creating a Samsung customer service identity

GLOBAL CUSTOMER SERVICE CENTER GUIDELINES

Customer service center: General CS (100m

lengthwise)

AERIAL VIEW

4 1

Wating area seating Modular seating units with tablet and table Magazine/ Newspaper rack Vitrine Fixtures may be flexibly merchandised Brochure rack Repair / Storage / Office Adequate space provided for repair space, parts storage and offices

2 3

4 5

Customer service center: General CS (100m

lengthwise)

AERIAL VIEW

2 1

4 3

Service/ consulting station Sit-down desk for home appliance consulting IT bar Internet bar with download stations Q-matic Ticket printer is positioned at the entrance Lifestyle vignettes Products are shown in home and lifestyle arrangements

Customer service center: General CS (100m

2 sideways)

AERIAL VIEW

1 3

Lifestyle vignettes Products are shown in home and lifestyle arrangements Brochure rack Q-matic Ticket printer is positioned at the entrance Wating area seating Modular seating units with tablet and table

2 3

Customer service center: General CS (100m

2 sideways)

AERIAL VIEW

Service/ consulting station Sit-down desk for home appliance consulting IT bar Internet bar with download stations Magazine/ Newspaper rack Repair / Storage / Office Adequate space provided for repair space, parts storage and offices

3 4

Customer service center

INTERIOR

1. Ceiling Use warm grey ceiling tile 2. Lighting Fluorescent fixture with basket diffuser

3. Drop ceiling Finished ceiling with recessed cove and pendant lights 4. Q-matic Queue/No system ticket printer

5. Vitrine Fixtures may be flexibly merchandised 6. Waiting area seating Modular seating units

7. IT bar Internet bar with download stations

3 7

4 6 5

Customer service center

STOREFRONT & SIGNAGE

1. Blue glass entry element Blue glass located on the storefront ueses Samsung blue with metal oval sign 2. Fascia & signage Warm white fascia and illuminated blue word mark as the primary signage element 3. phone number and site address sign Blue letters located on fascia 4. End cap Accent frame end cap on either side of entryway

Color / Palette

The new Samsung brand platform introduces a wide color palette in order to convey a more optimistic and dynamic brand image. This palette has the exibility to work across all our audiences and areas of business, while maintaining a consistent brand personality. There is no single preferred color. Rather, we are allowing greater freedom in the use of color in order to express our imagination. By using color liberally throughout our communications, we will convey energy and surprise. The colors selected should reect the desired tone, such as more youthful or more premium. They should also match the imagery used in the communications piece. Use colors within a family to create a tone-ontone effect. Use black only when it is neither practical nor cost effective to use color, such as newspaper advertising or laser printing.

DO NOT use colors other than the approved Samsung color palette .

Color / Specification

Pantone, CMYK, and RGB conversions have been developed for the Samsung color palette. Please use only the equivalents specified here in order to maintain consistency across all Samsung communications.

In order to maintain accurate color alignment, Pantone Coated and uncoated numbers are different for both Samsung Bright Tan and Bright Yellow.

The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.

Color / use

Color is used in Samsung communications to create a unifying visual language across applications and campaigns. how color is used is also important in communicating our brand image and the attributes we associate to particular products. Color can be combined in the ellipse, typography, and imagery to address a range of expressions in tone and manner..

Sometimes color can be used to create sharp contrast with the image in a way that visually grabs attention.

Other times, color can blend seamlessly with the image using shades and tones from the same family of colors.

Lastly, color can be complementary to the image and create elevated feelings of harmony and sophistication.

Ellipse

Ellipse / Samsungs ownable icon

The Samsung Ellipse is an iconic, energetic, graphic expression that helps make any communication pieces instantly recognizable as coming from Samsung. It symbolizes our imagination and highlights the intersection of Samsungs products with the spirit of imaginationas embodied in a product, a person, in a moment of life.

Note: The ellipse should NOT be used merely as a decorative element or to highlight functional information, such as a product name, descriptor, or simple call-to-action (e.g., sold here). Guidelines for creation and use follow. (to simulate two-color ellipses).

