Kendall Common by MIT:
Defining a sense of place and progress.
Finding common ground.
Kendall Common is a new destination within Cambridge’s most innovative district. Developed by MIT, this new epicenter in Kendall Square will be a place where everyone can flourish: local, academic, and science communities alike. Through public space design and programming, Kendall Common creates an authentic, dynamic environment that advances progress together.
A bustling collective.
A system of morphing icons underpin our identity. This playful interaction of precise elements represents the creative collision that happens when different individuals, ways of life, and thinking come together. An energetic, symbiotic relationship between people and place.
Sense of discovery.
Our colour palette encapsulates a vast spectrum: allowing us to flex between audiences, tonality, and emotion. From lifestyle to biotech, young graduates to established families, wonder to warmth. We also pay homage to MIT by mixing in their heritage brand colors.
Technically human.
Taking inspiration from technical cutting processes, Kendall Sans also showcases the neighborhood’s intrinsic organic nature: from green space to life-science. We designed this bespoke typeface in collaboration with Jeremy Tankard Typography. It works harmoniously with the curvature and angles of our Icons.
