Thisisourbrandideal,itisourreasonforbeing—ourpurpose.Itinspireseverythingwedoasacompanyandasabrand.Injustafewwordsitcaptureswhoweare,whatwedoandwhywedoit.Itissopowerfulforonesimplereason.It’sthetruth.Whoweare:RelentlessdiscoverersWhatwedo:InnovateforallWhywedoit:CreatepossibilitiesAttheheartofourvisualidentityisasimpleideainspiredbyourbrandideal:lookthroughtodiscover.It’suptoyou.Samsung’svisualidentityisseenworldwide—oneverythingfromtinymobilephoneadstothefaçadeofourflagshipstores.Eachappearancemakesanimpression,andcollectivelytheseimpressionsformourbrand.Considerthisbookyourtoolbox.Useittohelpbuildourvisualidentityconsistentlyandcreatively.Ifwealldothissuccessfully,peopleallovertheworldwillunderstandtheessenceofourbrandtoacceleratediscoveriesandpossibilities.16         Wordmark19    Wordmarkcolor20    Wordmarkclearspace/minimumsize21   Wordmarkdon’ts22 Wordmarkplacement23         Wordmarkandpartnershiplogos24  Wordmarkandpartnershiplogocollections25   Wordmarkandsponsorshiplogos26         Lettermark27  Lettermarkcolor28  Lettermarkclearspace/minimumsize29         Lettermarkdon’tsThewordmarkisthebrandOurwordmarkisourmostvaluablevisualasset.Itperfectlyexpressesourbrand.Theanglerepresentsaccelerationwhilethelettersbreakingoutoftheellipserepresentgoingbeyondboundariestodiscovernewpossibilities.Weusethesimplifiedversionofourwordmarkonproductsandinotherspecificapplicationswhereitmakesaestheticsenseandenhancesclarity.TheSamsungwordmarkisusedonalmostallcommunications,bothinternalandexternal.TheGridThewell-orderedgridofourwordmark—withitsstronglyhorizontalandverticallines—representstheengineeringdisciplinethatdrivesproductdevelopment.AccelerationangleTheangledellipserepresentsacceleration,orourspeedofinnovationandongoingdrivetodelivernewtechnologytotheworld.BreakoutThelettermarkbreakingoutoftheellipsefurtherexpressesthebrand’scommitmenttopushinnovation.Samsung’sprimarywordmarkcolorisSamsungBlue(Pantone286).ThewordmarkisalwaysuppercaseandencapsulatedintheSamsungellipse.Itshouldbeusedasthewordmarkofchoice.Thewordmarkshouldbeplacedonawhitebackgroundasoftenaspossible.Ifwhiteisnotpossible,useagreybackgroundwithnomorethana20%blacktint.Onlyusetheblackversionofthewordmarkwhencolorprintingisnotanoption.Inthesecases,usetheblackSamsungwordmarkonawhitebackground.Ifwhiteisnotpossible,useagreybackgroundwithnomorethana20%blacktint.Wordmarkclearspace/minimumsize         Wordmarkdon’tsClearspacereferstothespacearoundthewordmarkthatseparatesitfromotherelementssuchastextandtheoutsideedgesorbordersofprintedmaterials.AminimumamountofclearspacemustsurroundtheSamsungwordmark.ThisspaceisequivalenttothewidthoftwoSamsung“S”figuresaroundallsidesofthewordmark.Whendesigning,placetheSamsungwordmarkformaximumimpactandwheneverpossible,usealargeramountofvisuallyuninterruptedspace,orclearspace,aroundourwordmark.Seebelowforexamples.TheintegrityoftheSamsungwordmarkmustberespectedatalltimesandshouldnotbealteredinanyway.DONOTlinkelementsincludingnames,logosorsymbolstotheSamsungwordmark.ClearspaceSamsungwordmarkclearspaceequalsthewidthofSx2aroundalledgesofthewordmark.MinimumprintsizeTomaintaintheintegrityofthewordmarkinprint,aminimumheightof5mmhasbeenset.Thewidthshouldbeproportional.HeightSx2DONOTrecreatethewordmark.         DONOTdistortthewordmark.WidthSx2MinimumdigitalsizeTomaintaintheintegrityofthewordmark,aminimumheightof8pxhasbeenset.Thewidthshouldbeproportional.ThepreferredSamsungwordmarkplacementisinthebottomrightcorneroflayouts(withrespecttotheclearspacerules).Thewordmarkcanbeplacedinthetoprightorleftcornerswhenthereisn’tenoughspaceinthebottomrightcorner,butitisstillnecessarytorespecttheclearspacerules.Thepartner’slogoshouldbevisuallyequivalenttoSamsung’swordmarkinsize.Boththepartner’sandSamsung’sidentifierscanbelarger,orsmaller,thanthatofeachotherdependingonmarketingconditions,contributionstothepartnership,orthetypeofmarketingmaterial.However,theminimumsizeof20mmshouldbeobservedtoensureconsistencywithinSamsung’scorporateidentity.Equivalentsizelogos