Case study

MIT Graphic Identity site

Client: MIT Communication Initiatives (formerly Communication Production Services)

Services: conceptual strategy, visual design, usability and comprehension testing, design development

A new set of branding guidelines using the MIT logo, designed by Matthew Carter, was established with well-known Boston-area branding and design specialist Sametz Blackstone in 2011. The guidelines then needed to be incorporated into the existing MIT graphic identity website which had been designed and built in the early 2000s. I was tasked with creating an updated interface of this site that detailed the guidelines set forth by Sametz.

What began as an "updating" turned in to a complete redesign and rebuild of the original site. We needed to express how the MIT logo should be used in all MIT communication channels as recommended by Sametz. This required creating a new set of rules for expressing the logo in any given channel, and in particular, how those rules would be carried out for mobile web.

Over the course of several months, my colleague Bara Blender and I wrote and designed all the variations allowed by the guidelines. I produced the pages and the graphics as we went along, always ensuring a smooth experience on mobile devices. We put the pages through a series of usability testing, refining and adjusting the layout, language, and examples.

The new rules required many MIT organizations to make changes to their existing communication properties, and especially their websites. I developed a set of standards by which the various branding options should be implemented, and provided files and code support.