Galaxy
Galaxy, launched in 1983, has been Samsung C&T’s leading menswear brand and a pioneer in the Korean market. Marking its 40th anniversary, the brand underwent a renewal with a new strategy to respond to changing market conditions. We reinterpreted Galaxy’s brand philosophy in a contemporary way and developed a brand identity system that balances aesthetic and functional values.
About B
The B-cut for Galaxy draws inspiration from the meaning of a galaxy, “a radiant constellation of stars,” to position the brand as a symbol of successful men. Within this narrative, a single star from the galaxy is defined as a symbol of success and applied as the core emblem. The logotype, crafted in a bold and robust sans serif typeface, reflects the brand’s confidence and pride. To strengthen recognition, the symbol was designed with formal consistency to the logotype, ensuring a unified and memorable brand identity.
About A
Galaxy reinterprets its ‘Timeless Classic’ image with a modern sensibility, expanding the brand’s direction under the idea of ‘Tailored Elegance,’ from formal to casual. The decorative, traditional serif logotype was redesigned into a cleaner, more structured sans serif, while keeping the curved crossbar of the letter “A,” a signature feature of the original logo, to reflect the brand’s accumulated value. Overall, the complexity was reduced and the balance and weight of each letter refined, visually expressing the sense of dignity and trust that Galaxy stands for.
Balance between heritage and new look.
The client assessed that A-cut successfully reinterprets the foundational structure of the original Galaxy logo into a contemporary form. In contrast, B-cut, while clean and aligned with current design trends, was seen as unable to preserve the unique heritage that distinguishes Galaxy from other brands, leading to the selection of A-cut.
