# Samsung

> `samsung@1.0.0`

Samsung Electronics Co., Ltd. is the consumer-electronics arm of the Samsung Group — smartphones (Galaxy), televisions, appliances (Bespoke), displays, and the memory and foundry business behind them. The corporate identity is anchored on the Samsung Blue (#1428A0) wordmark, which the parent brand pairs with a near- monochrome supporting palette: white canvas, fine grey rules, and near-black text for the global marketing surfaces, plus a brighter action blue (#2189FF) for the dark "UX25" product UI. Voice is engineered, optimistic, and product-led.


**Tags:** `samsung`, `hardware`, `consumer-electronics`, `blue`, `korean-conglomerate`

## Atoms

### Palette

**Samsung** · `samsung@1.0.0` · Proprietary — All Rights Reserved

> Samsung's corporate palette is anchored on the deep "Samsung Blue" (#1428A0) — the wordmark color and the only chromatic primary on the parent identity. The supporting palette declared on samsung.com is a tight monochrome ramp from white through neutral greys to near-black (#1C1C1C), plus a small set of action accents: a brighter mid-blue (#2189FF / #006BEA) used on CTAs in the dark UX25 system, an "Apple-grey" cool neutral (#6E6E73) for tertiary text on the global US page, plus state colors (success green #007E3B, error red #EF3434, warning orange #F66700). 

### Fonts

| Role | Font | License | Classification |
|------|------|---------|----------------|
| `heading` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `body` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `mono` | **JetBrainsMono Nerd Font** `(jetbrainsmono-nerdfont@1.0.0)` | OFL-1.1 | monospace |

## Swatches

| ID | Name | Value |
|----|------|-------|
| `samsung-blue` | Samsung Blue | `#1428A0` |
| `action-blue` | Action Blue | `#2189FF` |
| `action-blue-pressed` | Action Blue (Pressed) | `#006BEA` |
| `link-blue` | Link Blue | `#0381FE` |
| `light-blue` | Light Blue | `#68AEFF` |
| `legacy-navy` | Legacy Navy | `#0C4DA2` |
| `white` | White | `#FFFFFF` |
| `gray-50` | Gray 50 | `#F7F7F7` |
| `gray-100` | Gray 100 | `#F4F4F4` |
| `gray-200` | Gray 200 | `#E7E7E7` |
| `gray-300` | Gray 300 | `#CBCBCB` |
| `gray-400` | Gray 400 | `#8F8F8F` |
| `gray-500` | Gray 500 | `#757575` |
| `gray-600` | Gray 600 | `#6E6E73` |
| `gray-700` | Gray 700 | `#363636` |
| `gray-800` | Gray 800 | `#313131` |
| `gray-900` | Gray 900 | `#1C1C1C` |
| `black` | Black | `#000000` |
| `success` | Success | `#007E3B` |
| `warning` | Warning | `#F66700` |
| `error` | Error | `#EF3434` |

## Mode role mappings

### Light mode

| Role | Swatch | Hex |
|------|--------|-----|
| `background` | `white` | `#FFFFFF` |
| `surface` | `gray-50` | `#F7F7F7` |
| `surface-elevated` | `white` | `#FFFFFF` |
| `text-primary` | `black` | `#000000` |
| `text-secondary` | `gray-600` | `#6E6E73` |
| `text-tertiary` | `gray-500` | `#757575` |
| `primary` | `samsung-blue` | `#1428A0` |
| `primary-hover` | `legacy-navy` | `#0C4DA2` |
| `accent` | `link-blue` | `#0381FE` |
| `accent-hover` | `action-blue-pressed` | `#006BEA` |
| `success` | `success` | `#007E3B` |
| `warning` | `warning` | `#F66700` |
| `error` | `error` | `#EF3434` |
| `border` | `gray-200` | `#E7E7E7` |

### Dark mode

| Role | Swatch | Hex |
|------|--------|-----|
| `background` | `gray-900` | `#1C1C1C` |
| `surface` | `gray-800` | `#313131` |
| `surface-elevated` | `gray-700` | `#363636` |
| `text-primary` | `white` | `#FFFFFF` |
| `text-secondary` | `gray-300` | `#CBCBCB` |
| `text-tertiary` | `gray-400` | `#8F8F8F` |
| `primary` | `action-blue` | `#2189FF` |
| `primary-hover` | `action-blue-pressed` | `#006BEA` |
| `accent` | `light-blue` | `#68AEFF` |
| `accent-hover` | `action-blue` | `#2189FF` |
| `success` | `success` | `#007E3B` |
| `warning` | `warning` | `#F66700` |
| `error` | `error` | `#EF3434` |
| `border` | `gray-700` | `#363636` |

## Brand semantic roles

### Colors

| Role | Swatch | Hex |
|------|--------|-----|
| `identity` | `white` | `#FFFFFF` |
| `on-identity` | `black` | `#000000` |
| `primary` | `samsung-blue` | `#1428A0` |
| `primary-hover` | `legacy-navy` | `#0C4DA2` |
| `accent` | `link-blue` | `#0381FE` |
| `mark` | `samsung-blue` | `#1428A0` |
| `success` | `success` | `#007E3B` |
| `warning` | `warning` | `#F66700` |
| `error` | `error` | `#EF3434` |
| `background-light` | `white` | `#FFFFFF` |
| `background-dark` | `gray-900` | `#1C1C1C` |
| `surface-light` | `gray-50` | `#F7F7F7` |
| `surface-dark` | `gray-800` | `#313131` |
| `text-primary-light` | `black` | `#000000` |
| `text-primary-dark` | `white` | `#FFFFFF` |
| `text-secondary-light` | `gray-600` | `#6E6E73` |
| `text-tertiary-light` | `gray-500` | `#757575` |
| `border-light` | `gray-200` | `#E7E7E7` |

