SAM the Robot

The famous SAM the robot.

From an interview with Alan Miles in 1991:

[when] Mel Croucher did the manual, he said that "I want to incorporate a cartoon character, in the manual, to make it nice and easy to use". So we said ‘That’s it, he's SAM'.

We’ve always thought of SAM, as being the character that shows we are an anti-technology, technology company. We want to be a company that breaks down the barriers, which means that in the future, people like me in 1982 coming into the industry aren’t terrified by the technology, because SAM has opened it up for them.

Quote from the attached Sam Brochure:

"No, the computer's not called SAM, it's called the Coupé.  This is SAM - he's the character who will guide you through the manual"