Samsung Group has become the #1 industrial group in South Korea and a Fortune Global 100 company with sales of over $98 billion. Its affiliated companies are among the world’s largest players in the electronics, insurance, securities and trading industries.
- A fragmented brand identity, low quality image and a parochial marketing attitude were hampering Samsung's ability to leverage its range of successful businesses into a position of global leadership.
- Reorganized and simplified business unit nomenclature system so that the Samsung name always appears in the international business language, English
- Supplemented system with the appropriate local language for specific product lines, businesses and services
- Created a new logo to signal Samsung's position as a global, forward-thinking leader across multiple industries
- Developed identity guidelines for corporate stationery, signage, vehicles and product identification
- Included a signature system linking the Samsung parent brand to its companies and products