MIT Media Lab Identity: 40,000 permutations, one brand.

It’s rare enough that we we look at a new corporate identity with slack-jawed wonder - but this stopped us in our tracks.

To mark 25 years of innovation, MIT Media Lab commissioned former student Richard The (working at agency The Green Eyl) to create a new brand identity.

He delivered a result as clever and innovative as the client: An algorithmic device that generates a new visual identity for each user - while still sustaining visual consistency and recognition for the brand.

Given the visionary students that give the Media Lab it’s well-earned reputation, this was an innovative way to reflect the ideas and aspirations of the individuals who study there as well as the institution itself.

And as a footnote - This story reminded us of how much Ireland lost when MediaLab Europe closed down in 2005. (Sigh.)

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Big thanks to Stepa for the find.