On July 5, a new era for BTS and their fans began when the group announced the transformation of their brand identity.
BTS shocked fans when they released a video at noon KST that revealed sleek new logos for both BTS and their fan club ARMY. The video features the mysterious text See you there, an animation of the logos, and leader Rap Monster saying Beyond the Scene, BTS. All the groups social media sites have also now changed their design and logos.
Big Hit Entertainment has explained that the change is part of the groups new brand identity, which symbolizes youth who dont settle for their current reality and instead open the door and go forwards to achieve growth.
This meaning of Beyond the Scene merges both the past and future for BTS. It adds to the definition of the groups name in Korean that has been described since their debut as boys who protect teenagers from oppression and prejudice (just ask J-Hope, whos often called upon as the member in charge of explaining this meaning).
Big Hit Entertainment has said that the process of creating this new brand identity has taken about a year, and involved working with Koreas best design consulting firm, gathering opinions from the members of BTS and the agencys executives and staff, and including the wishes of fans through information they collected from research and focus group interviews.
The new brand identity is planned to be used on all of BTSs future content. Keep in mind that despite concern among some fans, the group has retained their Korean name (방탄소년단, which has often previously been translated as bulletproof boy scouts in English) on their accounts and in Big Hit Entertainments statement.
The announcement of BTSs new brand identity naturally came as a huge shock to fans, with the fandom reeling from the news.
i just went to school now i come home to beyond the scene and a whole new twitter layout the- pic.twitter.com/So6TD9DSgF
There have been some mixed reactions to the new brand identity (particularly due to initial concern about Beyond the Scene replacing the groups Korean name), but its also been pointed out that it could be a good move for the group.
one of the reason why bts changed their name to beyond the scene: pic.twitter.com/Qxv34t1vEA
dj ; GA bio ♡ (@sugasanaeh) July 5, 2017
Some fans have other ideas about what BTS could stand for in English, such as one classic phrase in the fandom.
wait but why beyond the scene and not born to slay ?? pic.twitter.com/uDQb0fMr2Y
shae (@atljeon) July 5, 2017
However, when it comes down to it, the BTS that fans know and love wont be changing any time soon.
Bangtan Sonyeondan, Bulletproof Boy Scout or Beyond The Scene they will always be Namjoon, Seokjin, Yoongi, Hoseok, Jimin, Taehyung,Jungkook
♚ (@KinglyNamjoon) July 5, 2017
BTS in KOR stands for 방탄소년단 (BangTan Sonyeondan)
BTS in ENG stands for Beyond the Scene
BTS in general stands for talented and woke gods
kookadooks (@MochiManggae) July 5, 2017
Many fans are accepting the change as they say goodbye to the former bulletproof vest logo and hello to a new era of BTS.
July 5,2017 bulletproof boy scouts becoming beyond the scene in english. Gonna miss the bulletproof vest but lets welcome the new one Armys? pic.twitter.com/8QDDrj0Qvw
Park Chim Chim ? (@ParkChimChimBTS) July 5, 2017
Of course, things are never as simple as they seem with BTS, and ARMY is well trained at coming up with theories.
jk doesnt enter through the doors
new logo pic.twitter.com/TwBa473qhP
️️proud of seokjin (@barbiefobia) July 5, 2017
If some of you are still confused, heres another explanation to the symbols
BEYOND THE SCENE ALG (@BTS_algeria) July 5, 2017
bighit: SEE YOU THERE, NEW LOGO, BEYOND THE SCENE
ariel. (@jimrnpark) July 5, 2017
Okay, so were adapting to Beyond the Scene. The question is: What does See you there in the video mean?!
let decepção do kpop (@minxswga) July 5, 2017
What are your thoughts on BTSs new brand identity?