HYBE declared a new brand system to lead the future of the entertainment market amid a rapidly changing industry environment.
HYBE on the 13th officially announced a revamped mission, vision and CI reflecting its new growth strategy.
New mission: 'DISCOVER A NEW UNIVERSE, UNLOCK AN IMMERSIVE JOURNEY' was chosen, containing the commitment to deliver unprecedented moments of immersion through artists and services.
HYBE presented 'GLOBAL ENTERTAINMENT LIFESTYLE PLATFORM COMPANY BASED ON MUSIC AND TECHNOLOGY.' Notably, the most noteworthy point in this vision revision is that 'TECHNOLOGY' was explicitly stated. This is interpreted as a strategic move to combine technological capability with the essence of music to innovatively expand the boundaries of fan experience and to consolidate its position as a global entertainment lifestyle platform.
Visual and internal changes to solidify brand identity were also implemented.
The change in CI usage draws attention. Moving away from the previous method of listing the wordmark, symbol and mission together, the company decided to use the corporate name 'HYBE' and the symbol 'H' independently. Through this, it secured visual simplicity while more clearly revealing HYBE's identity expanded beyond music.
The talent profile 'HYBE DNA' was also redefined. While maintaining the core values of 'passion·autonomy·trust,' the company more concretely redefined the directions that talent should aim for, strengthening the organization's substance.
This brand revamp reflects the will to implement 'HYBE 2.0,' the new growth strategy announced in August 2024. HYBE is reorganizing its business structure around three pillars—music, platform and tech—to accelerate securing a super-gap leadership as a global IP company.
A HYBE official said, "This brand revamp is not a simple visual change but a declaration to present the 'next' of the global market," adding, "We will continue new attempts based on music and technology and spread their results across the industry."
[Photo] HYBE
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