[Article] 170705 BTS reveals the new BI that connects with fanclub ARMY, "Youth who moves forward by opening the door"



Group BTS officially revealed their new brand identity (BI: Brand Identity).

On the 5th, BTS posted a surprise graphic video on their official fan cafe, SNS channel, and homepage to reveal the changed BI of BTS and their fanclub ARMY.

The video clip revealed begins with "SEE YOU THERE" and a silhouette of a door with light escaping from the center of the screen appears. This door opens slowly and when you walk towards the light and pass through the door, the new signature of BTS and ARMY appears and leader Rap Monster's "BTS (Beyond the Scene, BTS) narration ends.

BTS's new BI symbolizes the youths who walk forward by opening the door without settling for the present in order to grow. In order to express the moments of youth projected by the images of BTS, fanclub ARMY is visualized as the design members face when they open the door.

The brand meaning is expanded with the idea to embrace the past and future. Ever since their debut, BTS has expressed their group meaning of "boys who protect you from the suppressions and prejudice against the teenagers" and while maintaining this meaning they added "Beyond the Scene" that represents "youths who endlessly grow towards their dreams without settling for the present".

Bighit Entertainment official explained, "In order to cover album concepts and activities which will change as time passes, we visualized and defined the brand of BTS with the idea of future-oriented universality."

They continued, "The new BI is the result produced by the Korea's top design consult firm working since the very beginning, including the company executives, BTS members and the wishes of fans gathered through research and FGI."

BTS has revealed via Twitter, "We really like the new BI and we look forward to it so we wanted to show it to you as soon as we could. The fact that we and ARMY are connected as one makes it more meaningful and makes us happy."

BTS's new BI is scheduled to be applied on all official goods, including contents platform, album, fan related MD and partner products starting from the 5th.

Meanwhile, BTS revealed the first track "Come Back Home" from Seo Taeji's 25th debut anniversary remake project, "Time: Traveller" on the 4th at 6pm and they're praised for the song.


Original article here

Responses
I like the article (283) This is heartwarming (5) This makes me sad (3) I'm angry (0) I want the next part of this article (4)

1. I really like the meaning and it feels nicer because I feel like we're a step closer now. BTS, let's see each other for a long time. Purple you +118 -1

2. I thought this was a comeback teaser so I was very surprised ㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋ it's simple and I like it!! +108 -0

3. wow I didn't expect them to make a new logo (shivers) I'll look forward to the comeback +96 -0

4. Bighit is really working hard ㅜ +83 -1

5. Bighit Sirs/Madams.... this big picture is so cool... you guys are indeed a perv... +77 -1

6. I was like "What is BI?" I hope you will comeback after a short break but... anyway I hope you guys really really really succeed for this comeback!! +12 -0

7. Thank you for everything and every moment I spent together with the seven of you means youth to me +11 -0

8. I'm scared to see what they have for us next time... +10 -0

9. I really like the fact they're including the current meaning as well ㅠㅠ I feel like we're starting fresh with the new logo!! Let's fly higher, BTS❤️ARMY +9 -0

10. I didn't expect to see a video for a logo ㅋㅋㅋㅋㅋㅋㅋㅋ I support the pervert ability of Bighit +9 -0



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