Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine disciplines: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Today, design goes far beyond products or user interfaces. It shapes meaningful experiences that resonate with people.” said Mauro Porcini, President and Chief Design Officer of Device eXperience (DX) Division at Samsung Electronics. “Human-centered design will remain at the heart of our efforts — deepening immersion and advancing responsible innovation.”

Two Gold Awards Recognize Designs That Enriches People’s Lives

Music Studio 5, at first glance, is a classic rectangular speaker, but a closer look reveals its unique details such as the finely perforated grille that conceals the high performing audio units. Dynamic front lighting helps the user easily identify key functions and the timeless design integrates seamlessly into any space while capturing the elegance of an objet d’art. Yet the shape is novel and pure, signaling an expressive presence in the room. Music Studio 5 is also prepared to connect to a Samsung TV through the novel Q-Symphony wireless interface resulting in a true cinema-like experience at home.

Advanced Design Concepts for Appliance Accessories – named as ‘Samsung Home Appliances Accessories’ designated three colors for accessories – such as filters for vacuum cleaner and air purifiers – depending on their maintenance requirements and disposal methods. Through this design improvement, users can more easily recognize the needs of their accessories, especially if they have changed or been updated.

77 Awards Ranging From TVs to Home Appliances to Smartphones

Samsung Electronics’ 77 wins came across all design disciplines. In addition to the Gold Awards for the ‘Music Studio 5’ and ‘Advanced Design Concepts for Appliance Accessories, Samsung received awards in the Product Design category for the S95H OLED, a TV that  features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.; The Movingstyle, a lifestyle screen that follows you; Vision AI TV, an AI interface that adapts to your context; Spatial signage’, a glasses-free 3D display that delivers an immersive visual experience; Galaxy Z Fold7, the most advanced Galaxy Z series yet, seamlessly blending precision engineering and powerful intelligence to elevate everyday interactions, all in its thinnest and lightest design to date.

Other products and services that were recognized for design excellence include One UI 7, user interface that brings AI-driven enhancement with a bold new design for greater personalization and control to the user experience; Home Insight’, a smart home feature that analyzes appliance status and user patterns to recommend optimal, personalized solutions.

Samsung Electronics’ 77 awards is showcasing our human-centric design philosophy and how technology can become an enabler for living better, longer, loud and living on. The manifestation of the human side of technology.

IDEA, one of the world’s most prestigious design awards programs was founded by the Industrial Designers Society of America (IDSA) in 1980. This year, IDEA has selected winners across 20 categories, including Home, Consumer Technology and Digital Interaction. Key evaluation criteria include Design Innovation, Benefit to User, Benefit to Society and more.

Guided by evolving values and innovative technology, Samsung’s design principles have been recognized for creating products that place people’s lifestyles and experiences at the forefront.

“Innovation born from advanced technology and human empathy enriches our people’s lives,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “We are dedicated to not only pushing boundaries of technology, but also cultivating meaningful connections that bring us closer to a brighter, more connected future together.”

Samsung Earns Two Gold Awards

The following exciting innovations received Gold awards, the highest honor at IDEA 2025:

• Samsung Mobile Design Visual Identity System — a design system that connects the diverse form factors of the Galaxy series under a unified visual identity. The system refined each form factor into an intuitive shape and extended the application of the system beyond packaging to include books, films and retail stores, aiming to effectively communicate the brand message of ‘Essential’ across multiple platforms.

• Advanced Concepts for Visually Impaired Users in Home Appliances — named as ‘Samsung Inclusive Essentials’— a visionary design aimed at enhancing accessibility for everyone, including visually impaired and elderly individuals. By standardizing shapes and colors and integrating embossing, sound and lighting into key components, it provides both visual, auditory and tactile guidance, enabling low-vision users to intuitively and conveniently interact with products.

Samsung Earns Three Silver Awards

Samsung also secured three Silver awards for these cutting-edge technologies:

• Galaxy Tab S10 Series — Samsung’s first tablets built with AI enhancements offer 3D Map View, which gives a visual overview of the home and all connected devices to streamline device management across the SmartThings ecosystem.

