SEVENTEEN Brand Design

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SEVENTEEN BRAND DESIGN

REDEFINING THE SYMBOL OF YOUTH

SEVENTEEN is a K-POP artist from Pledis Entertainment with 13 members. After debuting in 2015, Form & Function renewed the brand design of SEVENTEEN and CARAT, who are creating new characteristics of K-POP through performances and unit activities that take advantage of the multi-member group.

INVERTED TRIANGLE + NUMBER 17

Since its debut in 2015, SEVENTEEN has used a symbol mark that means a team of 13 members and three units and designs the number 17, the name of the team, in reverse triangle shape. SEVENTEEN's symbol is not fixed in one form, but has been constantly changing according to the album concept.

17, THE SYMBOLIC NUMBER OF YOUTH

Seventeen's new symbol mark contains the meaning of "attitude of youth" in the group name "17," which constantly pursues ideals, challenges ideals without fear of failure, and creates a future. Seventeen's '17' is designed with three forward-looking lines made from the repetition of an equilateral triangle. It is reminiscent of Penrose Triangle, an infinite symbol in the form of a triangle, which means a challenge to the impossible, and expresses "unstoppable youth" with an inverted triangle that simplifies the diamond shape that symbolizes ideal and completion.

CARAT MAKES SEVENTEEN SHINE MORE

SEVENTEEN's fandom, CARAT, is named after the lyrics of "Shining Diamond," a song from SEVENTEEN's first album. Carat, a unit that represents the quality of jewelry, shines SEVENTEEN as its value increases as the number increases, and the more fans love SEVENTEEN, the higher the value of the team. The new Carat symbol means that the inverted triangle shape is a relationship that completes each other by sharing the inverted triangle shape with the capital C, which is an extended grid of inverted triangles, and the simplified diamond shape that shines SEVENTEEN even more.