Corporate Identity Design for Office of Digital Technology, Khon Kaen University

Abstract

This creative research focuses on the design and development of a corporate identity for the Office of Digital Technology, Khon Kaen University, the primary unit responsible for driving the institution’s digital strategy in teaching, research, academic services, and Smart Campus development. The project aims to create a visual identity that reflects technological advancement while preserving the Isan region’s cultural heritage, ensuring that it is clearly visible in the agency’s visual communication and recognized both within and outside the university. The study reinterprets the university’s three-segment emblem—originally representing “Philosophy, Ethics, and Wisdom”—within a modern digital context, aligning it with three core dimensions: (1) Philosophy in Information Technology (blue–navy tones symbolizing stability, trustworthiness, and security), (2) Ethical Digital Behavior (gold–orange tones symbolizing purity, warmth, and optimism), and (3) Digital Intelligence and Wisdom (pink–purple tones symbolizing wisdom, elegance, and intelligent application). Curved lines and circular dots are incorporated to convey connectivity and innovation while preserving the graceful qualities of local art forms.

The research employed a mixed-methods approach under the Research Through Design Framework, structured into five stages: (1) document analysis on the organization’s history, identity, and strategic plans, along with case studies of corporate identities from comparable technology-focused institutions, (2) development of three conceptual approaches—Typography, Monogram, and Mixed-Modern, (3) creation of prototypes and preliminary evaluation, (4) refinement of the final corporate identity system, and (5) expert evaluation by ten professionals in graphic design, corporate identity, and organizational communication using a five-point rating scale.

Findings from the comparative analysis and expert evaluation indicated that the “Mixed-Modern” approach was the most suitable, achieving a balanced integration of modernity and cultural reference. Expert evaluation yielded an overall mean score of 4.73 out of 5 (S.D. = 0.43), categorized as “highest,” with top scores in modernity, mission alignment, and applicability across different media. The lowest-scoring aspect, balance between contemporary and cultural elements (4.30, “high”), reflects the inherent challenges of cross-cultural design. The final identity design demonstrates high versatility, applicable to printed media, digital platforms, signage, and branded merchandise.

The research generates three main contributions: (1) a conceptual framework for corporate identity design that integrates local cultural heritage with contemporary digital aesthetics, (2) a methodology for reinterpreting and applying institutional symbols in a digital context while retaining their original values, and (3) an integrated design and evaluation process applicable to technology-focused units in higher education. It is recommended that a comprehensive Corporate Identity System manual be developed to establish correct, consistent usage standards across all media, ensuring effective and sustainable organizational communication.