The MIT Media Lab has recently created a new and novel identity unlike any we’ve seen before. Intended to embody a “spirit of transparency, mutual inspiration and collaboration,” it features a logo made of three mobile black squares with colorful extrusions. Based upon a computer algorithm, the logo modifies itself to create a unique representation chosen by each team member. Thus each person can claim and own an individual shape that can be used on their business card or personal website, while program wide the design will be a fixture on all collateral, business cards, letterheads, websites, animations and signage. It’s darn clever stuff.