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• What Melody Opened Samsung’s CES 2021? The New Corporate Brand Sound, ‘The Voyage’ January 13, 2021

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Samsung in the Sound

Samsung Brand Sound Design Story

This is a key visual image that expresses the wave of music.

Humans perceive their surroundings or objects through five different senses. Information attained by each sense is integrated and retained as an experience. Among these senses, hearing is one that considerably influences experiences as much as sight. While our vision is blocked when our eyes are closed, we are still able to perceive sound. Sounds that are unconsciously captured in our minds develop an impression of our experiences. The same exact scene from a video can be different depending on its background music. White noise increases our concentration without our knowledge, allowing music to serve as a trigger for human behavior. Sounds impact us regardless of our awareness and bring completion to our experiential interactions.

To enrich the customer’s experience with sound, sound designers of Samsung Electronics have designed a brand sound that represents Samsung. Going beyond products and customers, ‘The Voyage’ will create a unique Samsung brand experience by reinforcing the connection of all customer touchpoints.

Sound affects our perception and experience. A person with a pleasant voice will seem attractive, making him or her more memorable. The same goes for brands. When a brand produces the same harmonious sound repeatedly, customers perceive the brand as a single entity and become attached to it. Thus, a brand sound is an effective tool to substantiate brand personality or philosophy. Customers grow to become fully aware of the brand when using the product, visiting the store, or hearing the unified sound in all brand and customer interactions. As the experience is repeated and accumulated, the brand value embedded in the sound and its unique identity become more explicit.

Samsung Electronics’ sound designers created a new brand sound, ‘The Voyage’, based on the value Samsung wishes to deliver to its customers. On the basis of one short motif, ‘The Voyage’ is altered and expanded in diverse ways, unifying the experience in every moment of contact between Samsung and the customer.

This is a image of scale of Samsung brand sound 'The Voyage'.

Possibility

Stability and Possibility

When a variation of one motif is applied to a wide range of music, the message of that motif is repeatedly conveyed and becomes more robust. Sound designers of Samsung Electronics acquired the motif of sound from the notion of a ‘Relentless Pioneer’, which is a persona of the Samsung brand. Samsung constantly seeks solutions for better experiences and proposes comfortable daily lives for customers by producing products with stable technology. To express Samsung’s persona as a ‘Relentless Pioneer’, a pioneer’s virtues of ‘stability and possibility’ are embedded in the musical scale. The melody of ‘The Voyage’ begins stably and ends with possibilities. The three notes that make up the highest chords, such as Do, Mi, or Sol, express a sense of stability, while the tension notes contain curiosity and expectations for the future. With a set inflection point, the middle melody conveys the process of overcoming obstacles and preparing for a leap towards innovation.

A Harmonious Leap Forward

Previously, Samsung Electronics has applied brand melodies called ‘Over the Horizon’ and ‘Beyond the Horizon’ respectively in the areas of wireless and home appliance products. Although the melodies have different compositions, there is a subtle difference with the sounds. These sounds can vary depending on the context and have built a long-term relationship with consumers. Sound designers of Samsung Electronics deliberated on a sound that can be applied more universally while implementing the textures of the two existing melodies. It was challenging to design a sound that is both appealing when heard for the first time and nonrepetitive when heard continuously. As a result, ‘The Voyage’ utilized the perfect fifth, the most stable upward scale, while expressing a leap forward. It is a melody that effectively conveys a sense of stability and possibility, while considering the justification in terms of harmonics.

The single melody of ‘The Voyage’ becomes a motif itself and expands into different forms. The sound variations tailored to each purpose are applied in places where the customer and the product meet or in the many moments of using products, naturally imprinting the existence of the brand on our minds. The four refined notes open possibilities for additional arrangement to make way for various utilizations in different subjects.

