The Reign of King Louis is Beginning!

Louis Tomlinson's single Back to You is dropping July 21 and we're seeing the first wave of promo stuff. Some of it is really good - the Observer article seems to have brought some new fans and given him some cred among people who maybe didn't know his whole story. Some of it is bad - like his teams lack of performing basic functions like ensuring his social media links are actually his and not some rando person, i.e., his snapchat is some actress and his YouTube link goes to a non-verified YouTube with a bunch of cringey tags. There's also seems to be an effort to bring Eleanor into it for the single drop and it looks like this whole "reuinion" has been planned probably from the moment they picked Back to You as the first single. They're always so ham-handed and obvious with the stunts so most people are like *shrug* and are instead focusing on Louis' new logo, which at first glance, is so awesomely sporty and sleek:

But, flip that bitch over and you've got a dude bending over a bed in a house. Hello, design firm of RBB & SBB. Welcome back.

Once you see it, you can't unsee it!

Once you see it, you can't unsee it!