Adescriptivephraseindicatingthealliancemaybeadded,itmustuseSamsungInterFaceRegular.ExceptionClearspacerulesmustbefollowedineveryinstance.TheSamsunglettermarkisavisualidentifierthatisreservedforsituationswherethewordmarkcannotbeapplied.Belowaresomeexamplesofusage.TheSamsunglettermarkisusedasthemainbrandingonproduct.TheSamsunglettermarkisusedonSamsungstoresignage—interiorsandexteriors,attradeshowsandincorporateevents.Samsung’sprimarylettermarkcolorisSamsungBlue(Pantone286).Thelettermarkisalwaysuppercase.Samsung’slettermarkcanreverseoutofSamsungBlueorblack.Theonlyoccasionsthatwillrequireablackversionofthelettermarkarewhencolorprintingisnotanoption.Inthesecases,usetheblackSamsunglettermarkonawhitebackground.Ifwhiteisnotpossible,useagreybackgroundwithnomorethana20%blacktint.TheSamsunglettermarkshouldbeplacedformaximumimpactandshouldrespecttherulesofclearspace.Clearspaceseparatesthelettermarkfromotherelementssuchasheadlines,textandtheoutsideedgesofprintedmaterials.Aminimumamountofclearspacemustsurroundthelettermark.ThisspaceisequivalenttothewidthoftwoSamsung“S”figuresaroundallsidesofthelettermark.Wheneverpossible,usealargeramountofvisuallyuninterruptedspace.TheSamsunglettermarkshouldnotbeusedasaprimarymarkinadvertisingorothercommunications.SamsunglettermarkclearspaceequalsthewidthofSx2aroundalledgesofthelettermark.MinimumprintsizeTomaintaintheintegrityofthelettermarkinprint,aminimumheightof5mmhasbeenset.Thewidthshouldbeproportional.HeightSx2WidthSx2MinimumdigitalsizeTomaintaintheintegrityofthelettermarkinprint,aminimumheightof8pxhasbeenset.Thewidthshouldbeproportional.DONOTusetheSamsunglettermarkandwordmarknexttoeachotherincorporatebranding.DONOTusetheSamsunglettermarkinconjunctionwithanyothernames.Thisincludesdivisions,productnames,partnerships,etc.DONOTusetheSamsunglettermarkastheprimarymarkincommunications.OurprimarypalettereflectstheactualSamsungbrandcolorsaswellasthefeelingoftheSamsungbrand.Thebrightcolorsofoursecondarypaletteareusedtoaddfriendlinesstothesystem,whilethegreyshadesareusedtolendapremiumfeeltothesystem.Thesecondarypaletteshouldbeusedforinformationalgraphicsandsymbols.SecondarypalettePMS7548CCMYK0/12/98/0RGB255/198/0HEXFFC600PMS1505CCMYK0/73/96/0RGB244/92/16HEXFF6900PMS185CCMYK0/93/79/0RGB228/0/43HEXE4002BPMS2395CCMYK26/90/0/0RGB200/0/161HEXC800A1PMS2725CCMYK76/76/0/0RGB104/91/199HEX685BC7PMS2935CCMYK100/52/0/0RGB0/87/184HEX0057B8PMS2995CCMYK83/1/0/0RGB0/169/224HEX00A9E0PMS320CCMYK96/0/31/2RGB0/156/166HEX009CA6SamsungBlueisusedforthewordmark,lettermark,andasanoptionforheadlines,subheadsandtohighlightimportantpointswithinbodycopy.CoolGrey9Cisthemost-usedcolorincommunicationsformostbodycopyandsomeheadlines.Whiteisusedtocreateaclean,openfeeling.SkyBlueisusedforheadlines,subheadsandpointswithinbodycopy.ItbringstheSamsungsystemtogetherbyappearinginlayoutcopyaswellasalllifestylephotography.IvyPlatinumSilverPebblePMS354CCMYK81/0/92/0RGB0/177/64HEX00B140CMYK0/0/0/10RGB230/231/232HEXE7E7E8PMSPantoneSilverCCMYK0/0/0/43RGB136/139/141HEX888B8DPMSCoolGrey8CCMYK23/16/13/46RGB166/169/170HEXA6A9AACloudCoalPMSCoolGrey11CCMYK0/0/0/70RGB83/86/90HEX53565ACMYK0/0/0/100RGB0/0/0HEX000000ColorpaletteinusePrimarypaletteUseSamsungBlueandSkyBluetypetocreatecommunicationhierarchyandaddemphasiswithincopy.SecondarypaletteSecondarycolorsalignwithlifestylephotographyaddemphasiswhilecreatingaconnectionbetweentypeandimage. SamsungBlueandSamsungSkyBlueaddemphasisandhierarchy.
Useaccentcolorsfromthesecondarypalettetoaddemphasistocopy.Theselectedcolorshouldalignwiththelayoutimage.42         SamsungInterFace44       Typographyexamples44  Digitalusage46         Productnametypography47     Globaltypography48         WordFrametypography49         WordFrametypographyexamplesIt’sourtypeConsistentuseoftypewillhelpunifyourbrand.SamsungInterFaceisversatile,easytoreadandfriendly,soitworkswellforanymessage.We’vecustomizedthedetailstomakeitdistinctivelySamsung.RUsethismostoftehetime.gularIUsethitsforsubtleeamphasisandquoltations.icBUsethisforboldempohasis.ldBUsethistocreateWoLrdFrames(seepaAge124forinformationConcreatingWordFramKes).         