RollingStone by anthony stimola

ÂŠ 2010 ANTHONY STIMOLA All rights reserved Printed and bound in the United States First Edition No part of this book may be used or reproduced in any manner without written permission from the publisher, except in the context of reviews. Every reasonable attempt has been made to identify owners of copyright. Errors or omissions will be corrected in subsequent editions. Library of Congress Cataloging-in-Publication Data ROLLING STONE/ BRAND STANDARDS MANUAL /ANTHONY STIMOLA Includes bibliographic references and glossary. ANTHONY STIMOLA / Designer, Typographer, Editor Typefaces / Lubalin Graph, ITC Avant Garde, Centaur Photography / Multiple Unknown Sources Binder & Production / CADOZZA JAMES

ROLLING STONE

BRAND STANDARDS MANUAL

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ROLLING STONE

THECONTENTS

ROLLING STONE

THE INTRODUCTION

OUR MISSION

BRAND HISTORY

BRAND GRID

OUR AUDIENCE

BRAND MARK

TYPE FACES

OUR COLORS

OUR MATERIALS

PHOTO STYLE

BUSINESSSYSTEM

BRANDEXPRESSIONS

BRANDEXTENSIONS

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ROLLING STONE

THEINTRODUCTION

Our objective is to bring back the passionate fire that rolling stone magazine once had. By bringing back the initial goal of being a catalyst for change in American society. Looking into the very essence of what rolling stone stands for I found that there lies a very strong brand extension, bringing rolling stone officially into the realm of a social movement. For the passed fifty years rolling stone has been in the cultural mix of our country and has been on the front line of political change in many ways. It is the natural maturation process that throws the brand into the new world of being a strong media source that has its own aggenda of building a social movement. A social movement that would tap into the cultural attachements to communication, technology, music, the arts and rebellion. As a media source rolling stone stands alone; striving to keep in motion at all cost. Their purpose is to always be the catalyst for change, and their vision is to build a social movement that is in a constant state of motion. Striving to evolve with the American people and fulfill a much needed option for the minds of our country to believe in. “The Rolling Stone don’t gather no moss, You cross that bridge when it’s time to cross.”

It is now the time to cross that bridge and bring rolling stone to a new plateau of cultural change. The new face of rolling stone is the face of the unrest that lies in the hearts of the people of America, it is the answer to years of questions. MEDIAREBELLION

ROLLING STONE

OURMISSION

ROLLING STONE

TO BE THE CATALYST FOR CULTURAL CHANGE

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ROLLING STONE

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BRANDHISTORY

ROLLING STONE

“founded and continues to operate in the belief that rock’n’roll music is the energy centre for all sorts of changes evolving rapidly around us: social, political, cultural, however you want to describe them.”

- jann wenner’s offering of a mission statement (1971)

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ROLLING STONE

1974 United States President Richard

1968

Nixon resigns as President in 1974 while facing charges for impeachment for the Watergate scandal.

Martin Luther King Jr. King is assassinated on April 4, 1968, in Memphis, Tennessee

1975 The capture of Saigon by the North Vietnamese army in April 1975 marked the end of

1969

the Vietnam War.

On July 20, 1969, Apollo 11, the first human spaceflight lands on the Moon.

cultural history rolling stone history

1967

1970 On October 1, 1970 rolling

1973

stone Issue #67 hits the news

rolling stone is established by

stands with Hunter S. Thomp-

Jann Wenner (who is still editor

sonâ&#x20AC;&#x2122;s first piece for rolling stone;

and publisher) and music critic

The Battle of Aspen

Ralph J. Gleason

rolling stone changes their printer and their dimensions. 11 x 17 to 10.5 x 15

BRANDHISTORY

11 x 17

10.5 x 15

ROLLING STONE

OURHISTORY

rolling stone Magazine set out to give voice to the culture and essences of the sixties counter-culture. This entailed the close connection of music and politics of the time. For the people that know rolling stone from the inside believe that it was ultimately the Vietnam War that gave the magazine its initial push into American culture while the Iraq War gave it their second chance at survival. “Weir pointed out that politics began to fall by the wayside at the magazine early, as the Vietnam War came to a close. If that’s the case, then the war in Iraq may well have galvanized its comeback.” gaby wood: the voice of america; the observer, sunday 30 april 2006. The major downfall of a magazine like rolling stone is that its writers inevitably will grow older and loose touch with our society’s teenagers. The average target audience has been the American teen, and once they begin to follow the magazine they will tend to stay with it out of nostalgic interest. The company has been notorious for missing out on new trends and stirred away from punk in the seventies, grunge in the nineties and hip-hop in the eighties. Jan Wenner stubbornly sticks to what he thinks is worthy of “counter-culture” status, rather than keeping active in what’s really going on.

