Time Inc. Rebrand: a modern identity for a legacy brand

Time Inc. was at a pivotal moment—its design no longer reflected the transformation happening inside the company. Partnering with the legendary Paula Scher at Pentagram, we created a bold new identity, brand architecture, and narrative to reposition the company for the future. Drawing on the insight that most audiences referred to us simply as ‘Time’—while the ‘Inc.’ felt dated—we streamlined the name and energized the brand with a vibrant neon blue. We also built a cohesive design system that replaced a clutter of logos across business units with a unified, modern expression.