170705 #BTS reveals a new BI connected to their fan club, ARMY: “Youth opening doors and moving forward”

bangtan:

BTS has just revealed their new BI (BI: Brand Identity)

On the 5th, BTS surprised fans by releasing a motion graphic video of their changed BI on their official fancafe, SNS, and home page.

The video starts with the phrase, ‘SEE YOU THERE’ and shows a small beam of light revealing a silhouette of a door. The door then opens, and after passing through the door, both sides of the screen show BTS and ARMY’s new signature. It ends with the leader, Rap Monster, narrating ‘Beyond The Scene.’

BTS’s new BI shows they did not settle for the present and grew. It symbolizes youth opening a door and carrying on, and ARMYs take it as a reflective moment on the members opening a door to face their youth.

The brand also encompasses their past and future. From even before they debuted, BTS has retained their goal of ‘shielding the teens from oppression and biases,’ and added a new meaning of ‘not being satisfied with the present and growing endlessly to reach their dreams,“ or ‘Beyond the Scene.’

Bighit Entertainment explained, “BTS’s brand was conceptualized under a future-oriented view so that even after time passes, it will be a universal theme through all our album concepts and activities.”

“The new BI has been created with the country’s greatest design consulting firm, staff, and BTS members on top of endless research and listening to what fans wanted through FGIs (Focus Group Interviews) in a process that took almost a year,” they added.

BTS took to Twitter to express their feelings on the new BI: We loved the new BI so much and we wanted to show it to you guys as soon as possible. Above everything else, it shows we are connected to ARMYs, so it’s more meaningful and makes us happy.“

After its unveiling on the 5th, BTS’s new BI is to be used on all official goods, platforms, albums, fan-related MDs and partnered goods.

Meanwhile, BTS released a song at 6:00 on the 4th, ‘Come Back Home,’ which was part of the Seo Tae-Ji 25th Anniversary project, ‘Time Traveler.’ The song is currently receiving lots of praise.

source: naver
trans credit: sophia @ bangtan tumblr