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世聯(lián)翻譯公司完成藝術專業(yè)領域英文翻譯

Unitrans世聯(lián)翻譯公司在您身邊,離您近的翻譯公司,心貼心的專業(yè)服務,專業(yè)的全球語言翻譯與信息解決方案供應商,專業(yè)翻譯機構品牌。無論在本地,國內還是海外,我們的專業(yè)、星級體貼服務，為您的事業(yè)加速！世聯(lián)翻譯公司在北京、上海、深圳等國際交往城市設有翻譯基地，業(yè)務覆蓋全國城市。每天有近百萬字節(jié)的信息和貿易通過世聯(lián)走向全球！積累了大量政商用戶數(shù)據，翻譯人才庫數(shù)據，多語種語料庫大數(shù)據。世聯(lián)品牌和服務品質已得到政務防務和國際組織、跨國公司和大中型企業(yè)等近萬用戶的認可。 專業(yè)翻譯公司,北京翻譯公司,上海翻譯公司,英文翻譯,日文翻譯,韓語翻譯,翻譯公司排行榜,翻譯公司收費價格表,翻譯公司收費標準,翻譯公司北京,翻譯公司上海。