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TAKE THAT!

me:

Whenever it’s a birthday or a celebration they never forget about each other. For example, when Jin wasn’t able to attend his graduation ceremony (they knew he was sad) so they celebrated with him

When one of them stops acting his usual way they know it. 

They are always silently taking care of one another, be it when they are awake or asleep.

When one of them cry the others run to hug him and console him. 

Even if it is just a small task they offer a hand

Be it singing, dancing or producing, they are always teaching and assisting one another where they lack. 

When they get each other gifts even if it’s not their birthday

When they feel the pain of each other with just a glance. There was a time Jin hurt his neck and Jimin saw that he was struggling so Jimin kept cheering him up.

Even before debuting they stood by one another at hard times

Even Bang Pd and the staff at BigHit can’t believe how much love they have for one another

These boys don’t see BTS just as a business but as a family who holds each member dearly. 

So how much do BTS care for one another? I don’t think even words like “greatly” or “remarkably” can describe it well. But I will let their deeds define it better than any speech.

BTS, connected with their fanclub ARMY, reveals new BI as “youth that opens the door and moves forward” 

Group BTS shockingly revealed their new brand identity.

On the 5th, through their official fancafe, SNS channels, and homepage, BTS surprisingly revealed BTS and their fanclub A.R.M.Y’s new BI through a motion graphic video.

The revealed video begins with a copy of the word ‘SEE YOU THERE’ before a narrow beam of light emerges to reveal the silhouette of a door. As the door slowly opens and you head into the light to pass through, new signatures for BTS and ARMY’s appear on both sides as it ends with leader Rap Monster’s narration ‘BTS (Beyond The Scene, BTS)’.

BTS’ new BI shows that they aren’t satisfied with the realities and symbolize their youth that is opening the door and stepping out in order to further grow, while their fanclub ARMY is visualized as the reflection of BTS’ youth that meets the members as they open the door.

The meaning of the brand has expanded as a concept that merges the past and future. Since their debut, BTS has continuously expressed themselves as “boys blocking the oppression and prejudice that teens face” and have added that the meaning of “Beyond The Scene” is “youth that is not satisfied with the current reality and will pursue their dream without rest in order to grow”.

Big Hit Entertainment explained, “In order to embrace, album concepts, promotions, and more as time goes on, we set BTS’ brand through a more than universal, future-oriented concept, and visualized it.”

Additionally, they stated, “The new BI is a product that was made by the nation’s top design consulting team, from the planning stages, they conducted research about the company staff and of course the BTS members and through an FGI (in depth target survey) they even collected the fans’ wishes/dreams for close to a year in order to create this result”.

Through their Twitter, BTS revealed, “I really like the new BI. I was really looking forward to this as well, so I wanted to show this to everyone quickly even if it was just a day earlier. More than anything, because [the BI] shows that we and ARMYs are connected, I think it is more meaningful, so I’m happy.”

After the reveal on the 5th, it is planned that BTS’ new BI will be applied to all of the official goods, contents platforms, albums, fan related merchandise, partner goods, etc. 

On the other hand, on the 4th at 6PM, BTS released the first song of Seo Taiji’s 25th year debut anniversary celebration remake project ‘Time Traveler,’ ‘Come back home,’ and are receiving much praise.

So BTS and ARMY got a new brand identity. What is brand identity? Brand identity is the identity, the core, motives and goals of the brand, basically everything that makes the brand itself represented in a visual aspect. Logo(s) are one of the most important parts of the brand identity.

This is BTS’ previous logo:

Why this logo no longer suits BTS:

• This logo is made specifically based on the meaning of BTS’ name in Korean, 방탄소년단 (Bulletproof Boy Scouts) taking the image of a bulletproof vest as the base • Technically speaking, it’s not really a practical logo. Too many small details lead to difficulty when used in small scale and used as strokes. • It’s created 4 years ago and the logo trend has changed a lot since then, going more towards minimalism (simpler logos). • Most importantly, it can only represent BTS in debut days. The bulletproof vest stands for “guarding against prejudice and oppression against the youth in their 10s and 20s”. But BTS’ success and achievement have far made them become more than that. They are not only simply defending prejudice and oppression but also offering consolation and hope for the youth as well as everyone else to move forward. This logo isn’t able to express that.

And so they changed BTS’ brand identity and not only did BTS get a new logo, our fandom, ARMY, got one too. (left: BTS, right: ARMY)

Why the new logo suits BTS:

“BTS’ new BI shows that they aren’t satisfied with the realities and symbolize their youth that is opening the door and stepping out in order to further grow, while their fanclub ARMY is visualized as the reflection of BTS’ youth that meets the members as they open the door. The meaning of the brand has expanded as a concept that merges the past and future. Since their debut, BTS has continuously expressed themselves as “boys blocking the oppression and prejudice that teens face” and have added that the meaning of “Beyond The Scene” is “youth that is not satisfied with the current reality and will pursue their dream without rest in order to grow”.” (Source: 매일경제 via Naver, Eng: Christie & Kylie @ allforbts)

• It’s a minimal logo design which has been the trend in the design field in recent years, with many big names changing their logo/brand identity like Google, Microsoft, Yahoo, DeviantArt, Uber, PayPal, even in the Korean entertainment industry, we have YG Entertainment who changed their brand identity 4 years ago too. These are all for the purpose of catching up with the trend and renew themselves for a fresher and more suitable image for the company’s direction in the future and current success. Minimal logos have more practical use when it comes to digital and print design. This shows that BTS is catching up the flow of the times and not caught up in the past. The design is also developed from BTS’ old logo (the bulletproof vest one), the negative space between two shapes represents the front zip of the bulletproof vest. At the same time, it also resembles two panels of a door, symbolizing the action of open a door to move forward to the future, to a new beginning of BTS. This logo is an infusion of the past and the present, the future of BTS, they still stay rooted to their base but don’t dwell on the past, they are not satisfied with what they achieved and will continue to go higher.

• When flipped 90°, the logo resembles a door with a source of light ahead, meaning that when BTS opens this new chapter, there will be a bright future awaiting for them.

• The logo of ARMY is a reflection of BTS’ logo. Here’s a simple animation to show how BTS and ARMY’s logos are connected:

BTS and ARMY’s logos are reflection of each other representing the mutual influence of us and BTS. BTS give us music, hope, determination, ambition, dreams, energy and happiness, and we too are their source of strength, the reason they keep developing themselves to get better and better. As BTS always say, BTS exist because of ARMY and we ARMY are also a part of BTS. The overall shape of ARMY’s logo resembles a shield, meaning we will be the one to protect and shield them against the prejudice and hatred towards them.

• Another reason why I say this is a great logo is because, there are many ways to combine these two logos together. Two of them are: