Samsung Unveils Design Identity 5.0, A Vision for 2030
In a bold move that sets the tone for the next seven years, Samsung Electronics has introduced its latest design philosophy, “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious.” This new blueprint will shape the aesthetics and functionality of Samsung’s diverse product range, from smartphones to refrigerators, through to the end of this decade. The world will get its first comprehensive look at this forward-thinking approach during the Milan Design Week 2024, starting on April 16th.
Adapting to the Evolution of Consumer Lifestyles
TM Roh, the dynamic head of Samsung’s mobile business and Corporate Design Center, opened up about the company’s design journey and its aspirations for the future. With a creative army of over 1,500 designers stationed in seven global design studios, Samsung boasts an eclectic mix of cultures, tastes, and perspectives. These designers are united by a singular mission: to address the everyday challenges faced by users worldwide, all while adhering to the company’s core design philosophy – “Inspired by Humans, Creating the Future” – a principle that has guided Samsung since 1996.
However, as the tapestry of consumer lifestyles undergoes a constant metamorphosis, Samsung recognizes the need to evolve its design ethos accordingly. This commitment to adaptation has seen Samsung transition through four distinct design identities from 2001 to 2022. With DI 5.0 now in effect, Samsung is embracing three foundational pillars – Essential, Innovative, and Harmonious – signaling a commitment to simplicity, meaningful innovation, and the integration of products into the social, environmental, and human fabric.
“Design and technology must dance in perfect harmony to craft products that enrich our lives,” Roh emphasized. “Samsung Electronics shines in this delicate balance, continually striving to integrate our creations into the daily rhythm of our users’ existence.”
A Fresh Perspective from Automotive Design
The coherence in Samsung’s product aesthetics in 2023 and 2024, particularly in its smartphone lineup, hints at a deeper, unified design language. This shift is likely a precursor to more significant changes rumored to be revealed with the upcoming Galaxy Z Fold 6 and Galaxy Z Flip 6. Steering these anticipated transformations is Hubert H. Lee, the newly appointed executive vice president and head of design at Samsung’s smartphone experience division.
Lee, whose résumé boasts over two decades of product design expertise, transitioned to Samsung from a series of senior design roles at Mercedes, the German luxury car manufacturer. With such a rich background in blending form and function in the ultra-competitive luxury automobile sector, Lee’s influence on Samsung’s product lines is highly anticipated.
As Samsung turns the page to write the next chapter in its design legacy with DI 5.0, it aims to not just anticipate the needs and desires of its consumers but to preemptively shape them. This approach underscores an acute awareness of the symbiotic relationship between technology and design, a pledge to innovation that is essential, and a commitment to harmony that ties products, people, and the planet into a cohesive narrative. The unveiling at Milan Design Week 2024 promises to be a window into this future, where products are not just tools, but integral, harmonious extensions of our lives.