Study correlates visual meaning of military identity and mascots

This study analyzes the symbols and mascots of the U.S., Russian, Japanese, and South Korean militaries, among the powers surrounding the Korean Peninsula, to examine the correlation between military identity and visual meaning. The research methodology was to summarize military identity and symbols through each country's military websites and analyze the symbolism, colors, and gestures of the mascots. The results showed that the U.S. military uses animal mascots with strong images to emphasize courage and strength, Russia uses mascots that symbolize national power and glory, Japan's Self-Defense Forces use mascots that emphasize peace and protection, and the South Korean military uses friendly and cute mascots to communicate with the public. In our analysis, we found that while there are many examples of military symbols expressing identity, there is often a mismatch between military identity and mascots, which can negatively impact a military's brand image and internal cohesion. In particular, in some military organizations, the symbols and mascot designs do not reflect the military's core values or mission, creating an identity mismatch that can negatively impact the military's public image. As a solution to this, we suggest analyzing the military's identity and clearly reflecting its core values during the design process to align mascot and symbol designs with its identity.