We stabilize you with a supportive platform to exercise your freedom of expression and create a life that you run by your own rules.
What Makes Us Tick
Words we live by to further freedom for you.
FREE
Freedom is the naked truth behind HUSTLER. Free to express, print, and distribute. Free to look, read, and pass it along.
BRAZEN
HUSTLER does what we do despite censorship’s best tries. You can’t miss us. We say what we say and create what we create without shame, and believe you should be able to do the same.
UNORTHODOX
We hear the music of the crowd, but we prefer to make our own rhythm.
“Anyone can be a playboy and have a penthouse, but it takes a [brand] to be HUSTLER.”
—LARRY FLYNT
HUSTLER Founder, July 1974
HUSTLER Logo
The logo design brings HUSTLER back to its roots in free, bold speech. Profanity, exclamations, and sharing information inspired the redesign. Custom created geometric type creates symmetry and stopping power.
LOGO BUILDING STRATEGY
LOGO ANATOMY
The HUSTLER logo was constructed with the exclamation point as a guide for spacing between the icon and logotype, and also
spacing between each letterform. Letterform stroke width also equals the width of the point.
LOGOTYPE ANATOMY
HUSTLER Visual Identity
COLOR SYSTEM
HUSTLER SHOCKING PINK
HUSTLER YELLS YELLOW
HUSTLER BOLD BLACK
HUSTLER TELLS TEAL
TYPE SYSTEM
MAXULAR
Maxular was designed by Steven Skaggs of the foundry Delve Fonts. Maxular's large x-height makes the font seem larger. Spacing between letters, words and line is also set more open to create distinction between each letterform.
TARZANA WIDE OT
Tarzana was designed by Zuzana Licko for Emigre foundry. The family was designed to remain familiar yet interesting through eclectic forms. Significant letterforms include the lowercase “k,” capital “Y” and capital “E.”
“HUSTLER is fiercely committed to this concept of freedom. I adamantly refuse to compromise principles necessary to achieve this goal.”
—LARRY FLYNT
HUSTLER: FURTHERING FREEDOMS
HUSTLER's rebrand takes the company back into its efforts to further freedom and expand the right to express and access information. The following organizes our offerings in the three areas of freedom that HUSTLER values most: Pursuit of Happines, Freedom of Expression, and Freedom of Education.
Pursuit of Happiness
Freedom of Education
Freedom of Expression
COBRANDING
[COB-01] Planned Parenthood
[COB-02] ACLU
ENVIRONMENTS
[ENV-01] Community Civic Center
[ENV-02] Creation Station
EXPERIENCES
[EXP-01] Protest for the People
[EXP-02] HUSTLER Speech Con
SERVICES
[SRV-01] HUSTLER Law Service
[SRV-02] HUSTLER Source
[SRV-03] HUSTLER Campaigns
EDUCATION
[EDU-01] Internet Speech for All
[EDU-02] Shut Up Series
[EDU-03] HUSTLER Pen
EVENTS
[EVNT-01] Banned Book Club
[EVNT-02] Debate Night
PRODUCTS
[PRD-01] My Right to Speak
[PRD-02] Yes // No // Maybe Game
[PRD-03] IMO App
[PRD-04] HUSTLER Podcast
Mission-Focus Language Color Key
[Brand deliverable] reinforces our mission of [mission // keywords] by [what deliverable does] that [links to the brand mission.]
Planned Parenthood
[COB-01] // COBRANDING
Sex ed for whoever and all who need it.
Young people are limited in their access to sex education based on where they live in the United States. If their state doesn’t consider quality sex education to be worth funding or teaching in schools, they resort to teaching one another, resorting to Google for additional information.
MISSION-FOCUS
Cobranding with Planned Parenthood supports the mission to protect freedom of expression and information through allowing easy access or distribution of key sex education that many people of all ages benefit from in emotional and physical ways, allowing them to take charge of their lives, emotions and decisions.
SIMILARITIES
Grindr and Bumble for Planned Parenthood.
DIFFERENTIATORS
HUSTLER’s contribution to this cobranding would include sharing information and stories with Planned Parenthood clients via events about sex education rather than a purely support role. HUSTLER would run articles in newsletters put through by Planned Parenthood about pleasure and support in healthy sexual relationships.
