[mattcaywood]

Schiff seems to assume a design must always communicate on first glance. However, a design like this has many chances to make an impression.

The multiplicity of nonsense words the logo could encode is irrelevant to its quality. Having seen and correctly interpreted 'mitp' once, top-down visual priming guarantees you will never again see 'imlji,' 'nnlji,' 'uolp,' or 'oulji.'

It's like those "can yeu raed tihs" memes. Of course you can read it. Especially the second time.

(I do think Cooper's original logo is brilliant, and the MIT Media Lab logos are overly systematized.)