The MIT Media Lab moves fast. From shapeshifting displays to technology that could 3-D print Eames chairs and self-lacing McFlys, the Media Lab reinvents the way we think about the future every single day. Now the Media Lab is reinventing its visual identity with the help of Pentagram partner Michael Bierut.

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The new logo is an abstract set of pixel-art hieroglyphics that marry two distinctly different eras in MIT’s rich graphic design history.

WE WERE LOOKING FOR A GRAPHIC IDENTITY THAT WOULD ALLOW US TO EXPRESS MULTIPLE GROUPS IN THE LAB.

The finished identity is essentially a typeface, masquerading as a logo.

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