The designing of institute's educational mascots for brand identity

Abstract

The purpose of this study is to show how to design the character used as the symbol or Mascot of the educational institution and how to apply the design results into advertising and Brand identity design such as printing art, poster, digital media, toy, and souvenir. In this study, the ideas of mascot design have been leaded to present a contemporary design under the conceptual framework from local culture, organizational culture, theories of society, arts and design through the analysis and synthesis of the organization, which is CAMT from Chiang Mai University, as the model of this study. CAMT has 7 bachelor's degree majors, namely Animation and Visual effects (ANI), Software Engineering (SE), Digital Film (DF). Modern Management and Information Technology (MMIT), Digital Game (DG), Digital Industry Integration (DII) and Knowledge Innovation Management (KIM). These Mascot design group were applied into Art product such as poster, Line sticker and end up with Toy product as a final stage, it was using digital 3D printing for action figure product in prototype level. This study including Toy creating concept designing and how the outcome product affected to Mascot identity, institution brand and the target groups of study which are widely from generation X to Z, mostly age range 18-23 years old. As a result, it founded that this Mascot package advertising becomes the distinctive character creating the new image of CAMT and the enhanced of Toy design product that raise CAMT remembered as a contemporary and digital organization in Chiang Mai University. Accordingly, it produced the impact results to receivers in many dimensions involving trend, creative behaviors such as Fan Art design, Doujinshi, or Caricature, Cosplay, Arts, and craft also Subculture from the public user.