I think it is time for Samsung to refresh its identity. It has an amazingly future-forwarded brand asset and mindset, and up-to-date technology that supports it, but the company logo is not speaking the same language. It’s a bit outdated. If it’s trying to expand its international market, I would suggest that it comes up with a symbol with sexy typography. As Samsung is a Korean word, having a symbol along with the word mark might help its accessibility to non-Korean speakers. I love what Android is doing with its visual system (iconic mascot, custom typeface). Samsung should follow suit.
Albert Junghwan Son is a freelance graphic designer originally from South Korea, now working and living in New York City. His output traverses visual identity, print, packaging and editorial design.