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.
[orig. article]
Trans cr: Christie & Kylie @ allforbts
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