BTS is the abbreviation for the name of the mega-popular Korean boy band formerly known as “Bulletproof Boy Scouts,” and since 2017, after renaming, it has been called “Beyond the Scene.” BTS is staggeringly popular among young people; in 2018, they received the title “Man of the Year” from Time, ahead of the American cult band Planet Earth and the divers who saved children from a flooded cave in Taiwan.
Meaning and History
“Bulletproof Boy Scouts” was created on 06/13/2013 by Big Hit Entertainment as an analog to the female group “Girls’ Generation,” which at that time was at the peak of popularity in Asia and had already conquered Europe and the USA.
Through the open selection, seven handsome young guys who know how to dance and sing were recruited into the men’s group. Initially, BTS wanted to call “Big Kidz” or “Young Nation,” but after creating a team, the producers suddenly proposed the name “Boy Scouts Bulletproof,” which shocked the participants.
Initially, they were even against this name, but when the guys explained the main chip of their boy band, the idea was accepted. But the point is that the guys focused on the army theme, so they came out in their first performance in bulletproof vests, which became their trademark, reflected in the first logo.
BST members: RM (group leader), Chia, Shugi, J-Hope, Jimina, Wi, and Jong Kook.
In 2018, after renaming, the group received the title “Artist of the Year” at the prestigious Mnet Asian Music Awards for the Wings studio album. In the American album chart, Billboard 200 BTS achieved a unique result for artists from Asia, taking 7th place. The two singles “MIC Drop” and “DNA” were the first (and so far the only) in Korea to become RIAA Gold Certified.
The BTS logo has changed only once, but both options are very symbolic and memorable. The main value of the brand and its creativity is the associations of the past, present, and future.
2013 – 2017
The group’s first logo was a recognizable image of body armor with numerous pockets, surrounded by rays and two zippers on the sides. In the center – the name is the abbreviation BTS. As conceived by the creators, such as reliable protection against pressure and prejudice is very necessary for young people in modern society. Over time, new goals were added to the concept: do not stop there; follow the dream.
2017 – present
This year, representatives of the label Big Hit Entertainment decided to update the name, values , and logo of the group in accordance with the new realities of the global world. The name “Behind the Scenes” suggests that young people, no matter what, clinging to what has been achieved, are developing and moving forward. In the light of the new concept, the protective equipment was replaced with a stylized image of an ajar door through which young people rush into the future. The name BTS moved down.
At the same time, the logo of the official BTS fan group, ARMY, was redesigned. A new logo was created very similar to the BTS emblem – also in the form of doors that were only open to the other side.
As the owner of the label said, these two modern logos are the joint design of the band members, the design team, and the most active fans. The main task that was set for them was to show that the brand and its representative team are oriented towards the future. At the same time, both logos – of performers and fans show their unity, therefore on all official BST products (albums, flyers, posters, fan things), both options are presented.
Font and Color of the Emblem
The band’s trademark consists of the word “BTS” (bottom) and two vertically spaced rectangles (top). Geometric shapes are trapezoidal and mirrored. The left and right sides of the emblem are completely symmetrical because, according to the designers’ idea, these are door leaves that are open towards the future.
Between 2013 and 2017, the group’s name was stenciled with wide, dashed lines. After the logo update, the lettering style changed:
- The letters became solid.
- The “T” had triangular cuts on both sides of the horizontal stroke.
- The “S” had rectangular bends at the ends.
Serifs and other decorative elements are missing.
The main color of the emblem is dark gray; the secondary color is white. The first is used for trapezoids and the inscription “BTS,” and the second acts as a neutral background.