Some clients have a harder time narrowing down design options than others. While the following may appear to be just that, it was actually a deliberate choice. 

E Roon Kang and Richard The created a fresh visual identity for the MIT Media Lab: an algorithmic logo that generates a new mark for each of the Lab’s citizens.

The basic idea is that the logo has three intersecting spotlights that can be organized in any of 40,000 shapes and 12 color combinations. That’s enough to supply each Media Labber with her or his very own logo for 25 years.

Once a Labber has made their choice, no one else can poach it. It’s as personal as a Social Security number.