In a sea of talented artists, it’s hard to continuously stand out, especially when the K-Pop industry is saturated with fresh ideas and innovative concepts. Yet, SM Entertainment‘s prized quintet, Red Velvet, has time and again managed to capture the hearts of fans and netizens alike with their impeccable artistry and commitment to novelty.
| SM Entertainment
The recent reveal of the logo for their highly anticipated third full-length album, Chill Kill, is no exception and has sent waves of excitement and admiration across the K-Pop community.
Red Velvet The 3rd Album ‘Chill Kill’
— Red Velvet (@RVsmtown) October 22, 2023
Unveiled a few days ago, the logo offers a vivid visual treat with its striking red hue. But it’s the depth and intricacy of the concept that has truly captivated audiences.
Red Velvet’s new comeback logo. | @RVsmtown/Twitter
Drawing inspiration from Korea’s rich history and East Asian culture, Red Velvet has ingeniously intertwined their English name using “hanja” — the Chinese characters that were instrumental in penning Korean text during the Gojoseon period.
i’m gonna give my 10s to their team because that logo written “red velvet”like some chinese characters https://t.co/QFbd21KEqw
— knowles. (@ksgyonce) October 22, 2023
This subtle yet profound nod to Korea’s ancient past, combined with the inclusion of a teaser schedule resembling a traditional Korean calendar, accentuates their deep-rooted respect and appreciation for their heritage.
this is so well done from color theory to the typography we’re gonna need the design team to receive a fat bonus https://t.co/pGYc49BC20
— (@ashfixation) October 23, 2023
Further embellishing this historical theme, the group’s promotional poster is generously sprinkled with tiger symbols, adding another layer of cultural significance. Tigers hold a special place in Korean folklore and history, symbolizing courage, power, and guardianship.
The tiger might just be eating a tteok (Korean rice cake) just like in the Korean folktale luvies speculate might be the inspiration for What A Chill Kill#RedVelvet #레드벨벳 #Chill_Kill #칠킬 #RedVelvet_Chill_Kill@RVsmtown pic.twitter.com/C8SIXgl5lk
— sam (@raidenrene) October 22, 2023
Look at the beauty of this poster! Nothing could have prepared us to it!
— RVElites | R to V (@rvelites) October 17, 2023
Netizens couldn’t hold back their awe, with comments flooding social media platforms praising Red Velvet’s innovative approach. Remarks such as “Seriously genius…” and “The Red Velvet concept is really innovative and cool” are just a glimpse of the overwhelming appreciation that the girl group has received.
Many were initially baffled by the unfamiliar characters, only to be pleasantly surprised when they realized the clever play on the words ‘Red Velvet’ written in English.
“They combined the words ‘Red Velvet’ and made them into Chinese characters… Seriously genius…” “At first, I thought it was some unfamiliar Chinese characters, but it’s ‘Red Velvet’ written in English..” “The Red Velvet concept is really innovative and cool.” “I love this concept so much, looking forward to it ㅠㅜ” “Wow, seriously, this is a concept I’ve never seen from Red Velvet ㅠㅠ.” “Even the Min Hee Jin haters will have nothing to say to this high quality.” “I love the eerie ‘Peekaboo’ or “Psycho’ vibes.” | PannNate | PannNate
But none of this is surprising — Red Velvet’s journey has always been marked by their unparalleled ability to adopt and ace diverse concepts, something that has gained them the much-deserved title of “Concept Queens.” From the eerie tones of “Peekaboo” and “Psycho” to the lively beats of “Red Flavor” and “Power Up,” their discography is a testament to their versatility.
This versatility extends beyond just musical styles. Their majestic vocals, which have been a hallmark of their identity, range from soulful ballads to pop royalty, showcasing their sheer talent and dedication to their craft.
Their upcoming album promises a mix of 10 songs spanning various genres. Slated for release on November 13, fans can already anticipate the magic that Red Velvet will bring. Their past records have set high standards, but if the buzz around their recent logo reveal is anything to go by, Chill Kill is set to be another gem in their already glittering crown.