The Samsung Experience in Every Space

Customers can come across Samsung Electronics in various places, such as event exhibitions, retail stores, and online media. Considering its usage within areas where Samsung products and services could be reached, ‘The Voyage’ is modified and expanded into a variety of brand music styles. Using a single motif to create a sense of unity, the melody was arranged in accordance with Samsung’s various tonalities, such as bold, genuine, contemporary, and playful. The instrument and tone were determined by careful examination of the environment in which the music is applied and the characteristics of visiting customers.

With electronic music centered on futuristic rhythm sets and patterns, a portrayal of innovation is more emphasized in external exhibitions and events. The mixed arrangement of acoustic and electric sources ties together a progressive musical experience.

Neo-classical genre of music brings comfort and lingering imagery to customers. Simple and familiar chords provide a sense of ease and acoustic instruments present rich orchestral elements.

Bossa nova is a music genre that can be enjoyed by everyone. The combination of acoustic composition and jazzy sounds instill lighthearted and warm emotions.

Modern jazz and pop music can be a comfortable and tension-free joy to our ears. The elements of the instrument harmonize with one another, exuding a vintage and trendy feel. A stylish atmosphere is created in the process to add freshness to the experience.

Emotion in a Product

‘The Voyage’ continues to convey consistent emotions in a product and distinctly impresses the brand’s image on customers. It raises anticipation by alerting the start of product life and provides necessary sounds for brief moments in Samsung products. Going beyond a simple notification function of a product, ‘The Voyage’ will become a bridge that connects future Samsung devices, consolidating the brand’s value and orientation.

Sound inspires human emotions. Moments are imprinted more powerfully on the mind with stimulated emotions, leaving a lasting image of the experience. ‘The Voyage’ will convey a clear message to customers within every moment of interaction with Samsung Electronics to unify the experiences of services, products, and the encompassing spaces in which Samsung products are used.

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The Only 7 Outfits You Should Pack for a Mediterranean Cruise — and They All Fit in a Carry-On

These foolproof travel outfits can be mixed and matched for any activity, and start at $42.

• Best Accessories for Mediterranean Cruise Outfits

Travel + Leisure / Francesca Fasciglione

Despite traveling the world professionally for over a decade, I actually went on my first cruise fairly recently. For my inaugural voyage, I decided to do it up with a seven-night cruise through Greece with Celebrity Cruises , and, boy, am I glad that I did. I loved the variety of activities on board, along with all the stops and sightseeing. You could do as much or as little as you wanted, whether you choose to stay on board or venture off when the ship docks. My husband and I enjoyed exploring Greece's many shops and restaurants, and also equally loved dressing up for the cruise's “evening chic” dinners .

This cruise, like most, was all-inclusive, which took the guesswork out of choosing activities and dining à la carte. But, I can't say I had the same ease with my trip packing list . At first, I was concerned about all the outfits and accessories I wanted to bring, but as a seasoned carry-on-only traveler , I quickly culled down many of my options to these seven must-have Mediterranian cruise outfits, along with carefully curated (and versatile) accessories to match. Plus, you won’t have to spend a fortune to look fashionable - prices start at just $42.

Petal & Pup Devlin Linen Crop Tank 

Petal & pup devlin linen wide leg pants.

Breathable fabrics like these cotton separates from Petal & Pup are ideal for Mediterranean cruises because they can be warm during the day and get cooler at night. The crop top is flirty and feminine with a square neckline and the pants have a forgiving elastic waistband. As a carry-on traveler, I’m a huge proponent of matching sets because of their versatility as they can be worn separately to create multiple outfits. Both options are available in two colors, they’re easy to care for during travel; simply hand wash them and lay them flat to dry.

Yexpine Sleeveless Cotton Shirtdress With Ruffle Hem

This cotton-linen blend shirtdress with a flounce hem is a great item to bring on vacations. The flattering silhouette is a half-button front with a swing body that keeps you comfortable while looking stylish and chic. It also works great as a beach cover-up or a tunic layered over leggings. The stand-up collar offers a dressier accent, which made it an excellent choice to wear when we went to the chic Blu Blu Cafe in Mykonos right next to the port. It’s available in seven striking colors; I liked it so much that I purchased the dress in two colors - blue and khaki. Add a belt like this one from Patricia Nash to give the dress more shape for those fancier outings. 

