The EXO Logo Concept
EXO Logo on Objects as seen in Teasers and Prologue MVs
Whoever has viewed the EXO teasers and MVs must have noticed the EXO logo on various objects, clothing and accessory items. If am not mistaken, EXO is the first group under the SM Entertainment that has a logo and a distinct typography of their own since debut. Ever since seeing this constant presence, I can’t help but make a post about it. I think that the reason SM is using a logo right from the start is to promote EXO as a “brand” – whoever who sees the hexagonal symbol or typography will easily associate it with the group. Initially, the purpose of a logo is to act as a visual representation of a brand, similar to designer brands, for e.g. LV for Louis Vuitton or double C for Chanel. I reckon the more one sees the symbol, the more it gets engraved into the memory and the more one gets attached to it. Moreover, a logo has a distinct advantage: it is an image – a visual form – that can be spread faster and easier with no language barriers, while on the other hand, text can be long to read and translated, hence enabling EXO to spread faster internationally and reach a larger audience.
SM has done a fantastic job in designing the EXO logo! It is simple, creative and catchy, which is exactly the description of a successful logo. I also like how cleverly the typography has been designed and looks like an encoded message coming from another planet. The font of the “EXO” word in itself creates the hexagonal shape and the letters “E.X.O” can be easily read from the logo. The hexagonal shape has six sides or can be divided into six parts, which kind of represent each member from EXO-K or EXO-M. The shaped can be reflected horizontally and will still remain the same (see the Kite’s reflection in the pond in Teaser No. 16 – Reflection I); and it can be filled with colour or left outlined (as seen on the MAMA Mini Album Cover). Colours can be inverted and the shape can be repeated to create a monogram pattern (as seen on the What Is Love? Single Cover).
It is undeniable that EXO logo emblazoned merchandises will surface in the near future. Not only the regular fan merchandise like fans, towels, t-shirts and cups, but also EXO branded clothing, accessories and jewelleries as already seen worn by the members during the EXO Showcases: Jackets, Sweaters, Hoodies, Footwear, Caps, Bags, Rings, Bracelets, Earrings, Brooches and why not iPhone / iPad cases or headphones…you name it. Now, wouldn’t it be awesome if SM decided to open an EXO stand alone store or even sell them online?! XD
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Please forgive for the long read. I am no expert and might be wrong but I had to express out my views on the EXO logo concept. It was everywhere and it just cannot be unseen!