SamsungInterFaceisourproprietaryfont.Itwascarefullydesignedasanextensionofourbrand.Theletterformsincludedetailssuchastheaccelerationangle.Therearefiveweights:Regular,RegularItalic,Bold,BoldItalicandBlack.Thefontsshouldbeusedwithoutalteration,includingchangeofshape,dropshadowsoroutlines.SamsungInterFaceRegularisusedinbodycopy,headlines,subheadsandproductnames.SamsungInterFaceLetterformdetails10˚accelerationangleABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ModernizedletterformsTypographyexamplesThisisanexampleofhowtouseSamsungInterFacewiththeappropriatetypesizeandleadinginalayout.HeadlineHeadlineHeadlinesareSamsungInterFaceRegularinSkyBlueorSamsungBlueBodycopyBodyCopyisCoolGrey9CsetinSamsungInterFaceRegular.SamsungInterFaceBoldandItalicareusedforemphasis.Secondarycolorscanbeusedsparinglytoaddfriendlinessandvibrancy.ProductnamelockupBodycopyDigitalusageArialRegularandArialBoldshouldbeusedfordesktopapplicationsinanon-graphicartworkenvironmentsuchaslivetextinwebsites,MicrosoftWord®andPowerPoint®documents.ProductnametypographyAllproductnamesarecreatedwithSamsungInterFaceRegular.Followtheseguidelinesstep-by-stepwhencreatinganyproductname.GlobaltypographyWhencreatingSamsungcommunicationsinnon-Romanlanguages,suchasArabic,Chinese,HindiandThai,usethefontsspecifiedonthispage.HorizontalproductnamelockupBlackSentencecaseCoolGrey11CUppercase,settrackingto75inIllustratororInDesignSamsungNPRODUCT         NAMESpacingiswidthofacapital“N”VerticalproductnamelockupNon-Romantypeface:Arabic/Frutiger®Arabic55RomanNon-Romantypeface:Chinese/MHeiHKMediumNon-Romantypeface:Hindi/KrutiDevLeadingisheightof“x”fromSamsungSaxmsungPRODUCT      NAMENon-Romantypeface:Thai/PSLKittihadaWordFrametypography WordFrametypographyexamplesSamsungInterFaceBlackhasbeencreatedsolelyforuseasaWordFrame.Thefontisonlyavailableinuppercaseandshouldbetreatedwithtighttrackingandleadingforclarityandaestheticimpact.OnlyonetothreewordsshouldeverbeusedtocreateWordFrames.DONOTuseSamsungInterFaceBlackasaheadlineorinbodycopy.Note:Seepages124–129formoredetailsoncreatingWordFrames.Intheexamplesbelow,SamsungInterFaceBlackhasbeenpairedwithcolorfulcrispimagesthatcontrastwellwiththeheavytype.Thekerningisverytightsoaneffectivewindowcanbecreated.Inbothinstancestheimageisrecognizablethroughthetype,butisnottoodetailedsoastomakeitdifficulttoreadorconfusethemeaningoftheword.SAMSUNGINTERFACEBLACKUsedforcreatingaWordFrameonly,andalwaysinuppercase.ABCDEFGHIJKLMNOPQRSTUVWXYZLifestylephotos52         Lifestylephotographyprinciples66   Artdirection70 Postproduction74         PhotographyviolationsProductphotos78Artdirection87 Photographydon’tsObjectphotos88         Objectphotos1picture=1,000words(approximately)Ourlifestylephotoscapturecandidmoments.Theyshowpeoplediscoveringnewpossibilitiesthroughourproducts.52DesignElements|LifestylePhotosLifestylephotographyprinciplesThesefourkeyphotographicprinciplesallowustotellauniquelySamsungstory:AuthenticitySimplicityDiscoveryNaturalvibranceDesignElements|LifestylePhotosAuthenticityOurstoriesareabouttheconnectionsrealpeoplemakewithSamsungproductsandhowwebecomeapartoftheirdailylives.Ourphotographyshouldcapturetheseeverydaymomentsandfeelnaturaltotheaudience.TechniquesDepthoffieldWithnormalvision,whatwecanfocusoniscrisperthanthesurround-ingedges,whicharemoreblurred.Ashallowdepthoffieldaddsasenseofrealismbymimickinghowweactuallyseethings.CandidCasualandmorenaturalscenarioslendacandidfeeltotheimages,aidedbyavoyeuristicpointofviewthroughblurredforegroundobjects.NoeyecontactActorsshouldneverlookdirectlyatthecamera,allowingthecandidcaptureofemotivestories.DesignElements|LifestylePhotosSimplicityLessismore.Westrivetocreatesimpleandintuitiveuserexperiencesandourphotographyshouldreflectthisidea.Itshouldbeclearandeasytounder-stand.Compleximageryisabarriertocommunication;itconfusesourmessageofbeingopentopossibilitiesanddiscoveries.TechniquesFocusShallowdepthoffieldminimizessurroundinginformation,allowingtheviewertofocusontheprimarysubject.FramingAsimplifiedbackgroundsupportsafocusedphotograph.GenuineStylingshouldstrivetoachieveagenuinebutpremiumfeelthatelevatesthebrandwhilecreatingrealscenarios.Modelsshouldlooklikerealconsumers—young-minded,stylishlydressed.Solidcolorsandsimplepatternsarepreferredinordertokeepfocusonthesituation.DesignElements|LifestylePhotosDiscoveryThroughourproducts,peopleareconstantlydiscoveringnewpossibilities.Ourobjectivewithlifestylephotographyistocapturethesemomentsofwonderandjoy.Whenpossible,showsubjectsengagingwithSamsungproductsandrememberthegoalofcreatinganimagethatconveysanemotivevisualstory.Whetherdirectlyorindirectly,wewanttoconveyasenseofinspireddiscovery.TechniquesLookinginThevoyeuristic,shallowdepthoffieldgivestheviewerasenseofherownmomentofdiscovery,asifshehashappeneduponasceneworthstoppingfor.RealreactionsActorsshouldinteractwithrealworkingproductstoenhancetheirabilitiestoreactnaturally.Forexample,thephotographermaydirecttheactortowatchanawe-inspiringdocumentaryontheSmartTVtocaptureasenseofwonderontheactor’sface.EmotionalrangeFacialexpressionsshouldnotbeexaggerated.Eachscenarioshouldbeshotlikeamotioncapturewiththesubjectsactingoutashortscene.Thisallowsthephotographertocapturearangeofexpres-sionsfromsubtletoovert.NaturalvibrancyBright,vibrantcolorsrepresentthepositive,upliftingpersonalityoftheSamsungbrand.Vibrancyenhancesthemomentsofdiscoverythatwedeliverthroughourproducts.SkyBlueisabrandcolorandshouldbeutilizedinsomewaywithineveryimage,whethersubtlyorboldly.TechniquesColorfulUsenatural,vibrantcolorswhichareinspiredbythecolorpalette.Don’toverusecolorVibrancymustbebalancedwithsimplicity.Toomuchcolorcanleadtoacompleximage.NaturalvibrancyexamplesBluepaletteUsingarangeofblues,especiallybrighterblues,givesanoverallbrandedfeeltoourphotography.Thefocalpointoftheimageshouldbethebrightestcolor.SecondarycolorsThesecolorsexistinoursystemtocomplementourvibrantbluesandtocreatecontrast.Theyshouldbeusedsparinglyandinsmallamounts. ArtdirectionArtdirectionplaysakeyroleinbringingphotographytolife.Alldecisionsshouldbemadetosupportthefourkeyprinciples:Authenticity,Simplicity,DiscoveryandNaturalVibrancy.ArtdirectionPeopleOurphotographyshouldshowrealpeople,havingrealexperiences.Theyshouldrepresentthewideculturalandethnicmixoftheworldaroundus.-         Wideethnicmix-        4to50yearsold-         Young-mindedandstylishPersonalityThepersonalitiesofsubjectsreflectonourbrand’spersonality.Castforactorsthatmeetthesecriteria:-         Curious-   Positive-   Spontaneous-  Genuine-  ApproachablePeoplePersonalityHairandmake-upWardrobeLightingFramelocationArtdirection     ArtdirectionHairandmake-up- Everyday- Stylish-     Natural-   Fresh-         Situationally-appropriate-        ApproachableWardrobe- Fashionablebutnothigh-fashion-      Colorful-   Tasteful-         Premiummaterialandflatteringfit(nottooloose,nottootight)-         SituationallyappropriateLightingNaturallyoccurringlightsourcesconsistentwiththesetting.-         Sunshine-         Product(TV,laptop,etc.)- HomelightingFramelocationInordertoworkwithintheFramesystem,photographymusthaveinformationoutsidetheframedcomposition.Arangeofshotsshouldbetakenforvariousorientations,e.g.horizontal,vertical,square.                                                      PostproductionPostproductionplaysakeyroleinensuringthatphotographyfaithfullycapturesourkeyprinciples.Toachievethebestresultsforyourfinalimage,followthefourkeytenetsofpostproduction:PostproductionBeforeTheoriginalimage,pickedfrommanyphotographs,inherentlypossessesallofthekeylifestylephotographyprinciples.AfterTheimageisthenoptimizedbyfollowingthepostproductionprinciplesoffocus,contrast,colorvibrancyandattentiontodetail.Seepages72–73.FocusContrastColorDetailsPostproduction         PostproductionFocusToreinforcetheshallowdepthoffieldandcreatemorefocusontheprimaryelement,youmayneedtomaketheforegroundimagesmorevibrantandsharp,whilethebackgroundimagesmaybesofterandlesssaturated.Alwaysmaintainanaturalvibrancy.ContrastAddingcontrasttotheprimaryelementcreatesdefinitionandimpact.Inthiscase,it’sthelittlegirlandtheproduct.ToensurelegibilityofFrames,brightwhiteareasoftheimageshouldbeminimized.Here,foliagehasbeenaddedtothebackground.ColorColoradjustmentsshouldbemadetokeepthelevelofvibrancyconsistentacrossallimages.EveryeffortshouldbemadetoensurethatthecolorSkyBlueisrepresented,whilemaintainingnaturalvibrancy.DetailsThefollowingdetailsshouldbeconsideredinpostproduction.Wewanttostrivefor:-     Naturalandclearskintone-        Brighteyes-      Stylishandneatenedhair(nostrays)-         Naturallywhiteteeth-       Well-fittedandwrinkle-freeclothing          PhotographyviolationsDONOTuseaphotowitheyecontact.Photographyshouldfeelcandid.DONOTuseartificialsettingslikeawhitebackdrop.Backgroundsshouldfeellikearealplace.DONOTuseimageswithfakeemotionsorsmiles.Allemotionscapturedshouldfeelauthentic.DONOTuseblackandwhite,orheavilydesaturatedimagery.                           DONOTUseoverstylizedorstudiolighting.         