About Us

Brand Story

Brand Story

We exist to create human-
driven innovations that defy
barriers to make a better
world for all

We exist to create human-driven innovations that defy barriers to make a better world for all

Our story begins in 1969, when Samsung was born with the ambition to help
people achieve the impossible.
After over 50 years, we're still innovating, creating technology that breaks
down old and new barriers, and helping people to do what they can't. We
continue to be driven by our purpose, so we put people and what they care
about at the center of everything we create.

We live by the values that drive us

Our values are at the heart of everything we do. We follow five key principles that embody our commitment to people, excellence, change, integrity, and co-prosperity. We focus on these principles to continue growing, innovating, and challenging the status quo to turn our values into action every day.

Human experiences

We put people first, at the center of everything we do.

Black and white stripes that are drawn towards a man represent Samsung’s philosophy of Human Experiences. Black and white stripes that are drawn towards a man represent Samsung’s philosophy of Human Experiences.

Progressive innovation

We continually find new ways to improve the way people live by creating inventive products and services.

The lighted light bulb represents Samsung’s philosophy of Progressive Innovation. The lighted light bulb represents Samsung’s philosophy of Progressive Innovation.

Defiant optimism

We challenge ourselves and the status quo to change the world.

The surfing board heading towards the wide ocean represents Samsung’s philosophy of Defiant Optimism. The surfing board heading towards the wide ocean represents Samsung’s philosophy of Defiant Optimism.

Integrity & transparency

We always aim to do the right thing by being open and honest with our customers and ecosystem of partners.

The transparent bubble represents Samsung’s philosophy of Integrity & Transparency. The transparent bubble represents Samsung’s philosophy of Integrity & Transparency.

Social betterment

We believe that everyone should benefit from technology. It should be accessible, sustainable and used for good.

The people painting a mural together represent Samsung’s philosophy of Social Betterment. The people painting a mural together represent Samsung’s philosophy of Social Betterment.

We are the relentless pioneer

We pave the way: Because we see obstacles as opportunities. Because we're not afraid of the new or the unknown. Because we imagine and create technology that blaze a new trail, enabling people to do what they can’t.

We break new grounds

We're always moving forward, taking us all further into new generations and elevating the standards.

The two white walls with stares ascending one of them to a door that leads to a cloudy blue represent the spirit of the relentless pioneer who breaks new grounds. The two white walls with stares ascending one of them to a door that leads to a cloudy blue represent the spirit of the relentless pioneer who breaks new grounds.

We see endless potential where others don't

We turn failures into opportunities to learn and thrive. We advance not only for ourselves, but also to help all humanity make real progress.

The hurdles placed on red race tracks represent the spirit of the relentless pioneer who sees endless potential where others don't. The hurdles placed on red race tracks represent the spirit of the relentless pioneer who sees endless potential where others don't.

We impact lives through the everyday

We believe creating a better place for everyone means impacting people in their everyday lives in delightful and uplifting ways.

The green pots placed on a shelf represent the spirit of the relentless pioneer who impacts lives through the everyday. The green pots placed on a shelf represent the spirit of the relentless pioneer who impacts lives through the everyday.

The art of expression

The way we express ourselves says a lot about who we are. So, we always find ways to show up as ourselves in our writings and designs by being bold, genuine, contemporary, and playful.

Bold

But not arrogant. We don't shy away from sharing new or unconventional ideas to provoke thought, light up new possibilities, and ultimately, inspire people to do more.

Two big black rectangle objects placed with a small transparent marble represent Samsung's brand tonality of "Bold". Two big black rectangle objects placed with a small transparent marble represent Samsung's brand tonality of "Bold".

Genuine

Never too polished or scripted, we embrace the flaws and beauty of real-life moments that are engaging, relatable, and real.

A woman drawing on canvas with pastel color represents Samsung's brand tonality of "Genuine“. A woman drawing on canvas with pastel color represents Samsung's brand tonality of "Genuine“.

Contemporary

We're always evolving to live the moment and push the world forward at the same time. We stay open and curious to stay relevant and to be an inspiration people to try new ways of living.

A pair of white sun glasses covered with vivid color paints represents Samsung's brand tonality of "Contemporary". A pair of white sun glasses covered with vivid color paints represents Samsung's brand tonality of "Contemporary".

Playful

We bring wit, warmth, and humanity through our stories and experiences. We're here to intrigue and uplift people in unexpected ways.

The point colors of vivid yellow and pink on the colors that have low brightness represent Samsung's brand tonality of "Playful“. The point colors of vivid yellow and pink on the colors that have low brightness represent Samsung's brand tonality of "Playful“.