Thread by @BangtanScholars

#BTS released a re-branding trailer of their logo on 170704

The brand that you recognize instantly symbolizes ARMY at the door who is waiting & welcoming BTS on the opposite side when they open a new way.

📽️BTS Brand eXperience Design by PlusX
@bts_twt #BTSResearch
Info.👇

"BTS is a group who is active in domestic as well as abroad, genuinely communicating their own stories....[they] encompasses every concept of album & activity that has changed over time from a meaning that BTS had at the beginning of their debut."

@bts_twt #BTSResearch #BTSARMY

Brand Strategy

"Before beginning the design process & developing their brand experience, we had to answer the ques., What is BTSness? After identifying the nature & defining the brand direction, we drew design principles & essences based on them."

@bts_twt #BTSResearch #BTSARMY

Brand Definition (Beyond The Scene)

BTS means ‘Portrait of growing youth.’ While maintaining the existing meaning, ‘Bulletproof Boy Scout,’ and extending it into a new meaning, it is redefined as ‘BTS (Beyond The Scene).’

@bts_twt #BTSResearch #BTSARMY

Brand Definition (Beyond The Scene)

B & T have their own meanings.

They stand for;

(B)EYOND: Growth, Dream, Hope, Goal
(T)
(S)CENE: Stage, Reality, Presence

@bts_twt #BTSResearch #BTSARMY

Design Strategy

The design principles are derived from the personalities and the images that BTS pursues.

Brand Core Value:
Authentic
Progressive
Bold

Brand Design Principle:

Simple/Intuitive
Unique/Advanced
Bold/Strong

@bts_twt #BTSResearch #BTSARMY

Logo System

"The boy grows up into an adult, facing many doors in his youth. BTS' symbol derives from their brand story of youth which is moving forward to a new 🌍 to grow-up w/o being complacent, & it's expressed by a door that can be opened for a way forward."

@bts_twt

#BTSARMY

."BTS & ARMY are almost mirror images of each other....ARMY is expressed as a door...who is waiting & welcoming BTS on the opposite side of the door when #BTS opens a new door. So we wanted to give a formative & semantic connection between them."

@bts_twt #BTSResearch

Motif System

The brand motif of BTS embodies the concept of light and opening, derived from the brand story. The motif is applied to various mediums accordingly for a successful brand experience.

@bts_twt #BTSResearch #BTS #BTSARMY

Typography

"Typography delivers our story. Coherent use of typography establishes a strong brand personality. By appropriately utilizing various weights and hierarchy of typography, the brand becomes more caring, friendly, and trustworthy."

@bts_twt #BTSResearch #BTS #BTSARMY

Re-branding may be a simple logo redesign, a font style change, or new colors. Many companies do this. If you can remember a logo that means that they have succeeded in making an iconic one.

@bts_twt #BTSResearch

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