SOCIAL RESPONSIBILITY | 2013

 

Global Social Consensus

Samsung’s PR office is open to public and located in HQ building, Seoul, where lots of travelers visit every day. The project initiated to spread out a positive image of Samsung’s CSR (Corporate Social Responsibility) message.

CSR represents as social contribution activities such as charity, donation, and environmental protection. Usually, Social responsibility stars from corporate’s concern for the people and the environment, to find a way to contribute to the society where they belong.

 


Catchphrase

2013 | by BDCI

Client – Samsung Electronics
Design Direction – BDCI
Graphic Design – BDCI

 

不立文字

It means true awakening cannot be experienced or conveyed using word or writing. Since the spirit or thought that won at the end of the trouble, will not be able to fully expressed by words.
The ideal way to express the original form is to reveal frankly without hiding anything.

 

Gestalt Psychology

We tend to consider approaches by shapes for many reasons. People tend to recognize any incomplete shape as complete and positive shape. Selective perception takes only the necessary information that matches their impression and ignores any pieces of information that do not match, to keep the intellectual consistency of their impression. We can deny that we only want to see certain parts consistent with our position.
In other wants, what I see is what I want to see.

CATCHPHRASE | 2013

 

Hello!

Based on the research on preference level of keywords from the consideration from above, ‘Hello!’ won the highest level. Final catchphrase became ‘Hello! Samsung’.
We tried to bring positive greetings cheerfully from Samsung, to evoke friendly emotions, as people often feel it as a huge and intimidating corporate.

We transformed Samsung’s CI symbol to a speech bubble, and it helps a lot to neutralize the resistance people have and also shows their interest to people in an intuitive way.

 


Character

2013 | by BDCI

Client – Samsung Electronics
Design Direction – BDCI
Graphic Design – BDCI

SOCIAL RESPONSIBILITY | 2013

 

Commune

We created a very open minded main character to express Samsung’s various social contribution activities while encouraging kids and visitors to commune. The characters are made of human and animal figures to represent Samsung’s social contribution, main products and places where they located. These continental locations will be related to the visitors’ home countries, so naturally makes them think the relationship between Samsung and themselves in hometown.

SOCIAL RESPONSIBILITY | 2013

 

Heart Boy

‘I create and contribute as well’

The character named ‘Heart boy’ is holding a heart-shaped balloon. It was a proposal of a new sense of character based on the opinions and participations of people all over the world while keeping the base color and form.
We started with Samsung’s various employees and their positions, and it can be expressed as various ages, nationality and professions in near future.
The balloon that main character is holding represent ‘hope and dream’ that he’ll share with people. The big hands are the symbol of ‘mind to share’, and he is ready to be anywhere regardless the weather condition with his raincoat.

SOCIAL RESPONSIBILITY | 2013

 

The World

The each character expresses the alphabets of S.A.M.S.U.N.G. to promote itself to the visitors from the world. Each animal represents the animals of the continent that Samsung is performing at the moment. These two types of characters are created based on the consideration of manufacturing, as well as use for videos, for future events.

SOCIAL RESPONSIBILITY | 2013