Promote Progres: | Motivate Progress

OUR HISTORY

Rolling Stone Magazine was founded in 1967 by
Jann Wenner and Ralph J. Gleason in San Francisco. Initially focused on music and the counterculture of the 1960s, it quickly became an influential publication covering politics, culture, and beyond. Known for in-depth journalism, iconic photography, and its unique voice, Rolling Stone has launched the careers of many famous writers and photographers. Despite controversies and the evolving media landscape, it has adapted by incorporating digital content and broader entertainment coverage. Its legacy includes being a critical platform for both emerging and established artists, shaping culture over decades.

BRAND HISTORY

ABOUT US

Rolling Stone firmly grasps contemporary trends, attracting
diverse audiences who crave participation in content and a
deeper understanding of cultural landscapes through in-depth interviews, thought-provoking articles, and insightful comm-
entary. This audience includes music enthusiasts, culture
changes, and anyone seeking insight into the world.

We remain an important voice in contemporary media and aims to reflect and influence various aspects of society’s continuous evolution. It is committed to high-quality story-telling and journalistic integrity, embodying a spirit of cultural curiosity, critical inquiry, and celebration of creativity across artistic and social domains. Despite evolving focus over decades, we continues to captivate, inform, and inspire
people worldwide.

REBRANDING BRIEF

Rolling Stone has expanded from print media to include platforms such as digital media, mobile media, video, social media, and events. As a multi-platform content provider, we
aim to listen more openly to the public’s voices in the future.
We will explore more real-time and interactive sharing methods. Our audience is expanding from young people and loyal fans
to a broader social spectrum. Everyone has the opportunity to share valuable stories and insights through flexible channels
and platforms. Rolling Stone defends the public’s potential to know the truth, encourages self-expression, helps people discern false voices, promotes diverse and constructive communication, and enhances creativity, inclusivity, and cognition of the society.

REDESIGN PROCESS

ROUND ONE

ROUND TWO

ROUND THREE

ROUND FOUR

NEW IDENTITY

NEW LOOK

The new logo reflects Rolling Stone’s revolutionary and integrity and liberty spirit. Drawing from the ethos of truth-seeking, the design process integrates real experiments. After multiple revisions, the logo blends intricate lines with clean borders, comprising three elements: the artfully processed Rolling Stone initials, a protest board-shaped frame, and the wordmark at the bottom.

FUTURE PROSPECTS

Rolling Stones is always moving forward. We have
many prospects for the future, which are closely related
to the defense of human rights, cultural exchanges and
social progress.

RS Comprehensive Podcast Series

RS Truth Seeker Detective Game

RS Insight Documentaries

PD 01 - A weekly updated podcast that shares cultural phenomena, current controversies and hot topics.

PD O2 - A deduction game where players must discern the truth of the story by distinguishing between what’s fake and what’s authentic.

PD O3 - Capturing valuable content, cultural moments and exploring the insights and stories behind the truth.

Description:

RS Podcast offers multiple segments for in-depth discussions and analyses of current affairs and cultural phenomena, while also providing a series of Criticism-Inspired content. The public can access various content without time or location constraints during commuting and daily life. Audiences of different ages also have more choices to pick their favorite topics.

Mission-Focus:

The RS Comprehensive Podcast Series reinforces our mission to reveal, challenge and illuminate by providing a new platform where people can know the truth and stay updated on what’s happening around them, including current controversies and topics of social interest.

Similarity:

This American Life, TED talk.

Differentiating Elements:

The RS podcast focuses on covering controversial social topics based on faithful journalism. Unlike other news related podcasts, the RS Podcast provides unique perspectives
that are different from the mainstreams.

Description:

The deduction game comprises various episodes that are adapted from real-life stories and news. In each episode, players navigate the game’s virtual environment to gather information. This information can be either fake or authentic, and players must deduce the crucial storylines from the authentic pieces to progress to the next episode. There will be an age restriction for players based on the content of the stories.

