The competition between universities in Malang has become increasingly tight, due to the rising number of universities allowing people to become more selective. Therefore, the Universitas Negeri Malang has sought to redefine itself and strengthen its brand identity. In line with this strategy, a figure is needed to improve community recognition. This requires a mascot. The mascot was chosen because of the character and attractive appearance that can interact directly with the community. So the process to design the mascot of the Universitas Negeri Malang as an endorser of brand identity has begun.
Keywords: Designing, Mascot, Brand Identit
