I love this interactive branding of the MIT lab I can see this being a new trend for big company branding’s the possibility of having a living logo is amazing.

Here is the video  

MIT Media Lab Identity from thegreeneyl on Vimeo.

The studio that created it http://www.thegreeneyl.com/ I really like the work they do here all their projects are really interesting.

And one of the designers http://www.rt80.net/overview/