• Advanced Concept for Samsung Smart Modular House — a visionary living space for future innovation, is designed to embrace AI and advanced IT with an architecture that can be flexibly expanded to an evolving lifestyle.

• Digital Twin — a next-generation AI-powered b.IoT solution for smart building management that enables intuitive operations and energy optimization through 3D-based technology, offering efficient and sustainable solutions.

Samsung Wins Three Bronze Awards

These three products took home Bronze awards for their harmonious designs:

• The Galaxy S24 FE — enhances the user experience with Galaxy AI-powered photography and an advanced camera setup that empowers users to be more creative. Featuring a large screen, thin bezels, a refined color palette and high-quality materials, it delivers a premium mobile experience to more users.

• Samsung Vision AI Onscreen Story — a visual representation of Samsung’s TV branding under the concept of “Endless Wonder.”

• The EHS MONO Outdoor-Indoor System — a home heat pump device equipped with SmartThings and the AI Home touchscreen for more convenient energy management.

From Product to UX Design, a Total of 39 TVs, Home Appliances and Smartphones Named Finalists

A wide range of Samsung designs were named Featured Finalists, including:

• The Galaxy Z Fold6 & Z Flip6 — redefine the future of mobile technology by combining innovative foldable form factors with Galaxy AI, offering seamless mobile experiences and unparalleled versatility for users.
• The Smart Monitor M9 (M90SF model) — brings together the brilliance of a 4K OLED display and AI features like 4K AI Upscaling Pro, AI Picture Optimizer and Active Voice Amplifier (AVA) Pro to consistently provide reliable, high-quality entertainment.
• The Bespoke AI Laundry Hub — a sleek, space-saving stacked washer and dryer featuring an AI Home touchscreen, delivering seamless integration and intelligent laundry solutions. (Currently sold in Korea only)
• The Newfound Equilibrium Exhibition — showcases Samsung’s user-centered design philosophy, with an aim to inspire vision for a better future that encompasses the balance between people and technology.

A designer explores the colour palette that inspired Samsung’s latest refrigerator designs

In India, flowers are more than just decorative elements, they are symbols of celebration, purity, and everyday joy. From vibrant marigold garlands at weddings to fragrant jasmine adorning doorsteps, flowers weave themselves into the very fabric of Indian life. It is this deep cultural connection that has inspired Samsung’s latest design story.

Samsung, India’s largest consumer electronics brand, has launched its new 183L Single Door Refrigerator range, featuring  two floral masterpieces – Begonia and Wild Lily.

In India, the begonia is cherished for its vibrant resilience in shaded gardens, while the wild lily has long symbolised purity and renewal in our traditions. Both flowers evoke a sense of beauty rooted in nature.

With these designs, crafted by the creative minds at Samsung Design Delhi (SDD) in collaboration with Digital Appliances Design Team, Samsung has redefined the aesthetics of single door refrigerators, turning everyday appliances into works of art that resonate with Indian homes.

Creative discussions at best

Designing for Everyday Luxury

The design team at SDD set out with a vision – to capture the timeless significance of flowers in India and reinterpret it for the modern home. The result is a collection that blends local cultural authenticity with global design innovation.

Bold Floral Motifs with Realistic Expressions: Strategically placed at mid-height, the Begonia and Wild Lily patterns create maximum visual impact, transforming refrigerators into statement pieces.

Lifelike Detailing: Intricate 2D and 3D elements evoke the richness of nature, with photo-realistic petals that appear almost in bloom.

Vibrant Colours: Available in red and blue, the range brings a burst of freshness and elegance to any kitchen.

“At SDD, we see design as a bridge between people and technology. With Begonia and Wild Lily, we drew inspiration from the cultural language of flowers to create something uniquely Indian. It is our way of celebrating the beauty of local traditions while delivering innovation that feels timeless,” said Yuran Kim, Managing Director, Samsung Design Delhi.

