While working at MIT App Inventor (within the Massachusetts Institute of Technology Computer Science and Artificial Intelligence Laboratory [CSAIL]), I had the opportunity to experiment with rebranding studies.
During an early team meeting, I gave each team member a small stack of Post-It notes and asked them to write something relevant to App Inventor on each Post-It. More specifically, participants were given the prompt: “If MIT App Inventor was a person, what adjective(s) would you use to describe this person?”
Later on, these adjectives were grouped into four main categories and used to inform subsequent rebranding iterations for MIT App Inventor.
Part of my progress presentations entailed explaining how various MIT entities incorporate the MIT logo into their sub-logos. The team's consensus was to simply utilize a typeface matching technique, similar to the logo of the MIT Media Lab.