1980

On March 4, 1985 The Food and Drug

Famous former Beatles musician

Administration approves a blood test

John Lennon was assassinated on

for aids, used since then to screen all

December 8, 1980 in the United States.

blood donations in the United States.

1985 1979

Barcode first appears on the magazine.

1983

1981

Annie Leibovitz leaves rolling

rolling stone changes their

1977 rolling stone moves

printer and their dimensions.

stone after a 10 year career of Chief Photographer.

10.5 x 15 to 10 x 11.75

10.5 x 15

10 x 11.75

its operations from MEDIAREBELLION

San Francisco to New York City.

ROLLING STONE

1993

The internet is introduced to

1989

1993 On February 26, 1993, at 12:17 pm, a

the public by the United States

Ryder truck filled with 1,500 pounds

Government. Effectively ushuring

(680 kg) of explosives, detonated in

the Technology Revolution.

the underground garage of the North Tower of the World Trade Center.

After several weeks of civil unrest, the East German government announced on November 9, 1989 that all GDR citizens could visit West Germany and West Berlin.

1995

1990

The Oklahoma City bombing in 1995, the bombing of a federal

On August 2, 1990 the United

building in Oklahoma City,

States and the United Kingdom

Oklahoma, killed 168.

waged war in the Persain Gulf, so began the Gulf War.

1987

1989

1992-1997

Michael Azerrad begins writing for

Peter Travers joined rolling stone

rolling stone his career includes

in 1989 after a four-year stint with

rolling stone. He was fired after a few months but weeks

cover stories on the B-52â&#x20AC;&#x2122;s and

people magazine.

later was asked to write record reviews and then feature

TourĂŠ dropped out of college and became an intern at

stories. His first feature was about Run-DMC. Since 1997,

contributing editor.

he has been a contributing editor at rolling stone.

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Nirvana, and was eventually named

ROLLING STONE

OURFUTURE

This is the new face of rolling stone; the brand mark that will become a sign for cultural change. The new mark was born from the iconic anarchy mark that has been painted and scrolled all over our societal walls from cost to cost and abroad. This is the face of a cultural revolution; using the spirit of rebellion and building the venue for change in politics, media and self expression.

2001

A series of coordinated suicide attacks by al-Qaeda upon the United States on September 11,

2008

2001; leveling the Twin Towers and killing thousnds.

Barack Obama wins the Presidential Race; successfully becoming the first black president of the United States.

2005 Long time rolling stone writer and cultural icon Hunter S. Thompson dies.

2008 rolling stone decides to return

2010

to a print dimension that is

rolling stone is reborn as a

closer to its original size. A far

media source; striving towards

more rack friendly size.

a movement of cultural change.

8.5 x 11

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ROLLING STONE

BRANDGRID

WE ONCE WERE

ROLLING STONE

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“fist in the air in the land of hypocrisy.”

- zack de la rocha

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BRANDGRID

WE NOW ARE

ROLLING STONE

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OURAUDIENCE As a brand we believe that how someone gets around says a lot about their personal beliefs and political standing. rolling stone's audience resides with in the ages of 18-50; broken into two groups we see our audience as our purpose. We do not see them as just those that are interested in our brand or even who we see as the most useful to communicate with directly. Our audience is the soul purpose that we exist. With out the audience we have no structural foundation to build our movement of cultural change. In the end it is the audience that keeps the rolling stone in motion and with out moss. Those that we define as our audience range across the broad board of age groups. As we see the younger generation as our initial audience, through proving our moral strength and loyalty we will bring the older generation to us. Our out look on our audience is clear, they are the struts and i-beams of the structure. The brand is the foundation, holding the weight of it all in place, but its the audience that makes the inner workings all do able. With out the audience there is no interior structure. This must be kept in mind at all times. Ask yourself will this profit our audience, how can we inform our audience more effi-

THEAUDIENCE

ciently and effectively.

