Samsung preparing for a complete brand overhaul at CES 2013 in January

Samsung Electronics is preparing for a huge brand makeover. The company will roll out a brand new identity at CES 2013 this January, according to sources in the know speaking for Channel News.

The present blue Samsung logo will go away, and get replaced with new individual colors that are made to represent the brand more as a global one, rather than Korean.

Samsung’s brand identity overhaul is headed by Scott Bedbury, a man who has worked for several Nike brand programs and earlier for Starbucks.

"Even the advertising will change with products linked to lifestyle activities similar to what Nike does,"according to an unnamed source.

“Samsung's brand became powerful only after they put a Chief Design Officer in place and made it a priority for the company. Now they are moving to expand the brand globally,” design VP at Lenovo, David Hill, commented.

Samsung is becoming more and more aware of the importance of design, and that transition is evident from former Creative head Choi Gee Sung taking over the CEO position last year.

And for us, it’s welcome news. We’ve gotten used to the blue Samsung logo, but it’s not something that we find particularly exciting. Let’s see how this changes in January.