Blending tradition with modern design

Where Culture Meets Innovation

The collaboration ensured the product was not just visually appealing but also contextually meaningful. SDD, one of Samsung’s largest global design studios, is dedicated to creating design solutions that are inspired by human lives and reflect authentic local inspirations.

“Our inspiration was to create patterns that don’t just sit on the refrigerator but truly live with the consumer. The detailing of Begonia and Wild Lily is very intentional, placed at the eye level, bold yet calming—so that the refrigerator becomes a beautiful part of the home’s story, not just a background appliance,” said, Sudhanwa Chavan, Design Director at Samsung Design Delhi.

The final masterpiece: Bring Indian aesthetics home

Stories Waiting to Bloom

With this launch, Samsung has transformed the refrigerator into more than just a kitchen appliance—it is a canvas of culture and design, a daily reminder of the timeless beauty of flowers.

By combining cultural symbolism, modern innovation, and consumer insights, Samsung Design Delhi has once again shown how design can shape experiences and bring warmth into homes.

In every home, with Samsung’s floral refrigerators, there’s a story waiting to bloom.

Watch here:  

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine categories: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Innovation with AI can help resonate with our customers through the power of design” said TM Roh, President and Head of the Corporate Design Center at Samsung Electronics. “We will strive to provide designs that harmonize with consumers’ changing lifestyles and contribute to society and the lives of our consumers.”

Two Gold Awards Recognize Designs That Offer Customized Experiences for Different Lifestyles

Ballie,¹ an AI companion robot for the home, acts as a personal assistant that can autonomously drive around the home to complete various tasks. By connecting to and managing home appliances, Ballie can provide a helping hand to users in many situations — continually learning from users’ patterns and habits to provide smarter, more personalized services.

Advanced concept package design for small portable projectors — named as ‘Sustainable Design & Communication, BOJAGI’ — was inspired by a traditional Korean tool called bojagi. The design was implemented using scrap fabric, and was designed to be able to package and sustainably be reused regardless of its shape.

58 Awards Ranging From TVs to Home Appliances to Smartphones

Samsung Electronics’ 58 wins came across all design categories. In addition to the Gold Awards for the ‘Ballie’ and ‘BOJAGI’, Samsung received awards in the Product Design category for the Bespoke AI Laundry Combo, an all-in-one washer and dryer; Galaxy Ring, a wearable device packed with Samsung’s powerful sensor technology and Galaxy AI capabilities to help users keep track of their health by simply wearing it on their finger; and the Neo QLED 8K, a TV that provides an immersive experience with the infinity air design.

Other products and services that were recognized for design excellence include Foldable Galaxy AI UX, Bespoke refrigerator UX and the Newfound Equilibrium exhibition at Milan Design Week 2024. Foldable Galaxy AI UX enables seamless communication anywhere, anytime with AI-based mobile features like Live Translate, which enables easy conversations with someone in another language. And thanks to the dual screen functionality of Galaxy Z series, you can switch your device into FlexMode so both parties can see the conversation translated in a more natural way. Bespoke refrigerator UX provides various experiences that simplify user’s lives, such as managing food lists and controlling connected devices. And the Newfound Equilibrium exhibition showcases Samsung’s user centered design philosophy with an aim to inspire vision for a better future that encompasses the balance between people and technology.

¹ Will be available in the first half of 2025 and availability may vary by region.

“Bringing innovative design projects to mass production is a multi-step process that involves iterative exploration and trial and error. The Music Frame project is the culmination of positive energy and passionate collaboration across our design, development and CX teams since the summer of 2021.”

— Chulyong Cho, Head of Design Team, Visual Display Business at Samsung Electronics

Designing the Experiences of Tomorrow

Samsung Electronics is home to forward-looking departments seeking untapped opportunities. True to its name, the Visual Display Business’ Future Experience Design group actively develops concepts for user experiences that are missing in the market before turning those ideas into innovative products.