Mission-Focus:

The RS Truth Seeker Detective Game reinforces our mission to reveal, challenge and illuminate
by providing an immersive experience focused
on revealing the truth, stimulating all players’ curiosity about the truth, and enhancing their ability to discern it. In addition, the game also strengthens their courage to challenge authority through entertainment.

Similarity:

Escape Room, Murder mystery game.

Differentiating Elements:

Unlike escape room game and murder mystery game, the RS deduction game requires the
player to be able to find out truth or fake information rather than solving some puzzles. The game allows people to understand better
the consequences of relying on fake information.

Description:

Unlike news reports that put the results directly
in front of the audience, Rolling Stone docum-entaries showcase the process of digging in a compelling way. The process of searching for and verifying truth, the evolution of different cultures, and the stories of individuals with the spirit of the times will all be captured and preserved.

Mission-Focus:

The RS Insight Documentaries reinforces our mission to reveal, challenge and illuminate by delivering layered content and insightful narratives that inspire empathy and intrigue.
It illuminates the spirit of the times.

Similarity:

Netflix documentaries, HBO documentaries.

Differentiating Elements:

The RS documentaries offer unique perspectives rooted in editorial voices, delving into cross-cultural, authority-challenging, and social issues. The documentaries offer cutting-edge and provocative content that doesn’t fear controversy.

RS Mind Collision Sharing Corner

RS Political Seminar Room

RS Liberty Museum

EN 01 - The space where everyone can participate and share stories and opinions.

EN O2 - An online seminar room dedicated to discussing pressing issues and cultural topics.

EN O3 - A journey through human rights, counter culture and political development.

Description:

The RS Sharing Corner is located in local schools and residential areas, occupying a space roughly the size of a living room. It has chairs, desks, bookshelves, and magazines/books related to Rolling Stone for visitors to peruse. People entering the Sharing Corner can choose to read alone or share stories, personal reflections, and artworks, among other things.

Mission-Focus:

The RS Mind Collision Sharing Corner reinforces our mission to reveal, challenge and illuminate by providing a comfortable space for independent thinking, offering strangers the opportunity to connect, share information and reveal the truths, and encouraging genuine face-to-face communication.

Similarity:

Libraries, coffee shops.

Differentiating Elements:

The RS Sharing Corner differs from libraries and coffee shops by encouraging sharing contents that promote critical thinking about the world
and the people themselves. It provides a space specifically designed for discussions and exchanges aimed at deepening understanding and insight.

Description:

The RS Seminar Room is an open space where people from around the world can join at any time to engage in discussions with others who are online simultaneously. Hosts of the seminar room are selected by Rolling Stone and include experts who take turns moderating the discussions. Opi-nion leaders with insightful perspectives on politics and culture can also apply to be hosts. There are no restrictions on discussing sensitive topics in this space.

Mission-Focus:

The RS Political Seminar Room reinforces our mission to reveal, challenge and illuminate by providing a 24-hour platform for factual sharing and discussion, where people can express themselves freely and equally, enabling immediate sharing of the latest news and allowing more people to learn about and spread the truth.

Similarity:

Reddit, Clubhouse.

Differentiating Elements:

Clubhouse and Reddit serve as social platforms where users can engage in discussions on various topics. The Seminar Room differentiates by focusing on sensitive and controversial subjects led by experts in the fields. This speci-alized approach ensures in-depth understanding and discussion on complex issues .

Description:

The RS Liberty Museum is a home to a
collection of human rights, counter culture, pop cultural and social movements. From iconic artifacts such as rare journalistic photographs, manuscripts, and audio recordings to revo-lutionary new interactive exhibits that recreate footage, this exhibition provides a deeper sense of the struggle and significance of the truth, and puts a spotlight on an underground culture that has been misunderstood

Mission-Focus:

The RS Liberty Museum reinforces our mission
to reveal, challenge and illuminate by providing a dynamic, immersive tour that showcases the history of fighting for the advancement of human society over the years. The liberty museum illuminates the spirits of the time.

Similarity:

History museums, Pop culture exhibitions.

Differentiating Elements:

RS Liberty Museum approaches curation
from a different perspective than other
museums, showcasing narratives that reflect misunderstood, non-mainstream perspectives, revealing buried truths and controversial events, challenging and criticizing mainstream authority.

