Fluid identities are becoming ever more popular — and with good reason — when used appropriately they can be fantastic, providing an organisation with an ever evolving look while maintaining its brand values. MIT have developed a great new identity that plays on its role as an experimental media lab. The identity uses four beams of ‘light’ in 12 different colours to generate 40,000 permutations. It’s a lovely piece of work designed by E Roon Kang and Richard The. Even though lovely, I actually prefer the image with the identity as dots and beam outlines.