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Performing an identity


Due to climate change, the Jungfrau Glacier, the longest in Europe at 22.6 km (14 miles), is melting rapidly. A child born in 2018 will see it disappear by 2100, their 82nd birthday.

This speculative corporate identity approaches branding as a unique site for performance, calling for attention to this loss of National Heritage by “melting” the logo incrementally every year until 2100. 

A simple grid system in the printed stationary conveys the glacial area lost every 1/16, 1/8, 1/2, and 1 second. Multiples of the business card, letterhead, publications, etc, multiply the emotional effect.



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nyoung at risd dot edu