Current State of SKKU Branding
SKKU has representative mascots: Myeongryun and Yuljeon, which are based on the names of the two campuses of SKKU. Since these characters wear the clothes of Yusaeng (Confucian scholars), they perfectly represent the identity of the university with its long history. In addition, the logo of SKKU is a ginkgo leaf. It is also well represented in Myeongnyundang, which is designated as Treasure of Korea No. 141, as there is a ginkgo tree aged more than 600 years. Until now, SKKU has done various activities for branding, such as making welcome kits using mascots and logos. Although the school has made several efforts for branding, strengthening the branding business seems necessary, and it could be possible through the more active participation of both SKKU and Kingos.
How the Student Council Began the SKKU Branding Project
Starting from May 10th, the 53rd Student Council S:Energy launched a diary goods package design contest. The package includes masking tape, a bookmark, a sticker, and a memo pad with the design representing SKKU. From May 31st to June 7th, the selection process of Kingo’s open vote (80%) and internal audit (20%) is planned, and the final design will be chosen. After discussion with the designers, chosen designs could be produced into official goods and be sold. It is expected that Kingos will become more interested in the university through this project. Not only the candidate students but also voting students would be able to increase their interests by keeping an eye on the contest. Taking this project as a stepping stone, the university might be able to carry out more various goods designing contests. Moreover, with a lot of attention and love for this contest, it is anticipated that Kingos will expect and participate in the following projects for branding. These efforts are necessary for the current pandemic situation as Kingo’s school pride and interests have decreased due to the difficulty of enjoying normal school life.
Upcoming Efforts for Better SKKU Branding
Even though the university is trying diverse ways for branding, there should be more unique methods to effectively increase people’s attention toward the university. Through the production of goods, SKKU might be able to build up and hold a strong brand image. For example, SKKU can actively use Myeongryun and Yuljeon mascots in designing the goods as they are the most popular characters among Kingos. Also, the university can take care of both designs and practicality of the goods. Holding a SKKU logo design contest would be another way to increase participation. Decorating the current ginkgo leaf logo with unique designs and using the chosen designs in the production of goods can further encourage Kingos’ participation. On the other hand, it is also important for Kingos to keep paying attention to SKKU’s branding business.