Launching a new product is no easy feat, however. There is a long journey ahead after proposing an initial concept — from designing for mass production and collaborating with other departments to enhancing marketability and perfecting the product’s technical aspects. Brought to fruition through unceasing passion and innovation, this is Music Frame and its design story.

* Content images have been simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region and model.

Bringing Style to Spaces

Inspired by Your Lifestyle

Consumers are now opting to purchase products that seamlessly blend into their living spaces instead of ones that only offer functionality. To that end, Samsung has introduced a series of lifestyle TVs including The Serif, The Frame and The Sero. Since TVs are not in use most of the time, these products transition to Ambient or Art Mode to offer a tasteful design experience — rather than displaying a black screen.

Delivering audio in the form of a picture frame, Music Frame is an extension of this approach. Setting itself apart from conventional speakers designed mainly to amplify sound, Music Frame and its concept of lifestyle audio prioritize the user’s lifestyle and living space. Picture frames are a familiar furnishing that can be placed anywhere, reflecting each individual’s taste and personality based on the kind of art being displayed. Music Frame draws inspiration from ordinary picture frames, allowing users to listen to music as they appreciate their favorite pictures.

Breathing Life Into an Innovation

In collaboration with the development and CX teams, Samsung designers built and tested a working prototype that demonstrated high-quality sound. They received positive responses from users after extensive testing, which solidified their confidence in the product’s acoustic performance and overall concept. As a result, the initial design remained intact and went into mass production.

Bridging the Gap Between Decor and Audio

Sculpting Unseen Sound

Music Frame embodies audio, so Samsung couldn’t lose sight of how people enjoy listening to high-quality music. Given the product’s unique form factor compared to traditional, elongated soundbars, the designers worked closely with the sound development team to perfect acoustics from the get-go. Speakers commonly have fabric, grilles or other materials on the front to easily emit sound. Together with the sound development team, the designers found a way for Music Frame to amplify sound through a gap between the frame and panel — creating a design rarely seen in audio products. The result? A frame-shaped speaker that is not restricted by the material that covers the front side.

Due to the frame’s shape, the gap between the bezel and the panel was important since this portion produces high- and medium-pitched sounds. After countless tests to find the optimal sized gap, both in terms of design and sound quality, the team settled on a width of 9mm. The designers worked with developers to make sure the vibrations from the rear woofer speaker — responsible for the bass — would not create noise when the product is hung on a wall like a picture frame.

A Piece To Personalize Your Space

Just like a real frame, Music Frame allows users to swap the images inside for personal photos or works of art. Listening to music while looking at a framed photo of a precious memory or a piece of art adds new levels of depth to users’ experiences.

Samsung designers also considered users who might place the Music Frame on a table instead of hanging it on a wall. Meticulous refinements were made to the frame stand’s shape and angle to ensure it doesn’t look too prominent or cause reflections on the panel. Since the rear of the product is visible if placed on a table, the back was designed in a neat and minimal fashion.

Music Frame in Your Everyday

Your Life, in the Frame

If there’s a particular image users want to cherish, they can create their own art panel by uploading an image to a third-party website and placing an order.

Music Frame comes in a default black bezel, but users can purchase an additional white bezel to match their decor. They can fill their frames with stunning images to create a stylish space that is perfect for listening to music.

* Art panels are sold separately and customization availability may vary by region. White bezels are sold separately and will become available starting in the summer of 2024.

Fill Your Room With Rhythm

For more captivating TV viewing, users can utilize Q-Symphony for richer stereo sound by placing two Music Frames on either side of their TVs. For surround sound, users can place a soundbar in front of their TV and a Music Frame on the opposite wall to act as a rear speaker. With the SmartThings app, users can set the equalizer settings to their preferences. By fine-tuning the audio, users can enjoy more vibrant sound and immersive content.

* Q-Symphony using Music Frame is available only when connected to a 2024 Samsung TV (DU7000↑ & LS03D) or 2024 Samsung TV and 2024 Samsung Soundbar (Q700D↑, Ultra Slim, S-Series).

Looking forward to a future of new possibilities, Samsung designers will continue to develop products and designs that naturally blend into users’ lifestyles and living spaces.

For more information about Samsung Electronics’ design, please visit the Design Samsung website.

As lifestyles and consumer preferences evolve, Samsung has adapted its design identity to stay ahead of the curve. With its redefined “Design Identity 5.0: Essential∙Innovative∙Harmonious”, Samsung aims to strive for innovation with purpose through design that is essential, innovative and harmonious to build a better future for all. The Corporate Design Center (CDC), a representative design organization, is at the core of systematically executing this design philosophy through Samsung’s Global Design Studios.

[L-R] Rishabh Johri, Arti Potdar and Anannya Gogoi at Samsung Design Delhi

In the heart of India’s National Capital Region, lies a creative powerhouse known as Samsung Design Delhi (affiliated with CDC) which works towards designing products and user experience which is “Locally inspired, globally desired” for the South West Asian Market and beyond. Dynamic young designers here converge with a common passion: to redefine the boundaries of innovation and aesthetics in the ever-evolving realm of technology.

This World Design Day, we delve into the inspiring journey of three young Samsung Design Delhi designers to understand what design means to them.

Check out the interviews below to learn about what inspires young designers, Arti, Rishabh and Anannya to keep on creating holistic industrial design and user experience solutions and transform the future for Samsung consumers:

Meaningful articulation of concepts and ideas to tell a story

On top of being the Lead Designer for Color Material and Finish (CMF) with the Industrial Design Group at Samsung Design Delhi, Arti Potdar is also an experienced architect. Design to her is the meaningful articulation of concepts and ideas to tell a story.

Arti Potdar: Samsung’s ideology of user-centric design strongly resonates with me

Arti believes that design has to be purposeful and intentional and not just coincidental. A good design should be perceptible, accessible, efficient and enjoyable. Often, a user’s evaluation of a product is the culmination of sensing and past experiences. It is crucial for a designer to gain insights into how people sense a product.

“At Samsung, we thrive in creating meaningful experiences for the community through continuous innovation with purpose. With the human first approach, Samsung is building today’s essential product experiences supported by revolutionary technology while forming deeper connections with the users. This ideology of user-centric design strongly resonates with me,” said Arti.

“At SDD, I have the opportunity to build designs that articulate concepts and ideas that enhance the user experience .These capabilities facilitate my collaboration with the MX Design Team in Seoul R&D Campus, Korea, in curating colors for Galaxy M & F Series,” added Arti.

“Selecting smartphone colors for consumers involves consumer insights to understand their preferences and lifestyles. At SDD, we aim to evoke desired emotions and align with the target demographics’ aesthetic sensibilities. Through iterative design, prototyping, and testing, optimal color combinations and materials are chosen to ensure the final product resonates with the target audience.”

Bringing imagination to life

A passionate Interaction Designer at SDD, Rishabh Johri loves to create immersive User Experiences. As a Chief Designer in Future Experience Part, he is spearheading advance user experiences.

Rishabh Johri: Working at SDD has helped in uplifting my values as a designer

Rishabh was driven towards different forms of art since childhood. For him, design is about problem-solving and bringing imagination to life.

“At Samsung, our main focus is to innovate, as we constantly strive to break new grounds. The focus on providing impactful user experience and creating technology that connects people resonated with my belief of using design as a tool for positive change. The fact that my work directly contributes to the enhancement of the community fuels my enthusiasm,” said Rishabh.

“Samsung has provided me with opportunities to work on advanced design projects across digital domains. I worked on designing UX concepts around gesture interaction experiences which provides more intuitive and kinesthetic experiences for the next gen consumers, aligned to the new age smart TVs by teaming up with the CDC Design team.