Ellipse / Size relationship

The minimum size of the ellipse relationship to the wordmark is 3X, where X is equal to the width of the wordmark. The ellipse may be scaled larger in size and moved up, down, left, or right within an application.

Signage

PROPORTIONS

Fascia & signage Warm white fascia and illuminated blue letter mark as the primary signage element

1 Unit 1/6 Unit 1/3 Unit

bounding box

1. Word mark area The word mark area consists of the Samsung word mark and the service center letter mark. Based on the location of the bounding box, the word mark area is placed in the horizontal and vertical center of the clear area. This applies in multiple language situations to maintain proportions. 2. center name area The Center name area is the space where the branch name of the service center will be inserted. It is situated on the bottom line of the word mark bounding box.

3. phone number & site address area This is the area where the designated phone number and website address are to appear. It is placed on the bottom line of the word mark bounding box.

Word mark & Letter Color types will utilize Samsung blue (or PANTONE 286). Clear Area white aewa will utilize white color (C-0, M-0, Y-0, K-0)

Signage

MATERIALS

Laser Cutting / Blue LED

Blue Resin Acryl

Blue Resin Acryl

1 Unit 1/6 Unit 1/3 Unit

Warm White Painted finish.

Laser Cutting / Blue LED

bounding box

Signage

DESIGN APPLICATION | Basic |

Fixture system

OVERVIEW

Home appliance station W: 1400mm H: 750mm D: 850mm

IT bar W: 2700mm H: 1000mm D: 600mm

Q-matic display

HHP station W: 1300mm H: 1000mm D: 1050mm

Product display fixture W: 2700mm H: 1000mm D: 600mm

Q-matic ticket printer W: 550mm H: 1000mm D: 550mm

Fixture system

OVERVIEW

Magazine rack W: 1125mm H: 1875mm D: 150mm

Service cart W: 900mm H: 1135mm D: 750mm

Waiting area seating W: 800mm H: 580mm D: 810mm

Brochure rack W: 600mm H: 1650mm D: 80mm

Download station W: 280mm H: 225mm D: 140mm

Fixture system

HOME APPLIANCE STATION

Home appliance station W: 1400mm H: 750mm D: 850mm

Fixture system

HHP STATION

HHP station W: 1300mm H: 1000mm D: 1050mm

Fixture system

IT BAR & PRODUCT DISPLAY FIXTURE

IT bar W: 2700mm H: 1000mm D: 600mm

Product display fixture W: 2700mm H: 1000mm D: 600mm

Fixture system

Q-MATIC & Q-MATIC TICKET PRINTER

Q-matic display

Q-matic ticket printer W: 550mm H: 1000mm D: 550mm

Fixture system

MAGAZINE RACK

Magazine rack W: 1125mm H: 1875mm D: 150mm

Fixture system

BROCHURE RACK

Brochure rack W: 600mm H: 1650mm D: 80mm

Fixture system

SERVICE CART

Service cart W: 900mm H: 1135mm D: 750mm

Fixture system

DOWNLOAD STATION

Download station W: 280mm H: 225mm D: 140mm

Fixture system

CURVED SCREEN

Curved screen W: 1000mm H: 600mm D: 67mm

Materials & Finishes

Materials & finishes

PALETTE

1 Carpet Customer service/ consulting area flooring

1

2 Trend color accent paint

2 3

3 Warm black wood Fixtures 4 Warm white solid surface material Fixtures

5 White back painted glass Customer service/ consulting station

5

6 Fabric Furnishings
6

7 Patterned wall covering 8 Warm white ceramic tile A Waiting area flooring

7 8 9

9 Laminated blue glass Translucent blue Samsung brand pylon located at shop entry

10 Warm grey ceiling tile

10

Materials & finishes

FLOORING

Preferred flooring materials

Warm white stone tile Preferred flooring option for general product category areas Honed finish

Warm black wood plank flooring Preferred flooring option for the drive aisle Straight grain, stained to match PANTONE 412

Warm black stone tile Preferred flooring option for the drive aisle if local conditions, such as high amounts of rainfall, do not permit the use of wood flooring Honed finish

