The Long Now

[Brand identity, Motion montage]
Instructor: Ming Tai
Skills: After Effects, Photoshop, Illustrator, Premiere Pro, InDesign, Figma
Recognition: ArtCenter Student Gallery

The Long Now Foundation is a non-profit organization that fosters long-term thinking. Their mission is to encourage imagination at the timescale of civilization: the next and previous 10,000 years.

My mission is to revitalize The Long Now, from an exclusive literary organization to a refreshing and friendly one through a visual identity that captures their mission.

“The Long Now is the recognition that the precise moment you’re in grows out of the past and is a seed for the future. The longer your sense of Now, the more past and future it includes.”

-Brian Eno, a co-founder of The Long Now

Logo

The logo is a confluence of a clock, a flipping book, and ‘L’. The stroke of the ‘L’ grows thicker and longer, serving as a reminder that one is in growth from the past.

Logo development

Color and Typography

To refresh their brand, I chose golden yellow with light gray instead of dark tone color. The typefaces Founders Grotesk and Tiempos were chosen for their well-designed, timeless qualities.

Brand elements

The brand elements take inspiration from tree rings and ripples, which are natural signs of the passage of time. These natural expressions powerfully convey the essence of the brand’s long-term thinking concept.

Identity Poster

Event Poster

Website, Mobile Application, and Social Media

The website and mobile applications highlight their Long Now Talks, (type of) series. I reposition them into landing page. It encourages greater participation.