ogotype to 10,000 executives and employees of Korea's largest corporation at the Olympic Park Gymnasium in Seoul. This marked the initiation of a new global identity system intended to help unify Samsung Group, to position it to become a global leader in the 21st century and to leverage its reputation and visibility to customers around the world. With its new identity, Samsung Group wished to communicate and apply its corporate philosophy to every aspect of its internal and external activities." Lippincott & Margulies, 1993