Campaign for a Better World Identity

Objective: To create an identity for MIT's new multi-year fundraising campaign. A multi-faceted capital campaign representing many different schools within the University, the project required a memorable mark and comprehensive communication and design guidelines.

Solution: Working with Rick Rabe and Adrian Pulfer from The Propeller Group, we designed the identity to augment MIT's existing logo, employing a set of parentheses derived from the shape of a perfect circle. In mathematics, what is on the outside of the parenthesis is distributed or multiplied across what is inside the parenthesis; thus the concept reinforces the impact MIT's Campaign for a Better World will have on everyone, benefiting the whole world.


  • Identity Design
  • Brand Guidelines
  • Publishing Guidelines
  • Campaign Collateral
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