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Forethought

Forethought is a research organisation asking serious questions about the long-term implications of superintelligent AI.

Combining academic rigour with a willingness to explore the unconventional, their aim is to clarify what is at stake as technology accelerates. With a focus on clarity, openness, and intellectual humility, Forethought’s body of research is meant to inform better decisions about a transition that will reshape human society. The site: forethought.org.

The Brief

To create a brand identity and website that reflected Forethought’s credibility and rigour as well as their intellectual adventurousness and proudly “nerdy outlook.” Avoiding the tropes of tech branding or overstyled futurism, it needed to feel understated, thoughtful, and timeless. In short: a brand identity that would let their ideas speak first.

The Solution

We developed a visual language rooted in the traditions of research: perspective drawings, marginal notes, clean typography, and pared-back layouts. The result is a brand and website that steps back, keeping focus on what matters.

Logo
Core Creative Concepts
A visual language borrowed from research traditions: perspective drawings, marginal notes, minimal layouts that step back and let the ideas speak first.
  • Clarity over noise
  • Focus on what matters
  • Serious but simple
Colour Palette & Visual Messaging

Typography

The typography stages a dialogue between a serif and a sans. The sharp angles of Signifier complement the brand’s geometric references, while TT Hoves provides clean counterbalance: modern and unobtrusive. Together they’re rigorous, understated: a fine match for Forethought’s focus on clarity.

Graphic System

The central concept of the brand’s graphic system is a recurring reference to perspective and refraction, with intersecting lines that create a flexible grid. The structure gives the identity a subtle depth and rigour calling back to Forethought’s scientific and academic roots.

Website

The website was designed to feel calm, clear, and somewhat academic. A pared-back layout keeps content front and centre, with sidenotes and interactive details offering depth without distraction.

Brand Guidelines

This document defines the foundations of Forethought’s identity: from typography and graphic systems to tone of voice and digital applications. It exists to ensure the brand is expressed with consistency, clarity, and restraint across every touchpoint.