PROJECT DESCRIPTION
The Rock & Roll Hall of Fame exists both to honor music greats, and inspire new greatness. Similarly to music’s ever-evolving zeitgeist, its team realized that updating its image would ensure the institution remains relevant, by broadening its audience and staying in the spotlight year-round.
The Rock & Roll spirit is an essential part of the updated brand: original, bold, daring, dynamic, authentic, powerful. The Hall of Fame artists carry this spirit through their sound, imagery, and stories—all integrated into Rock Hall’s new visual identity and content. The logo features a custom designed and programmed typeface that reacts to audio cues—its letterforms reverberating in response to sound levels and beats.
The tone of voice is eternally cool, never trying to be trendy, and echoed in visuals that blend an Acid House palette with imagery featuring the music world’s GOATs. Debuted at the 2022 Induction Ceremony, the identity was displayed behind behind inductees including Dolly Parton, Lionel Ritchie, and Eminem.
Beginning its new era, Rock Hall continues to expand to celebrate all genres that impact culture, and to recognize the significance of artists that appeal to all ages—ensuring Rock & Roll lives on as an idea that's simultaneously contemporary and timeless.
PROJECT INFORMATION
Entry Type: Single Entry
Channel: Cross-Media
Primary Role of the Designer: Designer as brand steward
Client Relationship: A retainer relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Typefaces: Generations Sans (Custom)
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Min Lew
Art Director:
Designers: Tom Fethers - Design Director, Ross Gendels - Senior Design Director, Jun Hong - Senior Designer, Yeon Ryoo - Senior Designer, Gabriela Carnabuci - Senior Designer, Shirlin Kao - Designer
Researchers:
Developers:
Copywriter: Katerina Mery
Illustrator:
Photographer:
Printer:
Producer: Harry Laverty
Other Credits: Sarah Labuda - Strategist, Matthieu Cortat - Type Designer, Yaniv Fridman - Motion Designer, Mikey Kelly - Motion Designer
Rock & Roll Hall of Fame
Category
Brand and Identity Systems
Description
Winner - 365: AIGA Year in Design (2022)
Title: Rock & Roll Hall of Fame
Design Firm/Agency: Base Design
Client Industry:
Client Location: Cleveland, Ohio, USA
Juror Comments
"The suggestion of constant motion is evident in the design of the logo--obviously a play on the word "ROLL". The looping motion is manifest in the animation of "cycling" through the various artists who have been inducted in this circle. An interesting contrast to the logo is found in the social media applications, specially in the letterforms and numbers that have a sharper, razor edge fragmentation-- possibly in an effort to appeal to younger rock and roll audiences."
Self-Identified Distinctions: Design for Good - Cultural Awareness
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