Also, SDD gave me the chance to work towards strengthening the local market business via enhancing regional language user experiences through the Samsung India Keyboard which makes typing in over 29 Indian regional languages faster, easier and seamless, in collaboration with the local advanced R&D centre.”

“Working at SDD has helped in uplifting my values as a designer and helped me in understanding how design can transcend boundaries to truly make a difference in people’s lives, globally. The culture here is incredibly supportive and collaborative.”

Transforming the ordinary into visually-aesthetic experiences

Anannya Gogoi is a Graphic designer and Visual Artist with specialization in UX design. Design for her began as a form of self-expression, rooted to transforming the ordinary into visually aesthetic experiences.

Anannya Gogoi: In the design process at SDD, we take inspiration from the vast culture and unique needs of South West Asia

She works on Advance Design to identify new archetypes, contributing to commercial products and SDD Global recognition through design awards for innovations like enhancing sound experiences and creating gesture-based interaction UX systems.

“Essential, Innovative and Harmonious is our guiding principle at Samsung. In the design process at SDD, we take inspiration from the vast culture and unique needs of the South West Asia (SWA) region, creating innovations through new perspectives with a focus on global scalability.

With this mindset, we constantly collaborate with our co-located R&D centres and regional headquarters to anticipate future needs and trends for innovations like India Digital Health expansion and enhancing Education experiences with Samsung Smart TV,” said Anannya.

As a visual designer, I am able to innovate for our One UI core visual experiences where I communicate complex research data through enhanced data visualization & graphical user interaction.”
Samsung continues to work towards creating a space for designers that goes beyond designing for products. Samsung fosters employees’ growth by letting them unleash their potential in all creative domains.

Continual Explorations of Infinite Possibilities

While we continue to prioritize design that is not only essential but faithful to the purpose of the product, moving forward, we will harmonize with consumers’ changing lifestyles and elevate their experiences through sustained design innovation. This commitment extends to catering to the young and booming SWA market as well as other regions worldwide, by crafting designs that are both locally inspired and globally desired.

In step with users’ needs, Samsung has refined and reimagined its original human-centered design philosophy established in 1996 — “Inspired by Humans, Creating the Future.”

This new design direction brings together Samsung’s commitment to innovating with purpose and delivering meaningful improvements to lives. Explore the evolution of Samsung Design Identity through the infographic below.

It’s always exciting to develop a product and introduce it to the market. Whenever I take on this challenge, I wonder if the new product will resonate with customers — perhaps, it will even become a game changer and impact lives in meaningful ways.

If we look more closely at the product development process, design makes innovative technologies shine while technology makes design dreams a reality. Only when design and technology are in perfect harmony can we develop a product that provides genuine value to our users. Samsung Electronics excels at balancing design with innovative technology, and we continually strive to create products that blend seamlessly into our customers’ lives.

To this end, we have redefined our design philosophy as we approach 2030. “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious”¹ is the new direction that will define the future we hope to provide.

Samsung’s Design Philosophy and Its Evolution

More than 1,500 designers work at Samsung’s seven global design studios to solve everyday problems facing a wide range of customers, each from a different culture or background with unique preferences and tastes. At the center of this effort is Samsung’s design philosophy — “Inspired by Humans, Creating the Future” — which has not changed since its inception in 1996.

But the way people live and experience their lives is constantly changing, and we have had to refine and evolve our design identity to reflect that. “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious” is the vision that will guide us through 2030. Moving forward, we’ll continue to introduce smartphones, TVs, refrigerators and other products that reflect this new mindset.

Essential∙Innovative∙Harmonious. What Does That Mean?

Essential design focuses on the original intent and purpose of the product — to provide an optimized user experience without any unnecessary elements. This year, the latest Galaxy S24 series allows users to intuitively experience the functions of a mobile product with its unified look and thin bezel. Our TVs with Infinity Air Design appear to float in mid-air for more immersive viewing. On the other hand, our all-in-one washer and dryer maximizes space efficiency through a minimalist design.

