The Rock & Roll Hall of Fame introduces an overdue rebrand to update its image for a broader and younger audience. Strategically, a goal to become more relevant besides its renowned induction ceremony. The ‘Rock & Roll’ spirit has been reimagined with an original, bold, authentic and powerful identity. The new visual identity and shift in messaging works well to infuse a new contemporary point-of-view. The new logo features a custom designed and programmed typeface which reacts to audio cues with its letterforms reacting to sound levels and beats. While the new approach takes giant leaps forward, we do hope it can strive for more surprising moments. Yes, a bit less corporate standards, a little more Rock & Hall.