The Republic of Korea Air Force (ROKAF) is making full-on effort to build pride among and for its service members and send a friendly message to the public. As part of this branding initiative, ROKAF has shifted its graphics away from the fighter aircraft, a symbol of its power and activities, to its own service members. The fruit of these efforts led to the creation of the Airman Character System, which draws inspiration from the uniforms of ROKAF service members. The gender-neutral and personable characters were designed to provide a consistent brand experience, even when used on various media and goods.