Spanx Carefree Crepe Vest Top

Spanx carefree crepe trouser shorts.

Spanx makes some of the best travel clothing , so whenever I’m heading out on an assignment or vacation, I always pack one or two items from the brand. This button-front vest is tailored for a fitted look with faux flap pockets in the brand’s signature machine-washable crepe fabric. Pair it with the matching shorts or the linen bottoms from outfit no. 1 , and you've got yourself a bonafide cruise outfit.

These trouser-style shorts fit like a dream with an easy pull-on design and functional pockets to hold all your essentials. The longer, 6-inch inseam makes it a sophisticated piece that can be worn to elegant restaurants and museums. Match it back to the Trovata blouse listed below to create a cute ensemble for sightseeing during one of your stops. It was my top choice during our stop in Santorini visiting the Archaeological and Folklore Museums. For cooler temps, you might consider Spanx's PerfectFit Ponte Micro Flare Pant , which shapes you in all the right places for a comfortable, elevated, and flattering look.

Meetrendi Floral Midi Dress

This flowy midi-dress is lightweight and offered in 10 beautiful prints perfect for any season or cruise destination. The smocking around the waistline creates a slimming effect and the ruffle sleeves lend to romantic detailing. Made of 100 percent polyester for comfort and stretch, it’s also machine washable. It’s great for casual cruise nights and can even work for date nights and outdoor picnics when you’re not traveling. Also a playful daytime option, I wore it when we docked in Kuşadası, Turkey, and toured the ruins of Ephesus. 

Anrabess Matching Two-piece Loungewear Set 

Anrabess’ two-piece knitted lounge set is not only ideal for travel days, but it’s also great for morning strolls on the deck, brunch, or a spa day. The crewneck pullover tank features high-low hem details while the bottoms have a comfortable elastic waistband with pleating along the front and back. The pleating is an excellent design attribute, giving them an edge and making them appear more expensive. The top can be paired with the Anrabess linen pants or Mavi’s Kylie High-waist Twill Shorts from outfit no. 6 (see below). They’re available in 17 colors, although the rich brown hue is my favorite. It works great for the transitional season.

Trovata Della Shirt Napoli Stripe

Mavi kylie high waist twill shorts.

Trovata makes some of my favorite printed dresses and also carries a stunning collection of charming tops. This casual short-sleeved shirt is made of 100 percent cotton, which offers ventilation and is suitable for both warm and cooler temperatures. It has shirring accents along the front body and features delicate antique buttons. It also comes in two other prints to help you spice up your cruise looks.

The Kylie High-waist Shorts from Mavi offer a polished look. Made of stretch twill fabric, it has front side pockets along with patch pockets in the back. Match it with the Trovata top for daytime adventures, or pair it with your Spanx Crepe Vest Top from outfit no. 3 for an edgier nighttime look, whether it’s at the ship's casinos or for a live performance.

Grace Karin Sleeveless One-shoulder Sequin Wrap Dress With Slit

I loved getting dressed up for “evening chic” night during our time on Celebrity Cruises. Although the cruise line no longer mandates formal nights, it was fun to get dolled up and dance the night away with my husband. This one-shoulder sequin number was a great find on Amazon. I’m a fan of the side ruching and the self-belt tie. Completely lined on the inside for comfort, it comes in 15 dazzling colors and is available in sizes ranging from S to 2XL. Not a fan of sequins? No problem, take a look at Jamil’s Amra Sari Gown , an elegant one-shoulder dress made from 100 percent satin. 

As much as I love coordinating outfits for my travels, I have just as much fun adding the accessories to go with them. In fact, they can even help you expand your outfit options, even when you're working with a limited packing list. Keep scrolling to see the eight must-haves I'd suggest to any carry-on-only traveler. 

