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Beyond the Scene

It’s almost impossible to not know them by now, especially with social media being an active part of nearly everyone’s lives. With their rising popularity and continuous top hits, BTS are at the face of all sorts of media sites. Fans who knew about BTS since their debut in 2013 until their rise in the west in 2017 knows about their first logo, which comprised of a black and white bulletproof vest with their name in a bold, stencil font. The reason for this was because of their name. BTS stands for 방탄소년단 (Bangtan Sonyeondan) which roughly translates too bulletproof boy scouts.

As the years past with their sudden fame in both Asia and Western countries, BTS changed both their visual and brand identity to fit more of what they want to be represented as. The logo changed completely, eliminating the details and the bulletproof vest and replacing it with two trapezoids mirroring each other. Their name is written in a condensed sans-serif font underneath the shapes. They even changed what BTS stands for; Beyond the Scenes. They want to show they are going beyond their realities and pushing forward to their goals.

And it works.

It’s simple so it can work with their new marketing materials unlike their old one, which is rarely used on their products due to the complexity of the design. The simplicity also helps with their new marketing tactic as their latest album covers are minimal, continuous lines that draws out flowers/hearts. Their symbol is also a representation of doors opening to showcase their new improved meaning. All in all, it works.

Check out their newest album “Map of the Soul: Persona” and watch their latest music video “Boy with Luv ft. Halsey.”

One Comment

  1. daguero wrote:

    Although their original logo had a lot of character, I think it was an important step for BTS/Bighit to change the logo to fit in with their growing worldwide fame. The newer logo adds a layer of professionalism that their previous logo didn’t have.

    Sunday, April 14, 2019 at 5:41 pm | Permalink

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