Carpet Optional flooring material for use in AV and home theater display areas Can be used to reduce noise levels in the shop Both broadloom and tile options are available for use

Alternate flooring materials

Warm white ceramic tile A Alternate flooring option for general product category areas Can be used to achieve cost savings Honed finish

Warm white ceramic tile B Alternate flooring option for general product category areas Can be used to achieve cost savings Polished finish is easier to clean and maintain

Warm black ceramic tile Alternate flooring option for the drive aisle Can be used to achieve cost savings Honed finish

Materials & finishes

FIXTURES

Preferred fixture materials

Warm black wood veener A Preferred base fixture material Straight grain, stained to match PANTONE 412

Warm white solid surface material Preferred material for fixture walls and tabletops

Brushed stainless steel Preferred material for metal detailing on fixtures

Polished stainless steel Preferred materials for metal detailing on specialty fixtures

Alternate fixture materials

Warm black wood veneer B Alternate base fixture material representative of a wood finish Can be used to achieve cost savings

Warm black powder coated metal Alternate base fixture material Can be used to achieve cost savings Can be used for increased durability in high traffic shop environments

Warm white powder coated metal Alternate material for fixture walls and tabletops Can be used to achieve cost savings

Metallic silver powder coated metal Alternate material for metal detailing on fixtures Can be used to achieve cost savings

Materials & finishes

GLASS

Colored film
Trend color film applied to glass/ acrylic (ex: orange) Used for trend color glass pylons integrated with modular frames Changeable film can be removed at the end of a trend color cycle Any of the trend colors from the less saturated or bright palette may be used Glass should be the low iron variety Trend color film applied to glass/ acrylic (ex: yellow) Used for trend color glass pylons integrated with modular frames Changeable film can be removed at the end of a trend color cycle Any of the trend colors from the less saturated or bright palette may be used Glass should be the low iron variety

Back painted glass

White back painted glass Used for the wood and glass column detail in Samsung retail environments Glass should be the low iron variety

Laminated glass
Laminated blue glass Used for the translucent blue Samsung brand pylon located at shop entry Blue color is permanent in this application because it is not to be changed during alternating trend cycles

Materials & finishes

PAINT & FABRIC

Paint
Warm white paint General wall and ceiling finish Eggshell finish Trend color paint (green) Used to highlight specialty areas in the shop, such as lifestyle vignettes Paint color can be changed at the end of a trend color cycle Any of the trend colors from the less saturated or bright palette may be used Trend color paint (orange) Used to highlight specialty areas in the shop, such as lifestyle vignettes Paint color can be changed at the end of a trend color cycle Any of the trend colors from the less saturated or bright palette may be used

Fabric & leather

Fabric A Used to upholster furniture found in lifestyle vignettes and consultation areas Fabric B Used to upholster furniture found in lifestyle vignettes and consultation areas Fabric C Used to upholster furniture found in lifestyle vignettes and consultation areas

Wall covering
Patterned wall covering Signature Samsung patterned wall covering for use on most wall surfaces

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OVERVIEW

Vertical banner

Horizontal banner

Poster

Edge-Out

Moving pop

Pop

BANNER | product & image type |

1 : 3 ratio
1unit = 300mm
3/10 unit 1/20 unit

1 : 2.5 ratio
1unit = 300mm
3/10 unit 1/20 unit

1 : 2 ratio
1unit = 300mm
3/10 unit 1/20 unit

There are three vertical-type formats, as follows:

We are inviting
Samsung is magnetic and captivates with an inclusive attitude.

We are inviting
Samsung is magnetic and captivates with an inclusive attitude.

We are inviting
Samsung is magnetic and captivates with an inclusive attitude.

We are inviting We are inviting

Samsung is magnetic and captivates with an inclusive attitude. Samsung is magnetic and captivates with an inclusive attitude.

1:3 1 : 2.5 1:2 The 1:3 and 1: 2.5 format must be used as the ceiling banner, but can be used to attach to walls or as a standing banner.

We are inviting
Samsung is magnetic and captivates with an inclusive attitude.