Best Accessories for Mediterranean Cruise Outfits: 

Chicgal chiffon puff-sleeve kimono.

A refined kimono works as an opulent sleepwear robe, a beach cover-up, or a fashionable cardigan. I like to pack this one from Fable England, which is made of 100 percent sustainable wood pulp and feels soft and luxurious when draped on your skin. This affordable option from Amazon is another solid choice; wear it over your Petal & Pup’s Devlin Top and the matching bottoms (or the Spanx combo) to make the classic outfit look brand new.

Hilor One-shoulder One-piece With Asymmetric Ruffle

Finding a flattering swimsuit can be challenging, so I’m here to tell you about Hilor’s One-shoulder Bathing Suit. It has an absolutely amazing fit and comes in 36 colors, ranging from sizes 6 to 18. I recommend sizing up for a more comfortable fit, but you'll be in good hands with its mesh paneling, which creates a compression-like smoothness. The swimsuit also has removable bra pads for extra coverage. At $38, compared to other brands, it’s definitely a steal. 

Hoka Clifton 9 Running Shoes

Packing a pair of comfy walking shoes is a must for any trip. These are the perfect recovery and all-purpose sneakers. Lightweight, yet supportive, the Clifton 9s are Hoka’s best-selling pair. The brand’s newly launched foam creates a plush interior, allowing for miles of walking with maximum cushion support. These were my go-to shoes for long days of sightseeing and exploring. Being a fitness expert , I also wore them while cross-training in Celebrity Cruises' state-of-the-art gym.

BBjinronjy Clutch-to-Crossbody Bag

This classic clutch was the best bag to bring for my cruise. Not only did I wear it with my casual two-piece loungewear Set , but I also worked well for our “evening chic” nights aboard the ship. At just $15, it's the perfect price to buy in multiple colors, which I did (I got the nude and leopard print ones). The neutral color goes with everything while the print looks great with monochromatic solid colored outfits.

For such a compact bag, it sure does carry a lot of stuff. Measuring 8.6 inches by 1.96 inches by 5.3 inches, it comfortably fits my Samsung Galaxy, two tubes of lipstick, a perfume roller, and a credit card case. If it’s in your budget, splurge on Cuyana’s Mini Double Loop Bag in Cappuccino , which is a similar and stunning bag crafted in soft Italian leather. Despite its sleek size, it also holds a significant amount of essentials. 

Vera Bradley Ripstop Packable Tote

Cruise itineraries are often jam-packed, and odds are, you'll be spending a lot of time by the pool, venturing to nearby beaches and parks for outings, or local shops to pick up some souvenirs. If that's the case, I recommend bringing a packable tote like this gorgeously printed Vera Bradley option. It can be your beach bag, shopping tote, or whatever else you need it to be. And when you're done, just fold it up and stick it back in your carry-on or personal bag item (it won't take up any precious space, I promise).

Born Libra Sandals 

What I like most about Born’s Libra Sandals is the traction on the outsole. You won’t have to worry about slipping or sliding while in these adorable sandals. The cushioned footbed supports your arches for a day of activities. Choose from four colorways in sizes ranging from 6 to 11. My favorite option is the light gold metallic hue, which is such a pretty neutral color that could be worn with any of the above outfits on both casual and formal occasions. 

Lucky Brand Cotton Blend Utility Jacket

A versatile lightweight jacket (like my go-to one Duluth Trading Co. or this all-around cute option from Lucky Brand) is a good idea to bring on a Mediterranean cruise. Even in the summertime, it can get cool at night, so you’ll want something to cover you up and keep you warm. This shirt jacket won me over because it’s made with cotton, offering some cozy softness and comfortable breathability. There are two deep side pockets for stashing your essentials while on the go, making it a functional and versatile piece to pack. I also love the vintage feel of the utility jacket. 