DONOTusestrongphototreatmentsoreffects.DONOThavethemodellookoverlyserious,sadorangry.Photographyshouldfeelpositive.DONOTusephotographywherethescenehasalackoffocusandistoocomplex.It’saboutqualityOurproductphotosareelegantlysimple,emphasizingthequalityofdesignandmaterialsineverythingwecreate.76ArtdirectionTherearefourkeyprinciplesforproductphotographythathelpusrepresentourproductsinadistinctway:PlatinumbackgroundEdgecontrastPhotographyanglesBalancedlightingPlatinumbackground         EdgecontrastOurproductphotographystyleisintendedtoshowSamsungproductsinasimpleandbeautifulway.Theindustrialdesignisthehero.Aplatinumbackgroundshouldbeusedasabackdropforallproductphotography.ThereshouldbeNOshadowsorgradientsinthebackground.TheouteredgeoftheproductshouldalwaysbedarkerthanthePlatinumbackgroundtoensurethattheproductshapeisclearlyvisible.Thisisespeciallyimportantwhenphotographingawhiteorlightgreyproduct.Thereshouldalwaysbeatleasta15%valueofblack.PhotographyanglesAccelerationangleTheangleseeninthekeyvisualshotismeanttomimictheaccelerationangleofourwordmark.ThisdramaticangleworkswellwiththeProductFrames,unitingthesystemwithacommonfeatureacrossallproducts.Theaccelerationangleiscertainlynottheonlywaytophotographtheproduct,butitmustbeconsistentlyusedforkeyvisuals.StraightProductsoftenneedstobephotographedstraight-ontoshowcertainfeatures.Theseshotsareinadditiontokeyvisualshots.Thesamelighting,edgedefinitionandbackgroundcolorapplytotheseshots.ProfileWhentheproductisseenfromtheside,it’salwaysbesttoshowaslightangleofthefrontofthedevice.Thisallowstheviewertoseemoreproductdetail.                  BalancedlightingOpposingsubtlegradationsLightingthatframestheproductinalternatinglightanddarkcontrasthelpstobuilddramaanddefinetheproductagainstasimplebackground.ContrastingmaterialsBalancedlightingcreatescontrastinmaterialsandallowstheproductdetailstobevisible.EachproductisdifferentAllproductshaveverydifferentmaterials,finishesandcolors.Sotheartdirectionofeachproductmustbefine-tunedindividuallytogetthebestvisualrepresentation. Photographydon’tsDONOTusehardlinesforhighlights;thereshouldbeasubtlegradationfromlighttodark.DONOTshootkeyvisualswithinteriorlightson;onlyinterfacedisplaylightscanremainon.DONOTuseharshlinestoshowchromefeatures.Usesubtlegradationsofwhitetogrey,andsparinglyusesomedarkerlines.DONOTcreatereflectionsoftheproduct.                           DONOTcreatedropshadowsoftheproduct.         DONOTusestrongshadowsacrossaproduct.Everythingshouldbelitevenlytoshowoffallfeatures.DONOTshoottheproductwithheavyshadows.DONOTbrighthighlightsthataretooblownout.KeepitfreshandcolorfulOurobjectphotosshowsimplecompositionsofrealobjects.Theyhelpcommunicatespecificproductbenefits.88DesignElements|ObjectPhotosObjectphotosObjectsastheyexistImagesshotspecificallyforWordFramesshouldberealisticandnaturallyvibrant.Ideallytheyshouldbeshotonwhitebackgroundsastheyappear—notoverlyarranged.Cropintotheimagetocreatenaturaltexture.CroppedobjectsCropped-increatesacolorfultextureOrganizedinapackageLooseonatable94 Framesintroduction96     UsingFramesinlayouts98         ProductFramelibrary100 ProductFramelayouts102         Experiencelayouts106     Productlayouts110  Reflectlayouts114         SimpleFramelayouts124  WordFramelayouts130    Framelayouts—stepbystep138       Framelayoutclearspacerules142 FramelayoutreferenceguidesLookthroughtodiscoverFramesarethekeydeviceatthecenterofournewvisualidentity.Viewerslookthroughframestodiscoverthepossibilitieswithin.Therearethreetypesofframes.ProductFramesProductFramesaccommodateavarietyoflayoutsandaretheFramesystemofchoice.Theyareusedacrossallmediatypes.SeeProductFramelayoutspages100–113.TheSimpleFrameTheSimpleFrameprovidesalargerrevealofpossibilities.Itisnotcategoryspecific.Itisdynamicandcanadapttoanyformat.SeeSimpleFramelayoutspages114–121.WordFramesWordFramesrevealnaturallyvibrant,premiumtextures.TheyareusefulincommunicatingboldmessageswhenalifestyleimageandProductFramecombinationdoesnotwork.SeeWordFramelayoutspages124–129.UsingFramesinlayouts         