ROLLING STONE

HIGH SCHOOL STUDENT BLAKE JOHNSEN

∙ uses his skate board and public transportation ∙ is eager to vote in a presidential election ∙ thinks he has a strong ideas on political activity ∙ wants to study political science in college ∙ lives at home with his parents ∙ is afraid of what the world might become ∙ makes reactive decisions with out thinking through his actions ∙ changes his mind more than his socks

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COLLEGE STUDENT MATTHEW SMITH

∙ rides his bike everywhere; is against gas gusalers ∙ open minded young and eager voter ∙ tries to be very politically aware ∙ precieves himself as an independent and active thinker ∙ only reads news from what he sees as non-conservative outlets ∙ raised in a conservative family ∙ wants to see his generation do something different

THEAUDIENCE

∙ is proactive with on campus political events and groups

ROLLING STONE

YOUNG PROFESSIONAL Timothy BRADLEY

∙ drives a Vespa ∙ politically aware ∙ has a college degree ∙ follows what is going on in the world via various media sources ∙ has a distain for Fox Network News ∙ voted in the past three presidential elections ∙ doesn’t feel well represented by his government ∙ wants there to be a better future for his family

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YOUNG SOICAL WORKER NICOLE CALDWELL

∙ drives a Smart car ∙ has worked as a social worker for about three years ∙ her work has cultivated her very strong political beliefs ∙ she votes in every local and national election ∙ wants to see more programs for the mentally ill youth ∙ grew up in a conservative environment ∙ cares very deeply for others

THEAUDIENCE

∙ wants more options when it comes to our policitcal parties

ROLLING STONE

HOUSE WIFE BETH MORRIS

∙ drives a mini van ∙ follows what is going on in the world via various media sources ∙ politically aware and concerned ∙ has a college degree ∙ wants to see her country strong again ∙ puts her children in front of all other things in her world ∙ doesn’t feel well represented by his government ∙ finds the current political parties restricting

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COLLEGE PROFESSOR CHRISTOPHER JASKOT

∙ takes public transportation everywhere he can ∙ well educated; holds multiple degrees and a doctorate ∙ is a professor of social sciences at a makor university ∙ believes there is a missing componant in our two party system ∙ is well off and has a wife and three kids ∙ has a strong opinion on the politics of America ∙ thinks no good will come of not introducing a new political party

THEAUDIENCE

∙ is set in his ways but enjoys being introduced to new ideas

ROLLING STONE

RETIRED PROFESSIONAL BRIAN PURWIN

∙ drives a motorcycle; loves the freedom ∙ worked in sales for forty years ∙ has a full lifetime of experiences ∙ feels that it’s time for the younger generations to take the torch ∙ lives with his wife of forty two years ∙ has a strong opinion on the politics of America ∙ fed up with finger pointing and wants someone to do someting ∙ is open to new ideas as long as they are good ones

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POLITICIAN Michelle kelly

∙ drives a Mercedes; loves her status symbol ∙ is an active member of politics ∙ very politically aware ∙ sees herself as someone for the female youth to look up to ∙ feels Fox News is understated and a strong news corporation ∙ she is a die hard conservative republican ∙ sees Sara Palin as an asset to the Amercian government ∙ would one day like to be the first republican female president

Our brand is an advocate for politicians; however this individual falls outside the realm of our audience. The elitist individuals that care more about their status symbols more than their political integrity are not what

THEAUDIENCE

we want as a part of our audience.

ROLLING STONE

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BRANDMARK

THE NEW MARK OF CHANGE IN OUR CULTURE

ROLLING STONE

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ROLLING STONE

We proudly introduce to you the new mark of cultural change. The new mark of rolling stone and the only media mark you need to know. It is the hybrid of the rolling stone R and the culturally recognizable anarchy mark. The choice to use such a recognizable mark to

45Ë&#x161;

build the brand mark from was a made with the idea of visual strength and organic fluidity of the mark itself. This mark is able to be drawn,

45Ë&#x161;

spray painted or stenciled any where and every where. It is the mark of change, it will be there where ever culture is trandsendening its own boundaries, and will be the sign of a new soical movement that will use the cultural ties to communication, technology, music and the arts to give rise to a new voice.

a. c.

