HYBE found itself at the center of online discussion after quietly removing its long-standing slogan, sparking speculation and criticism from fans.
Recent photos taken outside the company’s headquarters revealed that it’s something familiar “we believe in music” the slogan was gone. In its place is a simplified design that features just the name “HYBE,” with no accompanying slogan or visual identity elements.
The sudden change quickly attracted attention, especially as it comes after the high-profile departure of former ADOR CEO Min Hee Jin. During his legal dispute with HYBE, he had claimed credit for creating the slogan, leading many to question whether the removal was intentional.
Reactions online were swift, with some netizens suggesting the move could be an attempt to distance the company from its influence. Comments speculated that the slogan’s disappearance could be linked to lingering tensions following the widely publicized conflict.
Others, however, focused less on the controversy and more on the brand itself. Critics argued that the new design seems overly minimal and lacks the identity that the previous slogan had helped establish. For many, the phrase had come to symbolize HYBE’s artistic vision, making its removal abrupt and disappointing.
Some fans also pointed out that the slogan no longer reflects the company’s recent musical direction, questioning whether the change was part of a larger identity shift. At the same time, others felt that replacing it with nothing suggested a lack of creative effort.
Whether it’s a strategic rebranding, a subtle response to internal changes, or simply a design refresh, the reaction has been largely critical. Rather than freshen up the company’s image, the move has sparked an ongoing debate and, for many, raised more questions than answers.
Sources: Koreaboo