Framelayoutdon’tsFramesarethekeyelementsincreatinglayouts.BelowisachartthatshowsdifferentFrameoptions,theircorrespondinglayouts,andvariationsuponlayouts.DONOTuseproductphotographythatfacesthesamedirectionastheFrame.DONOTcropProductFrames.DONOToverlapFramesandproductphotography.DONOTcreatecustomFrames.ProductFramelibraryTheProductFramelibrarycontainstheassetsyouwillneedtocreatemasksforcommunications.Thematrixtotherightprovidesvisualexamplesandfilenamesforeasyreference.Seepages100–113forProductFramelayoutexamples.Seepages130–141forguidanceonassemblinglayoutswithProductFrames.Note:ProductFramesareapprovedpiecesofart.Ifyourproductcategoryisnotrepresentedhere,refertocontactdetailsonpage164torequestnewart.DONOTuseSamsungFramesortheirreversestatesasicons.IntendeduseisasaFrametoseethrough.MobileHorizontalmobile_mask_horz_left.aiMobileHorizontalmobile_mask_horz_right.aiMobileVerticalmobile_mask_vert_left.aiMobileVerticalmobile_mark_vert_right.aiLaptoplaptop_mask_left.aiLaptoplaptop_mask_right.aiMonitormonitor_mask_left.aiMonitormonitor_mask_right.ai                           Cameracamera_mask_left.aiCameracamera_mask_right.aiWasherwasher_mask_left.aiWasherwasher_mask_right.ai                  TVTV_mask_left.aiTVTV_mask_right.aiFridgefridge_mask_left.aiFridgefridge_mask_right.aiProductFramelayoutsProductFramelayoutsaccommodatevariousformats—print,webandoutofhome.Examplesanddetailsonhowtocreatelayoutsareoutlinedinthefollowingpages.ProductFrameProductFramelayoutsExperiencelayoutProductlayoutReflectlayoutExperiencelayoutoverviewTheExperiencelayoutplacesemphasisonpossibilities.-         TheFrameshouldbemuchlargerthantheproductandcenteredwithinthelayout.-         TheFrameshouldsitslightlyhigherthanthemiddleofthelayout.-         MaintainanoticeabledistancebetweentheproductandtheProductFrame.Seepages130–141forlayoutdetails.Seepages130–141forlayoutdetails.ExperiencelayoutexamplesTV         ComputingPrintad   WebbannerHomeAppliance         MonitorsBillboardPhoto  HomeAppliance105ProductlayoutoverviewTheProductlayoutplacesemphasisontheproduct.-         TheproductshouldbemuchlargerthantheProductFrameandcenteredwithinthelayout.-         Theproductshouldsitslightlyhigherthanthemiddleofthelayout.- MaintainanoticeabledistancebetweentheproductandtheProductFrame.Note:Usefocusedlifestylephotographywiththislayouttoensurelegibilityatsuchsmallsizes.Seepages130–141forlayoutdetails.         Seepages130–141forlayoutdetails.ProductlayoutexamplesMobile        ComputingPrintad         WebbannerHomeAppliance     MonitorsBillboardPhoto         HomeAppliance109ReflectlayoutoverviewTheReflectlayoutplacesequalemphasisonproductandpossibilities.-         TheReflectFrameisanequalsizetotheproductphotograph.-         TheFrameandproductfaceinoppositedirectionsandalignhorizontally.-         MaintainaminimumdistancebetweentheproductandFramethatisapproximatelytheS-widthoftheFrame’slettermark.Note:Reflectistherecommendedlayoutforprintspreads,asitallowsequalemphasisonproductandpossibilities.Seepages130–141forlayoutdetails.         Seepages130–141forlayoutdetails.ReflectlayoutexamplesTV        ComputingSpread         WebbannerHomeAppliance     MonitorsBillboardPhoto HomeApplianceSimpleFramelayoutsTheSimpleFrameprovidesalargerrevealofpossibilities.Itisnotcategoryspecific.Itisdynamicandadaptstoanyformat.SimpleFrame         SimpleFramelayout SimpleFramelayoutoverviewTheSimpleFrameartworkisincludedinyourkitofparts(SimpleFrameArtwork.ai).Thesuppliedartincludesbuilt-in10°anglesandroundedcorners,howeveryouwillneedtoadjusttheartworktosuityourneeds.Note:Seepages130–141forlayoutdetails.Seepages130–141forlayoutdetails.117UsingtheSimpleFrameTheSimpleFrameisdynamic.Eventhoughitmovesandscalestoanyformat,therearerulestofollowwhenusingtheSimpleFrame.SimpleFramedon’ts                  ProportionAlwayspreservetheoverallproportionsand10ºaccelerationangleoftheSimpleFramewhenresizing.ShapeWhenchangingtheshapeoftheSimpleFrame,selectcornerpointsandonlymovethemvertically.Movingpointshorizontallywillbreakthe10°accelerationangle.DONOTscaletheSimpleFramehorizontally.DONOTscaletheSimpleFramevertically.         CornerradiusThecornerradiusoftheSimpleFramerelatestothesizeoftheSamsungwordmarkinyourlayout.Step1:Inyourlayout,measurethecapheightofthe“N”intheSamsungwordmark.Step2:WiththeSimpleFrameselected,openIllustrator’sAppearancepaletteandenterthecapheightvalueintotheRoundCornerseffect.DONOTshowtheentireSimpleFrameartwork.DONOTusesharpcorners.     