EXO is a new boy band project by one of the biggest entertainment companies in Korea SM Entertainment. There are loads of boy and girl bands in the Korean pop music scene already, yet EXO seems not only to be a simple boy band - I was really drawn by SM Entertainment's management strategies and the visual aspect, as well as the whole brand design that EXO stands for now.
Originally, EXO consists from two bands - EXO-k being the 6 member band that will be active in Korea and EXO-m having 6 members to be promoting in China. The main idea behind the concept is that EXO members come from a different planet and each one of them has supernatural powers, hence the EXO from the EXO planet slogan in each video/teaser. The members were each given a separate little logo and power which seems like a very clever step, knowing how the fans of these kind of bands usually have one favourite member whom they are crazy and know everything about. The main logo is this:
A simple and futuristic design that also makes up the name EXO both in the positive and the negative spaces. Having talked in some of the lectures about how important thesedays is an interactive and moving logo, EXO logo proves to be well thought of -
The animated version has both the simplicity, the dynamics and the supernatural feeling that is the band's main concept - as well as an allusion to a dancing figure. Here we also see the use of a particular typeface that is used in all the videos so far:
The choice of the typeface is smart as it works both with the normal and the Korean alphabets in the same way. It also goes well with the main concept of the band and defines the shapes that EXO will be recognised for. No wonder, that they are using the same their logo-related shapes in the clothing and the set designs:
The dynamic,simple and clearly defined logo leaves space for interpretation for the set designs, make-up...
...clothes, even the dancing style which matches the concept by having sleek and robot-like movements (video can be seen here).
There are so many things involved in promoting a band, yet it seems that most of it can be related to the logo design and well thought-of concept. That is definitely what can be called design that stretches through many different mediums.
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