The Master Brand Guide defines the foundational principles of the Hard Rock brand and provides the standards that guide how Hard Rock is represented across our businesses and guest experiences.

For fans of music and entertainment around the globe, Hard Rock is the experiential-focused, world-class, hospitality brand of choice. We transform everyday lives into something more memorable. Globally consistent service standards, trustworthy offerings, and authentic, contemporary experiences that are unforgettable...because, in the end, everyone wants to feel legendary.

For fans of music, great food, and entertainment around the globe, Hard Rock Cafe is the go-to restaurant that delivers contemporary American classics. We focus on fresh ingredients, wrapped in a unique musical experience, destined to transform everyday lives into something more memorable.

Hard Rock Hotels are internationally recognized as a leader in the hospitality industry. Around the globe our hotels offer unique and contemporary designs, world-class entertainment, incomparable service and one-of-a-kind brand programs, catering to modern travelers who seek a reprieve from traditional, predictable hotel experiences.

Stemming from our roots and infused in our core, guests will find MUSIC & ENTERTAINMENT that touches all generations and genres.

Our authentic lifestyle brand delivers immersive, engaging, and electrifying experiences to all of our fans.

For entertainment seekers who are looking for a vibrant and entertaining experience, Hard Rock Casino is the integrated casino resort destination. Awaken the younger, carefree, romantic in you through high-action gaming, vibrant spaces, sensual design and unparalleled service....because everyone deserves to be treated like a VIP.

No need to read any instructions. Or study up on its science or history. Call it punk, indie or R&B. Or rock 'n roll, techno or hip hop. Heavy metal or small "h" small "r" hard rock. It's all music. And from time to time, a song, a chord, a beat, a syllable hits you especially hard. Like plugging your wet finger into a wall socket. And that jolt of electricity freeze-frames the moment. And everything in it-the moon, the girl, the kiss, the boy, the car, the band, the song, the year, glow, maybe forever. So for you? It's about finding more of that. And for us? It's about being there. Whenever and wherever, to plug you in.

Our Brand Voice sets the stage for how we communicate with our guests.

Musicians have familiar sounds that fans know and love. Similarly, our voice keeps our brand consistent for our guests—ensuring every interaction they have with us has a similar feel.

Just as some musicians change their sound up to keep things fresh, our voice can adapt to reflect the themes of individual marketing campaigns. But we should always keep our distinct tone.

Compelling. Energetic. Confident. Approachable. And sometimes even a little cocky—hey, we are Hard Rock.

Overall, think about how great music makes you feel. Drums give you energy. Guitars inspire and fire you up. Lyrics and vocals provide all the right words at all the right times. Our brand voice should have similar composition—everything working together and providing just the right motivation to keep guests coming back time and again.

Get the audience’s attention with words that encourage. Give them a reason to visit, engage—and stick around.

Think in catchy, short sentences. Like this one. And this one. Accomplish a lot with just a few words. It can be done.

The best music speaks directly to you like a friend. Talk with people, not at them. This is especially important when it comes to social media channels.

Read your copy out loud. If you keep getting stuck on certain words or phrases, so will others. Make sure your words and sentences have a nice, smooth rhythm.

(NOTE: That says rhythm—not rhyme. We’re not writing children’s books here.)

As in the music industry, to stand out you sometimes have to do something a little out of the ordinary. Play off popular lyrics, but don’t copy them. Make up a word (just not another “-palooza”). Be clever—but always make sure it’s relevant to the subject matter and not overly confusing.

It’s part of our name. It sounds good. And it’s got great meaning. Sure, you want to use the word “rock” in everything we do. But don’t. Use it sparingly. Even the best musicians have to take a break from rockin’.

The Brand attributes are the filter that we apply to all of our marketing/creative efforts. These are the attributes of music and therefore, the attributes of Hard Rock. We are:

1. Authentic

2. Passionate

3. Philanthropic