In 2022, as Samsung Financial Networks BI (the joint brand created by financial subsidiaries under the Samsung Group) was unveiled, the new CI of Samsung Securities was introduced accordingly. Using the new BI and CI as a foundation, we designed a new brand system for Samsung Securities, positioning it as a symbol of expertise and conveying trust to its customers.

The guidelines are categorized into four sections: 'Basic Guide,' 'Application,' 'Design Resources,' and 'Sub-Brands.' This classification allows the brand identity system to be universally applied to various applications, ensuring versatility across different contexts.

We have redefined the logo space regulations to accurately convey Samsung Securities' brand image. Additionally, we designed an identity system that considers various scenarios in which the logo can be utilized, including slogan combinations and partner logo combinations, ensuring comprehensive guidelines for logo usage.

Samsung Securities' primary color is the modern and sophisticated SFN Blue, conveying a smart impression. The secondary colors, in shades of blue and magenta, symbolize the trust and passion of Samsung Securities, communicating the distinctive values of Samsung Financial. Additional colors, including yellow, mint, crimson, gold, silver, black, and white, complement the primary color, adding vibrancy to the brand's desired impression.

The graphic motif of Samsung Securities, formed by various points evolving into a unified shape, visualizes an upward directionality.

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Based on the Samsung POP typeface, spacing and layout guidelines for all sub-brands, including the font style for sub-brand titles, have been established.

The icon for Samsung Securities inherits the Point Dot, a component of the graphic motif, and has been developed with the consideration of future brand expansion. Six rules have been established for its design.

Samsung Securities' icon covers a diverse range of areas, including stocks and financial products, numerical charts, energy and environment, national and global perspectives, company-related operations, customer relations, events, emotions, and social aspects. It maintains a consistent visual identity. The 'Point Dot' detail in the icon, where some lines are broken, conveys Samsung Securities' trustworthiness in a cheerful manner, while the rounded corners impart a friendly impression.

To deliver a differentiated brand experience for ultra-high-net-worth clients, Samsung Securities' VVIP customer asset management service, SNI, has designed a separate brand system.

For indoor and outdoor signage, which creates an illusion of reduced text spacing when viewed from a long distance, the extended CI/BI guidelines have established separately.