Rebranding a true star

Being a successful singer and songwriter for more than 50 years is extremely unusual. Being a music idol and a fashion icon is something only a true star like Sir Elton John can do. The world of music has seen many artists shine and disappear but John and his unique style have evolved and become brighter.

It is not easy to be a part of the music industry, where the rise and fall of artists is an everyday thing. For many singers, one wrong move can ruin their image. Fortunately John is well beyond that. He has the capacity to reinvent himself while maintaining his signature style, and that is exactly what he has done with designer George Adams. John’s new visual identity is still full of the gold and glitter his old fans are used to but has a new logo with a more simple E and a star that will appeal a younger generation.  

The Rocket Man’s rebranding must have been a challenging task as he is known for his extravagant style. Adams says, “What stood out the most while reviewing Elton's style throughout the years was his eccentric eyewear, the most iconic of these being his star glasses. The star formed the basis of the symbol and the identity. Multiple assets were developed including a grid formed from angles of the star and a black and white colour palette (ebony and ivory) based on Elton's instrument – the piano”.

John’s new image is on time for his 2017-2018 tour, opening on 16 September at a Black Sea resort in Georgia and closing on 2 March at Caesar’s Palace in Las Vegas.