The Rock & Roll Hall of Fame rebrand is programmed to react to sound
Previously behind work for Bob Dylan Center and the Prince Estate, Base Design takes Rock Hall into fresh design territory with an audio responsive logo.
- Liz Gorny
- 14 March 2023
The Rock & Roll Hall of Fame (Rock Hall) has received a new brand courtesy of Base Design, a studio whose recent work includes a charming animated system for The New York Times’ 2022 Food Festival. The project for Rock Hall also leverages motion; it includes a custom typeface, called Generation, and logo which is designed to move according to audio cues. The new brand appears to reverberate depending on the sounds and beats that it encounters.
According to a Base Design press release, “The Rock & Roll spirit” is central to the redesign, aiming to be “daring” and “powerful” in execution. This approach can be felt best when the Generation typeface is at its most expressive – readers can see some of its capabilities in the video below. Base adds that the bold spirit of Hall of Fame artists, shown “through their sound, imagery and stories”, is now delivered “through Rock Hall’s visuals and content”, unified by an Acid House palette.
The Base release states: “Similarly to music’s ever-evolving zeitgeist, the Rock Hall team realised it was time to update its image to ensure the institution remains relevant, by broadening its audience to include younger generations, and staying in the spotlight year-round beyond the induction ceremony.”
The Rock & Roll Hall of Fame is a museum and hall of fame in Cleveland, Ohio, though it is perhaps best known for its annual Induction Ceremony in which it celebrates the next set of artists brought into the Hall. As of the last Induction Ceremony in November 2022, Rock Hall’s list of inductees stood at 365 artists – the new logo and identity debuted at the event. An ongoing issue this music award season is representation; it remains a pressing topic for The Rock & Roll Hall of Fame, which has recently received backlash for its lack of representation of female artists.
GalleryBase Design: Rock & Roll Hall of Fame (Copyright © Base Design, 2023)
Base Design: Rock & Roll Hall of Fame (Copyright © Base Design, 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.