Of all the key visuals we've ever developed to announce a collab, the McDonald's x BTS logo for the BTS Meal is in a league of its own and my absolute all-time favorite.
Opinion of one, but the secrets to a good collab logo are:
- Simple, but specific : simple enough to be universally understood (scale), but special enough for hardcore fans to feel seen (depth), like using exactly 7 fries, an easter egg to each member of BTS and a nod to the famous OT7 concept carried by ARMY, the fans of BTS.
- Icon to icon : no partner is trying to overpower the other. In this case, the "shape" is 100% BTS inspired, the "material" used is 100% McDonald's, living in perfect balance.
- "Only you can do" : if you remove the logos, is there still a good chance people would understand what this is about. It's probably the toughest filter, but also the one that separates ok work from iconic work.
When we posted the logo on our channels, it was the first time ever our social listening tool momentarily broke down as it could not catch up with the inflow of mentions across the internet about the collaboration.
We've never experienced anything like it again. To this day, it is still our most talked about campaign of all time, alongside Grimace Shake and Kai Cenat x Chicken Big Mac.
"Daechwita" by #AGUSTD Official MV has surpassed 15 Million Likes on YouTube! He now holds record as the FIRST & ONLY Korean/K-Pop Soloist to reach this milestone over the platform this DECADE!
CONGRATULATIONS AGUST D
#Daechwita15MLikes
That vile person should mind her legal battle and leaver Bangtan’s name out of her mouth.
The more she talks the more dislike anything she is associated with.