The Music and Art Festival of 1969 exemplified the counterculture of the late 1960's and actually raised global consciousness. It became "three days of peace and music" that also would vault classic rock into mainstream awareness forever. No prior or post concert event ever had this kind of impact.

The name and logo from this historic event are among the most powerful and widely recognized trademarks in the world. The Woodstock lifestyle brand will represent the ideals and goals of a generation: freedom, respect for the planet and respect for each other. The designs keep with the themes of the 60's: peace, love and harmony. A 2009 promotion is planned for the 40th anniversary.