[Misc] Facebook post about BTS's new BI shared by Bang Sihyuk PD-nim (this wasn't written by Bang Sihyuk PD-nim)

He appraised it more than it deserves so I'm quite embarrassed to share the link but... ^^;;

As a person who knows how much dedication was put into this project for a long time until now, I'm writing this short post after making a short time during lunch hour because I felt bothered by how the impression for this output didn't get delivered.

I think there are still many people who can't stop doubting that "Bangtan Sonyeondan" (Bulletproof boy scouts) comes from "Bang Sihyuk's boy scouts" but anyway, "Bangtan Sonyeondan" was considered as a unique name even for an idol and some even pointed out it sounded old fashioned but it became the trend word. (They're successful so that's what's important) But after they became successful we could feel the limitation "Boy scout" gave them. The boys became young men, then an idol and now they're an artist but they're still called the boy scouts. "Shonentai" from Johnny & Associates, Japan don't promote as a trio but although they're in their 50s, they're still called the "Shonentai" (t/n: boy scouts) so will this be the same for "Bangtan Sonyeondan" as well? I don't think the future they aim for is becoming the big brother of idols like "Shonentai"? Right now when they're receiving attention from the world, will they continue to remain as "Bangtan Sonyeondan" as well as "Bulletproof Boys" or "Bangtan Boys"? Although they're using "BTS" as their English name from "ㅂㅌㅅ".

In the article, it was reported that they had been preparing this for about a year but truthfully it's been more than a year since Bang Sihyuk PD has been worrying about this. (I think it's been about 2 years) The idea of the role played by the title and symbol of "Bangtan Sonyeondan" in the next picture of the group was specifically dealt. Bang Sihyuk PD had revealed his thoughts about such project and sought advice from people around him on what would be the best way to proceed this and received a recommendation for the team who could execute this project. And it's been about a year since the chosen team proceeded with the project in detail.

2 years ago, it was never the moment we could predict on how far "Bangtan Sonyeondan" would grow. This was the moment when they were appraised as "they're doing okay now" but he was already worrying about the next, next move. (this gives me a little bit of goosebumps)

The symbol and logo released this time can seem quite simple and some might think this could be produced in a week if you just plan for it but the meaning captured inside this is very complex. The members who are now becoming artists from their idol status, and the growth of the boys and after world view which is shown from school trilogy and after HYYH- one big picture binds what sort of identity "BTS" will own inside all this. Unlike the usual product or service brands, idol brand is a living brand. Human is the brand so it's affected by a countless number of variable. Since it's not possible to control these variables, it remains as the personal identity rather than a brand. This is why idol brands can't last for a long time like designer brands and flickers.

We arrange the characters inside the group and the real characters of the members after considering the identity and the usability of this in advance. We create the brand unification of brand as music and brand as visual. Moreover, the unification in "goods" is also important. Until now, the easiest method was adding a symbol to the basic logo for every album when they're released, making it practical. This is easy but this lasts for only one promotion. This "BTS" symbol was created considering this trait. As of now, only the symbol and the logo have been revealed but you will realize how enormous this work is and the outcome in the future promotions, when you see this symbol and logo connecting with the name "BTS" and expanding on its own. Designer Oh Youngsik who I respect, if the previous symbol you created directly led the name and meaning of "Bangtan Sonyeondan", right now we're building up the identity of "BTS" with the aura of the members as the core.

Under the symbol of moving forward through the opened doors and the identity of "BTS", the group's past, present and future activities are arranged and each member owns independent meaning inside "BTS". This can work like the parallel universe in reality and during promotions and it could intersect briefly. You also can't exclude the possibilities of this small universe created this way would connect with a bigger universe. The goods created will express the unified identity of "BTS". Moreover, "ARMY", whose  existence allows the group to be present is the existence facing "BTS" and they got their own symbol and identity as the other half of "BTS",

"BTS" was merely the English shortened form of "Bangtan Sonyeondan" but now it has the meaning of "Beyond the Scene". I believe they will now be more often called as "BTS" rather than "Bangtan". This isn't because they don't like to be called as "Bangtan Sonyeondan" anymore but it's because "BTS" explains their identity a little better. This is just like how everyone now calls IBM as IBM when IBM used to be the abbreviation of "International Business Machinery".

#Bangtansonyeondan #BTS #thisisjustmypersonalinterpretation

Original Facebook post here
(T/N: This was only shared by Bang Sihyuk on his Twitter account, this wasn't written by him!)

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