Interesting new identity for the MIT Media Lab. The designers used Processing to generate an algorithmic logo-application. Choosing Processing was a smart choice for the project in two ways: first, Processing was developed by Casey Reas and Ben Fry, who developed it 2001 during their studies at MIT. So it's an "inhouse" developed tool, which today is used by designers, architects, media-programmers and many more all over the world. Second, Processing enables the designers to set up an algorithm-based program, instead of a fixed logo, to handle all the different aspects of the communication. In addition, the algorithms used for designing the logo, set the foundation for a web-interface, which makes it possible for people to choose their personal favorite logo for their own businesscards.