RS Protest Rally

RS Political Seminar Room

RS Revolutionary Culture Festivals

EV 01 - Multi-day festivals celebrating diversity, creativity, and social change through music, art, and activism.

EV O2 - Pop-Up Counterculture Installations with recyclables set up in malls and high-traffic areas.

EV 03 - To challenge the mainstream and louder the voices of human and social demands.

Description:

Rolling Stone hosts Revolutionary Culture Festivals in four selected cities every quarter. The events feature speeches by political commentators and performances by artists. Subcultures and counterculture are welcomed and celebrated here. Civil rights advocacy groups and underground art collectives can apply to set up their own booths at the Cultural Revolution Festivals to promote relevant content.

Mission-Focus:

The RS Revolutionary Culture Festivals reinforces our mission to reveal, challenge and illuminate by respecting and embracing diverse cultures and perspectives, spreading subcultures, counter-culture, and other non-mainstream cultures to the public in a positive and friendly manner, encouraging interactions between different viewpoints, challening the mainstream.

Similarity:

Burning Man, AnimeExpo.

Differentiating Elements:

The RS Culture Festivals focus on cultural exchange and engagement. While Burning Man emphasizes self-expression and temporary community-building in a remote desert enviro-nment; Anime Expo celebrates Japanese pop culture and animation in a convention center setting, The RS Festivals prioritize promoting diverse subcultures and counterculture move-ments through speeches and performances.

Description:

The RS Pop-Up Counterculture Installations
are not created by well-known mainstream artists; they are designed by underground or subculture artists or groups. These installations are temporary art displays set up for a week during special occasions such as World Day for Cultural Diversity or World Press Freedom Day. After the event, Rolling Stone recycles them as part of its corporate cultural heritage.

Mission-Focus:

The RS Pop-Up Counterculture Installation reinforces our mission to reveal, challenge and illuminate by hosting events during relevant special occasions to raise awareness of non-mainstream art and culture, increasing their influence in contemporary art, challening the mainstream art and enhancing cultural and social diversity.

Similarity:

Pop-up Shop, Flash mob.

Differentiating Elements:

The RS Pop-Up Counterculture Installations differs from Pop-up Shops and Flash mobs in their focus on promoting alternative art and culture rather than commercial goods or spontaneous performances. They showcase underground or subculture artists’ work and ideas, aiming to provoke thought and challenge societal norms.

Description:

RS organizes and supports citizen protest rallies whenever necessary. Gathering with activists, journalists, artists and advocates from across the community, RS rallies will raise awareness and promote action on urgent social issues in a legal, rational and passionate way.

Mission-Focus:

The RS Protest Rally reinforces our mission to reveal, challenge and illuminate by providing a common voice for the public to make their demands heard and revealing the truth. The
rally call for more people to participate in
driving social change.

Similarity:

Political rallies, Social justice events.

Differentiating Elements:

RS protest rallies use the Rolling Stone platform to motivate communities and inspire thoughtful conversations about social justice issues. It combines freedom, human rights, activism and advocacy to reflect Rolling Stone’s commitment to advancing cultural and social change.

RS Critical Thinking Camp

RS Exploring Digital Tour

RS Mainstream-Challenging Debates

EC 01 - Debate events focusing on social norms and controversial topics in places like parks and universities.

EC O2 - Explore cultural landmarks and important moments anytime, anywhere.

EC O3 - A place for young people to contemplate truth and engage in controversial discussions.

Description:

The RS Mainstream-Challenging debates take place at parks and universities with high traffic and visitors to conduct debate competitions. Rolling Stone collects the most controversial current events, political policies, cultural phenomena, and updates them on its online platform. The popularity of these topics, as indicated by clicks from the public, determines the debate themes. Those interested in partici-pating can express their opinions on the public platform. The competitors with the most support qualify to participate in the debate.

Mission-Focus:

Mainstream-Challenging debates reinforces our mission to reveal, challenge and illuminate by selecting debate topics based on public interest, focusing on addressing the issues and revealing the truths that matter most to people.

