Hard Rock Cafe has amazing potential that it's not living up to. This full rebranding project uses their global influence and corporate structure to create a new Hard Rock that supports local, independent music and cuisine.
Rock as a genre has evolved and will continue to evolve, so instead of designing a brand that will once again be outdated, Hard Rock would now evolve with rock. The branding would consist of a system of parameters, not restrictions, to guide the brand as a whole in a unified direction while allowing each individual city to express itself and the local culture.
The logo features an amp, expressive of cranking up the local culture so loud, it can be heard anywhere around the world. Each city logo features a different grid, linked to the aesthetic and feel of the city and has a unique color palette within the larger red and neutral color palette.