Gonex Compression Packing Cube Set

If you haven’t tried compression cubes yet, believe me when I say they’ll change your life. Being a carry-on-only traveler, I rely on Gonex’s packing cubes to fit all my outfits and essentials efficiently. This set comes with four cubes, including small, medium, large, and extra-large sizes. Not only do they compress all your belongings so they fit, they help you stay organized during your vacation. No more rifling through your luggage searching for that single item. I put all my day outfits in one cube, my night outfits in another, and so on. You can also organize by categories: tops in one compartment, bottoms in another, etc.

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삼성의 새로운 브랜드 사운드

삼성의 새로운 브랜드 사운드를 소개합니다. 삼성의 끊임 없는 혁신을 키 메시지로 담아낸 'The Voyage', 직접 경험해보세요.

소리가 뇌에 도달하기까지 걸리는 시간은 얼마나 될까요? 시각이나 촉각이 0.2초만에 전달되는 데 비해, 소리는 훨씬 빠른 0.05초만에 전달됩니다. 하지만 더 중요한 사실은 소리가 지닌 놀라운 힘입니다. 우리는 캐롤을 들으면서 연말 연휴가 가까워졌다는 걸 깨닫기도 하고, 단 한 소절의 노래만으로도 소중했던 첫사랑의 순간을 떠올리기도 합니다. 브랜드 사운드 또한 마찬가지입니다. 소비자 경험을 한 단계 끌어올릴 수 있는 무한한 잠재력을 지녔으며, 감각적이고 몰입적인 경험을 제공하죠. 그래서 삼성 사운드 디자이너 팀은 삼성이라는 브랜드를 음악적으로 표현할 수 있는 방법을 모색해 왔습니다. 모바일 제품의 'Over the Horizon'이나 가전 제품의 'Beyond the Horizon'과 같이 당신이 삼성 제품을 경험하는 동안 들어 본 적 있는 곡들을 설계하죠. 오늘은 삼성의 새로운 브랜드 사운드 'The Voyage'를 소개하고자 합니다. 멜로디를 포함한 모든 요소에 삼성의 끊임 없는 혁신을 담아냈습니다. 이제 당신의 브랜드 경험을 음악으로 한 단계 업그레이드해보세요.

삼성을 이야기하는 사운드

가장 단순한 4음 멜로디로 구성된 'The Voyage'. 장애물을 극복하고 다른 이들에게 길을 안내하는 선구자 역할을 한 삼성에 대해 이야기합니다. 전세계 소비자들을 위한 '삼성 사운드'를 창조한다는 큰 목표 아래, 다양한 맥락과 내러티브로 삼성의 미션을 해석하고 상상하도록 하죠.

모든 음표에 담긴 메시지

'The Voyage'의 모든 음표는 중요한 메시지를 전달하기 위해 신중하게 배치되었습니다. 제품에 대한 확신과 신뢰성, 그리고 삼성의 약속과 미래 혁신에 대한 희망을 그려냈죠. 멜로디는 편안하고 안정감있게 시작됩니다. 첫 번째 음인 '도'는 새로운 가능성을 향한 확고한 출발을 의미합니다. 그리고나서 '솔'에서 '미'로 떨어지는 중간 멜로디는 다음번 도약을 위한 우리의 준비를 표현하죠. 마지막 음인 '레'는 우리에게 무한한 가능성을 지닌 미래에 대한 기대와 흥분을 남깁니다. 삼성의 '완벽을 향한 끝없는 여정'에 듣는 이를 초대하는 셈이죠.

하나의 멜로디, 색다른 스타일

언제 어디서 삼성을 만나든, 가장 적절한 어조로 당신에게 삼성의 브랜드 메시지를 전달하고자 합니다. 따라서 'The Voyage'는 네 가지 브랜드 톤앤매너에 맞는 다양한 버전으로 출시될 예정입니다. 고객의 감각적 경험을 위한 Bold 버전, 매력적인 순간을 위한 Genuine 버전, 새로운 사고방식을 시도할 수 있는 Contemporary 버전, 따뜻함과 인간미를 담아낸 Playful 버전으로요. 각각은 하나의 멜로디지만 색다른 분위기를 나타냅니다. 여러 버전 중 몇 가지를 먼저 만나보시죠.

