Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.
![The icons are drawn in a single expressive line with breaks that help abstract the forms.](https://pentagram-production.imgix.net/37e0aad5-df7d-4cac-a47b-0cf029e8a5f2/eo_samsung_new_34.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The icons are drawn in a single expressive line with breaks that help abstract the forms.
1 The icons are drawn in a single expressive line with breaks that help abstract the forms. 2 The cuts in the line split the icon into two distinct halves that lend dimensionality and balance.
![The cuts in the line split the icon into two distinct halves that lend dimensionality and balance.](https://pentagram-production.imgix.net/d79162c6-03f2-431e-8ba6-64dcf87c9608/eo_samsung_new_35.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The cuts in the line split the icon into two distinct halves that lend dimensionality and balance.
![Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_05.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Photo by Lauren Coleman.
1 The characteristics of the icons informed the design of a custom font also called Light and Line.
![The characteristics of the icons informed the design of a custom font also called Light and Line.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_14.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The characteristics of the icons informed the design of a custom font also called Light and Line.
![Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_03.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
Photo by Lauren Coleman.
![The container is a derivative of the](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_30.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The container is a derivative of the "i" from the Samsung One typeface designed by Neville Brody.
1 Photo by Lauren Coleman. 2 The container is a derivative of the "i" from the Samsung One typeface designed by Neville Brody.
![Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_07.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.
![Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_08.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.
1 Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman. 2 Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman. 3 Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.
![Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_31.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.
![Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_32.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.
![Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.](https://pentagram-production.imgix.net/752e8524-6ed0-47a1-bfa5-da18cdd7609d/eo_samsung_new_09.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Final designs by UX Group 1 of UX Innovation Team, Samsung Electronics. Photo by Lauren Coleman.