The new logo, known as the Samsung Olympic Visual Identity System (SOVIS) has been designed exclusively for Samsung by award winning London-based artist Kate Moross.
Samsung says the logo has been designed to signify an open invitation from the company to the general public in order to coincide with the marketing campaign’s ’Everyone’s Olympic Games’ strapline.
Samsung has been associated with the Olympic Games for almost 25 years and has been the Official Wireless Telecommunications Partner since 1998.
Gyehyun Kwon, Samsung vice president and head of worldwide sports marketing, says Samsung’s “brand awareness was very low when the [Olympic] sponsorship first started – now our marketing has changed from brand awareness to brand preference”.
He claims the Olympic marketing campaign is not about driving up sales, but is designed to strengthen the Samsung brand in the UK.
Samsung signed up David Beckham as its London 2012 brand ambassador last month.