What is it?
Founded in 1985 the MIT Media Labs is an American based research laboratory based at the Massachusetts institute of technology which derives its research from both fixed academic displaces and technology, multi-media, art, sciences and design. Although while broad, their work shows a pattern of researching into digital communication, human interaction/adaptability, artistic creation and visualization. Also, they are known to study this for many countries in the developing world to understand and create a better experience between humans and technology.
Brand Reinvention
Through the work of Pentagram, MIT Media Labs have developed a new modern and stylish identity replacing the previous outdated and rigid identity. The design was initiated with designer Richard The’s and Roon Kang for the 25th anniversary for the company. This simple design was based on a seven by seven grid in which they developed an ‘M L’ monogram as well as set the structure of the brands new identity.
From this 7 by 7 grid the Pentagram was able to extend the companies designs across 23 of their research groups all with unique and various identities whilst using the same identifiable structure that can be reflected back to the main company. The result of this is a diverse interlacing system of glyphs but reflects back to the main company’s identity. The designs algorithm could be used to create over 40,000 different sequences that could embody the brands creative direction.
For their wordmark they adapted the Helvetica typeface to reinstate their overall system which the typefaces itself is simplistic in nature. This matches their visual identity and remaining consistent throughout their company.
I really like the path the designers have took to represent the brand through it’s 7 by 7 gridded system. It manages to show their initials ‘M’ & ‘L’ as well as represent all of the 23 factions. The geometrical path makes it simple, unobtrusive and versatile to be implemented into any environment with it containing a double notion of representing the companies unique and creative direction and it’s endless possibilities of knowledge.
Exploring Identity
Through this simple design structure MIT Media Labs was able to implement their design in various applications throughout their workspace.
What have I learned?
While researching MIT Media Labs and looking at their old/new design it shows me that more sophisticated designs are more likely to become outdated while simple designs with a limited colour palette can usually can stand the test of time. I really enjoyed the implementation and the further adaption of playing with their brand’s identity through various patterns and sequences to create an identifiable structure unique to their brand and as well as deploying this onto their workspace to further enforce their identity.