HYBE Revamps Brand... Pioneering the Next Era of Entertainment with Music and Technology

New Vision and CI Unveiled to Reflect Growth Strategy

HYBE announced on May 13 that it has revamped its brand system—including its mission, vision, and corporate image (CI)—to reflect its new growth strategy.

HYBE unveiled a new mission to clarify its business philosophy. The new mission is "DISCOVER A NEW UNIVERSE, UNLOCK AN IMMERSIVE JOURNEY." This signifies the company's aim to provide immersive moments through artists and content, allowing everyone to discover a new world. The previous mission, "We believe in Music," will be retained by the music business division to further reinforce its core values.

The new vision outlining the company's business direction is "GLOBAL ENTERTAINMENT LIFESTYLE PLATFORM COMPANY BASED ON MUSIC AND TECHNOLOGY." HYBE aims to become an entertainment lifestyle platform company grounded in music and technology.

A key feature, compared to the previous vision, is the explicit mention of "technology." HYBE explained, "The new vision prioritizes music and fans, while also expressing our intent to innovate the industry by leveraging technology to expand fan experiences."

The company also changed its approach to utilizing its CI. The wordmark (HYBE) and the symbol (H) will now be used independently. HYBE stated, "The visual identity has become more streamlined, and the symbolism of the company name and symbol has been enhanced," adding, "This approach clearly expresses our identity as it expands into various areas." The new CI has been applied throughout the HYBE Yongsan office building.