True to their innovative nature they developed not just a logo but an algorithm that can produce a range of unique logos. The design utilizes 3 spotlight images that intersect and organize themselves into up to 40,000 shapes and create 12 unique colour combinations. Every teacher, staff member and student at the school can claim and own their individual shape and use it on their business card. Each is different but undeniably similar.
MIT Media Lab Identity, 2011 from readyletsgo on Vimeo.
The Green Eyl did the design work. "Whatever 'media' means, it has been and will be defined at this place, in the next 5, 10, 20 years," says designer Richard The. "The algorithmic logo is an effort to capture this dynamism."
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