The Center for Brains, Minds and Machines (CBMM) is a multi-institutional collaboration headquartered at the McGovern Institute for Brain Research at MIT with managing partners at Harvard University. It aims to understand intelligence, how the brain produces intelligence and how we may be able to replicate it in machines—arguably one of the greatest challenges in science and technology.
As a flagship program of American's National Science Foundation, they needed a new identity that was more modern, professional and cutting edge. A particular problem with the existing logo was that many did not recognize that it was in fact a brain.
As is often the case with our science collaborations, complex and often abstract concepts can be a challenge to visualise. One of the tools we use is a series of questions that we have developed over the years that we find essential to get to the heart of a brand.
In this case, it was this question that provided a key: “If one could communicate one single message about the CMBB identity, it would be?”
The answer was: “The CBMM brings together computer scientists, cognitive scientists, and neuroscientists to create a new field—the Science and Engineering of Intelligence.”
This is also what makes the CBMM different.
During our design phase, we discovered that dotted circles create new patterns where they intersect. The three circles in the new logo represent the three types of science mentioned above, that come together to create the new field of the Science and Engineering of Intelligence. Where the types of science come together and intersect, new patterns of understanding are created.See more here