Client: Samsung Think Tank Team

Time: 2018

Role: Project Leader

Think Tank Team is Samsung's independent R&D team in San Francisco, USA, and Seoul, South Korea. Comprising over 80 engineers, researchers, designers, and scientists, our focus is on exploring and innovating product forms, formats, and functions based on real-life scenarios. With our team growing, we urgently require a unified visual identity system and a website to showcase our work, image, and information. To accommodate our team's diversity and size, I propose a flexible design system for our brand identity that can be easily extended.

The new logo builds upon the simplified three initials, TTT, from the previous design. Inspired by the golden ratio found in nature, the logo incorporates seven rectangles of varying sizes, perfectly proportioned to form three Ts. These Ts symbolize both a team that is continuously growing and a team spirit rooted in nature and everyday experiences. The upward growth of the Ts signifies progress and innovation.

To elevate brand recognition, I have implemented the iconic TTT into the team's web design. By incorporating vibrant color schemes, we accentuate the distinctiveness of each project, creating a visually engaging experience. The project page features a clean and minimalist layout within our design system, allowing the works to take center stage. The website's overall style seamlessly extends and expands upon the logo design, facilitating flexible adaptations and applications while maintaining a unified design language.