It’s true that Samsung is among the top global brands in the world but still its logo seems quite immature and small-business-like. In terms of branding, it hasn’t been able to compete with Apple and, for that matter, even Sony. Most companies reach a point in their lifespan where they need to utilise the creative services of a digital design agency to refresh and enhance the company brand. It is important that companies move with the times, yet Samsung seems to be being left behind. There is no prestige attached to owning a Samsung device. Yes, they are good, they are also affordable, but people don’t take pride in having a Samsung smartphone or even a Samsung computer monitor (that I have right in front of my eyes). You just buy a Samsung product and get on with your life. You don’t brag about it, you don’t feel connected with it, it’s just there.
Visual designer, tech-lover and coffee addict (his description of himself) Aziz Firat has taken his own initiative and tried to rebrand Samsung in a way that the entire range of products can be brought under one single brand so that people can instantly recognize a Samsung product merely by looking at the logo. Rebranding business is important for many reasons. Firstly, it helps in reinventing your business. And secondly, it helps your business to match the current situations so that you remain relevant in the market. You can either rebrand by updating an existing logo of your business or design themes that appear more modern to the customers. In case you are planning a complete overhaul of your brand identity, Marketing Insider Group and its likes can provide important lessons necessary to achieve the required outcomes with regards to business rebranding.
Coming back to the topic of Samsung, although the logo is not one of my favorites (it looks too cliched and predictable), the underlying concept is quite up to the mark. First, this is the logo:
These are the sort of logos Samsung has had so far:
As you can see every new product comes with its own set of fonts, names and even branding presentation.
With the new branding logo, an average product may look like this:
Head to his website to see the whole range of concepts he talks about.