Introducing your FIFA World Cup™ final halftime performers
@bts_bighit, @justinbieber, @Madonna and @shakira are set to share the world's biggest stage on July 19
On July 5, 2017 KST we got a gift from bangtan.
BTS posted a surprise video on their social media platforms that announced a new brand identity, "Beyond the Scene".
Two sychronized logos, one for BTS and one for ARMY.
Before BTS rebranded, fan club merchandise pretty much just repurposed the artist's logo or font. What made the ARMY logo special is that BH designed a complementary, inverse emblem engineered to lock together visually to symbolize that BTS & ARMY are 2 halves of a single brand identity.
(Note: ARMY wasn't the first group of people in history to have a designated symbol, but it is widely recognized as the first time a global pop act treated their fanbase as a co-equal brand partner with a matching, professionally designed corporate trademark.)
Of course as expected, afterwards K-Pop agencies started hiring top-tier graphic design firms to build fully integrated visual identity systems for their own fanbases.