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Samsung preparing for a complete brand overhaul at CES 2013 in January

Posted: , by Victor H.

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Samsung preparing for a complete brand overhaul at CES 2013 in January
Samsung Electronics is preparing for a huge brand makeover. The company will roll out a brand new identity at CES 2013 this January, according to sources in the know speaking for Channel News.

The present blue Samsung logo will go away, and get replaced with new individual colors that are made to represent the brand more as a global one, rather than Korean.

Samsung’s brand identity overhaul is headed by Scott Bedbury, a man who has worked for several Nike brand programs and earlier for Starbucks.

"Even the advertising will change with products linked to lifestyle activities similar to what Nike does," according to an unnamed source.

“Samsung's brand became powerful only after they put a Chief Design Officer in place and made it a priority for the company. Now they are moving to expand the brand globally,” design VP at Lenovo, David Hill, commented.


Samsung is becoming more and more aware of the importance of design, and that transition is evident from former Creative head Choi Gee Sung taking over the CEO position last year.

And for us, it’s welcome news. We’ve gotten used to the blue Samsung logo, but it’s not something that we find particularly exciting. Let’s see how this changes in January.

source: Channel News via Android Authority

26 Comments
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posted on 05 Nov 2012, 03:36 13

1. GeekMovement (Posts: 1499; Member since: 09 Sep 2011)


That is exciting indeed! I hope it becomes a lot more appealing. Go Samsung!

posted on 05 Nov 2012, 03:50 11

4. dickwyn (Posts: 584; Member since: 07 May 2012)


samsung just dont become to overpowerd and be like apple

posted on 05 Nov 2012, 04:57 7

13. pokharkarsaga (Posts: 352; Member since: 23 Feb 2012)


I think the name "SAMSUNG" should be replaced by a "LOGO".Sammy should use premium materials like Duralium in all of their electronic gadgets.Currently Duralium is used only in Samsung 9 series laptops.Even designs should be exotic and eye catching.

posted on 05 Nov 2012, 06:16 4

19. someones4 (Posts: 618; Member since: 16 Sep 2012)


Then it'll be expensive. Then Samsung will be like Apple. We don't want that would we?

posted on 05 Nov 2012, 06:58 1

23. XPERIA-KNIGHT (Posts: 2384; Member since: 08 Aug 2012)


theirs a way to "mock" someone without actually being them.....hence the galaxy series? :)

posted on 05 Nov 2012, 06:28 1

20. PhenomFaz (Posts: 1064; Member since: 26 Sep 2012)


And it would be pretty sweet if along with the brand overhaul they introduce the Galaxy S4, Note 10.1 v2 with a quad exynos 5 and a series 7 Gamer laptop!

posted on 05 Nov 2012, 03:37 2

2. pongkie (Posts: 496; Member since: 20 Aug 2011)


it will be re-branded "Affle" . jk :p

posted on 05 Nov 2012, 03:59 3

5. MeoCao (unregistered)


No it will be called "Samdroid"

posted on 05 Nov 2012, 04:45 2

11. eisenbricher (Posts: 971; Member since: 09 Aug 2012)


"Sammy" alone would be nice.

posted on 05 Nov 2012, 03:42 5

3. abdane (Posts: 474; Member since: 07 Oct 2011)


YES ! this is exciting ! hope it focuses a lot more on smartphone designs, and an attractive logo ! :D

posted on 05 Nov 2012, 04:20 4

6. someones4 (Posts: 618; Member since: 16 Sep 2012)


Then i'll have to change my icon
Now if only samsung could show us the s4 as well.

posted on 05 Nov 2012, 04:20 6

7. bayhuy (Posts: 287; Member since: 23 Jun 2011)


PlasticSung may be?

posted on 05 Nov 2012, 04:33 3

8. Cyan3boN (Posts: 425; Member since: 23 Feb 2012)


sprinkle a bit of quality to the new design and you've got a winner

posted on 05 Nov 2012, 04:33 2

9. Berzerk000 (Posts: 3939; Member since: 26 Jun 2011)


Yes... Take a new approach on your designs, Samsung! You already fixed Touchwiz with Nature UX, now time for some just as beautiful designs to match.

posted on 05 Nov 2012, 04:42 6

10. Kronic (banned) (Posts: 321; Member since: 11 Sep 2012)


Take note nokia, htc, apple and Motorola:there's a storm is coming

posted on 05 Nov 2012, 04:57 2

12. cGmC11 (Posts: 109; Member since: 02 Apr 2012)


PlastiSung?

posted on 05 Nov 2012, 05:21 2

14. amj007 (Posts: 1; Member since: 05 Nov 2012)


or it could be " iSam "

posted on 05 Nov 2012, 05:35

15. prakesh (Posts: 92; Member since: 13 Sep 2012)


changing the logo,not the content?!

posted on 05 Nov 2012, 05:42 1

16. darac (Posts: 2156; Member since: 17 Oct 2011)


This is exciting..stage is prepping up for an ultimate clash of titans in Samsung vs Apple, in the following years.
Currently, Samsung has an edge in its business quantities, r&d and production capabilities and huge flexibility. It is the epitome of a corporate mastodon that actually works.
Apple has an edge in phenomenally defined brand identity, cohesion/coherence and impeccably focused business strategy.
Omnipotent cash reserves can in no way be overlooked or downplayed also.

With this news from Samsung, it seems they want to really shape up in the best ways possible, building on their strengths by taking notes from Apple.

posted on 05 Nov 2012, 05:42 2

17. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


"The present blue Samsung logo will go away, and get replaced with new individual colors that are made to represent the brand more as a global one, rather than Korean."

hmmmm...something like this?

http://blog.russelldelatorre.com/wp-content/uploads/2010/10/AppleMacintoshLogo2.jpg

sorry i just notice... :)

posted on 05 Nov 2012, 05:50 1

18. mercorp (Posts: 967; Member since: 28 Jan 2012)


give us a galaxy s4 made out of good-looking materials,please!

posted on 05 Nov 2012, 06:47 1

22. tech-head (Posts: 132; Member since: 02 Sep 2011)


This. Please Lord This!!

posted on 05 Nov 2012, 06:33

21. XPERIA-KNIGHT (Posts: 2384; Member since: 08 Aug 2012)


see what all that complaining does about design does? LOOOOL good news :) as this was my only problem with samsung

posted on 05 Nov 2012, 18:39

26. DigitalMD (Posts: 226; Member since: 17 Feb 2010)


Samsung need to pressure the cell carriers to STOP limiting and tier charging for data, otherwise the smart phone revolution is over and so is the rise of the hardware vendors.

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