An emerging approach to logo design takes a brand's identity from just look and feel to the expression of a conceptual core as well.

The MIT Media Lab has released a video describing the concept and design behind the new logo revealed at the end of last year. Designed by The Green Eyl, the logo captures a look and feel for the Media Lab, but instead of being a just static image, the logo is actually a conceptual and dynamic algorithm. The design is a simple set of rules defining a grid overcast by three overlapping shapes; designer Richard The explains below:

The new visual identity of the MIT Media Lab is inspired by the community it comprises: Highly creative people from all kinds of backgrounds come together, inspire each other and collaboratively develop a vision of the future.

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