만약 당신이 '미래'를 들을 수 있다면, 'The Voyage'의 이 버전처럼 역동적이고 밝을 것입니다. 혁신적인 전자 음향을 이용해 미래를 향한 희망찬 발걸음을 표현했습니다.

이번에는 클래식으로 한 번 돌아가보겠습니다. 하모니어스 버전의 'The Voyage'는 감미로운 피아노와 현악기로 구성되어 있습니다. 따뜻하고 친근한 분위기로 조율돼 새로운 클래식을 이야기하죠. 우리가 우리 자신으로 살아갈 수 있도록 위로하고 격려합니다.

Contemporary

팝과 재즈의 만남을 현대적으로 해석했습니다. 트렌디한 버전의 'The Voyage'는 삼성의 스타일리시함과 자신감을 리드미컬한 베이스 라인, 재즈 브라스, 레트로 스타일의 화음으로 표현했죠. 빈티지하면서도 힙한 분위기를 연출합니다.

당신이 이 노래를 듣는 순간, 당신의 마음은 노래와 함께 뜀박질할 거예요. 펑키 버전의 'The Voyage' 속 북과 베이스의 경쾌한 리듬은 친구들과 파티를 여는 모습을 연상케 합니다. 가볍고 전자적인 변주가 강렬한 분위기의 곡에 유쾌한 반전을 더했죠.

매장, 오프라인 이벤트, 제품, 디지털 콘텐츠 등 삼성을 대표하는 브랜드 사운드로 'The Voyage'를 만나보세요. 'The Voyage'가 계속되는 동안에는 주목해주세요!

모든 이들에게 영감을 주는 사운드

"새로운 혁신으로 더 나은 미래를 만들기 위해 삼성은 항상 우리만의 방식에 충실했고, 앞으로도 그럴 것입니다. 그리고 끊임없이 삼성의 브랜드 메시지를 듣고, 느끼고, 기억할 수 있도록 효과적인 전달 방법을 찾고 있습니다. 그것이 브랜드 사운드가 탄생한 이유죠. 단어와 이미지를 뛰어넘는 생생한 소리! 우리의 새로운 시도를 항상 기억해주세요. 모든 이들에게 영감을 불어넣을 거예요. 언제 어디서든 'The Voyage'가 들린다면, 세상의 발전을 위해 오늘도 한 걸음 다가가고 있는 삼성의 여정을 응원하고 격려해주시길 바랍니다."

다음 이야기를 읽어보세요.

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이메일 무단 수집거부

본 웹사이트는 게시된 이메일 주소가 전자우편 수집 프로그램이나 그 밖의 기술적 장치를 이용하여 무단 수집되는 것을 거부합니다. 이를 위반 시 『정보통신망 이용 촉진 및 정보보호 등에 관한 법률』등에 의해 처벌받을 수 있습니다.

아이디어 제안에 대한 정책

삼성전자 및 삼성전자 임직원은 당사가 공식적으로 요청하지 않았음에도 불구하고 여러분께서 일방적으로 당사에 제출하는 아이디어나 제안 등을 수령하거나 검토하지 않습니다.

이는 제출하신 내용이 당사 내부적으로 개발한 제품, 기술, 서비스와 유사할 경우 발생할 수 있는 오해와 분쟁을 방지하고 나아가 여러분의 창의적인 아이디어를 적극 보호하기 위함입니다.

이러한 취지를 이해하여 주시고 구체화되지 않은 아이디어나 콘셉트(Concept) 단계의 제안이 당사에 제출되지 않도록 하여 주시기 바랍니다.