HYBE has declared a new brand system to lead the future of the entertainment market amidst a rapidly changing industry environment.
On the 13th, HYBE officially announced its revised mission, vision, and CI (Corporate Identity), reflecting its new growth strategy.
The new mission is “DISCOVER A NEW UNIVERSE, UNLOCK AN IMMERSIVE JOURNEY,” embodying the company’s commitment to providing unprecedented moments of immersion through its artists and services.
HYBE has set its vision as a “GLOBAL ENTERTAINMENT LIFESTYLE PLATFORM COMPANY BASED ON MUSIC AND TECHNOLOGY.” The most notable part of this update is the explicit mention of “TECHNOLOGY.” This is seen as a strategic move to innovatively expand the boundaries of the fan experience by combining the essence of music with technological prowess, solidifying its position as a global entertainment lifestyle platform.
Visual and internal changes were also implemented to strengthen the brand identity.
The way the CI is used has changed. Moving away from the previous method of combining the wordmark, symbol, and mission, the company will now use the name “HYBE” and the symbol “H” independently. This ensures visual simplicity while more clearly revealing HYBE’s expanded identity beyond just music.
The “HYBE DNA,” which defines the ideal talent, was also redefined. While the core values of “passion, autonomy, and trust” remain, the direction for employees has been more specifically redefined to strengthen the organization’s internal foundation.
This brand reorganization is a result of the commitment to “HYBE 2.0,” the new growth strategy announced in August 2024. HYBE is accelerating its efforts to secure overwhelming leadership as a global IP company by restructuring its business around three pillars: music, platform, and tech.
A HYBE official stated, “This brand reorganization is not just a change of visuals, but a declaration that we will present the ‘next’ for the global market. We will continue to make new attempts based on music and technology and spread those achievements throughout the industry.”