The diagram to the left diagrams the correct steps of drawing or painting the rolling stone mark. There is no other way that has been deamed correct, so learn the

BRANDMARK

right way and know how to do it.

ROLLING STONE

These are initial rough ideas that were unable to stand up to the level of expected value that is rolling stone. The mark must be strong, and aggressive; yet well thought out. It is the underlying meaning that is ultimately the essential strength behind the brand.

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DONOT The mark should never be used at any opacity setting other than 100%. Only the three colors that are stated are the correct colors to be used. You should never use any color other than those stated brand colors. You should never turn the mark backwards for any reason. The R always faces foreward.

Never use any effects on the mark; such as drop or inner shadow, outer or inner glow effect, feathering, beveling or embossing, and finally no satin overlays or any kind. The mark is to be used in one of the three defined colors, at 100% opacity and flat. no effects should ever be used under any

BRANDMARK

circumstances or for any reason.

ROLLING STONE

DONOT

DO ROLLINGSTONE

ROLLINGSTONE

X X

X /2

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ROLLING STONE

“progress is a process of disruption.”

TYPESTYLE

-ADAM SMITH

ROLLING STONE

THETYPEFACE

The primary typeface for our brand mark is lubalin graph medium and lubalin graph light. At no time should you use any other typeface for our brand mark. itc avant garde gothic is the primary typeface. The only other typeface to be used is centaur and that is for body copy only, as we strive to define our new brand by the traditional type locks that once graced our pages. We have made that decision to pay omige to the time passed when type treatments were set in a classic way. These typefaces were chosen for a reason, for their strength and traditional appeal. centaur was chosen to pay omige to the original issues of rolling stone and their classic type layouts, as they were published and printed in a time when print design was a craft. The art of type that has been lost in the technological days we live in will be revised and revived in both the digital as well as printed output of the new rolling stone. Body copy is to be set in 9 point type with a leading setting of 15, tracking is to set at 10. In bodycopy all numbers are to be set in oldstyle, and when stating titled names in body copy use small caps. When calling attention to other important key words and phrases use centaur italic and when necessary set that content in pantone 186. Any content that is in centaur italic is to be in lower case form only. All headlines are to be set in itc avant garde gothic, in intervals of 10 and this goes for the leading as well. The leading is the same point size as the type is set at (ie 30/30, 40/40 and 50/50). The tracking for all headlines is to be set at 20. The next page shows the type families and the proper setups for headlines, quotes and body copy. We view the typeface choices as the finite details that make up the face of this brand, therefore these details are of the utmost importance. At no point in time should you chose to use any other typeface other than those that we have spelled out for you on this page and in the next spread.

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logo typeface

Lubalin Graph (Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+=[]{}\;:‘“,.<>?/ 1234567890 Lubalin Graph (Light) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+=[]{}\;:‘“,.<>?/ 1234567890

primary

ITC Avant Garde Gothic (Medium) A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz ! @ # $ % ^ & * ( ) _ + = [ ] { } \ ; :‘ “ , . < > ? / 1234567890 ITC Avant Garde Gothic (Extra Light) A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz ! @ # $ % ^ & * ( ) _ + = [ ] { } \ ; :‘ “ , . < > ? / 1234567890

body copy

CentaurMT (Regular/Oldstyle Figures/Italic) A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdef ghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+=[]{}\;:‘ “,.<>?/

TYPESTYLE

1234567890

ROLLINGSTONE

headlines

HEADLINE large pull quotes [1]

TO BE THE CATALYST FOR CULTURAL CHANGE large pull quotes [2]

“founded and continues to operate in the belief that rock’n’roll music is the energy centre for all sorts of changes evolving rapidly around us: however you want to describe them.” body copy The primary typeface for our brand is lubalin graph medium and lubalin graph light. At no time should you use any other typeface for head lines, sub heads, quotes or any other type lock up. The only other typeface to be used is centaur and that is for body copy only, as we strive to define our new brand by the traditional type locks that once graced our pages. We have made that decision to pay omige to the time passed when type treatments were set in a classic way.

