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This is a research project aimed at establishing the Brand Design Management Labs identity at Sungkyunkwan University. "BDM Labs" aims to identify, study, and build a visual framework for businesses or individuals. Therefore, we have created a logo type in human form to capture the image of a brand manager that can be seen in various aspects depending on the client and management object. In particular, this brand, which has a flexible identity system, can create a variety of facial expressions and costumes, and can also express various colors. The project was presented at the "2015 International Brand Design Award" hosted by ADCI and ADCK inVISIT WEBSITE