The document discusses the development of a new logo and identity for the School of Communication Management program at Chulalongkorn University. It outlines the target audiences, performs a SWOT analysis, and explains the objectives and design elements of the new logo. The logo features a circle, megaphone, and tagline to represent communication and the program's professional focus, using three colors and a sans serif font for an academic yet sophisticated look. Stationery and premium items will also feature the new logo and identity.