The First Look
The First Look is an annual TV launch event of Samsung that started in 2018. Until then, Samsung TV launch event had no special identity, compared with the well-known Galaxy Unpacked, the mobile launch event. Samsung commissioned Cheil to develop a visual identity of this new event.
To create its own logotype which is properly aligned with Samsung and QLED TV brands, I customized Samsung’s bespoke typeface and used the letter T and L as a graphic device called Bracket.
Bracket, designed in the proportion of 16:9, not only reminds people of TV screen, but also takes the role of a window to introduce new products. It was widely used as a container to show the design and feature of brand new QLED TV and to deliver various contents at keynote.
The First Look has been held in many cities around the world, including New York, Seoul, and Las Vegas.