Galaxy Visual Identity System Reveals Samsung’s Design Philosophy
Galaxy has established its name via innovative product designs and form factors. The entertaining “Galaxy Visual Identity System” film showcases the Galaxy brand’s design identity.
Samsung Newsroom interviewed Henry Hongmin Kim, Vice President and Head of Design Strategy Group, Mobile eXperience (MX) Business of Samsung Electronics, and his designers about the Galaxy Visual Identity System’s inspiration. Read on to see how the team is reinventing Galaxy’s design.
Q. Explain Galaxy Visual Identity System
The Galaxy Visual Identity System unites product designs and form factors. We thought about how to convey Galaxy’s message simply and emotionally. After considerable consideration, our team opted to create an integrated Galaxy brand image by symbolising each model.
Q. The Galaxy Visual Identity System’s message?
The Galaxy Design philosophy is “Essential Design.” This concept applies to all visual communication, not only Galaxy product design, such as form factor, colour, and material.
We created the Galaxy Visual Identity System to display Galaxy’s distinct, distinguishing traits across multiple form factors and reflect its sincerity and basic but striking design. We want to reinforce Galaxy’s design identity through such initiatives.
How difficult was it to create the Galaxy Visual Identity System?
Until recently, Galaxy package graphics were based on typography that represented each series—Galaxy S, Galaxy Z, etc. For the newest smartphones, we had to graphically convey Galaxy’s competitive advantage.
To build the most complete visual identity, we examined each product from numerous viewpoints to determine the optimal design for each form factor.
Q. How were new Galaxy product designs integrated with the Galaxy Visual Identity System?
The Galaxy S23 box design introduced the Galaxy Visual Identity System. After that, we used the method to Galaxy Z Flip5 and Z Fold5 packaging to reveal the visual design.
The Galaxy Visual Identity System is symbolic, scalable, and dynamic. Each product connects its representative traits while considering scalability to encompass other colours and experiences. These elements are dynamic and responsive to any condition in the unified system. This brand design was used to show the creativity of new Galaxy goods in a fun and engaging manner to boost Galaxy’s image.
Q. What does the video say?
A fundamental responsibility of the Design Strategy Group is design communication. From design to symbolism based on form factor and variable scalability, we included every component of the Galaxy Visual Identity in this video using dynamic motion graphics.
The line graphic at the start of the film demonstrates how our goods are made. Then, we utilise a three-dimensional embossing technique to show handmade paper texture and emphasise Galaxy’s recyclable packaging and environmental concern. We used glass and metal to symbolise each product line’s CMF (Colour, Material, Finish).
The video goes beyond form factor technicalities to show customer experience values. The Galaxy ecosystem’s attitude of openness is symbolised by the devices becoming windows, while the Braille graphic depicts accessibility and inclusiveness. Galaxy’s brand identity is reinforced by the space aesthetic. Smartphone components like sticky notes, digital watch displays, musical instruments, and games are also depicted.
Q. What should viewers observe in this film?
Like Easter eggs, every scene contains symbolism and ideas. Search for these subtleties and appreciate their implications.
“Design is thinking made visual.” This method requires removing extraneous parts and expressing the essential concept clearly. This is what makes Essential Design successful. Our objective is to develop simple, meaningful future designs.
In the window scene, the Galaxy Ultra’s S Pen silhouette is hidden. In the following digital watch face photo, Galaxy S, Flip, Ultra, and Fold initials are pasted on top of the numbers to hide each device. Adding to the pleasure is a S Pen detail. In the following graphic of a popular game, level 23 scores 2023. All blocks on the board reflect the four Galaxy models. By having finished blocks vanish, we aimed to generate viewer anticipation for next year’s new offerings.