### Typography

| Role | Font role key |
|------|---------------|
| `display` | `heading` |
| `prose` | `body` |
| `code` | `mono` |

## Rules

### 🛑 error (7)

#### `colorChoice` → `roles.colors.mark`

- **allowed:** samsung-blue, black, white
- **forbidden:** action-blue, link-blue, light-blue, legacy-navy, gray-600

> The Samsung wordmark fills with Samsung Blue (#1428A0) on light surfaces, or with monochrome black-on-light / white-on-dark when a one-color treatment is required. The brighter action blues are product-UI affordances; the legacy navy (#0C4DA2) is a softer historical variant. Substituting any of them for the corporate blue dilutes the wordmark's anchor color. 

#### `forbiddenTreatment` → `logo`

- **treatments:** stretched, rotated, recolored, drop-shadow, gradient-fill, on-busy-photo, outlined, distorted

> The Samsung wordmark is a fixed-proportion identity. The live site uses it only in solid-color treatments (Samsung Blue, black, or white) on plain backgrounds. Skewing, rotating, gradient-filling, drop-shadowing, or placing the mark on a busy photo conflicts with the restrained corporate identity. 

#### `contrastRatio` → `text-primary`

- **against:** `background`
- **minRatio:** `4.5`
- **standard:** `WCAG-AA`

> Black (#000000) on white (#FFFFFF) measures ~21:1 — clears WCAG AA at the body-text floor decisively. The high- contrast monochrome posture is the parent brand's default reading environment. 

#### `contrastRatio` → `roles.colors.primary`

- **against:** `background`
- **minRatio:** `4.5`
- **standard:** `WCAG-AA`

> Samsung Blue (#1428A0) on white (#FFFFFF) measures ~11:1 — clears WCAG AA for body text decisively. This headroom is meaningful because Samsung Blue is used not only on the wordmark but also on inline links inside paragraph text. 

#### `colorChoice` → `roles.colors.primary`

- **allowed:** samsung-blue, action-blue, legacy-navy
- **forbidden:** link-blue, light-blue, gray-600

> The identity-primary role is filled by Samsung Blue (default), Action Blue (on dark UX25 surfaces), or Legacy Navy (on legacy US templates). Link Blue (#0381FE) and Light Blue (#68AEFF) are inline-link and hover affordances — not primary action colors. 

#### `contextRestriction` → `roles.colors.error`

- **forbiddenContexts:** marketing-headline, hero-background, cta
- **allowedContexts:** error-state, destructive-action, form-validation

> Error (#EF3434) is the destructive / failure-state accent in the UX25 product UI. It must not appear in marketing context — the brand's marketing CTAs are blue, not red, and treating Error as a brand color collapses the destructive-state affordance. 

#### `accessibilityRequirement` → `*`

- **standard:** `WCAG-AA`
- **criterion:** `1.4.3`

> WCAG 2.1 Success Criterion 1.4.3 (Contrast Minimum) — Level AA. The monochrome-on-white text pairings and Samsung Blue inline links all clear AA at the body-text floor with significant headroom. 

### 💡 recommendation (1)

#### `fontPairing` → `typography.display`

- **requires:** `prose`
- **minSizeRatio:** `1.3`

> Samsung's marketing surfaces pair SamsungSharpSans (display, proprietary) with SamsungOne (body, proprietary) on the live site. Maintain at least a 1.3× ratio between display and prose to preserve the two-family hierarchy when both roles render through the Inter substitute. 

## Provenance

- **Source:** <https://www.samsung.com/us/>
- **License:** `Proprietary — All Rights Reserved`
- **Attribution:** Samsung Electronics Co., Ltd. — identity values captured from the deployed stylesheet on samsung.com (us.css, ux25 base CSS, and inline declarations on the US homepage). Samsung, the Samsung logo, Galaxy, Bespoke, Bixby, SmartThings, SamsungOne, and Samsung Sharp Sans are trademarks of Samsung Electronics Co., Ltd. 
- **Imported:** `2026-05-18`
- **Notes:** Derived from live site CSS at https://www.samsung.com/us/ on 2026-05-18; the published brand-identity guide at samsung.com/global/about-us/brand-identity/ is unavailable (returns 403 to non-browser clients). The proprietary brand typefaces (SamsungOne for body, SamsungSharpSans for display) are declared on samsung.com via @font-face but are not publicly distributed. This atom references Inter@1 as the open-source rendering substitute. Scope is the parent corporate identity only — Galaxy, Bespoke, SmartThings, and other sub-brands are deferred. assets: [] per the encyclopedia's trademark-redistribution policy. 

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*Generated by the brand-atoms converter. Source: `samsung@1.0.0` from the encyclopedia.*