Galaxy has created a distinct identity by consistently introducing a series of industry-leading product designs and form factors. The ‘Galaxy Visual Identity System’ video highlights the Galaxy brand’s design identity in an engaging way.
The Samsung Newsroom caught up with Henry Hongmin Kim, Vice President and Head of Design Strategy Group, Mobile eXperience (MX) Business at Samsung Electronics, and his team of designers to understand the inspiration behind the Galaxy Visual Identity System. Keep reading to learn how the team is redefining Galaxy’s signature design.
s. Please introduce Galaxy Visual Identity System.
The Galaxy Visual Identity System unifies different product designs and form factors into one cohesive identity. We’ve thought deeply about how to express the Galaxy’s message clearly and with passion. After much consideration, our team decided to create an integrated image of the Galaxy brand by expressing each model in a simple symbolic way.
Q: What is the message behind the Galaxy Visual Identity System?
Galaxy’s design philosophy is “Design Essential”. This idea is applied to all areas where visual communication is required, not just the design of Galaxy products – such as form factor, color and materials.
By creating the Galaxy Visual Identity System, we aimed to showcase the unique and distinct characteristics of the Galaxy device through its various form factors and to express the Galaxy’s honesty and simple, impactful design. Through these efforts, we expect to further enhance the Galaxy’s design identity.
Q: What challenges did you face while building the Galaxy visual identity system?
So far, the graphic design of Galaxy packaging has been created based on the typography representing each series – be it Galaxy S, Galaxy Z, etc. For the latest devices, we challenged ourselves to visually communicate Galaxy’s competitive edge.
To create a more inclusive visual identity, we studied each product from different angles to explore the design that best represented each form factor.
Q: How is the Galaxy Visual Identity system integrated into the designs of new Galaxy products?
We’ve integrated the Galaxy Visual Identity system for the first time into the Galaxy S23’s package design. Then, the system was applied to the Galaxy Z Flip5 and Z Fold5 packaging, allowing us to present the completed visual design to consumers.
The Galaxy Visual Identity System represents symbolism, scalability and dynamism. Each product is designed to tie together its representative characteristics while keeping in mind scalability to different colors and experiences. These factors provide a dynamic quality that is adaptable to any situation within the unified system. We aimed to improve the image of Galaxy by showing the innovation of upcoming Galaxy products in a playful and fun way using this brand identity.
Q: What message is the video trying to convey?
Design communication is one of the key roles of the Design Strategy Group. With dynamic motion graphics, we’ve made sure to include every aspect of the Galaxy Visual Identity in this movie – from the design process to symbolism based on each form factor and various expandability.
For example, the flipchart at the beginning of the video shows how our products are shaped. Next, we use a 3D embossed effect to illustrate the texture of craft paper and communicate the importance of recyclable and eco-friendly Galaxy packaging design. Using different materials, such as glass and metal, we have tried to represent the CMF (colour, material, finish) of each product line.
In addition, the video goes beyond the technical aspects of form factors and depicts values based on customer experience (CX). The scene in which the devices turn into windows represents openness, the philosophy of the Galaxy ecosystem, while the braille graphic symbolizes accessibility and inclusion. The visual image of outer space also expresses Galaxy’s brand identity. Furthermore, items on smartphones that consumers are familiar with – such as sticky notes, digital watch faces, musical instruments, and games – are illustrated.
Q: What details would you like consumers to notice in this film?
Ideas and symbols are cleverly embedded in each scene, similar to hidden Easter eggs. Viewers can search for these details and enjoy the meanings they carry.
For example, the silhouette of the Galaxy Ultra’s S Pen appears in the window view. In the following digital watch face shot, the initials Galaxy S, Flip, Ultra, and Fold are placed above the numbers, disguised as each individual device. There is also a detail symbolizing the S Pen, which adds another layer of fun. After that, the score is 2023 at level 23 in the next graphic depicting a popular game. All blocks on the board represent the four Galaxy models. By hiding the completed blocks, we wanted to create anticipation among viewers for new products scheduled for release next year.
“And thinking made visual design.” In the process, it is important to get rid of any unnecessary elements and to communicate the main idea succinctly. This is what makes the basic design really effective. Our goal is to create simple yet meaningful designs for the future.