The Living Visual Branding System for Samsung Aura

Visual Identity Design

Samsung’s new AI UX, AURA, represents a living interface that evolves through human emotion. To communicate this vision, we designed the AURA Visual Branding System, a living framework that adapts to users in real time.
It moves beyond static brand guidelines, creating an adaptive structure where emotion, data, and design interact seamlessly. By connecting human emotion with intelligent design, the system forms a self-evolving identity that reflects each user’s context and experience.
It embodies Samsung’s belief that technology can feel human, sensitive, evolving, and emotionally resonant, redefining brand communication for the AI era.

Client / Manufacturer

Samsung Electronics Co., Ltd.

Seoul, KR

Design

Samsung Electronics Co., Ltd.

Seoul, KRDahee Lee, Sangchul Yi, Jisu Park, Jiyoon Min, Seulah Choi