Consulting and design work for MIT’s pioneering unit CSAIL (Computer Science and Artificial Intelligence Lab). Housed within the Stata Center, designed by Architect Frank Gehry, CSAIL is a leading research center which has been imagining and building the future for more than 50 years.
Computer Science and Artificial Intelligence Lab asked us to redesign the logomark retaining the symbol of the building as the main feature. We focus on emphasizing the distinction between the four parts of the name.
The CSAIL brand identity consists of a logotype, a tagline, a color palette and a typographic system. All of these elements, when used together properly, embody the character, values, beliefs and goals of CSAIL.
CSAIL Sans’s range of dark weights with taut and powerful curves can boost any headline, while the lighter weights create an approachable and clean feel in blocks of continuous text.
The colors of the logo were inspired by the materials used in the construction of the Stata Center. These shades of brick red, glossy yellow and metallic grey are carefully balanced and instantly recognizable.
