On June 26, a public hearing on Yonsei University’s new University Identity (UI) development took place in the International Conference Room of Gwangbok Hall. Yonsei’s current UI was created in May 2001 and has been utilized by the three campuses and the university health system for over a decade. However, to accommodate calls for a united Yonsei brand image, while more effectively dealing with the realities of IT media, Yonsei has been in the process of developing a new UI since November 2011. The hearing opened with a speech by the Director of Yonsei Design Center, Professor Hong Seok-il. Mr. Kim Sung-chun, CEO of CDR Associates, unveiled the proposed version of Yonsei’s new UI, which was designed after a detailed analysis of the strengths and weaknesses of the current UI. The current UI, which was intended to reflect Yonsei’s traditional values, while emphasizing its high standards and excellence, was deemed to be too static, lacking in visibility, and causing problems related to operational matters. Another crucial flaw was its signature structure, which fostered a lack of consistency across the different campuses. The new UI system is designed to improve Yonsei’s visibility and upgrade the university’s image, while stressing its long tradition. With both Hangul and English, the new UI will have a united communication structure highlighting the continuing integration of the Sinchon, Wonju, and International campuses and the university health system. The new UI will be finalized by this November.