samsung logo re-design proposes to unify brand with the letter S samsung logo re-design proposes to unify brand with the letter S
aug 11, 2014

samsung logo re-design proposes to unify brand with the letter S

samsung logo re-design proposes to unify brand with the letter S
all images courtesy aziz firat




like andrew kim’s bold microsoft re-branding from 2012, dutch designer aziz firat has re-imagined samsung’s logo in an effort to unify the current product range with the brand. based on a stylized ‘S’, the new graphic icon for the korean electronic company folds like a ribbon, formed using an exploded variation of the letter ‘A’ found in the newly created typeface. in the visual overhaul, firat manages to eliminate and replace all forms of the 4th generation samsung logo with the updated motif – from tablets and smartphones to washing machines to digital cameras – a decision that he says, ‘stands for simplicity, quality and unity.’ as part of the brand unification, categories such as home appliances and computers also receive their own specific color for better consistency throughout each product line-up.


the logo is based on a stylized ‘S’


the motif is formed using an exploded variation of the letter ‘A’ found in the newly created typeface


the ‘S’ applied to marketing material


 the ‘S’ stands for simplicity, quality and unity



 each product category receives its own color


[h/t] fastcodesign


  • reminds me of s u z u k i …… make changes, too common.

    michael penck says:
  • Too similar?

    Jason says:
  • So they really did this? Thought the article last week was a about a wannabe designer inspirations (that didn’t work). Am shocked and dismayed that this came to fruition. Lets see how well that applications work in reality…better yet, the public awareness and acceptance. Really a sad statement on the branding profession today…and why I’m getting out of it.

    GThomas says:
  • Standard Chartered anybody?

    Arjun says:
  • More like a packaging logo, a quick fix! Does not express the synergy of the Samsung.

    Selcuk Askin says:
  • Meh… I think the recognizable Samsung font, with that very characteristic “A” would be more then enough. Pretty much like “sony”, they don´t need a logo to be recognized, the font is the logo.

    what? says:
  • And I dont understand why they didn´t used a fruit with a bite on it. lol

    what? says:
  • I don’t see the connection between Samsung and this logo.
    Andrew Kim’s bold microsoft re-branding is more reasonable
    This S logo design can fit in any brand starts with ‘S’.
    Conversely,I think it’ll work much better with the brand Sharp.

    iFROD says:
  • Isn’t the new logo basically a flip of the logo for Zinio? Or maybe ripped off the new (proposed/designed) Samsung logo?

    Tim Aidlin says:
  • not to forget that, sometimes, is not designer’s fault. it is the client’s final decision to choose from various versions/options.

    radu says:
  • @michael penck
    It might look similar, but this is about re-branding that is always more then just a mark (symbol).

    anghel says:

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