ACLU
[COB-02] // COBRANDING
Protecting our rights, together.
The ACLU defends democracy and American's rights and freedoms. Their efforts to teach people about their rights and how to defend themselves align with HUSTLER’s mission.
MISSION-FOCUS
Cobranding with ACLU supports the mission to protect freedom of expression and information through standing by the ACLU’s work to defend civil liberties and working together to protect those freedoms for all, and spread awareness
of the importance of individual rights.
SIMILARITIES
CFC charities // coalitions
DIFFERENTIATORS
HUSTLER’s contribution to this cobranding would include distribution of resources that educate people about their rights, along with taking action with the HUSTLER Law service to give additional efforts toward ACLU's work in policy reform and rights to education.
Internet Speech for All
[EDU-01] // EDUCATION
The basics of internet speech.
Series of lectures (in person and online) to walk through guidelines for speech and communication in the digital landscape via social media.
MISSION-FOCUS
Internet Speech for All supports our mission to provide access to information and protect free expression by educating on the best ways to communicate in the digital sphere and avoid accidentally causing harm to others in ways that could result in individual internet rights being taken away.
SIMILARITIES
Socialfix blog, Netliteracy.org
DIFFERENTIATORS
While the above examples center on digital literacy and navigating digital spaces to protect social accounts, the Internet Speech for All seminars are an education experience where conversations on philosophy and internet ethics meet. Rather than a purely academic viewpoint, this educational experience will create a sense of community and connect individuals who use the internet for work, school and leisure.
Won't Shut Up Series
[EDU-02] // EDUCATION
A documentary-style series exploring the world’s everyday heroes who refused to stay silent in the face of discrimination.
HUSTLER aims to entertain and educate audiences through streaming true stories about individuals who stood up for their rights.
MISSION-FOCUS
Won’t Shut Up creates a platform to exercise and enjoy freedom of expression by offering viewers the chance to enjoy stories that detail the right to speak and dissent against situ-ations that choke out free expression, leading viewers to become inspired by the stories and share the importance of standing up for individual freedoms with others.
SIMILARITIES
Unsolved Mysteries (reenactment style)
DIFFERENTIATORS
Shut up Series will focus on moments that individuals stood up for their right to speak
and not desist.
HUSTLER Pen
[EDU-03] // EDUCATION
A creative writing and production class.
HUSTLER Pen is an organization designed to help you learn the basics of printing and distributing, and have a home base to publish your work.
MISSION-FOCUS
HUSTLER Pen supports our mission to give you a platform to exercise freedom of expression by providing a walkthrough of the production of a publication so you can submit and share your work, and invite other writers and artists to share their work with an audience, widening the network of creatives who are dedicated to enhancing free expression and education.
SIMILARITIES
826 National
DIFFERENTIATORS
This actually sets people up to create their own written publication and learn how to publish others work, plus have a team oriented approach to production.
HUSTLER Community Civic Center
[ENV-01] // ENVIRONMENT
Community center with a civic spin.
Civic centers accessible in neighborhood communities, similar to visitor’s centers but for current elections, policies, and representatives from the local government to provide information and mentorship.
MISSION-FOCUS
The Community Civic Center underscores our commitment to freedom of information by creating an accessible space for people to have a better grasp of local politics, showing how law can help or hinder their individual rights, and how to protect them.
SIMILARITIES
City Hall meetings and civic centers with administrative offices and spaces for conventions, meetings, etc.
DIFFERENTIATORS
The HUSTLER community civic center will offer
a space for neighbors to come together and discuss local government and policies, and will host events with local government officials who will look to the community for insights and also donate their time to teaching and providing mentorship to community members.
Creation Station
[ENV-02] // ENVIRONMENT
A physical space for creatives to make and learn.
Designated center with creative resources
and tools for small businesses and students
to access resources that enrich their creative experiences, plus educational opportunities
for folks to continue their creative education.
MISSION-FOCUS
The creation station reinforces our mission
to give a platform to practice free expression through giving physical space for people to express and pursue their creative interests, borrow resources and create their work for the sake of expressing what they enjoy making without fear of persecution and censorship.
