Samsung Electronics to standardize global CI

Samsung Electronics Co. has standardized its corporate identity (CI) by implementing the SAMSUNG logo at all international business sites.

This move reflects the commitment of Samsung’s senior leadership, who closely monitor brand consistency on global visits.

Industry sources reported on Wednesday that Samsung is reviewing CI use across locations and updating sites still displaying older logos.

The shift to the English SAMSUNG logo in 2015 aimed to eliminate the oval emblem, criticized for its rigid look, in favor of an innovative, future-focused image.

Some industry observers see the CI review as an organizational strategy to boost employee loyalty amid Samsung’s current challenges.

Samsung has maintained the top spot in global memory semiconductors for the past decade and strengthened its international presence through the Galaxy brand in smartphones.

This year, Samsung topped rankings in corporate image surveys by FutureBrand and Nikkei Research’s Global Brand Survey 2024.

Write to Chae-yeon Kim at why29@hankyung.com