Kaywon University of Art and Design has been using the PI (Promotion Identity) with the catchphrase “Kaywon-PLAY” since 2013. The aim encapsulated in this is to foster leaders in the creative cultural industry through an education that emphasizes imagination, creativity, and science and technology, positioning Kaywon University as a specialized institution for arts and design education. Over the past decade, “Kaywon-PLAY” has evolved through various concepts, from Playground (2013-2014), Play Space (2014-2015, 2016), Playscape (2017-2018), to Play Sound (2019-) in its iterations from PLAY 1.0 to 5.5α. The current Kaywon PLAY 5.5α is an advanced version of PLAY 5.0, which was developed in 2019 with the concept of “Play Sound”a play on words symbolizing the sounds of play that can communicate with people worldwide without the need for translation. The unique visual elements of PLAY 5.5 are created and utilized through generative AI, reflecting the contemporary “Meet AI” design strategy. Additionally, PLAY 5.5α’s unique feature allows users to directly input and use the KAYWON PLAY SANS BLACK font, developed specifically for PLAY 5.5α, offering diverse expression and expandability. This originality and innovation have been recognized, earning the Red Dot Design Award 2024 in the Brand & Communication category.