MIT-IBM WATSON AI LAB
mitibmwatsonailab.mit.edu
visual identity
website
collateral
app
Brief
Create a new visual identity for the MIT-IBM Waston AI Lab in Cambridge that highlights the partnership between the two organizations.
Solution
Inspired by the horizontal and vertical bars of the original IBM (“8-bar”) and MIT logos, the new mark brings the two into alignment. The bars from the mark form the base for the visual system.
When the bars of the two logos are normalized to the same line-weight the connection point becomes visible: the horizontal bar of the “T” in the MIT logo.
The color palette is derived from the meeting point of IBM’s blue and MIT’s red. From there we make a spectrum of colors based on the in-between states.
To create unique imagery we made a desktop app that processes photos using pixels based on the visual elements.
The mark stretches to fill spaces and forms the grid for structuring content for elements like posters, collateral, website, and more.
