Samsung TVs are created based on the concept of ‘Infinity One Design’, which focuses on providing the most optimal viewing experience by eliminating unnecessary elements to a TV’s design. Through relentless ideation to materialize the distinct slim bezel features of a Samsung TV, the notion of ‘Infinity’ that tears down the boundaries between the screen and its surrounding environment led to the creation of the ‘Fluidic Lights’ Samsung TV on-screen identity.
A TV’s identity is largely defined by its on-screen experience. The form of TV is becoming more refined to focus on essential features, and the on-screen visual of a TV has evolved beyond the role of a marketing element to a pivotal brand identity that has the power to express a product’s unique sentimentality and aesthetic.
Since 2021, Samsung Electronics has been committed to providing a consistent visual experience through a TV on-screen identity unique to Samsung TVs. This is the story of Samsung TV’s universal portrayal of its on-screen identity as seen in out-of-home media, social media, online retailers, and other various channels throughout the spectrum of consumer media.
Fluidic LightsSamsung TV On-screen Identity
‘Fluidic Lights’ mean a fluid flow of lights unhindered by boundaries. It captures the precise moment of beauty reflecting upon patterns created from waves and colorful lights. The identity embodies a wide spectrum of colors, and metaphorically expresses a supernatural viewing experience, going on to define the visual narrative of Samsung TVs.
Water cannot be halted as it flows or sculpted to our liking. This led to the creative thinking of making different patterns of waves and controlling light intensity or placement.
The early days of creating the visuals involved powerful fans blowing on a large body of water while adjusting lighting to different angles. This evolved to developing a unique tool that could maximize the vibration, wavelength, and light reflection of water. Various props and tools from color films, spangle fabric, mirrors, glass, to crystal balls were used for reflection to express a diverse range of colors. Other creative efforts, like cutting up high-glossy metal plate in different sizes and heat-treating acrylic boards to make unique textures were employed to capture the perfect TV on-screen visuals.
Colorful, Versatile yet Consistent
The Samsung TV on-screen identity features variations in its expression of patterns and reflections based on the product line-up to help users distinguish between the different Samsung TV products. The more premium a product is, the patterns are more detailed with much more variety in color.
#Magnificent Exquisite superiority of the flagship model
#Dazzling Excellent visual and audio experience
#Absolute State-of-the-art experience of the bold contrast and vibrant colors
#Stunning Open up a new world of color and contrast
#Lively The TV that enriches your everyday lives
The Samsung TV on-screen identity have contributed to establishing consistent style and strong brand identity for Samsung TVs. Samsung designers will continue to apply their creativity and knowhow to create TV on-screen visuals that effectively encapsulate the innovation and emotion unique to Samsung TVs.
Designed by the Design Team of Visual Display Business, Samsung Electronics Co., Ltd.