The Institute-wide Task Force on the Future of Libraries challenged the MIT Libraries to set a bold course for the coming decades: to provide a model for more open, connected, and innovative research libraries worldwide. The Libraries wanted a new brand to help drive that vision.
We met with the client team to learn about the new goals for the Libraries and their wishes for how the visual brand should support them. We then wrote a request for proposals, recommended creative firms that would be a good fit, reviewed the proposals, and interviewed finalists. The project was awarded to Pentagram, who guided the team through a thoughtful creative process.
The result is a truly dynamic brand identity—algorithmically generated by a computer program that changes in both form and color—that showcases the Libraries as an open and connected network. The brand’s ability to expand in structure allows for creative ways to use its core elements as graphical treatments.