Hard Rock Hotel

📋 1 Guidelines

🔗 Connections

Sector

Tourism Hospitality

Region

Usa

Guideline Year

2005

Language

English

Tags

Tourism

Official Websites

Brand Guidelines

2005

Brand Summary

Mission
  • To deliver style and substance that rock, extending the Hard Rock experience beyond a meal and offering guests a refuge to get away, play, and even get some work done when necessary [^1].
Core Values
  • authenticity
  • passion
  • irreverence
  • unpredictability
  • democracy
  • high expectations
  • creativity
  • style
  • substance
Target Audience
  • Varied consumers seeking high-end hotel and casino experiences, including those desiring decadent weekends, power negotiations, creative escapes, and urban or resort lifestyles [^2].
Personality Traits
  • authentic
  • passionate
  • irreverent
  • unpredictable
  • democratic
  • stylish
  • substantive
Visual Identity Overview
  • The brand visual identity is sleek, modern, and sophisticated, featuring elegant swirling patterns, a clean sans-serif font, and a balanced composition. It incorporates urban, resort, and casino imagery, with a focus on authenticity and minimalism, and uses purple and gold as primary logo colors [^3].

Categories

Brand Imagery
  • Guideline #i probably offers the best direction when it comes to creating or selecting photos.
  • Is the shot authentic? Passionate? Irreverent? Unpredictable? Democratic? With particular attention to the first of those attributes.
  • Authentic means the shot isn’t trying too hard to “sell,” whether a product, a concept or an image. (And, generally, not trying too hard is the best “sales” technique of all.) Smiling, singing models (“Shiny, Happy People,” REM called them) don’t rock.
  • The band shot (that’s Deerhoof, by the way) is certainly an orchestrated shot, but there is a natural grit in the details and, more importantly, it doesn’t take itself too seriously.
  • The shots across the bottom of the page, on the other hand, come off as forced and phony, either because the concepts are cliches or the models are obviously models or they simply try too hard.
  • These examples are only provided as a guide. It is critical to negotiate rights for any commercial usage.
  • In cases where property imagery is featured, the following are suggestions to best showcase these images.
  • URBAN Impressive skylines, towering buildings-vertical lends itself to the architectural nature as well as consumer lifestyle {fast-paced, corporate ladder, upwardly mobile} of our Urban properties.
  • RESORT Picturesque horizons, olympic size pools, majestic mountain ranges, sprawling panoramic nature as well as consumer = landscapes-horizontal lends itself to the lifestyle {lounging in hammocks, reclining on chaises, stretching out by the fireplace) of our Resort properties.
  • CASINO Six-sided dice, red and black bets, scattered gaming tables, unpredictable results -square lends itself to the structure of betting options as well as the consumer energy (emotional roller coaster, random patterns, sensory overload} of our Casino properties.
Color Palette
  • The Logo colors are purple & gold. Do not deviate from those colors.
  • Stay within the color palette & subtlety guides.
Logo Usage
  • Do not tilt the logo.
  • The logotype should not be used as a stand-alone mark. One exception: it can be used in signage with corporate approval.
  • The Logo colors are purple & gold. Do not deviate from those colors.
  • Do not distort the Tattoo.
  • Stay within the color palette & subtlety guides.
  • Do not create alternative identities for the Hard Rock Brand or any of the properties. Never create derivative marks for temporary programs or campaigns. Only Creative Services can create a new Hard Rock identity and (even then) only for a new property type (i.e., at the level of Cafe, Hotel, Casino, Live, etc.).
Tone And Messaging
  • please allow me to introduce myself…
  • Whether it is a decadent weekend with that special someone or a power negotiation with a client…. we want to extend their experience beyond a meal, offering them a refuge to get away, play and yeah…even get some work done when necessary.
  • Hard Rock Hotels and Casinos…..delivering style and substance that rock.
  • Is the shot authentic? Passionate? Irreverent? Unpredictable? Democratic? With particular attention to the first of those attributes.
  • Authentic means the shot isn’t trying too hard to “sell,” whether a product, a concept or an image. (And, generally, not trying too hard is the best “sales” technique of all.) Smiling, singing models (“Shiny, Happy People,” REM called them) don’t rock.
  • The band shot (that’s Deerhoof, by the way) is certainly an orchestrated shot, but there is a natural grit in the details and, more importantly, it doesn’t take itself too seriously.
  • The shots across the bottom of the page, on the other hand, come off as forced and phony, either because the concepts are cliches or the models are obviously models or they simply try too hard.
  • Musical references may be used as an optional design element. The reference should be short, recognizable, well known and timeless-the consumer must identify with it immediately. IT should also correlate to the message being conveyed.
  • Musical references should not be forced. If it feels right and fits the message -consider using it. However, musical references should be minimal and suggestive (i.e., the “less is more theory”). Any such reference should be just enough to make the imagery work for the consumer. When appropriate, give credit where credit is due.
Visual Style
  • Do not tilt the logo.
  • The logotype should not be used as a stand-alone mark. One exception: it can be used in signage with corporate approval.
  • The Logo colors are purple & gold. Do not deviate from those colors.
  • Do not distort the Tattoo.
  • Stay within the color palette & subtlety guides.
  • Do not create alternative identities for the Hard Rock Brand or any of the properties. Never create derivative marks for temporary programs or campaigns. Only Creative Services can create a new Hard Rock identity and (even then) only for a new property type (i.e., at the level of Cafe, Hotel, Casino, Live, etc.).
Musical References
  • Musical references may be used as an optional design element. The reference should be short, recognizable, well known and timeless-the consumer must identify with it immediately. IT should also correlate to the message being conveyed.
  • Musical references should not be forced. If it feels right and fits the message -consider using it. However, musical references should be minimal and suggestive (i.e., the “less is more theory”). Any such reference should be just enough to make the imagery work for the consumer. When appropriate, give credit where credit is due.
  • Lastly, it is your responsibility to determine the legality of using song lyrics in your territory and it may be advisable to obtain advice from legal counsel.
Stationery Collateral
  • All images are for placement only. Please contact Creative Services in Orlando for final art, samples and production specifications-ie: tattoo opacity percentages, varnish, paper stocks, etc.
  • LETTERHEAD OPTION 1
  • BLACK BACK / WHITE FRONT
  • LETTERHEAD OPTION 2
  • BLANK BACK / WHITE FRONT
  • LETTERHEAD 2ND SHEET
  • #10 ENVELOPE
  • BUSINESS CARD
  • BLACK BACK WITH SPOT GLOSS VARNISH TATTOO
  • & DULL FLOOD VARNISH
  • NOTECARD
  • OUTER -BLACK WITH SPOT GLOSS VARNISH
  • TATTOO & DULL FLOOD VARNISH
  • NOTECARD ENVELOPE
  • PRESS KIT FOLDER
  • INSIDE
  • PRESS KIT ENVELOPE & LABEL
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