it need not stretch a lab’s budget or take significant time away from research. Nature asks three researchers and a graphic designer for their advice on how to design logos that resonate.

It was a brilliant bit of design, ever-changing just like the Media Lab itself ... nature of Cooper’s logo, without losing the flexibility that its previous logos had established.

Logos can be surprisingly divisive things, so the MIT Media Lab has decided to cheat a little bit with its new identity: it won't have just one logo, it'll have 40,000. You heard / read / imagined ...

An algorithm can create 40,000 logo shapes in 12 different color combinations, providing the Media Lab an estimated 25 years’ worth of personalized business cards. It’s darn clever stuff.