From the Nominator

"In support of the MIT Alumni Association’s (MITAA) Strategic Plan directive to “focus communications and build a world-class brand,” we sought to update the visual and messaging identity to reflect more than 160 years of MIT graduates, while also representing the generations of alumni to come. We needed a solution to include a new mark that complemented the Institute's branding, a hierarchy for the various MITAA programs and events, and a style guide to provide visual identity structure across communication and marketing channels. We also needed a comprehensive messaging matrix and editorial guide to enable us to tell the MIT alumni story in an authentic, resonant voice. 

In partnership with the MITAA Board of Directors, the Association reached out to external partners to help find the solution. It eventually tapped Pentagram, a premier creative design firm with a client roster that includes leaders in industry and academia, including the Institute itself. Partnering closely with the Association’s in-house strategic communications and marketing team, the Pentagram team--led by senior partner Michael Bierut--began its work in earnest in September 2019. It started with a comprehensive discovery phase that included a review of the MITAA and MIT design history and Association data, and convening stakeholder conversations with staff, alumni volunteer leaders, and Institute leaders and communicators.  

Over the two next years, Pentagram produced several compelling directions, culminating in the review and approval by many key stakeholders of a visual Identity that formally debuted in September 2021."

From the Judges

The new mark and supporting brand platform developed was clean, consistent, and simple, yet visually appealing and relatable for its primary audience. An overall solid brand refresh. Nice work!