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Samsung Brand Sound Design Story

This is a key visual image that expresses the wave of music.

Humans perceive their surroundings or objects through five different senses. Information attained by each sense is integrated and retained as an experience. Among these senses, hearing is one that considerably influences experiences as much as sight. While our vision is blocked when our eyes are closed, we are still able to perceive sound. Sounds that are unconsciously captured in our minds develop an impression of our experiences. The same exact scene from a video can be different depending on its background music. White noise increases our concentration without our knowledge, allowing music to serve as a trigger for human behavior. Sounds impact us regardless of our awareness and bring completion to our experiential interactions.

To enrich the customer’s experience with sound, sound designers of Samsung Electronics have designed a brand sound that represents Samsung. Going beyond products and customers, ‘The Voyage’ will create a unique Samsung brand experience by reinforcing the connection of all customer touchpoints.

A Sound Identity

Sound affects our perception and experience. A person with a pleasant voice will seem attractive, making him or her more memorable. The same goes for brands. When a brand produces the same harmonious sound repeatedly, customers perceive the brand as a single entity and become attached to it. Thus, a brand sound is an effective tool to substantiate brand personality or philosophy. Customers grow to become fully aware of the brand when using the product, visiting the store, or hearing the unified sound in all brand and customer interactions. As the experience is repeated and accumulated, the brand value embedded in the sound and its unique identity become more explicit.

This is a wave motion that flows up and down in a circle. Played with Samsung brand sound 'The Voyage'.
The Voyage

Samsung Electronics’ sound designers created a new brand sound, ‘The Voyage’, based on the value Samsung wishes to deliver to its customers. On the basis of one short motif, ‘The Voyage’ is altered and expanded in diverse ways, unifying the experience in every moment of contact between Samsung and the customer.

This is a image of scale of Samsung brand sound 'The Voyage'.

Stability

Possibility

Stability and Possibility

When a variation of one motif is applied to a wide range of music, the message of that motif is repeatedly conveyed and becomes more robust. Sound designers of Samsung Electronics acquired the motif of sound from the notion of a ‘Relentless Pioneer’, which is a persona of the Samsung brand.
Samsung constantly seeks solutions for better experiences and proposes comfortable daily lives for customers by producing products with stable technology. To express Samsung’s persona as a ‘Relentless Pioneer’, a pioneer’s virtues of ‘stability and possibility’ are embedded in the musical scale.
The melody of ‘The Voyage’ begins stably and ends with possibilities. The three notes that make up the highest chords, such as Do, Mi, or Sol, express a sense of stability, while the tension notes contain curiosity and expectations for the future. With a set inflection point, the middle melody conveys the process of overcoming obstacles and preparing for a leap towards innovation.

A graphic image in which two circles are connected. You can listen Over the Horizon in the left circle and Beyond the Horizon in the right circle.
Over the Horizon
Beyond the Horizon

A Harmonious Leap Forward

Previously, Samsung Electronics has applied brand melodies called ‘Over the Horizon’ and ‘Beyond the Horizon’ respectively in the areas of wireless and home appliance products. Although the melodies have different compositions, there is a subtle difference with the sounds. These sounds can vary depending on the context and have built a long-term relationship with consumers.
Sound designers of Samsung Electronics deliberated on a sound that can be applied more universally while implementing the textures of the two existing melodies. It was challenging to design a sound that is both appealing when heard for the first time and nonrepetitive when heard continuously.
As a result, ‘The Voyage’ utilized the perfect fifth, the most stable upward scale, while expressing a leap forward. It is a melody that effectively conveys a sense of stability and possibility, while considering the justification in terms of harmonics.

Expansion of Experience

The single melody of ‘The Voyage’ becomes a motif itself and expands into different forms. The sound variations tailored to each purpose are applied in places where the customer and the product meet or in the many moments of using products, naturally imprinting the existence of the brand on our minds. The four refined notes open possibilities for additional arrangement to make way for various utilizations in different subjects.

The Samsung Experience in Every Space

Customers can come across Samsung Electronics in various places, such as event exhibitions, retail stores, and online media. Considering its usage within areas where Samsung products and services could be reached, ‘The Voyage’ is modified and expanded into a variety of brand music styles. Using a single motif to create a sense of unity, the melody was arranged in accordance with Samsung’s various tonalities, such as bold, genuine, contemporary, and playful. The instrument and tone were determined by careful examination of the environment in which the music is applied and the characteristics of visiting customers.

It's a space image that matches Samsung's brand music. You can listen to music arranged in Innovative, Lifestyle, Cozy, and Trendy versions.
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Innovative

With electronic music centered on futuristic rhythm sets and patterns, a portrayal of innovation is more emphasized in external exhibitions and events. The mixed arrangement of acoustic and electric sources ties together a progressive musical experience.

Harmonious

Neo-classical genre of music brings comfort and lingering imagery to customers. Simple and familiar chords provide a sense of ease and acoustic instruments present rich orchestral elements.

Cozy

Bossa nova is a music genre that can be enjoyed by everyone. The combination of acoustic composition and jazzy sounds instill lighthearted and warm emotions.

Trendy

Modern jazz and pop music can be a comfortable and tension-free joy to our ears. The elements of the instrument harmonize with one another, exuding a vintage and trendy feel. A stylish atmosphere is created in the process to add freshness to the experience.

Emotion in a Product

‘The Voyage’ continues to convey consistent emotions in a product and distinctly impresses the brand’s image on customers. It raises anticipation by alerting the start of product life and provides necessary sounds for brief moments in Samsung products. Going beyond a simple notification function of a product, ‘The Voyage’ will become a bridge that connects future Samsung devices, consolidating the brand’s value and orientation.

This is the Frequency motion with welcome sound of the product.
This is outro image of the ocean and the horizon.

Sound inspires human emotions. Moments are imprinted more powerfully on the mind with stimulated emotions, leaving a lasting image of the experience. ‘The Voyage’ will convey a clear message to customers within every moment of interaction with Samsung Electronics to unify the experiences of services, products, and the encompassing spaces in which Samsung products are used.

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