SIMILARITIES
Co-working spaces
DIFFERENTIATORS
These creative spaces will be given precedence to small businesses and student artists whose missions and personal statements focus on furthering freedom and individual rights.
Banned Book Club
[EVNT-01] // EVENT
Bad, bad books.
Banned book club sections in public libraries to give access to books taken out of circulation of school libraries. Clubs are composed of people who want to read what they’re "not supposed to" and expand the scope of information they have, and enjoy art for the sake of art to discuss with like-minded people.
MISSION-FOCUS
Banned Book Club supports our mission to give a platform to exercise freedom of expression and live life by your own rules by disregarding the rules and making independent choices about what literature is appropriate, fun, and good for you, plus deepening their understanding and knowledge of creative work around the world.
SIMILARITIES
King’s Books Banned Book Club, independent book clubs
DIFFERENTIATORS
Banned Book Club will function as multiple clubs within the overall Club. Clubs may choose to follow the book of the month. The chosen book will be sent monthly to the designated club library location. Clubs meet to discuss.
Debate Night
[EVNT-02] // EVENT
For the sake of argument.
People are on opposite sides of the issue... on purpose. They learn how to make a good argument and speak passionately about things they care about without taking things to heart. It’s a chance to argue and debate while having a good time together at varying taverns or restaurants.
MISSION-FOCUS
Debate Night solidifies HUSTLER’s mission to support freedom of expression by offering the chance to hear from individuals who have different opinions and learn from them through healthy debate, putting freedom of expression and opinion front and center.
SIMILARITIES
Debate teams, Debate Matters Toastmaster
DIFFERENTIATORS
Debate night will take place at a different location each month, but will always feature in a restaurant so participants can have a bite while getting ready to argue more. This event is fully focused on arguing for the sake of arguing in order to share opinions and information all
for fun.
Protest for the People
[EXP-01] // EXPERIENCE
Organized demonstrations to create change and protect the right to assemble.
Protests in public places to gather like-hearted citizens driven to enact change through protection of free speech and the right to assemble.
MISSION-FOCUS
Protest for the People supports our mission to give you a platform to express yourself by creating an opportunity to publicly speak out and show support for the individual rights that make true freedom possible through progressive dissent against policies, organizations and governments that threaten to limit freedom.
SIMILARITIES
Black Lives Matter, the Women’s March
DIFFERENTIATORS
Protest for the People will focus on protest through the lens of protecting freedom of expression, including the right to explore and have access to certain content.
HUSTLER Speech Co
[EXP-02] // EXPERIENCE
Convention to celebrate superb speeches and motivational moments.
It’s like comic con but for big fans of the First Amendment. This convention will feature key speeches that impacted the future of civil rights, and host exhibits on propaganda and how to be on the lookout for it in present day and the future. Attendees can also witness reenacted speeches and historic moments for individual speech.
MISSION-FOCUS
HUSTLER Speech Con supports our mission to protect freedom of expression by giving you a link to the past so the future of individual rights can be impacted by positive influence and hope to spread understanding of how speech and expression can be used for good and progress.
SIMILARITIES
Comic Con, hobby conventions
DIFFERENTIATORS
HUSTLER Speech Con evolves beyond creating costumes and collecting merchandise. This experience is foremost set in educating about the timeline of free speech and puts attendees in touch with the past to impact the future.
HUSTLER Right to Speak E-Courses
[PRD-01] // PRODUCT
Schooling individual rights.
E-courses in partnership with the ACLU to introduce high school students to the importance of individual rights in school and beyond.
MISSION-FOCUS
The Right to Speak e-courses reinforce our mission of supporting freedom of expression by giving access to a supportive platform to give access to crucial information typically not available to this group, expanding the right to knowledge among communities and individuals who need it most.
SIMILARITIES
Coursera: Chemerinsky on Constitutional Law: Individual Rights and Liberties (via UCI’s Division of Continuing Education) and edX: Civil Liberties (via Princeton University).
DIFFERENTIATORS
The HUSTLER Right to Speak e-courses will be accessible and understandable from a sixth grade reading level to allow better inclusion of all in the conversation and education surrounding the law and individual rights.
Yes / No / Maybe Game
[PRD-02] // PRODUCT
Encouraging playful partnership exploration.
