12
Samsung Galaxy S8 Campaign
↳ 016
↳ 016
Agency
↳ R/GA
↳ R/GA
Role
↳ Design exploratory
↳ Design exploratory
Early concepts teasing the pre-launch of the Galaxy S8, Samsung's first device with an end-to-end Infinity Display, and intelligent voice assistant, Bixby.
![](https://freight.cargo.site/t/original/i/8aa50d3bf2e0a56a1c0da9be3628ae42ca720b549139d77b1b11f20f9f1bca31/Samsung_GalaxyS8_L_001.png)
Foundations
↳ ● + ● = 8
↳ ● + ● = 8
The foundations of the design system where created by the joining of two circles: two seemingly opposing forces (humans and technology) coming together as one, to create a seamless figure 8 - with the Galaxy S8 sitting at the intersection.
![](https://freight.cargo.site/t/original/i/fcee788df88d627c9e59589bea5b768f1796a589efaeaadb1a91b0a319ce69d9/Samsung_GalaxyS8_L_002.png)
Dimensionality
↳ ● + ● = 8
↳ ● + ● = 8
Building on these foundations, shifts in light and shadow tease the emergence of a more dimensional 8 form.
![](https://freight.cargo.site/t/original/i/705018af200b8511c713c9bbda3817d289b72132aa196fa7ca42060bf933918e/Samsung_GalaxyS8_L_003.png)
![](https://freight.cargo.site/t/original/i/9ea3e08abdad64fdc2385ff345a80a08d7cde8b97d820eae29ca89fb7b66f47f/Samsung_GalaxyS8_L_004.png)
![](https://freight.cargo.site/t/original/i/00c218ca867c106ea9a5c71edbaa04f66e2a6a9181e768a54cdcbe6c77f0ed49/Samsung_GalaxyS8_L_005.png)
S + 8 = S8
The second direction creates a logomark by combining the 'S' with the number 8, also creating a vertical symbol of infinity.
![](https://freight.cargo.site/t/original/i/d57957c9a5338608a80dbf4d4e4d38ef416ef3a3bac4955130b63239bf443267/Samsung_GalaxyS8_L_006.png)
![](https://freight.cargo.site/t/original/i/6aaf8216c7bdb918c390d55fd1123da1cb725316156d6103cddd31e949ca0d71/Samsung_GalaxyS8_L_007.png)
![](https://freight.cargo.site/t/original/i/8f64940169c032d8214bdd63e15a1a4db6d8633e0331b8a20794fed6c2948b57/Samsung_GalaxyS8_L_008.png)
![](https://freight.cargo.site/t/original/i/35f9dcf7b9fdb26199d50676424e9c0158d95d9491a70450c3264894c1073a31/Samsung_GalaxyS8_L_009.png)
![](https://freight.cargo.site/t/original/i/9647bb7bbd9aa8d11e47a4d5209c7d8f2c598bd5404e45a2d2581a2731c5377a/Samsung_GalaxyS8_L_0010.png)