The new Media Lab logo really represents a vast galaxy of ideas generated past and future. This is an algorithmic generated logo that can create 40,000 logo shapes in 12 different color combinations, providing the Media Lab an estimated 25 years’ worth of personalized business cards.
Last Spring in my Corporate Branding class, design student Seth Hoekstra created a similar sui generis concept for his mythical Center for Design, Chicago. Seth’s concept behind each mark variation begins with each museum staff member. Each individual would be prompted with an assignment to contribute a unique shape they feel represents the museum. Here are several pages from his CDC manual of style to guide the way.