DONOTmakethecornersoverlyround.SimpleFrameexamplesMobileComputingHomeAppliance            Photo        TV         HomeApplianceSimpleFramevariationsWebbannerWebbanner     WebadMagazineadwithwhiteleftedge MagazineadwithwhiterightedgeWordFramesWhenlifestyleimageryisnotsuitableforcommunicatingamessage,WordFramesprovideanalternative.WordFrame WordFramelayoutWordFrameoverviewSamsungInterFaceBlackispairedwithanaturallyvibrant,crispimage.Thekerningisverytightsoaneffectivewindowcanbecreated.Keeptypeminimalforimpact—onlycreateFrameswithonetothreewords.POSSIBILITYOnlyuseSamsungInterFaceBlacktocreateWordFrames.Note:FormoreinformationonWordFrametypography,seepages48–49.Theimageisrecognizablethroughthetype,butisnottoodetailedsoastomakereadingtheworddifficultorobscureitsmeaning.POSSIBILITYStep1:Setthetrackingto-100inIllustratororInDesign.POSSIBILITYStep2:Kerningbetweensomecharactersshouldbeadjustedtoensurelegibility.WordFramescanbereversedandcombinedwiththeSimpleFrame.                            POSSIBILITY              Step3:LeaveplentyofwhitespacearoundtheWordFrame.DONOTreveallifestyleimagerythroughWordFrames.WordFrameexamplesWordFramesworkverywellinPointofSalecommunicationsthatneedtoquicklyandboldlycommunicateproductfeatures.Framelayouts—stepbystepThefollowingpageswilltakeyouthroughdetailedstepstocreateFramelayouts.FramelayoutsSamsungFramelayoutsarecomposedofthreelayers:Message,Discovery,andPossibility.Messagelayer         Discoverylayer(Frame) PossibilitylayerLayoutstructureWhiletherearevariousFramestyles,alllayoutstructuresusethesamebasicrulesandarchitecture.MessagelayerTheMessagelayercontainstheSamsungwordmark,aheadline,bodycopy,productnamesandproductphotos.DiscoverylayerSamsungFrames—Product,SimpleorWord—existontheDiscoverylayer.TheFrameissurroundedbyasubduedversionofthePossibilityimage.PossibilitylayerThePossibilitylayercontainsphotography—thisisthestorylayer—whereaperson,orpeople,areshowninteractingwithSamsungproducts.10°accelerationangleDiscoverylayer(Frame)PossibilitylayerMessagelayerAssemblinglayoutsThefollowingstepsareanexampleofassemblingan8.5-by11-inchlayoutforamobileproduct.LayoutfilesarecreatedinIllustratorwhilephotographyiseditedinPhotoshop.Step1:SetupGatherphotographyandProductFramefromassetlibrary(suppliedinyourkitofparts).CreateanewIllustratorfilefordesiredformat.+         +Step3:MessageAddheader,logoandparagraphcopytofinishtheMessagelayer.Note:Refertopages136–141forsuggestionsoncopyplacementandclearspacerules.Illustratorfile         IllustratorfileStep2:LayoutConsulttherespectiveProductLayoutmatrixonpages142–147todeterminewhichlayoutworksbestforyourformat.Arrangeyourlayoutelementsaccordingly.TheSimpleFrame:IfcreatingaSimpleFramelayout,ensurethecornerradiusrelatestotheSamsungwordmarkcapheight.Refertopage118forSimpleFrameradiusguidance.Step4:PossibilityPositionlifestylephotoundertheProductFrameartwork.ThefollowingpagewillassistyouincompletingtheDiscoverylayer.Illustratorfile         IllustratorfileAssemblinglayouts:DiscoverylayerThedepthoffieldandwhiteoverlaywillhelptheviewerfocusonthePossibilityrevealedthroughtheDiscoverylayer.ThesestepswillwalkyouthroughthecreationoftheDiscoverylayer.Step5:ReformatOpenyourselectedlifestylephotographinPhotoshop.IncreaseCanvastothesamedimensionsastheIllustratorArtBoard,centeringtheimage.SaveyournewPossibilityPSD.Step7:OverlayCreateanewlayer.FilllayerwithWhite.AdjustWhiteFilllayeropacitybetween75%–85%dependingonthedarknessoftheimage.originalimage75%opacity85%opacityPhotoshopfile PhotoshopfileStep6:BlurCreateanewlayergroupcalledDiscovery.DuplicatethePossibilityLayerintotheDiscoveryGroup.Applya42-pixelGaussianblurtothePossibilitycopy.RenamelayerasBlurred.Note:42-pixelGaussianblurisbasedon300DPI.300DPI=42-pixelblur150DPI=21-pixelblurStep8:ExtendimageandsavefileCreateanewlayer.Usingtheclonestamp,extendtheimagetofilloutthecanvas.Theimagedoesnottobeexact,butitshouldhaveasenseofbelongingtothesamephoto.SavetheDiscoveryPSD.Photoshopfile         PhotoshopfileAssemblinglayouts:finishingtouchesThesestepscoverfinalizingalayout.Step9:UpdateReturntoIllustrator.UpdatethePossibilityimagewithyournewPossibilityPSDfile.Note:Iftheimagehasshifted,repositionitundertheProductFrame.Step11:DiscoveryCopythePossibilityimageandpasteitbehindtheClippingMask.ReplacethecopiedPossibilityImagewiththenewlycreatedDiscoveryPSD.Note:ThisensuresthePossibilityandDiscoverylayerarepositionedexactlyatoponeanother.Illustratorfile         