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You apperceive them as BTS, the Bangtan Boys and the Bulletproof Boy Scouts. Now, say accost to Beyond The Scene.
The “Blood, Sweat & Tears” troupe, contrarily accepted as Bangtan Sonyeondan in Korean (which translates to “Bulletproof Boy Scouts” in English), are ability a massive rebranding afterward the group’s fourth ceremony calm in June.
The accumulation apparent a new BTS logo on Tuesday (Jul. 4), which was advised by a “top Korean architecture close for about one year,” along with a new acronym for the English adaptation of their name: “Beyond The Scene,” meant as an auspicious nod to their ever-loyal A.R.M.Y. members.
“The acceptation abaft the new BI (Brand Identity) is BTS attention youths from prejudice. They are affective forward, block their dreams instead of clearing for reality. The architecture accent shows ARMY affair BTS at the doors,” AllKPop translates.
“We anchored and visualized BTS’s cast to a abstraction that, with the casual of time, will beset the album’s concepts or advance with a affected idea,” said Big Hit Entertainment in a statement.
“The new BI is the aftereffect of assorted accomplish in the process, starting from the planning date by the top architecture consulting close in Korea, as able-bodied as (the assignment and ascribe from) BigHit’s agents and BTS members, forth with analysis and focus accumulation interviews. It was about one year in the making, and additionally includes the wishes of the admirers (during the planning process) as well.”
In accession to the rebranding, the boys aloof alone a accommodate of Seo Taiji and Boys’ 1995 hit “Come Back Home,” which appearance a rap accounting by Rap Monster and J-Hope. (You’ll apprehension the new BTS logo at the actual end of the video, too.)
Watch “Come Back Home” — which doesn’t absolutely affection the boys in the video, acutely — plus, analysis out reactions to the afresh rebranded BTS by the A.R.M.Y. on Twitter below.
BTS Through the Years:
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