A well-established global leader in consumer electronics, Samsung Electronics’ design philosophy has undergone significant transformations since the 1960s. Its journey in design is a testament to a commitment to innovation and aesthetics.
The year is 1938, the man is Lee Byung-Chul, and the company he is launching in Daegu, South Korea is Samsung Sanghoe.
The name ‘Samsung,’ meaning “three stars” in Korean, was chosen for its auspicious connotations. Little did Lee know that this humble trading company would one day become a constellation of innovation, illuminating the path of technological progress for the entire world.
While its journey began with diverse ventures, the establishment of Samsung Electronics in 1969 marked a pivotal moment in its history. From its early days of manufacturing black and white televisions to pioneering advancements in color TV, semiconductor, and mobile phone technology, Samsung has consistently pushed the boundaries of innovation.
The journey from dried fish to cutting-edge electronics wasn’t a straight line. Samsung ventured into textiles, insurance, securities, and even retail before making its first foray into electronics in the late 1960s.
The pivot was a bold move, driven by the vision of Lee’s son, Lee Kun-hee, who saw the potential of technology to transform not just his company, but his entire nation. But here’s where it gets interesting. Samsung didn’t just want to be another electronics manufacturer. They wanted to lead, to innovate, to set the standard. And they realized something crucial: in a world where technology was becoming ubiquitous, design would be the differentiator.
This realization led to a pivotal moment in 1996 when Lee Kun-hee declared, “Change everything except your wife and children.” It wasn’t just a catchy phrase; it was a call to arms, a mandate for radical transformation. Samsung was about to pivot, and the world of consumer electronics would never be the same.
According to Samsung, in the chronicling of its design history, the company’s design path can be divided into four distinct periods. The first period, from 1969 to 1992, marked Samsung Electronics’ initial embrace of design.
From 1993 to 2004, the company recognized that “The Final Battle Is in the Field of Design,” emphasizing its growing importance. The years 2005 to 2014 saw design emerge as “the Key to the Future,” reflecting its critical role in Samsung’s strategy.
Finally, from 2015 to the present, Samsung has positioned “Design, Standing Firm in the Center of Soft Power,” acknowledging design’s pivotal role in shaping the company’s influence and success in the modern marketplace.
According to the company, it “initiated its design capabilities in 1971 when the idea of ‘design’ was still an unfamiliar concept. During this time, design was simply a function that decorated the surface level of a product after its planning phase was completed.”
However, the company says, that starting in the 1980s, design became a tool that was used to differentiate products in the product planning phase and soon after expanded its territory to other applications.
“During this time, design was simply a function that decorated the surface level of a product after its planning phase was completed.”
“I joined the team on September 1st, 1971. I remember reading a four-column recruiting ad for an industrial designer in the JoongAng Daily Newspaper, for which I drafted a cover letter,” said Sung-Soo Hong, Honorary Professor at Chung-Ang University, Samsung’s first designer.
“I passed the documentation exam and went in for the interview, where the first question was ‘what is industrial design?’ I talked about the entire process that starts from market research, competitor research, modeling to mass production for about 10 minutes.
Normally I should’ve been done under 3 minutes, but no one was stopping me, and everyone was very interested in what I had to say. After two weeks I got an offer, and I found out that among 2~30 applicants for the industrial designer position, I was the only one to get the job.”
By 1981 Samsung Design, as it was dubbed, grew to 55 people after going through its phases as a design office and an advanced research center. n 1983, the ‘Samsung Good Design Contest’ was launched, offering designers a platform to freely express their creativity beyond the constraints of competitor-focused designs. This event, held at the Royal Hotel Seoul, opened new avenues for creative expression.
Additionally, designers were granted rare opportunities for overseas business trips, enabling them to engage with advanced foreign knowledge and culture.
