BTS Logo

bts logo

The South Korean boy band BTS has an interesting approach to branding. In 2017, they added one more interpretation of their name and a new logo with a deeper symbolic meaning.

BTS logo meaning and history

BTS logo

Big Hit Entertainment started selecting the future band members in 2010, but the band actually debuted only in 2013. It did publish its song covers on YouTube and SoundCloud, though, over the 6 months before the debut date.

bts new logo

The first album called 2 Cool 4 Skool sold more than 105,000 copies, yet none of its songs gained the status of a major hit. Real commercial success came to the band in 2015, when their single “For You” got to the top on Oricon’s daily chart. Quite a few critics point out that some of the Bangtan Boys’ success can be partly explained by the fact that they co-write and produce many of their singles.

Old logo BTS

logo BTS

The original logo featured the letters “BTS” on a bulletproof vest. There were also a couple more details to reinforce the “firepower” theme. The emblem was given in white or silver against the black background. The design went perfectly well with the band’s name – BTS is short for the Korean “Bangtan Sonyeondan,” which can be translated as “Bulletproof Boy Scouts.”

The 2017 symbol BTS

bts symbol

In the summer of 2017, the band unveiled a new logotype and – what was really unusual and groundbreaking – a new interpretation of the existing name. Now, BTS is supposed to mean “Beyond The Scene.” According to the official explanation, the new name was a nod to their loyal A.R.M.Y. members. The mission of the logo was to “protect youths from prejudice” and encourage young people to pursue their dreams instead of getting used to the reality they find off-putting.

In the language of images, the BTS logo means ARMY meeting BTS at the doors. Or, as the BTS official Twitter put it, “us and army becoming one together.” The logo actually comprises two parts: “The ARMY” (two trapezoids symbolizing the doors half-open outside) and “BTS” (two trapezoids representing the doors half-open inside). The ARMY half is placed over the BTS half to form a single logotype, which also looks like parts of a door. The inverted word “ARMY” is put at the top of the logo, while the lettering “BTS” is placed below. The emblem is silver on the black background.

Who designed the emblem BTS ?

bts emblem

According to the Big Hit Entertainment press release, the visual identity was being developed by Korea’s top design consulting firm (although the band doesn’t disclose its name). The process, which took almost a year, included the collaboration of BigHit’s staff and the band’s members, research and focus group interviews. The statement also claims the wishes of the fans were taken into consideration.

Font of the BTS logo

Font BTS logo

From the first glance, the typeface featured in the BTS logo is a traditional sans serif one without any unique features. If you take a closer look, though, you may notice the slashed ends on the “T” as well as the soft lines of the “B” and “S.” On the whole, the font used in the new logo isn’t as brutal as the previous one.