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Hard Rock International 2007 REBRAND 100 Winners > best of awards
Industry: Entertainment & Leisure - Below: Before Image, Rebrand Images, Summary, Credits

Hard Rock International Rebrand by Duncan/Channon


Challenge - Hard Rock is a 36-year-old brand with cafes, hotels, casinos and live venues in over 20 countries (and 6 continents). When it opened in London in 1971, it was the epicenter of hip. Its coolness cachet endured into the ‘80’s with the opening of its first branch cafes in Dallas and New York. But with the departure of the founders and two ownership changes, the company lost focus and the brand began to slip in public esteem.

Strategy - A new CEO and CMO arrived in 2003 to confront a nine-year slide in revenues and consumer perception. New management engaged Duncan/Channon to participate in a revitalization of every aspect of the Hard Rock brand experience. D/C helped develop the company’s first brand bible, entitled Word, as well as a customer service book and comprehensive brand and advertising guidelines. Duncan/Channon developed a new “parent” mark for the Hard Rock brand, reinterpreted and unified the existing property identities, and applied the new positioning and brand standards across the full spectrum of internal and external communications.

Result - After nine years of slippage, the brand, by every measure, has experienced a substantial recovery in traffic, retail sales and consumer attitudes.

Client: Hard Rock International -
Chief Executive Officer: Hamish Dodds
Chief Marketing Officer: Sean Dee

Brand Strategists/Designers: Duncan/Channon -

Executive creative director and brand copywriter: Robert Duncan
Creative director and lead designer: Michael Lemme
Account supervisor: Liddy Parlato
Account supervisor: Joe Oh
Ad copywriter: John Munyan
Ad art director: Ken Hall
Designer: Jacquie Van Keuren
Original Hard Rock Cafe identity (circa 1971): Alan Aldridge
Hard Rock logotype revisions: Mike Abbink
Print producer: Jacqueline Fodor
Print producer: Jessea Hankins
Print producer: Debbie Hiers
Studio designer: Jennifer Moe
Media: Leslie Diard
Media: Ian Dailey


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