The label of HYBE MUSIC GROUP, ADOR, unveiled a new brand film on February 25. It is a video that visualizes a more flexible and expanded future direction while maintaining the label’s unique creative philosophy, “All doors one room”.
The brand film begins with the arrival of a man and a woman in a space resembling a laboratory. There are many rooms there, and the two individuals set out in search of four doors, each bearing the letters of the English alphabet A·D·O·R. At the moment they obtain the keys and open the doors, various landscapes unfold. From people enjoying a party wearing adorable mascot-shaped costumes, to a researcher diving into an empty pool to find a key, to a blue horse with a mysterious atmosphere, these scenes appear and stimulate the viewer’s curiosity.
ADOR’s unchanging creative grammar stands out. ADOR explained: “The four elements — laboratory (Lab), door (Door), key (Key), and human (Human) — symbolize the process of creation. This expresses the journey in which an idea (Key) passes through the laboratory (Lab) called ADOR, opens the door (Door) to a new world, and ultimately reaches the human (Human).” They added: “As always, ADOR will open new doors at our own pace, and we will surprise the world again at that moment.”
On this day, in addition to the brand film, ADOR also presented an animation and several short-form contents reflecting a new brand identity (BI). While maintaining the familiar impression of the existing logo, a more flexible use stands out. The logo, which does not adhere to a specific form and varies depending on the nature of the content, metaphorically contains the meaning of a tool that opens a new world as well as a musical melody, showing the label’s expansion.
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ADOR was founded in November 2021 under HYBE’s multi-label system, which respects full independence and autonomy of the creative process. The group NEWJEANS, which has topped domestic and international charts with every album and achieved phenomenon-level popularity, is part of it, and last year, the label also held the global boy group audition “2025 ADOR BOYS GLOBAL AUDITION”, raising anticipation among music fans.
Journalist: Shawn
Translator: Shawn
Source: SNS ADOR, HYBE