IllustratorfileStep10:MaskCreateaClippingMaskfromtheProductFrameandPossibilityimage.Step12:FinesseReturntoyourPSDDiscoverylayergroup.Createanewlayer.Usingalarge,softbrush,paintwhitebehindtheMessaginglayerelementstoensurelegibility.Thewordmarkshouldappeartobeonanalmostwhitebackground.SavetheDiscoveryPSDandupdateyourIllustratorfile.Yourlayoutiscomplete.SavetheIllustratorPSD.Illustratorfile       IllustratorfileFramelayoutclearspace:ProductFrames         Framelayoutclearspace:SimpleFrameProductnameandcopycanmovetorighttoaccommodateimageifrequired.Insomecasestheproductnamemayneedtostack.Seepage48formoredetails.Respecttheclearspacebetweenimageandproductnamewhenadjustinglayouts.MobilelayoutsUsethefollowingmatrixtohelpyouselecttheappropriateFrameforyourMobilelayouts.TVlayoutsUsethefollowingmatrixtohelpyouselecttheappropriateFrameforyourTVlayouts.Portrait  Landscape        Vertical    Horizontal         Extreme   Extreme   Portrait    Landscape        Vertical    Horizontal    Extreme   Extreme  Vertical         Horizontal                                              Vertical    HorizontalNotebooklayouts.   Refrigeratorlayouts.Portrait   Landscape         Vertical    Horizontal     ape        Vertical    Horizontal        Extreme   Extreme   Portrait    Landscape        Vertical    Horizontal        Extreme         Extreme    Vertical    Horizontal  Vertical    Horizontal148 149External152  TVendtag153   PlanetFirst154 SymbolsInternal160Presentation162      Emailsignature163  Legalinformation164         Contactinformation151Communications|ExternalTVendtag PlanetFirstTheSamsungTVendtagisamemorableandidentifyingsignaturethatisplacedattheendofallglobalTVCsandpromotionalvideomaterials.Itconsistentlyreinforcesourbrand.-         IntegratetheendtagattheendofallTVcommercialswithasmoothtransitionfromthelastscene.- Endtagwillbeupdatedbytheendof2013.OurPlanetFirstlogorepresentshowwecanevolveourcurrentlogostoincorporateelementsofournewvisualidentitysystem;SamsungInterFaceiscombinedwithcolorsfromourprimaryandsecondarycolorpalettestogivePlanetFirstanoverallSamsung-brandedlook.         EndtagSequenceandtimingguideTwoversionswithdifferenttimelengthsareprovided:Threeseconds(for:30and:20TVCommercials)Samsunglogoappears.Twoseconds(for:15TVCommercials)Samsunglogoappears.Makeiteasy.Oursymbolsareclearandeasytounderstand.Theyinvitepeopletodiscoverourproducts’featuresandbenefits.SymbolsSymbolsareusedtocommunicateproductfeatures.Theyshouldbesimple,conveythebrandmessage,andasafamilyshouldlookcoherent.SkyBlueistheprimarycolorforeachsymbol,however,symbolscanbecreatedinothercolorsforadynamicrangeortocolorcode.Gradientsofthecolorareusedtoadddepthandmotiontothesymbols.OrientationColor55%SkyBlue80%SkyBlue100%SkyBlueUseonaSkyBluesolidbackground.UseonaWhitebackground.15%SkyBlue35%SkyBlue100%SkyBlueMorebrandedwithSkyBlueSymboloptionsProvidesamoreopenstyleSymbolssecondarycolorsUsesecondarysymbolcolorswhenhighlightingindividualfeaturesisimportant,orforcolor-coding.55%Ivy80%Ivy100%Ivy55%Lotus80%Lotus100%Lotus55%Berry80%Berry100%Berry55%Sun80%Sun100%Sun55%Plum80%Plum100%Plum55%Coal80%Coal100%CoalSymbolexampleonrefrigeratordoorusingPrimaryColorsetforbrandingconsistency.SymbolexampleonrefrigeratordoorusingSecondaryColorsetwhenhighlightingindividualfeaturesisimportant.PresentationTheSamsungpresentationisakeycommunicationdevicebothinternallyandexternally.Templateshavebeenprovidedandthecontentwithinshouldbeadheredtoinordertomaintainaconsistentbrand.Emailsignature         LegalinformationTheSamsungsignatureshouldbeusedattheendofallemailcommunications.TheSamsungwordmarksitsabovethenameandcompanyinformation;allcopyisflushleft.ThisdocumentisintendedforSamsunginternalpurposesonly.Theinformationcontainedhereinisproprietaryandconfidential.Anyuse,copying,retentionordisclosurebyanypersonotherthantheintendedrecipientortheintendedrecipient’sdesigneesisstrictlyprohibited.©2013SamsungElectronicsCo.,Ltd.EmployeeName:11ptArialRegularisusedfortheemailsignaturenameandthecolorisBlueRGB6/137/216.Companyinformation:11ptArialRegularisusedforthecolorisGreyRGB117/120/123.ContactinformationTheseguidelinesaretheproductofacollaborativeeffortacrossallSamsungstrategicbusinessgroups,keyfunctionsandregionaloperations,includingtheSamsungGlobalMarketingOperations,BrandCouncil,andBrandAdvisoryGroup.Formoreinformationregardingbrandguidelinecontent,contact:Brandstrategygroup,GMObrandteam@samsung.com北京翻译公司完成艺术专业领域英文翻译

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