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To celebrate the 10th anniversary of the Samsung Forum 2018, Samsung commissioned Cheil to develop a special visual identity for the event. The challenge was to introduce new visual elements that highlight both the host city Rome and the 2018 theme, but without detracting from the existing visual identity of the Samsung Forum. The design agency seamlessly incorporated the established logo into the visual of an amphitheater, which not only symbolizes the host city, but also communicates the nature of the Forum as gathering place for people.