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Pantone 186 C

Registration Black

OUR COLORS

Registration Black 50%

ROLLINGSTONE

THE ONLY 3 COLORS YOU NEED TO KNOW

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As a brand we understand that there are many output venues and with that there is a need for our pantone and registration tones to be broken down in several other CMYK = 0/100/80/5

color formats. As a brand we have

RGB = 195/30/60

broken down our colors into the

HTML = #C60C30

following color profiles ; cmyk, rgb, html, and hexigram. These are the only acceptable number combinations for the brand colors.

CMYK = 100/100/100/100 RGB = 0/0/0 HTML = #000000

CMYK = 50/50/50/50 RGB = 128/128/128

OUR COLORS

HTML = #808080

ROLLINGSTONE

PANTONE 186 C

PANTONE 186 M

PANTONE 1797 U The rolling stone brand understands that there are many variations of printed out put. As a brand we have spent time researching the best solution to the color shift issue. After looking at many options and even contemplating the option of only using coated paper we have came to a final solution. When printing pieces for the brand on uncoated paper this is the exceptable conversion. The uncoated pantone number is pantone 1797 u and after much research we have found this to be the most accurate match. For matte paper the conversion for the pantone color we have defined pantone 186 m as the acceptable color conversion. This is the only acceptable color conversion.

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THEMATERIALS

ROLLING STONE

OURMATERIALS

As a brand and a cultural movement we are very much interested in the actions of our audience. Especially when it comes to our audience and supporters taking upon the responsibility of helping to spread the word about our brand. We are rooted in the cultural change that we inspire to create, because that is where we were born from. We are not trying to do what has already been done. So we are taking what we have done already; taking what is going on in the art industry, communication industry and technology to push past what has been defined as obtainable. So we invite our culture foot soldiers to get out and help us make our mark for the benefit of all of us. The more people we can reach means the more people that are being given the opportunity to supersede what is going on now and what has gone on thus far.

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THEMATERIALS

ROLLING STONE

SPRAYPAINT

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THEMATERIALS

ROLLING STONE

INKMARKER

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PHOTOSTYLE

ROLLING STONE

PHOTOSTYLE

The photography style for our brand is the emotions expressed by the brands face. It is these photos that will catch the attention and inspire our audience. Much like the soul of our brand the images should always be to the point and with out any color to distract from the purpose. High contrast black and white images are our visual standard and no

others will be accepted under any circumstances. Our brand uses images of the people that inspire our movement and the life styles that provide their foundation. As these inidividuals are our foundation. We see the people as our secondary voice and our ultimate public relation advocates. They should always be shown in a positive light, working with their community, and providing change in their environment. You should not descriminate who should and should not be depicted as our audience, you should not make that decision at any point in time; as this is our decision. We are a media source that stands by the idea that the rolling stone gathers no moss, we continued to evolve and change with the society around us. The second theme of our photo style is strength, power of the individual and the power of purpose. Whether it is a line of officers standing in definance or a protest that rises above the golden gate to soar towards the heavens. We are providing the imagery that fuels the changes in our culture on a whole, and have great faith for all aspects of our country.

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ROLLING STONE

Images like the one above embodies the soul of cynicism our brand holds for all aspects of politics, media and culture in general. If we are unable to look at all sides

PHOTOSTYLE

of the story, we don't know the real story.

ROLLING STONE

The images on this page defines the very essence of media. The same clinched fist used in to very different ways. above we see a soldier bonding with a villager in Africa, the juxtaposition of skin tone adds to the strength of the image. left we see a the other side of the spectrum. One man punching another at a race based protest in Mississippi. The strength of this image is the white individual standing up against a kkk member who has come to create problems. There is always two sides of the story, and media has the strength to deliver that information as either positive or negative. MEDIAREBELLION

PHOTOSTYLE

left we see the strength of the line of authority. This defines the power of those in the military or in the fraternal order of police officers. right is the other side of the story, this young woman is taking part in peaceful protest. The purpose and meaning of the individuals in either image is up for interpretation. The point being that as a media source rolling stone gives

both sides of the story.

