MIT Media Lab logo is actually 40,000 logos

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This is pretty wonderful. In creating its own new identity, the MIT Media Lab developed an algorithm that produces a unique logo for every teacher, staff member and student at the school. Three intersecting spotlights can be organized into any of 40,000 shapes with 12 color combinations, and each person can claim and own an individual shape and use it on his or her business card. As Fast Company points out, that’s enough variation to give each new student a fresh logo for the next 25 years. 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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@nudd Tim Nudd is a former creative editor of Adweek.