NewJeans‘ label ADOR recently released a new brand film, along with a modified logo, hinting at a modified creative vision for the label’s future.
While keeping its core philosophy of “All Doors One Room,” ADOR promised to take a more “flexible” approach to reach audiences all over the world. This new approach was also reflected in its new logo. Instead of being fixed to a single format, the logo transforms based on the content’s nature.
— ADOR (@alldoorsoneroom) February 25, 2026
This rebranding, however, has been hit with scathing criticism online. The prevalent complaint is that the brand film and all the other content involved looked “tacky” and lacked the authenticity of ADOR’s previous projects.
Severance but make it vapid and quirky. This just feels so off and such a downgrade from their previous work… Too shiny, too superficial, too clean and soulless. https://t.co/DXP7HRP7Zq
— Dani Marti 🐰 (@Sancochogurl) February 25, 2026
This is so hybe coded. Ador creative visual is really dead. https://t.co/ikFQOdJpkX
— oldtokki!⁷ (@1knjgirl) February 25, 2026
It looks like a mental asylum (which it truly is) https://t.co/2Nu6yZ0DIr
— ~k ⏳ (@aepinkjeanz) February 25, 2026
“Ador” lost its touch, now it’s actually another hybe brand https://t.co/wMm7Zd9m2K pic.twitter.com/a4u0gCP8J6
— yeincouture (@Tylaoutsold) February 25, 2026
i get sad about lost potential. this could’ve been 1000 times better https://t.co/8Rp7JMauGy
— haerinª💛🌻 (@babytokki222) February 25, 2026
Some also questioned the motive behind making the female model in the film appear visually similar to Hanni.
the hanni clone- https://t.co/Fkqez6Os9R
— dustín 🖤 (@donotstin) February 25, 2026
It’s no coincidence that the girl looks like Hanni https://t.co/LqGaLukf53
— roni (@magicalg1rlmoka) February 25, 2026
Fake hanni with a fake hanni ass wig https://t.co/XpXNv9mk7Y
— h4mmerh3ad | 🧚🏽 (@h4mmerh3ad) February 25, 2026
Even the new logos were hit with scathing backlash, reflecting the sustained pushback among fans for ADOR.
This cheap rebranding lol
disband newjeans— summer🎥⁵ (@coolwithanni_) February 25, 2026
your logo is fugly af, DELETE THIS BULLSHIT. https://t.co/r8EuSIt027
— ♡ rei is RUDE! 🦭🌊 CHOCO ENDING SERVINGS 🤤👅 (@ReiBrandedz_) February 25, 2026
Cheap ass logo disgusting https://t.co/3XPQJwCxWn
— KiritoHamilton🩵🏁 (@KiritoHamilton) February 25, 2026
Moreover, fans were furious that instead of updating them about the future of NewJeans, ADOR was “wasting time” on rebranding.
Meanwhile, HYBE is still entangled in a legal conflict with former ADOR CEO Min Hee Jin, and recently made a huge payment related to the case. Read more:
