As a flexible key design motif, the dynamic olleh signal raises interest in IT services provided by telecommunications provider kt (Korea Telecom). The design of this icon reflects a new inter-pretation of generally known communication signals. The reduction to a high-contrast colour scheme achieves high brand recognition. The visual identity flexibly adapts to diverse corporate applications thanks to a target-group-specific approach. As such, the branding varies when applied to various publications or different media, reflecting the company’s creative and innovative brand management as well as its qualified IT service.