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ROLLING STONE

PHOTOSTYLE

TRYLOW-FI

ROLLING STONE

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ROLLING STONE

“in a society that tries to standardize thinking, individuality is not highly prized.”

- ALEX GREY

ROLLING STONE

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THE BRAND BUSINESS SYSTEM

2. 1.

BUSINESSSYSTEM

The correct steps of folding the brand stationary prior to entering it into the correct brand envelope. This is the only exceptable way to fold the letter head as not to ruin the content.

ROLLING STONE

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ROLLING STONE

THE BRAND ENVELOPE

BUSINESSSYSTEM

ROLLING STONE

HOW TO PROPERLY SEAL THE BRAND ENVELOPE 1. Light the wick of your wax stick with a candle flame or lighter so that the wax starts to heat up and drip. 2. Drip the molten wax onto the area you wish to seal. Drip enough wax so that it creates a pool the size of a nickel. 3. Press the seal into the wax vertically and apply pressure evenly so that the impression is made in its entirety. 4. Lift off the seal and let the wax finish cooling. 5. Protect the seal if not hand delivering the document or envelope. The wax can be brittle and break during its journey. Place it inside a padded envelope or hand deliver for best results.

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BUSINESSSYSTEM

THE BRAND PROMO CARDS

ROLLING STONE

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THE RIGHT WAY TO HAND YOUR BUSINESS CARD

Always hand your card with this side/front side up. The first thing someone should see is the brand mark and from there they can turn the card for more info.

The back side of the card is where all the content will be held. This content is secondary info when it comes to the first interaction that the viewer has. The second side contains the information for the individual representative as well as

BUSINESSSYSTEM

the brand's information.

ROLLING STONE

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ROLLING STONE

politics

movies

music

BRANDEXPRESSION

the black hole of pop-culture

ROLLING STONE

rolling stone started off as a brand with a great deal of impact on the cultural foreground of American society. As the first publication of its kind, it came out of the gate with the gusto and passion expected of the era. Birthed in the late nineteen sixties, it reflected all of the social and cultural fluctuations that were the essence of that time. That said the brand began missing some essential cultural mile markers by ignoring some of the most influential social movements that all revolved around the music that gave birth to them. Such cultural phenomena as the punk movement in the seventies, then the hip-hop movement of the eighties and nineties. rolling stone took a late stab at the grunge movement of the nineties, which gave birth to some of the most influential artists and musicians of the time. At some point rolling stone lost its touch with the important aspects of its three main areas of interest; music, movies, and politics. They were remiss by paying too much attention to what could only be defined as

the black hole of pop-culture. The diagram the left breaks down the areas of interest that the brand defined themselves by. Unfortunately it painted the brand into a corner as it became more about the current trend than what was really going on that was undiscovered.

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ROLLING STONE

the catalyst for cultural change

BRANDEXPRESSION

tools for rebellion

arts and music

social network

venue for expression

political venue

meida venue

news source

gallery space/community center web site and phone application spray paint and marker line News station/television network

ROLLING STONE

rolling stone as a brand has redefined its points of interest. As a brand we have defined a greater range of interests as to keep up with technology and its ever growing reach on culture. By using a multitude of directions that all fall in overlapping realms the brand ensures the strength it needs in order to fuel a social movement; and ultimately be the catalyst for cultural change. This is defined as our multiple pronged attack method. Each of the points are building on each other in order to get to the next. Starting with a new news source and media venue that ultimately creates a

political venue for future political platforms. While taking the large step forward by integrating a venue for expression. Encapsalting those ideas is the social network that will be built for creating a community around the brand. Staying close to the origins of the brand is a major point that has been kept in mind as the brand has gone through the rebranding process. The are of arts and music is a keystone of the brand, but we have taken it a step further by building it towards tools for rebellion. Rather than fight an up hill battle against the angst of the younger generations, we reserve the right to embrace it. Ultimately we wish to fuel the passions of rebellion and give rise to a new culture that has the power to express. Express their social unrest, their distain for the powers that be and take it a step further to invite our audience to help promote the brand that will give them their voice back. In the new world we see the tools of rebellion as the tools of the new generation. Their voices have been ignored and now they use public spaces as their venue of voicing their opinions.

