A white circular logo with gear-like edges on a black background.

MIT Engine

My role
Brand Identity Design

Collaborators
Andy Babb (Web Design)
Matt Ipcar (CD)

Inspired by machinery and tough tech, the new brand and collateral for MIT’s accelerator helped the group stand out amidst a sea of startups and incubators. We explored many options for marks - evoking shapes of propellers, belts, fans, gears, and engineering diagrams before landing on the simple form of our gear. The mark needed to feel apart of the broder family of MIT sub-brands, from MIT Media Lab to MIT Press.

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Modern office lobby with wooden wall panels, a reception desk with computers, a woman browsing, and a man walking, with seating and large windows.

Logo in MIT Engine headquarters, Cambridge, MA. Environment design (and image) done by Gensler

Four green pencils with black tips arranged horizontally on a light background, each labeled 'The Engine' with a gear logo.
A grid of twelve pages showing branding guidelines for a logo called 'The Engine,' featuring black and white logo variations, color palettes, product branding, font specifications, and application examples.
Logo with a stylized gear icon and the text 'THE ENGINE' and 'Built by MIT'.
A white tote bag with a large black gear design and the text 'THE ENGINE' in black, accompanied by a black notebook with white gear symbols and the same text.

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