of TV screens. Also, the brand appeared and disappeared. The font has hardly changed.
1993 – 2005
In 1993, the company began to actively enter internationally. She was equal to modern innovations and a technological boom, so she abandoned everything outdated. Including from the previous logo, which prevented the development of its image. As a result of the global rebranding, an entirely new brand appeared: a white Samsung inscription on a blue oval. An elongated geometric figure symbolizes the universe. There is an obvious hidden connection to the stars.
The designers simplified the logo by removing the oval. All that remains is the word “Samsung” painted blue. It is written in an individual font, which vaguely resembles DDT Cond SemiBold and Helvetica Black. Printed characters are characterized by right angles and the absence of serifs. The letter “A” strikes the eye without a horizontal stroke.
But the logo with the ellipse did not disappear anywhere, it became corporate. It is now used by Samsung Group and its subsidiaries. In turn, a brand, consisting of an inscription, is found in advertising campaigns.