MIT Graphic Identity: Process: Culture

	Tips
	Read the questions used in the focus groups

	The MIT graphic identity should reflect MIT—its attributes, culture, people, research, history, future, goals, values, spirit.

Exploring the culture of MIT

The MIT I.D. Team launched a series of in-depth explorations about the MIT identity through focus groups, online surveys, and informal meetings. Students, faculty, staff, alumni, prospective students, journalists, and members of the Cambridge community participated in the 1999–2000 study.

In discussions with each group, the I.D. Team posed questions about MIT's internal culture, its image, and the effectiveness of its publications. The answers to those questions revealed both universal and contrary perceptions:

MIT's strengths

uncompromising devotion to excellence
problem-solving ability
global impact
entrepreneurship
leadership
pragmatism
meritocracy
informality
academic and cultural diversity
innovation and creativity
intensity
courage and risk taking

MIT's weaknesses

fractured community
inability to project accurate and unified image
low public profile
incidences of meanness, coldness, and arrogance
exhausting, overachieving culture

MIT's target tone

bold
risk embracing
exciting
unique
innovative
rigorous
determined
respected
proud
accomplished
practical
entrepreneurial
curious
(from research in the development of MIT Capital Campaign print and web materials, 1999)

MIT's values

meritocracy
service above self
focused
intense
inventive
relevant
not an ivory tower
entrepreneurial
one place
unconventional
irreverent
(from research in the development of the MIT mission statement, 1999)

Photos
Top and third, Stuart Darsch; second and fourth, Barry Hetherington; bottom, Christopher Harting

More info