These experiences were particularly valuable in an era before Samsung had established overseas design studios. A pivotal moment came in 1991 with the establishment of Samsung Design Japan (SDJ) in Tokyo, the company’s first overseas design studio. SDJ played a crucial role in elevating Samsung’s design capabilities to global standards by providing designers with advanced techniques and processes.
Samsung Electronics ‘New Management Initiative’ declared in 1993 was the centerpiece of the transformation of Samsung’s design quality and the catalyst that drove the renewal of Samsung Design.
In 1993, ‘The Fukuda Report’ a 56-page report written by Tamio Fukuda, who was at the time the company’s design advisor analyzed Samsung Electronics and saw its need for transformation.
‘The Fukuda Report’ pointed out several areas of improvement for the company, especially in the treatment of designers and the level of recognition for design.
This report became an important turning point for Samsung Electronics’ design revolution.
Later, in 1996 the company declared it as the ‘Year of Design Revolution’ and “relentlessly worked to forge a design identity that embodied a spirit and philosophy unique to Samsung, as well as making the utmost effort to foster domestic and international creative talents.”
“In 2001 the Corporate Design Center reported directly to the CEO. This further cemented design as an essential part of the business.
2001 saw the Foundation of the Corporate Design Center. That year Samsung Electronics started independently running the Corporate Design Center which reported directly to the CEO. This further cemented design as an essential part of the business.
Samsung would later learn from research that since TVs are off far more than they’re on in most homes, the visual appeal of the TV became all the more important. The study greatly influenced the brand’s approach to television design moving forward.
Following the announcement of its ‘Milan Design Strategy’ in 2005, the Samsung Design journey went through another transition.
“Design has solidified its role as a pivotal element that sets the direction of future business by creating value and new change in addition to defining a product’s exterior, form, and sentimental,” said the company, adding that it “on-boarded talents from a wide range of backgrounds and emerged as an organization of convergence and integration.”
“The average time it takes for a product to captivate a consumer is only 0.6 seconds, and if we can’t get our customers to stop in their tracks in this short moment, we cannot win them over.”
By 2008 Samsung Design grew to more than 1,100 members, “maturing as a functional group of convergence and integration where experts in not only design but from countless different fields collaborated with one another.”
In 2015 the design workforce that was once segmented into different teams was brought together at the Seoul R&D Campus. At this point Samsung Design had grown to 1,500 members worldwide, wo now finally assembled into an independent office.
2018 saw Samsung Design America (SDA) reorganized as Samsung Design Innovation Center (SDIC), which took a step beyond SDA’s function by serving a pivotal role in “global design innovation that proposes differentiated user experiences through research of new user lifestyles based on Silicon Valley’s corporate values and cutting-edge technology.”
The Design Identity 4.0 “Be Bold. Resonate with Soul” is announced in 2019 to align with the new generation’s desire for experiences that capture meaningful values that go beyond simply owning a product.
According to the company, “This slogan conveys Samsung Design’s quest to serve as a pioneer of this new era to boldly challenge the road not taken and propose new possibilities”.
As we look to the future, it’s clear that Samsung’s design journey is far from over. From bendable and rollable displays to advanced AI assistants, from revolutionary camera technology to breakthroughs in battery life and charging speed, Samsung continues to push the boundaries of what’s possible.
But perhaps the most remarkable thing about Samsung’s design revolution is how it has transformed not just the company, but an entire industry. They’ve raised the bar for what consumers expect from their devices, forcing competitors to up their game and spurring innovation across the board.
From a small trading company dealing in dried fish to a global leader in technology and design, Samsung’s journey is a testament to the power of vision, perseverance, and a willingness to reimagine the possible.
As we stand on the brink of new technological frontiers one thing is clear: Samsung will be there, not just participating in the future, but designing it.
In the end, Samsung’s story isn’t just about sleek smartphones or stunning TVs. It’s about the transformative power of design thinking. It’s about looking at the world not just as it is, but as it could be. And in doing so, Samsung isn’t just creating products; they’re crafting experiences, shaping lifestyles, and ultimately, designing the future.