2 unit 2.5 unit

3 unit

Product & Image type The product image must be placed above the ellipse. The ellipse cutting proportion should be based on the Ellipse Guide.
1 unit

POP 4.3

1 unit

1 unit

Pop

BANNER | product type |

1 : 3 ratio
1unit = 300mm

1 : 2.5 ratio
1unit = 300mm

1 : 2 ratio
1unit = 300mm

We are

There are three vertical-type formats, as follows: 1:3 1 : 2.5 1:2 The 1:3 and 1: 2.5 format must be used as the ceiling banner, but can be used to attach to walls or as a standing banner.

imaginative

We are

imaginative

We are

imaginative

take your homemade movies to another level

take your homemade movies to another level

Product type The background can be a solid color or gradient, but the colors must be selected from the Samsung Color Guide.
3/10 unit 1/20 unit

take your homemade movies to another level

The product image must be placed above the ellipse. The ellipse cutting proportion should be based on the Ellipse Guide.

3/10 unit

1/20 unit

3/10 unit

1/20 unit

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CEILING BANNER | content type |

1 : 3 ratio
1unit = 300mm
1 unit

1 : 2.5 ratio
1unit = 300mm
1 unit

1 : 2 ratio
1unit = 300mm
1 unit

There are three vertical-type formats, as follows:

1 unit

We are
1.5 unit 2 unit

imaginative

1:3 1 : 2.5 1:2 The 1:3 and 1: 2.5 format must be used as the ceiling banner, but can be used to attach to walls or as a standing banner.

1/10 unit

We are We are

imaginative

imagine
Samsung is always looking and thinking beyond.
Our communications are always thoughtful

imaginative

1/10 unit

1 unit

and creative.

imagine
Samsung is always looking and thinking beyond.
Our communications are always thoughtful

We are NOT too abstract, overly clever, or superficial.

1/10 unit

1 unit

and creative.

imagine
Samsung is always looking and thinking beyond.
Our communications are always thoughtful and creative. We are NOT too abstract, overly clever, or superficial.

We are NOT too abstract, overly clever, or superficial.

1/20 unit

3/10 unit

1/20 unit

1 unit

1/20 unit

3/10 unit

1/20 unit

Content type This is used for massive text contents. The contents area background must be a solid color that is chosen from the Samsung Color Guide. The use of gradient as a background is strictly prohibited as a background. The color of the text should be a lighter shade of the background color (See Color Guide)

1/20 unit

3/10 unit

1/20 unit

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BANNER | vertical |

1 : 3 ratio

1 : 2.5 ratio

1 : 2 ratio

We are inviting

We are inviting

We are inviting

MAX .4X

MAX .4X

MAX .4X

MAX .4X

MAX .4X

MAX .4X

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Horizontal BANNER | product & image type |

4 unit

We are

imaginative
1 unit

There are three types of the horizontal type, as follows:

4 : 1 ratio
1unit = 300mm
1/2 unit 1/10 unit

4: 1 3:1 2:1 The horizontal type is used only as a ceiling banner. It must not be attached to walls or used as a standing banner.

3 unit

We are

imaginative
1 unit

3 : 1 ratio
1unit = 300mm
2/5 unit 1/10 unit

Product & Image type The product image must be placed above the ellipse. The ellipse cutting proportion should be based on the Ellipse Guide.

2.5 unit

We are

imaginative
1 unit

2.5 : 1 ratio
1unit = 300mm
3/10 unit1/10 unit

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Horizontal BANNER | slogan type |

There are three types of the horizontal type, as follows: 4: 1 3:1 2:1 The horizontal type is used only as a ceiling banner. It must not be attached to walls or used as a standing banner.

4 : 1 ratio
1unit = 300mm

3 : 1 ratio
1unit = 300mm

Slogan type Slogans consist mainly of text or catch phrases. The background can be a solid color or a gradient with colors chosen from the Samsung Color Guide. The text and ellipse must not overlap. The ellipse cutting proportion should be based on the Ellipse Guide.

