HYBE has found itself at the center of online discussion after quietly removing its long-standing slogan, prompting speculation and criticism from fans.
Recent photos taken outside the company’s headquarters revealed that the familiar “we believe in music” tagline had disappeared. In its place is a simplified design featuring only the “HYBE” name, with no accompanying slogan or visual identity elements.
The sudden change quickly drew attention, especially as it comes after the high-profile departure of former ADOR CEO Min Hee Jin. During her legal dispute with HYBE, she had claimed credit for creating the slogan, leading many to question whether the removal was intentional.
Online reactions were swift, with some netizens suggesting the move could be an attempt to distance the company from her influence. Comments speculated that the slogan’s disappearance might be tied to lingering tensions following the widely publicized conflict.
Others, however, focused less on the controversy and more on the branding itself. Critics argued that the new design feels overly minimal and lacks the identity that the previous slogan helped establish. For many, the phrase had become symbolic of HYBE’s artistic vision, making its removal feel abrupt and underwhelming.
Some fans also pointed out that the slogan no longer reflected the company’s recent musical direction, questioning whether the change was part of a broader shift in identity. At the same time, others felt that replacing it with nothing at all suggested a lack of creative effort.
Whether this marks a strategic rebranding, a subtle response to internal changes, or simply a design update, the reaction has been largely critical. Instead of refreshing the company’s image, the move has sparked ongoing debate and, for many, raised more questions than answers.
Sources: Koreaboo