Samsung is one of the fastest-growing conglomerates. It is a group of family businesses from South Korea. The company is known in the world market as a manufacturer of high-tech products. Before that, he was engaged in the manufacture of food products, the export of fish, the development of the textile industry, insurance, and the sale of real estate.
Meaning and History
Samsung has changed the specifics of the business 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 unlike previous versions – in terms of color palette and font.
1938 – 1969
The first Samsung logo appeared on noodle packages. Then they began to use it for marking 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 such a concept came from. According to the first version, the owner of the company meant his sons, who were supposed to inherit the family business. According to another hypothesis, he put a special symbolism into the word: he wanted the company to shine like stars in the sky. Also, the character “sam” means power and greatness, and “sung” is associated with eternity.
In addition to the stars, three horizontal lines were depicted inside the circle, symbolizing the main products of the company – rice noodles. A little lower was an ear of wheat as a tribute to Samsung’s agricultural roots.
1969 – 1979
In the 1960s, the brand began to engage in insurance and real estate sales, which was reflected in its logo. Designers removed all the elements that were 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 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 bold sans serif letters emphasized a restrained style.
1979 – 1993
In the late 1970s, the founder of the company considered the logo obsolete, so he decided to change its graphic part. Designers removed the white circle and divided the three stars, placing each of them inside the hexagon. Geometric figures turned red because at that time came the release of Samsung color TVs. It was then that the manufacturer once and for all abandoned inexpressive black and white symbols. It was assumed that a bright palette emphasized the high image quality of TV screens. Moreover, the brand name appeared and disappeared. The font has hardly changed.
1993 – 2005
In 1993, the company began to actively enter the international level. She was equal to modern innovations and a technological boom, so she abandoned everything outdated, including from the previous logo, which impeded the development of its image. As a result of the global rebranding, a completely new brand name appeared: a white Samsung inscription on a blue oval. An elongated geometric figure symbolizes the universe. There is an obvious hidden connection with the stars.
2005 – present
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” without a horizontal stroke.
But the logo with the ellipse did not disappear anywhere – it became corporate. Now it is used by Samsung Group and subsidiaries. In turn, a brand name, consisting of one inscription, is found in advertising campaigns.
Font and Color of the Emblem
There is nothing superfluous in the South Korean company’s emblem – only the inscription “SAMSUNG” in the upper case. After the 2005 redesign, the word is placed on an empty background. Before that, it was inside a raised oval, which was remembered by many owners of Samsung electronics and household appliances.
But the developers took the path of simplification, removing the geometric shape and leaving only the brand name. This concept is very different from the original because from 1969 to 1993, the logo contained three four-pointed stars.
The word “SAMSUNG” is similar to DDT Cond SemiBold and Helvetica Black. It is characterized by clear lines, multiple angles, and a lack of serifs. The letter “A,” which consists of only two diagonal strokes, deserves special attention.
Another notable feature of the emblem is the dark blue color (# 034EA2). It is used for the lettering, while the surrounding background is white.