2.5 : 1 ratio
1unit = 300mm

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Horizontal BANNER | contents type |

There are three types of the horizontal type, as follows: 4: 1 3:1 2:1 The horizontal type is used only as a ceiling banner. It must not be attached to walls or used as a standing banner.

4 : 1 ratio
1unit = 300mm

3 : 1 ratio
1unit = 300mm

Content type This is used for massive text contents. The contents area background must be a solid color that is chosen from the Samsung Color Guide. The use of gradient as a background is strictly prohibited as a background. The color of the text should be a lighter shade of the background color (See Color Guide)

2.5 : 1 ratio
1unit = 300mm

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BANNER | horizontal |

MIN .06X MIN .06X X = width of the ellipse X

We are

imaginative

We are

imaginative

MIN .15X MIN .06X MIN .06X X = width of the ellipse X

MIN .15X

POP 4.3

We are

imaginative

We are

imaginative

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POSTER

In principle, posters are produced in A3 size for vertical types and A2 size for horizontal types. They are only to be attached to walls, and cannot be attached to ceilings or be used as standing banners. Generally, images should be used as poster backgrounds. Solid colors and gradients cannot be used for backgrounds. The ellipse cutting proportion should be based on the Ellipse Guide.

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POSTER | ellipse cutting proportion for vertical type |

MIN .15X

MIN .15X

MAX .4X

MAX .4X

X = width of the ellipse

We are

imaginative

We are

imaginative

We are

imaginative

We are

imaginative

POP 4.5

Pop

POSTER | ellipse cutting proportion for horizontal type |

MIN .15X

MIN .15X

X = width of the ellipse

We are

imaginative

We are

imaginative

MAX .4X

MAX .4X

We are

imaginative
We are

imaginative

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Edge-Out
1unit = 500mm
edge-out Edge-outs are divided into two types: standing and desktop type 2, which consists of the image are and the contents area. Depending on the circumstances, it can be just an image, but it cannot consist of only contents. The background color of the contents area must be chosen from the Samsung Color Guide, and gradients cannot be used. standing type 1unit = 500mm desktop type 1unit = 120mm

1unit = 120mm

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Moving Pop

Moving pop Vertical banners should follow a 1:2 size ratio.

We are

imaginative

take your homemade movies to another level

3/10 unit

1/20 unit

Pop system

Hanger

14

st'l wire fix. AL turn backle fix.

20

AL profile polishing fin.

d:10mm AL pipe.

printed sheet fin.

Side Section View

AL profile polishing fin.
310 5 300 5

side cap AL polishing fin.

printed sheet fin.

Front View

Assembly Perspective

Pop system

Ceiling Banner

14

st'l wire fix. AL turn backle fix.

20

AL profile polishing fin.

d:10mm AL pipe.

printed sheet fin.

300

Side Section View

AL profile polishing fin.
1,210 5 1,200 5

side cap AL polishing fin.

300

printed sheet fin.

Front View

Assembly Perspective

Pop system

Standing Banner

15mm formboard / printing sheet fin.

15mm formboard
38

40

25

Side Section View

500

15mm formboard / printing sheet fin.

420

20

profile frame AL polishing fin.

Front View

20

460

Assembly Perspective

Pop system

Poster frame

25

10

12 5

20

5mm MDF

3mm formax printing sheet fin.

profile frame AL polishing fin.

Side Section View

634 20 594 20

420

20

profile frame AL polishing fin.

5mm MDF/ 3mm formax printing sheet fin.

Front View

20

460

Assembly Perspective

Pop system

Standing Banner for desktop

2mm formax/ printed sheet fin.

120

galva' st'l / silver paint fin. d:20 st'l pipe/ silver paint fin.

35

snail hole galva' st'l / silver paint fin. galva' st'l / silver paint fin.

Top View

Top Section View

120

galva' st'l / silver paint fin.

10

100

10

205 5

galva' st'l / silver paint fin. 2mm formax/ printed sheet fin.

d:20 SUS hairline pipe fin. galva' st'l / white paint fin.

Front View

15

35

255

Assembly Perspective

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Application | 200 sqm |

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Application | 100 sqm |

APPLICATION | 50 sqm |

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