Get a peek at the freaky side and test the waters with fun short story situations to see what sounds like a fun time. When you find something you like, take it and see where it goes.
MISSION-FOCUS
The Yes//No//Maybe Game reinforces our mission to let you live life by your own rules by offering an opportunity to explore what turns you on creatively, in your relationship so you can decide for yourselves how you wish to operate, enjoy one another, and what could enhance your partnership(s) even further.
SIMILARITIES
Yes/No/Maybe activity sheet by Diana Sadat Counselling, Will Sex Coach’s Yes/No/Maybe Checklist, and Autostraddle’s Worksheet.
DIFFERENTIATORS
The HUSTLER Yes//No//Maybe game will gameify intimate, developmental conversations with romantic // sexual partners to help open up free communication with one another and continue to develop in relationship together.
IMO App
[PRD-03] // PRODUCT
A digital forum to connect with other opinion-havers (AKA the possibility is endless).
MISSION-FOCUS
The IMO App underscores our mission to give you a platform to have freedom of expression to live life by your own rules by creating an online space and forum for people to interact with others who have different opinions and have a space to discuss and debate them with the goal of learning from one another's differences.
SIMILARITIES
Twitter, Facebook, TRUTH Social, newspaper // journal opinion write-ins, Culture Links LLC unconscious bias courses
DIFFERENTIATORS
IMO is less a place to spout opinions in the air and more a place to explore your opinion with the intention of hearing the opposite one.
Share your most unpopular opinion in an app and start a conversation to match up with new friends and interested people who are into different things than you.
HUSTLER Podcast Network
[PRD-04] // PRODUCT
A network of audio shows where people speak their mind and you can make up your own.
MISSION-FOCUS
The HUSTLER Podcast Network reinforces our mission to support your right to freedom of expression through providing a platform for folks to express and develop their opinion based on the sharing of others' knowledge and broadening the belief in what is possible to do.
SIMILARITIES
Exactly Right Media
DIFFERENTIATORS
Rather than focus on shows from one producer or creative team, this network will act as a platform to hold a library of work together, from investigative reporting to political radio shows. The thread that holds the shows together is a difference of opinion and the ability to broadcast those views without discrimination.
HUSTLER Law
[SRV-01] // SERVICE
Legal representation to protect your right to expression.
Legal representation and legislation and policy support for individuals and communities seeking help with protection of individual rights.
MISSION-FOCUS
HUSTLER Law underscores our commitment to freedom of expression without prosecution by offering a safety net of legal representation for those who can’t afford it otherwise, creating a supportive platform for individuals whose rights depend on equal representation.
SIMILARITIES
ACLU, pro-bono legal services
DIFFERENTIATORS
HUSTLER Law will give special focus to cases surrounding freedom of expression and individuals who have experienced harm because of the infringement of their own individual rights.
HUSTLER Source
[SRV-02] // SERVICE
Fact-checking browser extension to analyze your news sources.
Determine if what you’re reading is fact or fake. HUSTLER Source tracks where the information in your articles comes from, so you can determine if they’re a trusted source or worthy of the digital trash bin.
MISSION-FOCUS
HUSTLER Source reinforces our mission to let
you live life by your own rules by providing you the power to track article sources and decide
for yourself what you care to keep in your inbox or news feed and continue to consume or reflect on for the purpose of educating yourself in the most secure, unbiased way possible.
SIMILARITIES
Hoaxy, Bad News
DIFFERENTIATORS
HUSTLER Source doesn’t just send everything to spam and let you sort out the rest. This service allows you to track the threads of information and determine trustworthiness of each news provider or publication.
HUSTLER Campaigns
[SRV-03] // SERVICE
Helping you develop and share a message or cause to drive change.
Strategic campaign support for developing your voice to create a message and share it wide. Effective for local government campaign elections, sharing information within communities.
MISSION-FOCUS
HUSTLER Campaigns supports our mission to express yourself by helping you to use your voice and message and set goals to create effective outreach to your audiences in order to share the importance of the rights and freedoms that you stand for.
SIMILARITIES
Political campaign support
DIFFERENTIATORS
HUSTLER Campaigns will focus on helping clients who are looking to create positive change and protect individual rights in their neighborhoods.