This project is a research project aimed at building the Brand Design Management Labs identity of Sungkyunkwan University. 'BDM Labs' aims to identify and study the essential identity of a company or individual, and to build a visual framework. Therefore, we have derived a human logo type to capture the image of a brand manager who can be seen in various shapes depending on the client and management target. In particular, this brand, which has a flexible identity system, can show various facial expressions and costumes, and can also express various colors. This project was one of the meaningful projects to win the Bronze Award for its participation in the 2015 International Brand Design Award, which was hosted by the ADCI and ADCK in China, as there were no limited conditions or elements at the time of production.