Similarity:

Politician debates on TV, Model UN debate competition.

Differentiating Elements:

RS Debates differs from others in its focus
on controversial topics discussed in public settings. While politician debates focus on policy positions, and Model UN competitions simulate international diplomacy, the RS debates prioritize current events and public engagement, with topics chosen all based on popularity among
the audience.

Description:

Step on a virtual journey through iconic cultural landmarks and moments with the RS Digital Tour, from cultural festivals to news event happenings, and look back at previous important moments and learn about what’s happening in society in the past and today, anytime, anywhere. Rolling Stone will bring the essence of these to your screen.

Mission-Focus:

The RS Exploring Digital Tour reinforces our mission to reveal, challenge and illuminate by providing immersive, interactive experiences that allow individuals to fully experience cultural and social change without the restriction of the audiovisual. The tour showcase the truth revealing and challenging the traditional journalism industry.

Similarity:

Virtual museum tours, Online exhibitions.

Differentiating Elements:

The RS Digital Tour differs from others in that Rolling Stone is rooted in culture and society, allowing users to engage in cultural experiences in a unique way. Rather than focusing on a single artifact or historical site, it showcases behind-the-scenes insights from coverage, events, and exclusive access to locations.

Description:

Two-week sessions RS Summer Camp provides
a dynamic and inclusive space for students. Through workshops, performance, and collab-orative projects, RS Summer Camp inspires participants to express themselves, encourages them to connect with like-minded peers, enhances their curiosity and critical thinking skills, and stimulates their passion for culture
and politics.

Mission-Focus:

The RS Critical Thinking Camp reinforces our mission to reveal, challenge and illuminate by offering a wide variety of activities, allowing all the participants to choose widely based on their interests, and the freedom to speak out and discuss in-depth topics.

Similarity:

Educational summer camps, Youth retreats.

Differentiating Elements:

The RS summer camps provide distinctive opportunities for young minds to discuss
social issues and cultural exploration. It is not curriculum-based, but rather offers engaging activities designed to foster personal expression and critical thinking, and to cultivate a sense of discernment in participants.

RS Anti-Authoritarian Journalism Lecture

RS Legal Literacy Campaigns

EO 01 - Lecture series that expose lies on social media and reveal the secrets behind the news industry.

EO O2 - A series of educational campaigns that help individuals with essential legal knowledge.

Description:

The RS Journalism Lecture invites journalists, media personalities, and influencers to enlighten the public about the industry’s inside story, sharing in-depth analyses of its shortcomings. They educate the public on discerning content
on news and social media platforms and unveil common techniques and language used in news writing. They also advocate the public to remain skeptical of industry practices that manipulate or exaggerate facts for attention.

Mission-Focus:

The RS Anti-Authoritarian Journalism Lecture reinforces our mission to reveal, challenge and illuminate by bringing in industry insiders to speak out, revealing the truth and breaking the public’s trust in authority. With abundant information on news and social media, it’s crucial to awaken people to not blindly accept everything but to maintain critical thinking and skepticism.

Similarity:

Documentaries, Public Forums.

Differentiating Elements:

The RS Journalism Lecture differs from documentaries and public forums in its focused approach on bringing professional journalists, media personalities, and influencers together to enlighten the public specifically about the inner workings of the journalism industry.

Description:

Rolling Stone’s Legal Literacy Campaigns aim to educate the public about their legal rights and responsibilities through informative content, workshops, and community events. By partnering with legal experts and professionals, we provide accessible resources and support to enhance legal understanding and enable non-expert people to comprehend the legal system.

Mission-Focus:

The RS Legal literacy campaigns reinforces our mission to reveal, challenge and illuminate by enabling individuals with the knowledge and skills to advocate for their rights, promoting a more informed society.

Similarity:

Law Day, American Civil Liberties Union (ACLU).

Differentiating Elements:

RS Legal Literacy Campaigns differs from ACLU and Law Day events in its approach to legal education and outreach. RS Legal Literacy Campaigns leverage its unique information platform and authorities from domain experts to provide accessible legal education to the public through informative content, workshops, and community events.

