Samsung

The Samsung logo unveiled at Consumer Electronics Show marked a shift toward a cleaner, more understated visual identity. Created by the Brandstream team, the redesign removed the familiar oval frame, leaving only the Samsung wordmark in the company’s signature blue.

Following its debut in 2013, the standalone wordmark gradually became the centerpiece of Samsung Electronics’s visual identity and was officially adopted as the company’s primary logo in June 2015. Meanwhile, the oval emblem continued to be used by Samsung Group and several of its affiliated businesses.

In June 2005, Samsung Electronics simplified its logo by removing the word ELECTRONICS, leaving only the SAMSUNG name inside the familiar blue oval. The diagonally stretched ellipse was retained, with the brand name displayed in white uppercase letters. The logo continued to use a refined version of the Linotype Univers 820 Condensed Black typeface. By this stage, the Samsung name had achieved strong global recognition, making the additional descriptor unnecessary.

As Samsung Electronics expanded into international markets and strengthened its focus on technology, the company introduced a new visual identity. The logo featured the SAMSUNG wordmark in white inside a blue, diagonally tilted oval resembling a capsule. The streamlined shape reflected the company’s technological ambitions while subtly referencing the star motif used in earlier identities. Beneath the oval, the word ELECTRONICS appeared in narrow blue uppercase lettering, reinforcing the company’s focus on consumer electronics. The redesigned logo presented a cleaner, more modern image that aligned with Samsung’s transformation into a global technology brand.

At the end of 1979, the company updated the logo again. The founder considered the previous version outdated and ordered a redesign. The white circle was removed, and the three red stars were separated and spread apart. Each star was placed inside its own hexagonal shape.

The left side of the mark underwent a makeover. The symbol was assembled from three separate hexagons. Inside each shape were white elements forming diamond-like four-pointed stars.

To the right of the symbol was a black SAMSUNG wordmark. The typeface was also updated. Dense uppercase letters without serifs or decorative elements were used. The wordmark appeared heavy and business-oriented.

The company aimed to look more modern and to emphasize its focus on activity beyond the domestic market.

The earliest logo of Samsung reflected the company’s original business, long before it became known for electronics. In its early years, the emblem appeared on products such as noodles, dried fish, rice, and alcoholic beverages.

The design featured a red square containing a white circle with three stylized four-pointed stars. These stars referenced the company’s name: Samsung is the international form of the Korean name Samseong, where sam means “three” and seong means “star.” Over time, the three stars also came to symbolize strength, longevity, and ambition, with some interpretations linking them to founder Lee Byung-chul’s vision for a lasting global enterprise.

Beneath the emblem appeared the company name 삼성 in Korean, while the Chinese characters 三星 were also used in early branding to represent the company name. The lettering was executed in a traditional brush-calligraphy style, reinforcing Samsung’s Korean heritage. This emblem marked the beginning of the company’s evolution from a local trading business into one of the world’s leading technology companies.