MIT 150
Overview
2011 signifies MIT's 150th year in existence. Adam&Co. was commissioned to create an identity and website to mark this monumental occasion. The challenge was to create a mark that celebrates 150 years of discovery, invention, and innovation. Something that looks back, while looking forward. We had to capture the essence of institute, and reveal the characteristics and processes that are unique to MIT.
The mark had to be flexible enough to work with all events throughout the course of the year-long celebration, ranging from alumni events, to sporting events, to a six-month arts festival. It also had to work as small as a favicon, but also stand up as a lead graphic on billboards and other printed materials.
Adam&Co. drew inspiration from one of MIT’s core sensibilities: simplicity. We used a play on a very basic math equation by adding “150? to “MIT”, with the solution to the equation left unknown. As different groups across the institute use the identity throughout the year, it will evolve to reveal many different solutions to the equation.
The identity was embraced by the MIT community and used wide and far during the 150 day-long celebration on all signage, communications, and promotional materials.