“Change Everything, Except your Wife and Kids,” The value of design at Samsung Semiconductor.
An enterprise’s most vital assets lie in its design and other creative capabilities.
— Kun-Hee Lee, Samsung CEO
The oft unnoticed rise of Samsung Semiconductor, has left design another devotee. We will also say the Samsung logo is a great example of quality, Custom Logo Design; simple direct concept with bold instant readability. Not overdone, not pretending to be something it’s not. It is also one color and does not rely on gradients or multiple effects to get attention – very classic.
Corporate re branding is always a daunting task, and not one to be taken lightly. One sees the large companies like Prudential, or Coca Cola slowly evolve their logos and brands over time as to not upset of otherwise interrupt the consumer. It does matter. If the consumers do not like the new look, it creates an uproar of media attention. Indeed some of the only real mention of design in mainstream media occurs when a major company changes their logo and website design for the worse – as in the Gap’s recent attempt to redo their logo which led to disapproval from both the design community and the consumers – a sure sign the process has been convoluted and talked into rather that standing on it’s own.
A very successful corporate rebranding can be said to occur when the logo and look is updated and the consumers merrily and enthusiastically go along with it. In this way they make the “old logo” a happy part of the brand’s history, also an essential building block of the company as a sustainable and trustable brand.
