Building one Samsungness
Expressive design balances consistency and adaptability :
Consistency
Unified and consistent across
brand and purchase experiences, when the brand speaks to people
(visual communication,
packaging, retail,
experience)
Adaptability
Adaptive and flexible in product
and user experience, when the
product serves the people
(product and UX).
Expressive design
One consistent
design ethos, purpose, visions, and misson.
One Story.
Brand moments (Before Use)
Here, expressive design is expressed through
consistency and coherence:
- A unified visual language
- Strong brand recognition
- Clear and confident expression of identity
Expression = Clarity of voice
Form and function follow meaning:
This shared brand meaning in the
context of purchase and experience
→ consistency
Usage moments (During Use)
Here, expressive design is expressed through adaptation and personalization:
- Different product expressions for different people and different roles in the environment
- Interfaces that evolve through manual personalization and through AI enabled customization
Expression = Relevance to the individual
Form and function follow meaning:
This personal meaning in the context of use
→ Adaptability
One Samsungness
1. It emerges from a clear and intentional balance:
Consistency where the brand expresses itself
(retail, visual communication, and experiences)
Adaptability where the product serves the individual (product and UX)
2. From a design perspective, this coherence is achieved through:
Consistent logo placement across products, ensuring immediate brand recognition
A shared design foundation in the user interface, combining consistent core elements with adaptive and personalized layers
A unified and disciplined visual language when the brand speaks, across retail, visual communication, and experiences
3. A solution “feels” Samsung, when every touchpoint (product, UX, retail, visual communication, packaging, experience) consistently delivers:
Functional relevance
Distinctiveness
Emotional impact — through both aesthetic expression and intelligent functionality
One brand. One Story. Many expressions. Designed for every person.