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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.

Process: Culture
CultureTeamGraphic Identity

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)

Students

Looking into microscope

Students

Student in lab

Student in lab


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

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