The new visual identity of the MIT Media Lab has been translated into a short film. In this university all kinds of ‘highly creative people’ get together with the aim to design the future. A daring mission that calls for an equally bold style. Which is exactly the result. The logo is a flexible design representing the contribution of three disciplines. So that each card gets its own logo. Always different but still very recognizable. These form modifications are processed according to an algorithm and may provide for 40,000 variants in all imaginable letterheads, websites, signatures, stickers and banners. The film is characterized by its contemporary style and was designed by Studio thegreeneyl in 2011.