On August 5th, the agency ATTRAKT announced that FIFTY FIFTY had launched their new logo motion on their official YouTube channel at midnight. The new logo incorporates pink tones and geometric designs, a departure from their previous striking black-and-white linear logo.
The circular shape of the logo morphs into different geometric figures, each rotating in its own unique manner. Following a few reconfigurations, the components reunite to spell out the name “FIFTY FIFTY”. This symbolizes the group’s reconciliation after a period of estrangement caused by previous circumstances.
The previous logo may have emphasized the literal meaning of “FIFTY FIFTY”with its black-and-white design, but the new logo puts more focus on showcasing the group’s color and identity.
ATTRAKT announced their plan to gradually unveil a series of content in the lead up to FIFTY FIFTY’s comeback. Building on the excitement generated by the recent release of a silhouette video teaser and the reveal of their new logo, fans can anticipate even more exciting content to come as the group prepares for their highly-anticipated return.
FIFTY FIFTY’s first single, “The Beginning: Cupid”was released on February 24th last year and achieved a remarkable feat. The title track, “Cupid”, entered the U.S. Billboard Hot 100 chart at No.100 just 130 days after the group’s debut. Eventually, the song reached No.17 on the chart, setting a record for the longest-charting K-pop girl group with a 25-week run.
Despite the four members filing for an injunction to suspend their exclusive contracts with ATTRAKT, the group’s activities were brought to a halt. Despite their appeal, the court ultimately rejected their request. Only Keena decided to withdraw her appeal and return to ATTRAKT.
After that, ATTRAKT reorganized the group with Keena as the focus, adding four new members in April. They are planning to debut a new album in September.
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