The importance of university identity (UI) lies in its illustration of an institute's value and status. Although the current KAIST UI has been successful in fulfilling its role in representing KAIST for nearly two decades, there has recently been a calling for its modification. As a result, KAIST has started a six-month project to develop a new UI.

Most universities around the world alter their UI periodically to make the brand image reflect the institute's identity more accurately. In the case of KAIST, the UI has not changed for many years and there have been opinions that compared to other universities, the KAIST UI looked incomplete. Therefore, to solve the issues above and to enhance the brand image of KAIST both nationally and internationally, the KAIST Brand Committee decided to take action.

To assess the need for such project, a survey about whether the KAIST UI should be changed was carried out in May among students and faculty. After confirming that 45.1% agreed on UI alteration and 19.6% remained neutral, an assessment of UI designing companies was carried out. After a careful selection process by the Brand Committee, Design Park Communications was placed in charge of the project. Design Park Communications is a company that has been recognized for designing many famous logos. Some of its works include the 1988 Seoul Olympic Games mascot Hodori, the 1986 Asian Games emblem, and the 1993 Daejeon Expo Kumdori.