RS Legal Aid

RS Truth-Hunting Workshops

SE 01 - Monthly workshops of professional journalists and experts providing assistance.

SE O2 - A platform provides a legal guidance hotline and establishes an online legal aid community.

Description:

The RS Truth-Hunting workshops will be regularly held in local schools and communities, inviting local professional journalists and experts from various fields to participate. They will share
their critical thinking skills and techniques,
raise awareness about common scams and misinformation, and help the audience identify false information on social media. There will
be interactive discussions with the audience, allowing them to freely express themselves.

Mission-Focus:

The Truth-Hunting Workshops reinforces our mission to reveal, challenge and illuminate by exposing scams lowers the public’s risk of deception, challenging the mainstream, highlighting the importance of thinking
critically and engaging with experts allows
the public to ask questions.

Similarity:

Industrial and academic conferences, professional lectures.

Differentiating Elements:

Compared to the professional conferences on journalism, the RS workshops admit a much diverse set of local audiences from different backgrounds. The hope is to help the local audiences to build a better community by encouraging critical thinking and discernment.

Description:

RS Legal Aid provides accessible legal guidance on different issues. It is dedicated to assisting people whose rights, such as the right to infor-mation and freedom of expression, have been infringed upon, ensuring that everyone seeking help receives high-quality legal assistance. The RS legal aid offers knowledge and resources to provide effective solutions and advice from understanding basic legal protections to avoiding fraudulent situations.

Mission-Focus:

RS Legal Aid reinforces our mission to reveal, challenge and illuminate by carefully and equally listening to the concerns of those seeking help, providing appropriate assistance with profe-ssional legal resources. This enables victims to bravely speak out and confront when facing injustice. The legal aid enable people to reveal the truth and challenge the power.

Similarity:

Free Legal Help from government, Legal Consultation from Law Firms.

Differentiating Elements:

RS legal aid service distinguishes itself from government or law firm assistance by specifically catering to individuals who have experienced unfair treatment regarding their right to infor-mation and freedom of expression due to social factors such as social background.

RS + Amnesty International

RS + Google Map

CB 01 - Collaboration with non-profit organizations to contribute jointly to the defense of human rights.

CB O2 - Real-time navigation of cultural landmarks, social events, and news.

Description:

Rolling Stone will collaborate with non-profit human rights organizations such as Amnesty International to jointly record podcast episodes and share relevant stories. Rolling Stone will
also collaborate with them to design t-shirts
and merchandise, which will be sold in limited quantities at Rolling Stone cultural festivals. Profits from these sales will be donated to the respective organizations to support their long-term operations, enabling them to reach more

Mission-Focus:

The RS Co-Branding with Human Rights Organizations reinforces our mission to reveal, challenge and illuminate by utilizing Rolling Stone’s powerful influence across multiple platforms to help these non-profit human
rights organizations known to the public,
thus becoming a stronger force in defending human rights and promoting social progress.

Similarity:

Live Aid, Red Cross.

Differentiating Elements:

The co-branding focus on leveraging its platform to raise awareness and funds for human rights causes through means different from Live Aids and Red Cross. This approach emphasizes storytelling, advocacy, and comm-unity enga-gement as means to support the long-term operations and goals of these organizations.

Description:

This collaboration is based on Rolling Stone’s powerful resource data and Google Maps’ real-time broadcasting and sharing functions. The partnership allows users to stay up-to-date with the latest news events while on the road, and provides introduction of cultural landmarks, it also reminds users to participate in or avoid social events taking place on the road.

Mission-Focus:

The collaboration between Rolling Stone and Google Map reinforces our mission to reveal, challenge and illuminate by providing a truly helpful navigation. The new founction enable users to navigate their surroundings while exploring and revealing the truths and social issues while navigating their surroundings.

Similarity:

Yelp, Foursquare.

Differentiating Elements:

The partnership between RS and Google Maps opens up valuable perspectives for users on the road. Exclusive insights and recommendations from the Rolling Stone editorial team are incorporated into the directions so that people don’t have to open up other news apps to search for them, but rather enjoy the information as it’s broadcasted.