ONENESS
IN
EXPERIENCE
Brand New Visual Language
for Samsung Mobile
Visual language can be interpreted
as a social act.
It must have traditional elements of communication,
as well as an expression of identity. Samsung
Mobile’s new visual language communicates with
users through a unique expression while maintaining
familiar visual communication cues.
01. RESEARCH
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REFINED
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PROGRESSIVE
Harmonious Collaboration of
Vision and the Legacy of Design
New design doesn’t appear out of the blue. It is
born in the creative mix of new values
perpetuated by changing trends and the
thorough understanding of the legacy of design.
We aspired to develop a balanced visual
language that combines existing ‘Refined’ styles
of Samsung Mobile design and the all-new
Galaxy S8’s ‘Progressive’ style.
Extensive research in the fields of design, art,
and passion were conducted, and various case
studies were examined to germinate the seeds of
inspiration for this project.
02. DEVELOPMENT
Visual Language
for Seamless
Experience
Design for the Galaxy S8 was first conceived
based on the idea of providing a perfect
interaction between physical and digital space.
The product’s physical details inspired the visual
language we were developing, and our challenge
was to impart a unique identity to the Samsung
Mobile device while staying in the same
wavelength of contemporary trends.
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Continuous
The identity of a product is not determined
solely by its external design. The most
important factor is a natural connection
between the first impression of a product
design and the iconography system that is
continuously displayed on screen. -
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We analyzed the elegant and
stylish shape of the Galaxy S8 and
developed a new iconography system
that was inspired by the rounded
treatment of the Galaxy S8’s curves.
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Light & Line
With the proliferation of visual experiences, more and more user interfaces that contain these experiences are becoming flat. However, the user interaction between a product and interface is not flat, but three-dimensional. The Galaxy S8’s crucial navigational keys such as the Home, Back, and Recent keys are placed inside of the screen to offer new experiences, but we also had to secure familiar experiences for the user.
We first molded the Home button in a block
shape and imagined visual elements of a light
shining from within and a Line that is formed
from a shadow.
We discovered that the line formed on the
side that emits light doesn’t connect well with
the shadow on the surface. We eventually
clipped a portion of the line to create a flat
but with an appearance of three-dimensionality.
This newly designed, unique iconography now serves as a bridge between hardware and
software.
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Own-able Shape &
Meaningful Colors
90
We imbued Samsung’s unique identity into
app icons that have been designed through
the newly developed iconography system. We
created an improved variation of the
SamsungOne Font’s dot and applied it to the
curves of the outer square lines that contain
the icon graphics.
To increase usability and establish a friendly
environment for newly added apps, we
created a color group that categorizes the
apps by priority and function.
