1993 - 2004

The Final Battle Is in the Field of Design

The ‘New Management Initiative’ declared in 1993 was the centerpiece of the transformation of Samsung’s design quality and the catalyst that drove the renewal of Samsung Design. Later, Samsung Electronics declared 1996 as the ‘Year of Design Revolution’ and relentlessly worked to forge a design identity that embodied a spirit and philosophy unique to Samsung, as well as making the utmost effort to foster domestic and international creative talents. These activities became instrumental for Samsung Electronics to produce countless ten million seller products that elevated its reputation in the global market.

1993

‘The Fukuda Report’ and the ‘New Management Initiative’

‘The Fukuda Report’ is a 56-page report written by Tamio Fukuda, who served as Samsung Electronics’ design advisor at the time. Fukuda analyzed Samsung Electronics and its need for transformation from various perspectives and pointed out several areas of improvement especially in the treatment of designers and the level of recognition for design. This report became an important turning point for Samsung Electronics’ design revolution.
The focal point of the ‘New Management Initiative’ was in the revolution of design, which was apparent in words of the declaration; “in the future, designers will become the most important person and go to individuality.” This eventually became the driving force for Samsung Electronics’ growth.

This image shows the members of Samsung Design Membership.

Creation of Samsung Design Membership

Following the New Management Initiative, Samsung Electronics focused their efforts in fostering creative talents that can lead the future of design competency. Samsung Design Membership provides opportunities to engage in unrestraint creative activities and a wide range of experiences for students who have the potential to contribute to the advancement of the design industry. Since its establishment in 1993, more than 700 members completed the program and have been active in various fields of design, including within Samsung Electronics as well.

As of 2018

Establishment of the Product Planning Center

Samsung Design, which used to be part of the advanced research center, was separated and then combined with the product planning organization. This restructuring was done to maintain consistency in product planning and design. The product planning center, established in 1993, played a pivotal role in accelerating Samsung Design’s growth.

1994

This is an image of the foundation of Samsung Design America.

Foundation of Samsung Design America

To carry out product design development for the North American market, Samsung Design America (SDA) was founded in San Francisco where the best talents and ideas in the field of innovative technology are gathered. This establishment served as the foundation for the development of product design to adapt advanced cultures and sentiments to better cater to global users.

1995

This is an image of the foundation of Samsung Art and Design Institute.

Foundation of SADI and IDS

Samsung Art and Design Institute (SADI) was established to cultivate talented designers who have balanced capabilities in both knowledge and skill through a curriculum that reflects the real-world needs of the market and industry.
In addition, the Innovative Design Lab of Samsung (IDS) was formed to institute world-class design education and research centers that helped train global design talents.

1996

This is a quote from the new year’s address in 1996: “I am fully convinced that soft creativity such as design will both become a company’s treasured asset and a major factor that determines the victor in the world of business in the 21st century.”

Declaration of the ‘Year of Design Revolution’

At the new year’s address in January of 1996, the importance of design was emphasized and efforts toward developing Samsung Electronics’ unique design identity had begun. Furthermore, design capacities were now perceived as critical resources for the overall corporate management, which led to the pursuit for a design revolution that sought to recognize consumer needs and preemptively establish the design before materializing as a product.

This is a content of design philosophy.

Establishing the Design Philosophy

Design philosophy plays an important role that forms a brand image by conveying business and brand philosophies as well as the essence of ‘Samsung-ness’ to consumers. In 1996, Samsung Electronics announced the design philosophy ‘Balance of Reason & Feeling.’ Since then, design philosophy continues to act as a lighthouse that illuminates the path for designers.

Analog Design

(1970s - 1990s)

This is an image of the design concept map.

This is an image of the idea sketch by a designer.

This is an image of camera design which is rendered.

This is an image of a designer who is doing 2D drawing.

This is an image of soft mock-up.

This is an image of hard mock-up.

Design Concept Map
To set a direction for design, various catalogues that have been compiled are cut and pasted to create an image map
Idea Sketch
Once the design concept is determined, the idea sketch process starts using markers. Those who could produce excellent sketches were considered outstanding designers at that time, and master craftsmanship was hailed in detailed expressions.
Rendering
Several drafts from the idea sketches are then selected to become processed for detailed rendering, which is the step that precedes the drawing of a design blueprint. Since everything had to be re-drawn if only one aspect changed, it was common for designers to pull all-nighters.
2D Drawing
Once the design draft is more developed through rendering, the blueprint process begins. As the work proceeds, the design blueprint gradually incorporates incredibly intricate and professional-level details that are akin to an architectural blueprint.
Soft Mock-up
Soft mock-ups were created for exceptionally important models or models that must confirm its three-dimensional form before the hard mock-up phase.
Hard Mock-up
A hard mock-up of a design model that is nearly indistinguishable to the actual product is created. When the final draft is confirmed, the blueprint is transferred for production and the manufacturing process begins.

2000

This is an image of the foundation of Samsung Design Europe.

Foundation of Samsung Design Europe

Samsung Design Europe (SDE) was founded in London as an effort to deeply understand European culture and consumer lifestyles and apply it to design. SDE conducts robust research of user behaviors and proposes new methods to improve the lives and business of customers through technology.

2001

Foundation of the Corporate Design Center

In 2001, Samsung Electronics began independently run the Corporate Design Center which reported directly to the CEO, further proving the fact that design has become an essential part of the business. This organization, which first coined the term ‘Design Management,’ created an internal UI Innovation Team to enhance product usability and established a UI guideline. The role of design in user experience continued to advance following the specialization of UX personnel and the organization’s expansion.

This is an image of the magazine that Samsung Electronics’ products on it.

Simplicity with Resonance

Based on the design philosophy set up in 1996, the Design Identity 1.0 that re-interprets the direction of design called “Simplicity with Resonance” was announced, leading to the overall quality enhancement of products’ exterior designs by exploring and applying design elements that reflect Samsung’s identity.

2004

Operation of the Global Advisory Group

Along with the founding of global design studios, a global advisory group was formed in Italy, Germany, the United States, Japan, and others to set in motion a full-scale design globalization.

This is an image of the foundation of Samsung Design China and designers meeting.

Foundation of Samsung Design China

Samsung Design China (SDC) was established to achieve outstanding design performance in China, where the fine balance between tradition and change harnesses incredible potential. This organization reacts swiftly and effectively to China’s market and design trends to produce the most appealing products to Chinese consumers.