BTS Add New Meaning to Their English Name
You know them as BTS, the Bangtan Boys and the Bulletproof Boy Scouts. Now, say hello to Beyond The Scene.
The “Blood, Sweat & Tears” troupe, otherwise known as Bangtan Sonyeondan in Korean (which translates to “Bulletproof Boy Scouts” in English), are undergoing a massive rebranding following the group’s fourth anniversary together in June.
The group unveiled a new BTS logo on Tuesday (Jul. 4), which was designed by a “top Korean design firm for about one year,” along with a new acronym for the English version of their name: “Beyond The Scene,” meant as an encouraging nod to their ever-loyal A.R.M.Y. members.
“The meaning behind the new BI (Brand Identity) is BTS protecting youths from prejudice. They are moving forward, chasing their dreams instead of settling for reality. The design language shows ARMY meeting BTS at the doors,” AllKPop translates.
“We fixed and visualized BTS’s brand to a concept that, with the passing of time, will encompass the album’s concepts or promotion with a futuristic idea,” said Big Hit Entertainment in a statement.
“The new BI is the result of multiple steps in the process, starting from the planning stage by the top design consulting firm in Korea, as well as (the work and input from) BigHit’s staff and BTS members, along with research and focus group interviews. It was almost one year in the making, and also includes the wishes of the fans (during the planning process) as well.”
In addition to the rebranding, the boys just dropped a remake of Seo Taiji and Boys’ 1995 hit “Come Back Home,” which features a rap written by Rap Monster and J-Hope. (You’ll notice the new BTS logo at the very end of the video, too.)
Watch “Come Back Home” — which doesn’t actually feature the boys in the video, sadly — plus, check out reactions to the freshly rebranded BTS by the A.R.M.Y. on Twitter below.
— 방탄소년단 아미 (@BTS_ARMY_I) July 5, 2017
meaningful explanations behind the new but simpler logo of BTS & ARMY, just wow
©ktaebwi in tumblr pic.twitter.com/3rI0E5wMCP
— flower boy (@tweetaes) July 5, 2017
— J-HOPE_SG 홉나잇 (@hopenight_sg) July 5, 2017
so bts_twt says the new logo is more meaningful bc it shows how bts and army are one,, this group can never leave my emotions in peace
— honey boy yoongi (@caresuga) July 5, 2017
it's so cute the fact that bts really appreciate armys and feel connected to them to include them in their logo, as if we were one
— em (@yoongigod) July 5, 2017
me pretending to be chill when bts just released a new logo, made a new twitter acc & changed their international name to beyond the scene pic.twitter.com/JzMLpWTJCy
— jeon gguk (@kooksplanet) July 5, 2017
bts' new logo stands for the gate guarding the nine tails, and how they'll protect us & grow stronger and become the next hokage pic.twitter.com/zEKaoEHcoI
— freya (@jeongau) July 5, 2017
bts' new logo was used in the come back home mv pic.twitter.com/DfFKfdQdtA
— jess || ☾ (@velvetpjm) July 5, 2017
yall kids and your theories, bts' new logo is just a very stylized butterfly
— caro (@nmseok) July 5, 2017
We are really coming to a new era i'm so emo rn our boys grown so much even the new logo has a mature vibe pic.twitter.com/cLxCziEiUE
— Park Chim Chim (@ParkChimChimBTS) July 5, 2017
translation of Bighit's explanation of the meaning behind BTS' new logo/BI pic.twitter.com/gewoEwIQg0
— 블리스 (@vlissful) July 5, 2017
BTS Through the Years:
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