Samsung KX

The Samsung KX in London offers a contemporary space free of merchandising to inspire digital culture. The venue is astounding, from its heritage-focused design to thoughtful furnishings to creative programming. During the creation of its visual identity, the challenge was to find a solution that would make the location stand out as a one-of-a-kind cultural destination while working within the brand identity system of Samsung. Matching the location at King’s Cross, the logo features a combination of the letters “K” and “X”. The monogram is designed to adapt and evolve. It acts as a graphic container for graphic elements that make the overall experience vibrant.