This visual identity system for the Serif was designed to communicate the beautifully crafted furniture-like quality of the TV and to appeal to millennials. In addition to above-the-line media frequently used by existing TV brands, online channels, digital media, and promotional events familiar to millennials were employed. Through this approach, the branding demonstrated how the Serif can be incorporated into any space and help consumers embrace the Serif as a part of their lifestyle. In short, the visual identity system goes beyond a mere TV branding tool to inspire consumers to realize how the product can be more joyfully explored and blend into diverse lifestyles.

Designed by: Taeho Kim, John Taegyu Kim, Jongyun Shin, Hyezin Park and Adam Burgess of Samsung Electronics Co., Ltd.

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