That sentiment is prevalent throughout “Map of the Soul.” Heady song titles like “Mikrokosmos,” “Jamais Vu” and “Dionysus” sound more like titles from a college syllabus, but the casual listener wouldn’t necessarily notice from the music of the group’s sleek, streamlined pop sound.Īmerican pop star Halsey joins BTS on the highly-hyped single “Boy With Luv,” which the band will premiere live tomorrow on “Saturday Night Live.” An homage to 2014’s “Boy in Luv,” the new song deconstructs their then adolescent mindframe. Well, in Korean, there is a concept of “jung,” which doesn’t really have a direct parallel in English but describes an emotion that encapsulates the feeling of love and loyalty that people have for one another - which in this case the bandmembers feel for each other and their fans (collectively called ARMY).
Jung said that people inherited the collective unconscious of their ancestors and possess memories of which they’re unaware. Fans of the group dig deep into the meanings behind the songs - a challenge for many, since the majority of their lyrics are in Korean - but the reasoning behind this album’s title, derived from “Jung’s Map of the Soul,” a study of Swiss psychiatry pioneer Carl Jung written by psychoanalyst Dr. The 7-song album is taut musically and thematically (the group is a septet consisting of RM, Jin, Suga, J-Hope, Jimin, V, Jungkook), although things get into murkier territory lyrically. Six years and a K-pop global explosion later, they are the most popular boy band in the world, which is why fans around the globe set their alarm clocks (or pulled all-nighters) to catch the global release of “Map of the Soul: Persona” at precisely 6 p.m. But once the album was out, she was glad the agency, as well as many fans, liked the simple and elegant design.In 2013, BTS was just another Korean boy band signed to a small label that hardly anyone had heard of. She admitted there had been pressure when she undertook this project because it was CFC’s first time designing an album cover, in addition to the pressure of having to meet such high expectations from a watchful public. “As a world-class, very popular band, they can come across as being untouchable, but they are always very friendly and relatable at the same time.” When asked how the designer perceived BTS’ identity, she said she thought it was the coexistence of cool and friendly. The new album has to harmonize with the previous ones as well.” “There is a certain tone and manner that Big Hit Entertainment and BTS have kept throughout their music career and discography. “It was important to come up with design that was in accordance with BTS’ own identity,” she said. To do so, the designers at CFC listened to BTS music and watched music videos, visuals and clips to understand the band and its music style.
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“We contemplated long on how to put together these themes in a simple form, while expressing BTS’ identity through this album.” The wordmark “Persona,” located in the center of the album, uses wavy letters to portray emotions that are stirred by the mood of love. The fonts used on the album cover were all newly designed as well. “With the map and heart, I tried to depict the trajectory of love,” she explained.īTS’ “Map of the Soul: Persona” visual identity (CFC)
The transparent, variable grid that appears in the background illustrates the “map” concept - the central theme of the album - with markers identifying the version and the album title on the map. The central feature of the simple yet symbol-rich album cover is a heart, which captures the joy of love with graceful, flowing silver lines. “Just like there are various textures of love, I thought the variations of pink could portray the album’s mood better,” she said. She used different shades of pink for four versions of the album cover. “Intuitively, the color pink came into my mind, which expresses a pit-a-patting heart and excitement.” “The ‘Persona’ album talks about love,” Jeon told The Korea Herald in a recent interview. When BTS’ new EP, “Map of the Soul: Persona,” was released in April, many were curious about the meaning behind the pink album cover.įor Charry Jeon, founder and creative director at CFC, the Seoul-based design studio that orchestrated the visuals for BTS’ latest chart-topping album, the project was all about love. CFC founder and creative director Charry Jeon
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