Innovative design brings valuable changes — not merely novelty — to our customers’ lives. Examples include a TV that automatically upscales low-resolution images to 8K level using AI technology; an AI-based robot vacuum cleaner that automatically recognizes floor type, objects and living spaces for optimal cleaning; and a Live Translate feature that helps smartphone users overcome language barriers through real-time translation. These products all merge innovation with creativity.

Harmonious design embodies the desire to unify products and people with society, the environment and other human values. SmartThings improves convenience by integrating and connecting products for users to control remotely. Meanwhile, Music Frame, a customizable frame-shaped speaker, blends into any interior. Designs that create harmony between products and customers’ daily lives — rather than designs that announce their own existence — are the kind we will continue to pursue.

A Future of Infinite Possibilities

At Samsung, this is our commitment — to be faithful to our essential purpose, innovate endlessly and create designs that harmonize with our users’ lives. We aim to empower customers around the globe and enrich their lives by offering meaningful experiences, no matter what Samsung products they choose.

At Milan Design Week 2024, we are presenting the exhibition “Newfound Equilibrium” to showcase an inspiring vision for a better future — one that achieves the right balance between humans and technology. Join us on April 16 for a future of infinite possibilities.

¹ History of Samsung’s Design Identities
Design Identity 1.0 (2001-2005): Simplicity with Resonance
Design Identity 2.0 (2006-2010): Create an Emotional Journey
Design Identity 3.0 (2011-2018): Make It Meaningful
Design Identity 4.0 (2019-2022): Be Bold. Resonate With Soul.
Design Identity 5.0 (2023-2030): Essential∙Innovative∙Harmonious.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine categories: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“The design of consumer electronics plays a critical role in how users experience these products, and these awards signify the continual progress Samsung has made in this area,” said TM Roh, President and Head of the Corporate Design Center at Samsung Electronics. “While we continue to prioritize design that is not only essential, but faithful to the purpose of the product, moving forward, we will harmonize with consumers’ changing lifestyles and elevate their experiences through sustained design innovation.”

Gold Awards for Two Innovative Products

The OLED TV (S95C) brings an ultra-slim thickness of 11mm, which minimizes the gap when installing the TV, thereby allowing it to be closely attached to the wall. This enhances the quality of the space while maximizing users’ immersive audio-visual experiences with the applied Dolby Atmos, which provides realistic, three-dimensional sound.

The Galaxy Z Flip5 Maison Margiela Edition packaging reflects Maison Margiela’s unfinished style by utilizing a distinct stitching pattern in the center of the flap. The whole body of the packaging resembles the type of archival sample box used in artisanal shops to store various fabric samples and threads. Additionally, the paper-based woven book cloth fabric covering the package’s exterior seamlessly blends the device with the haute couture aesthetic of Maison Margiela’s atelier.

75 Awards Ranging From TVs to Home Appliances to Smartphones

Samsung Electronics’ 75 wins came across all design categories. In addition to the Gold Awards for the OLED TV (S95C) and Galaxy Z Flip5 Maison Margiela Edition’s packaging, Samsung received awards in the Product Design category for the Bespoke AI Laundry Combo, an all-in-one washer and dryer; Music Frame, a customizable wireless speaker designed to seamlessly blend into its surroundings; and the Galaxy Z Flip5 and Galaxy Z Fold5, foldable smartphones that use a new form factor to maximize the user experience with a larger cover display.

Other products and services that were recognized for design excellence include Samsung Now+, Q Symphony and the Design Samsung Website. Samsung Now+ displays useful information such as the weather or a live home security camera feed without the TV even being turned on; Q Symphony maximizes immersive experiences by using AI sound technology to analyze consumers’ viewing spaces; and the newest version of the Design Samsung Website has an enhanced mobile experience and user-friendly interface.

* The content has been revised on March 19, 2024 to provide more accurate information.

