KAIST
ART & SCIENCE
(Brand Licensing)
1999
Overview
This project introduced Korea’s first university-led brand licensing model, extending KAIST’s intellectual property into fashion and lifestyle. Rather than pursuing pure commercial value, branding was positioned as a tool for value communication, sharing the institution’s philosophy with the public and redefining KAIST’s identity.
Naming & Concept
Under the slogan “Art & Science,” the brand combines scientific rationality with humanistic emotion. Inspired by Neil Armstrong’s 1969 moon footprint, the visual concept symbolizes KAIST’s Frontier Spirit and pioneering mindset through distinctive visual storytelling.
Launching & Promotion Strategy
Science and technology were reinterpreted as everyday lifestyle goods, making innovation approachable and experiential. This strategy successfully embedded KAIST’s core values into daily life, establishing a strong example of value-driven branding.
BRAND & IDENTITY CREDITS
Client / KAIST, EASY CLUB
Brand Strategy & Concept / DESIGN NETWORK
CI & BI Design / DESIGN NETWORK
Basic & Application Design System / DESIGN NETWORK
Brand Launch / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
KAIST
ART & SCIENCE
(Brand Licensing)
1999
Overview
This project introduced Korea’s first university-led brand licensing model, extending KAIST’s intellectual property into fashion and lifestyle. Rather than pursuing pure commercial value, branding was positioned as a tool for value communication, sharing the institution’s philosophy with the public and redefining KAIST’s identity.
Naming & Concept
Under the slogan “Art & Science,” the brand combines scientific rationality with humanistic emotion. Inspired by Neil Armstrong’s 1969 moon footprint, the visual concept symbolizes KAIST’s Frontier Spirit and pioneering mindset through distinctive visual storytelling.
Launching & Promotion Strategy
Science and technology were reinterpreted as everyday lifestyle goods, making innovation approachable and experiential. This strategy successfully embedded KAIST’s core values into daily life, establishing a strong example of value-driven branding.
BRAND & IDENTITY CREDITS
Client / KAIST, EASY CLUB
Brand Strategy & Concept / DESIGN NETWORK
CI & BI Design / DESIGN NETWORK
Basic & Application Design System / DESIGN NETWORK
Brand Launch / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