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ROLLING STONE

WE PRESENT YOU WITH A TRUE VENUE FOR EXPRESSION

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ROLLING STONE

One of the forums that rolling stone will be taking on is creating a

venue for expression and through the creation of a gallery space that will be achieved. Locations of the galleries would be in new york city, san francisco, and los angeles. These are initial sites and our brand plans on bring these venues to cities all over the country, including chicago, washington d.c., seattle and austin. The need for a space for not only established artists, but for those that are the essential make up of our country. The idea for a location that exhibits everything from major names to youth of the surrounding areas brings the idea of a venue for expression to the realm reality. This is not a place for stale and stuffy individuals to gather and judge one another. The galleries are complexes that would be in some areas, community centers where

BRANDEXTENSIONS

individuals of a common mind can gather.

ROLLING STONE

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ROLLING STONE

WE GIVE YOU THE TOOLS TO MAKE YOUR OWN MARK

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BRANDEXTENSIONS

ROLLING STONE

In our current society, there is much tension over the lack of a voice that many have. In the past 30 years it has given rise to cultural movements such as punk, hardcore, hip-hop and the one time under-ground world of graffiti. As a brand we would be remiss if we were to over look or worse off reject the raw passion that creates these movements. The idea of grass roots promotion and diy promotion are aspects that as a brand we embrace. We are advocates for such forms of expression. Our brand encourages those that have the fire to go forth and write their plights on walls. We encourage the use of diy promotion of the rolling stone brand and cultural movement. The expansion of the brand into its own line of high-pigment spray paints and ink markers gives the tools to the individual to make the brand belong to them. By supplying the tools of rebellion the doors are opened to our younger followers and giving light to the fire of the cultural movement. The brand will grow organically within the community by laying roots in all aspects of society. Our brand is not to be kept away from children, put in a cabinet where they can not reach it; we are advocates of quite the opposite. We are appealing to the younger generation by giving them access to the community which will give them the incentive to care about the future of their country. They are the next wave of new thinkers and doers of our country. We challenge you to take on the responsibility of

being a catalyst for cultural change into your own hands.

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ROLLING STONE

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STAY UP ON THE CULTURAL CHANGES THAT SHAPE OUR WORLD

ROLLING STONE

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BRANDEXTENSIONS

ROLLING STONE

rolling stone is loyal to its initial purpose of bringing the masses closer to the world that is inspired that by music and politics. Our brand has taken that idea above and beyond the initial expectations of the founders when it was established in 1967; taking advantage of all the technologies that are at our finger tips. This is not a new idea, but rolling stone will be apart of the cultural community. We are not just reporting the news of the moment and creating political venues for only one side to tell their story alone. The purpose of this leg of the brand is to bring together the tangible world of the art gallery and the rough brick of freshly spray painted alleys with the media aspect of news and politics. Merging the two in way that preserves the integrity of all parties involved. There will be bumps in the round, but by building a vast and diverse community around the brand we will undoubtedly become the catalyst for cultural change that our country needs. When using the website and phone application our audience can help build the content much like wikipedia and building on the new realm of blog based journalism. We want our audience to feel that they have an invested interest in sending content both written and media based. The

new rolling stone is a brand that brings all parts of our culture together.

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ROLLING STONE

By establishing a news station and television network to coincide with the other aspects that rolling stone has in the works. The website, phone application and news network will all be linked for content. Keeping our audience up to date with written content as well as media based content. The seamless merger of them all creates a strong foundation for information as well as a great hub to build a social network around the brand. Our news network will be placed in the middle of the cultural events like never before; reporting international, national and local news. rolling stones will live both in the tangable and untangable world much like most of our culture does at this point. By shedding the printed aspect of the past while repositioning our brand in the right social settings we are creating the venues for politics and media that our culture needs. These are not venues for dictation but venues for expression; they are forums for

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information and connection building.

ROLLING STONE

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BRANDEXTENSIONS

ROLLING STONE

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ROLLING STONE

“the only thing that's worse than being blind... is having sight but no vision.”

- Helen keller

ROLLING STONE

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