Samsung Newsroom sat down with Henry Hongmin Kim, Vice President and Head of Design Strategy Group, Mobile eXperience (MX) Business at Samsung Electronics, and his team of designers to understand the inspiration behind the Galaxy Visual Identity System. Keep reading to learn how the team is redefining Galaxy’s iconic design.

Q. Please introduce the Galaxy Visual Identity System.

The Galaxy Visual Identity System unifies various product designs and form factors into one cohesive identity. We deeply contemplated how to express the message of Galaxy clearly and with emotion. After much thought, our team decided to establish an integrated Galaxy brand image by expressing each model in a simple, symbolic manner.

Q. What’s the message behind the Galaxy Visual Identity System?

The philosophy of Galaxy Design is “Essential Design.” This idea is applied to all areas that require visual communication, not just the design of Galaxy products — such as form factor, color and material.

By establishing the Galaxy Visual Identity System, we intended to showcase the unique, differentiated characteristics of Galaxy through various form factors and express Galaxy’s sincerity and minimal yet impactful design. Through such efforts, we expect to further strengthen the design identity of Galaxy.

Q. What challenges did you encounter while creating the Galaxy Visual Identity System?

Until now, the graphic design for Galaxy packaging was created based on typography that represents each series — whether its Galaxy S, Galaxy Z, etc. For the latest devices, we challenged ourselves to visually communicate Galaxy’s competitive edge.

To create the most comprehensive visual identity, we studied each product from different angles to explore what design best represents each form factor.

Q. How was the Galaxy Visual Identity System incorporated into the new Galaxy product designs?

We incorporated the Galaxy Visual Identity System for the first time in the Galaxy S23 package design. Following that, the system was applied to the packaging for the Galaxy Z Flip5 and Z Fold5, allowing us to introduce the completed visual design to consumers.

The Galaxy Visual Identity System signifies symbolism, scalability and dynamism. Each product is designed to connect its representative characteristics together while considering scalability to include different colors and experiences. These factors offer a dynamic quality adaptable to any situation within the unified system. We aimed to enhance Galaxy’s image by demonstrating the innovation of upcoming Galaxy products in a playful and enjoyable way using this brand identity.

Q. What message is the video trying to convey?

Design communication is one of the key roles of the Design Strategy Group. Through dynamic motion graphics, we made sure to include every aspect of the Galaxy Visual Identity in this film — from the design process to symbolism based on each form factor and versatile scalability.

For instance, the line illustration at the beginning of the video shows how our products take shape. Then, we use a three-dimensional embossing effect to illustrate the texture of craft paper and communicate the significance of Galaxy’s recyclable package design and our consideration for the environment. Using various materials, such as glass and metal, we tried to represent the CMF (Color, Material, Finish) of each product line.

In addition, the video goes beyond the technical aspects of the form factors and portrays values based on the customer experience (CX). The scene where the devices transform into windows represents openness, the philosophy of the Galaxy ecosystem, while the Braille graphic symbolizes accessibility and inclusion. The outer space visual further expresses Galaxy’s brand identity. What’s more, elements from smartphones that consumers are familiar with are illustrated — such as sticky notes, digital watch faces, musical instruments and games.

Q. What details would you like consumers to notice in this film?

Ideas and symbols are cleverly included in every scene, similar to hidden Easter eggs. Viewers can search for these details and enjoy the meanings they bring.

For instance, the silhouette of the Galaxy Ultra’s S Pen is tucked away in the window scene. In the following digital watch face shot, the initials for Galaxy S, Flip, Ultra and Fold are placed on top of the numbers, disguised as each respective device. There’s also a detail that symbolizes the S Pen, adding another layer of fun. Then, the score is 2023 on level 23 in the following graphic depicting a popular game. All the blocks on the board represent the four Galaxy models. By making the completed blocks disappear, we wanted to build anticipation among viewers for the new products slated to launch next year.

“Design is thinking made visual.” In this process, it’s important to strip away any unnecessary elements and communicate the main idea concisely. This is what makes Essential Design truly effective. Our goal is to create simple yet purposeful and meaningful designs for the future.