Universities leading knowledge industry of the 21th century are faced with new problems to do qualitative renovation with educational environment in which it has been about 60 years since the independence of our country from Japan. Today, our universi...
Universities leading knowledge industry of the 21th century are faced with new problems to do qualitative renovation with educational environment in which it has been about 60 years since the independence of our country from Japan. Today, our universities closed down due to decreasing students or the lack of competitive edge unlike the universities 10-20 years ago. Because of rapidly changing educational environment and frequently changing college entrance examination system or the opening of oversea colleges in Korea, Korea's universities lie on the hard struggle for existence. Therefore, they need to pay attention to active and realistic changes.
Because of such reasons, each university is introducing "University Identity Program"(UI) to enhance university images. Every university has its image based on its history and tradition. Such an image is influenced by how college students take their attitude and behavior toward their university. Thus, for the competitive edge of universities, universities are in need of systematic UI. That is to say, based on characteristic and obvious UI, each university should make differentiated images by using sensational factors.
Many colleges try to change all things such as office work, administration and schoolaffairs by unifying a variety of colors and remarkable patterns, unlike the stereotyped image logos. There is a university composed of "Brand Association" to enhance university's image and brand. Some colleges say " When the value of a university's brand increases, people regard the university as a top class university."
Hanyang university planned to enter ranking the 100th among the world's universities by 2039, the 100th anniversary of the opening of the university. Thus, despite the fact that Hanyang university needs a new image establishment, the staff of the school do not pay attention to these periodic changes and necessity.
Now, unlike Corporate Identity (CI), communications between the members of the university are given a great deal of weight, but they are excessively niggardly of external environment changes. Most of them agree to introduce the marketing system of enterprise 82 in the university, but they are on negative lines to be a future-oriented college image.
People often think of symbolic images and their objects as a fixed idea. They are afraid that it might be commercial. What they are considering more importantly is that a university is only absorbed in study, not the university's image. Thus, there is a limit to expect renovative UI.
This paper suggests Hanyang University's identity system design to cope with educational environment changes. The visual identity establishment of the university can give differentiated images to all people as well as the students studying there. Moreover, it can be an effective strategy to do the university's public relations-campaign. Universities should be a competitive advantage from other colleges by introducing an epoch-making marketing system. This paper is meaningful to apply UI to Hanyang University in actuality, by forming a part of an effort to cope with rapidly educational environment.